Let’s say you have a little extra money this month and you want to take it and use it for advertising your photography business.
Should you invest in a Google PPC (pay per click) campaign? Or should you use it for Facebook Advertising?
On the surface, both have incredible backing and a lot of statistics to support them.
- Facebook has 845 million active users, who as a whole post over 1 billion posts per day.
- Google is said to have around 1 billion searches per day.
Which puts the two fairly equal when it comes to people you can potential market to. Yet that’s where the similarities end.
When you head to Google, you are actively looking for information. You head to Google with a question or thought in mind, ready to find the answer. You add in keywords looking for results. Which means you’re just as likely to click on an ad as you are natural results – if it provides you with the answer you are looking for.
With Facebook, they rely on “push” marketing when it comes to getting their ads in front of visitors. People on Facebook aren’t raising their hands asking for information; they are there to keep up with their friends. They want to hang out. Clicking on an ad means removing themselves from the conversation. And in many cases its not something they are willing to do.
So the two right off the bat are completely different. If you’re going to jump in an advertising campaign on either one, you have to approach them differently.
With Google, you have to think like your customers. What are they searching for? What could you advertise to make them want to click on your ad?
Dig Deeper: How To Run A Successful Pay Per Click Campaign
Let’s look at an example to see how you should approach a Google campaign. We’ll assume we are a photographer trying to boost up our clientele for model portfolios.
Our average client will head into Google and use keywords like “model portfolio photographer” to find someone to help them. We want to be there. And if we know they are using the key phrase “model portfolio photographer”, chances are that’s exactly what they want. They need someone with the experience and expertise to help create a dynamic portfolio that will help get them modeling jobs.
So we know our ad should use keywords that showcase our talents as a model portfolio photographer. When I typed that into Google, this is what I found:
Google makes it easy to create as many ads as you desire, and focus each ad to select keywords and phrases. Yet we can see a wide variety of the results here simply don’t match up with this keyword. Would someone looking for a model portfolio really trust a dog photographer? So these are wasted ads. They aren’t targeted enough to attract attention. And more than likely won’t be clicked on. [Read more…]
