Facebook or Adwords: Which is Better?

By charles kirkland | Adwords

Sep 28

I get lots of questions about which is better, Facebook or Adwords.

That's the wrong question to ask.

That's like saying the Hennessey Venom GT is the best car in the world. 

While it's the fastest supercar you can buy today for $1.2 million dollars, it wouldn't be the best thing to take down to the farm to feed the cows.

You have to pick the traffic source based on your offer.

Let's look at a situation where Adwords would leave Facebook in the dust.

Let's look at a situation where Adwords would leave Facebook in the dust.

One of the many reasons I love running Adwords over Facebook is real time intent.

In Facebook you really don’t know when a user liked an interest.

Was it this week, last year or 6 years ago.

Look at your profile preferences and you’ll see things you didn’t even know you liked.

Facebook takes all the data they have and comes up with some really good guesses about what you like.

It’s freaky how spot-on it is. But it fails to take into account recency of the data.

You can run conversion optimization and that helps a lot.

But as an advertiser you don’t have access to how fresh that like is.

And once that data is added to your profile it stays there until you remove it.

If you have first party data about your audience, Facebook can become unstoppable.

But Adwords is different.

Before I get tons of emails trying to tell me that Adwords is made up of multiple ways to serve ads, let me say that I’m specifically talking about search.

In search you're getting real-time actions.

Let's look at this real life example.

Let's say little Johnny gets back from playing at Grandma’s house at 9pm.

While you are somewhere in Dreamland little Johnny starts crying in the middle of the night. You wake up and run to his room only to discover he got into some nasty poison ivy and it's itching like crazy.

At 3am you’re not going to ask your friends on Facebook what's the best homemade cure for poison ivy.

Instead, you're going to grab your smart phone and do a voice search and start looking for the first results which is a sponsored ad. Now you're sending your other half to the 24 hour Walgreens looking for the anti-itch cream you just looked at.

By the way, baking soda works wonders in relieving poison ivy.

See how Adwords is solving the problem in real time.

In case you're saying Adwords is too expensive, you need to fix your funnel and up your quality score to compete.

Look at each keyword group and the intent behind it to come up with a hyper-targeted ad with a high quality score.

In PPC the goal is to have the highest possible quality score.

Your’ll pay less and get more impressions than your competition.

While I believe this a a great example of when Adwords beats Facebook, don’t get stuck using only one traffic source.

Master one and expand to the next; there's no law that says you can only use one traffic source.

I’m getting ready to help work one-on-one with a few lucky businesses. If you want to know more about it, let me know.

Talk soon,
Charles Kirkland

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About the Author

Charles is a walking, talking, networking blend of credibility and know-how. Raised in a working class family, he combined a tenacious work ethic and keen sense of curiosity to usher him over one hurdle after another.