What is the difference between Google Adwords, SEO and social media strategy? This is a question that we hear on a regular basis within the circles of digital marketing. The answer to this question can be summed up in three key points
- Financial Cost
- Customer engagement
Google Vs Social Media
Google is the world’s largest search engine and their ads reach billions of people each and every day.
Google ads is an online advertising service developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, and video content within the Google ad network to web users. Google ad words system is based partly on cookies and partly keywords determined by advertisers.
Facebook has the largest market share among the many social media platforms. Facebook owns both Instagram & WhatsApp making it a giant in this space. So when refering to social media, we will be quoting Facebook for the rest of this article.
Facebook advertising appears on your:
- Facebook newsfeed (desktop or mobile)
- Right-hand column
- Facebook audience networks
- Instagram (which Facebook owns)
Facebook charges on a cost per 1000 impressions method. While with Google charges on a cost per click method.
Businesses organically attract audiences on Facebook by having Facebook pages. Either by personal advertising or by others promoting their pages via Facebook. (brand communities)
Google requires businesses to be listed by Google in rank of relevance to the user on Google Search. This is considered ‘Pull Marketing’ where a person has to search for a business, in order for that business to appear. For example, if you type in ‘Plumbers Sydney’, then Google will pick a company that best relates to what they are looking for, based on how valuable Google considers that company to be with providing correct information to the marketplace. It is like the ‘Yellow Pages’ of online marketing.
Facebook however is considered ‘Poacher’ advertising. Where advertisers and businesses advertise to people based on their interests with the goal of creating brand awareness.
Google Adwords has become a highly competitive market where ROI is hard to come by. The main restriction being the limited page real estate. Google has a bidding system, this means that the company/business with the deeper pockets generally wins out. In industries, where there are big players, it becomes hard for boutique or smaller businesses to compete.
Facebook rarely places ads next to competitors in the same industry, therefore competition for page real estate is lessened. Facebook offers a more engaging platform where businesses can curate a sales process more readily by being interactive and engaging with audiences.
Currently, social media has the fastest return on investment for top of marketing funnel advertising. Social media typically takes around 6-9 months to mature for return on investment, while SEO can take 24 months and ad words is currently sitting at around 12-18 months.
Summary snapshot of Google vs Social Media
If you’ve read to this point, you’re likely very interested in the above and should give us a call for a strategy session. Our number is (02) 8095 9342 (+61 2 8095 9342 if outside Australia), or message us on Facebook at www.facebook.com/attentionexperts. You can also book a meeting with us via our website at www.attentionexperts.com – I would be very happy to run through some of the above strategies with you in more detail.
Check out this great last article from us on how to create a social media contest.