As a social media company, of course we advertise on social media via Facebook ads.
For the month of January, we added Google Adwords into the mix and wanted to share performance results.
First, the ads we ran were as similar as they could be given the ad requirements and/or constraints of each channel. That means that targeting, calls to action, and creative were all kept as closely aligned as possible to get a good read on the performance of each.
At first, we were blown away by the results: In every metric except Cost Per Click and Cost Per Conversion Facebook ads outperformed Google Adwords by close to 300%+. Conversion costs of the Facebook ads ran roughly 1/5 of what they cost using Google Adwords.
But it really makes sense, doesn’t it? For starters, Facebook offers very powerful behavioral targeting that’s superb for segmentation based on actions.
Plus, as a social platform, Facebook ad placements enable, or even encourage, digital “word of mouth” through Likes, comments, and shares.
At the end of the day, if our end goal was simply to build our brand, then Google might have been a more cost-effective choice. But clearly, if your goal is conversions in a niche market, Facebook ads deliver the performance we want.
Regardless of the online ad channel being used, it’s important to note that twice as many ads were delivered to mobile devices than desktops. For our Facebook ads, the mobile clicks outperformed desktop by almost 400%!
Want to optimize your digital ad spend for mobile and desktop? Give us a call, or schedule a review with one of our social media experts. We’re doing just that for thousands of small businesses across the continent!