Views: 0 Author: Site Editor Publish Time: 2022-01-14 Origin: Site
It’s time to share again, because lately I’ve been asked questions about the comparison between Facebook and Google, such as is my product suitable for Facebook advertising?Is lead cost higher or lower than Google?Which one has better accuracy?Which one is more suitable for brand exposure?I found that many customers are not clear about the differences and methods of advertising on the two platforms of Google and Facebook, so today I will summarize and share with you, hoping to clear up your doubts and maximize the effectiveness of platform advertising~ 1. Different ways of positioning consumers (essential differences) First of all, the media properties of the two are different. Facebook is a social media advertisement, and Google is a search engine. So the essential difference is that the way consumers are positioned is different. Facebook is hobbies-oriented, which means that no matter whether you need my pipe fittings or steel now, as long as you If you have paid attention to this kind of information in the past, then my Facebook ads may be displayed to you; Google is audience demand-oriented, which means that your ads are likely to be triggered only when users actively search for products in need~ soFacebook coreIt is necessary to determine the interests and hobbies of your audience. These need to be set up on the business platform to segment the audience, such as the selection of customized audiences and the selection of segmentation positioning (core tags). What you have to think about is how your product will be used. Which type of people pay attention. Google's coreThey are product keywords. The first step in advertising is to determine the keywords.Optimizers think more about studying users’ search behavior.(PS: You can directly set keywords for search ads. Shopping is in FEED. Display is not the focus because B2B search is the main focus). 2. Different marketing methods 1. Facebook focuses on visual impact~ For B2B products, suitable for Facebook include clothing wholesale, hardware parts, equipment, etc. In addition to price and other detailed descriptions, these products also need to have scenes and product picture displays to achieve estimated results. Just imagine, for a clothing wholesale manufacturer, the ads on Facebook only have text descriptions. No matter how favorable your price is, if others cannot see the type of clothing, the advertising effectiveness will be greatly reduced. This can also be compared to the current WeChat Moments ads. , such as Zebra AI English early childhood education, everyone should have seen this. The advertising content consists of preferential prices and interesting videos, which can easily attract parents’ attention and then stimulate purchases~. The same is true for Facebook ads for B2B companies. We must attract The user's material is displayed before they can look forward to collecting products and receiving orders. 2. Google keywords must be selected correctly~ Google is suitable for products with strong professionalism and high unit price, such as some precision equipment and instruments, product equipment accessories, traditional building materials products, etc., because for search users, they know very well what their needs are, such as whether they need seamless steel pipes or welding tube, KBG tube or JDG tube.Customers will conduct noun searches directly in the search box. We need to ensure the scope and accuracy of keywords to facilitate customers to reach our product advertisements.Furthermore, the prices of these products are generally relatively high (more than 20 US dollars). Customers will definitely search and compare product information, prices and brands on Google and will not make impulsive purchases. 3. Different product styles Facebook is suitable for customers who have not yet conducted advertising or brand promotion.For customers from 0 to 1, Facebook is the first choice. The advertising cost CPC is as low as 0.01 US dollars, the single attention is 0.02 US dollars (non-European and American countries), and the lead cost CPA is 3 US dollars (non-European and American countries). This cost promotion can be said to be The most suitable of all advertising promotions currently.For example, B2B companies are currently paying more attention to the number of fans on their own Facebook page. By investing about 2,600 yuan (the exchange rate is 6.5), they can increase their fans by 2,000. In the current era of 'fans', this operation is the best choice~ 1. How to operate? Google advertising has a wide range of applications, including brand promotion, increasing sales, and obtaining accurate potential customers and consultations. Customer acquisition is its strength.For example, the company already has a certain degree of popularity, or the product has a certain degree of popularity. In this case, you can choose to use Google to promote it, because no matter which method of brand promotion was carried out before, as long as the brand impression has been made in front of the public, then choose Google is very suitable for promotion, because B2B customers will shop around or even more, and will not consume easily. Therefore, exposure in the early stage will increase customer search opportunities, so the sales volume increase and customer acquisition goals will be a matter of course. Son. 2. How to operate? √ You can choose brand words for promotion first. Because the price of your brand words is right, we can capture more traffic in advance and avoid competition to seize the opportunity; √Search for new keywords and add negative words. Through keyword research in the early stage, you can check the search volume of your product. For example, if the monthly search volume of a keyword is ≤16, it means that the search volume of this word is too low, so abandon it directly. Just fine. !Pay attention to the website, because many B2B customers do not pay attention to their website experience. They have slow opening speed and unreasonable page layout, which will affect the trust of visiting customers. (ps: Siluzan can provide free website building tools, website The speed can reach within 2 seconds~) Through the above sharing, do you have a clear understanding of Facebook and Google?So regarding the lead cost, Facebook is relatively low. As mentioned above, for B2B non-European and American countries, it is about 3 US dollars; but for accuracy, Google’s reputation is still very good. Regarding exposure issues, both can be done at the same time. After all, the platforms target different user groups~ For B2B companies, today I have also given you some operational tips, hoping to help you achieve the best budget and best results~ Precautions: 1. Segmented marketing - If you are in the traditional B2B manufacturing industry and have just started, and want to promote your brand, you can use Facebook as the first step of promotion, which is high quality and low price.If you are a brand customer and want to attract more customers and increase brand promotion, you can try Google. After all, Google is a word-of-mouth product for overseas searches, and the quality of inquiries is relatively outstanding ~ 2. Integrated marketing - If the distinction between B2B/B2C in emerging product industries is not obvious, Facebook and Google can be launched at the same time to capture both ends, and use both private domain customer acquisition and precise customer acquisition. 3. All-media integrated marketing - If you are facing small and medium-sized B2B who are still confused about going overseas and don’t know the direction, you can consider all-media operations, Facebook advertising, social media operations, and Google advertising. If you have a budget, you can first look at Google’s products. The search volume of the word, the audience size on Facebook, and then combined with the current development stage of the company and the budget range it can afford, make funding decisions (all-media integrated marketing is currently the most effective way for B2B companies, and it is highly recommended~). Generally speaking, I hope this manual can help everyone clarify the direction of media advertising and achieve the best advertising effect!We win the battle and go to sea, we are more professional!
