Every promotion needs advertising to get the message out.  Google and Facebook provide opportunities to do so but operate on different principles.  Google Adwords media placements appear in response to individual internet searches of specific keywords or phrases.  Facebook ads appear based on targeting specific interests within the Facebook community.  Both are useful methods of delivering targeted messages to end users.

Google offers a more direct connection to your website.  Regardless if you choose a cost per thousand (CPM) or pay per click (PPC) ad buy provide the URL of the webpage you want them to link to in the ad copy.  This is done through a hyperlink you add to the copy using the Google ad builder tool. A compelling call to action in the creative is the most important thing to consider to get people to click on it.  Then if you have the right “pay off” to the message on web page you are directing to you stand a chance of converting them into customers.  It’s is important to get a real perspective on what a chance means.  Under the best case scenario you are talking a percent or two or fraction thereof. In terms of the ad unit itself, you don’t have a lot of room to work with when using Adwords.  The call to action must be straight to the point. Refrain from fluff or beauty copy.  Facebook is a softer sell alternative.

Facebook ads appear on a page based on who in their network may like a product, service or business.  They don’t appear based on a real time search result.  So while many viewers will see ad few click because they are not shopping at that moment.  This awareness can be valuable at some future point in time when they are in a more active purchases consideration mode for your product or service.  Again a strong call to action, preferably some Free offer, deep discount or even a sweepstakes entry can create some immediacy and sense of urgency to click through.

Here are a few other things to think about when planning your campaign.

1. Test a sweepstakes or contest as the call to action in the ad.  Drive them to your webpage or Facebook page where you have more real estate to deliver a selling message.
2. Google Adwords is easier to use and offers better analytics making it easy to evaluate how a variety of keywords and phrases performs against your objectives.
3. Facebook allows for a creative image to be part of the ad whereas Google does not.  An appealing visual increases response.  Test multiple images until you find one that is most appealing to your target audience.  If you include a sweepstakes or contest such as the example included here; a good idea is to use creative imagery from the promotion itself to provide some creative integration. The important take-away is that; when running a campaign on Facebook pay attention to both the copy and the visual and test combinations of all the above.

In summary both have their role and both should be experimented with and tested.  We’re not talking a lot of money to do so.  For as little as a few hours of your time and $25 a day in media spend you can be up and running.  One recommendation though is to stick with it for a decent length of time.  Two weeks minimum and preferably a month should give you an initial read on results.  Then you use the tools provided to stop what isn’t working and redirect funds to what is driving a response.