Facebook ads outperforming Google ads
April 17, 2017
Advanced targeting, eye-catching design and flawless mobile device experience are just a few reasons why we’re seeing our clients’ Facebook ads outperform their Google counterparts. In the past five years at BroadBased, we’ve spent over $100,000 on Facebook ad campaigns, and in some cases we’re able to deliver as much as 80 percent more traffic than Google ads with the same budget.
“The impact that Facebook has had on digital marketing is unprecedented,” said Chris Ramaglia, BroadBased executive vice president. “There’s never been a platform that combines this level of targeting accuracy with such a seamless ad presentation. When you add to that the amount of time people spend on Facebook and how engaged they are, it’s no surprise that our campaigns have been so effective in driving leads.”
Here’s some new data from WordStream on the average click-through rate on Facebook ads. Since making Facebook advertising a priority at our agency, we’ve consistently beat these industry averages. One of our real estate clients has a lifetime click-through rate of 4.30 percent while the industry standard is .99 percent! We’ve also more than doubled the average for one of our higher education clients.
Through our experience with a variety of industries, we’ve identified several items that are essential for a successful Facebook ad campaign:
- Clear understanding of goals.
Some campaigns are designed to raise awareness while others are aimed at making the phone ring. Knowing the difference will drive other key campaign points.
- Ad copy and graphics that are designed to convert eyeballs into action.
Boring ads get ignored and ones that disrupt will discourage your target audience. Every element from copy and images to your call-to-action must be designed to get results.
- Tools that allow for real-time tracking on mobile devices.
People are interacting with Facebook content 24/7/365. You need the tools to stay on top of comments and questions, as well as to track success and make adjustments.
- Analytics to make sense of data, and expertise to continuously improve performance.
Facebook offers a wide range of data to advertisers, but to take full advantage of it you need the experience and knowledge to analyze the information and use it effectively to improve your results.
“Facebook advertising has great potential, but it’s not a do-it-yourself solution,” Ramaglia said. “Give us a call before you decide to spend your company’s time and budget. You’d be surprised how fast we can get a campaign up and running, how inexpensive it will be, and how quickly you’ll get results.”