Many people talk about the difference between the two major platforms: Facebook and Google
These are two entirely different channels, and that is why I recommend not comparing them directly. However, if you do choose to compare them, keep in mind that you must exclude brand searches from your Google Ads data, and you also need to make sure you’re looking at the correct ROAS.
Google is a search engine used when a user wants to buy a product or service, or research something related to a specific product. This person is already in buying mode and is therefore further down the sales funnel.
But what about Facebook?
What kind of mode is the user in when scrolling through Facebook? Think about it for a moment.
Why do you go on Facebook? To buy something—or to catch up with friends and scroll through your feed to see the latest gossip and what Anders Hemmingsen has posted since the last time you checked, maybe an hour ago?
I’m guessing the latter.
You do not go to Facebook because you want to buy something; you go there for other reasons. But suddenly, you are hit by an ad.
Maybe it’s an ad for tennis balls… But you just twisted your ankle…
What on earth would you need tennis balls for? Still, curiosity gets the better of you and you click on the ad. But! At that exact moment, your mom calls to chat about unimportant things, and you completely forget about the tennis balls. In other words, you’re out of the mood. But truthfully, you were never in “true buying mode” to begin with. You just thought the offer was pretty good.
Later in the week
You Google “Ketshop tennis balls” and click on a Google ad that conveniently appears with a 50% discount, and you see that the tennis balls are still on sale. You buy them.
In this scenario, Google gets the credit for the sale.
My point is this
Facebook and Instagram are excellent for creating inspiration. These platforms are great for capturing users’ attention when they forget to buy something. Facebook, especially, works well when running sales campaigns because it leverages the user’s fear of missing out on a good deal. On the flip side, Facebook can be a “dead” channel when there are no attractive offers.
Channel synergy is the keyword here, and those who succeed in understanding this, in my opinion, understand the entire game.
Let me ask you a question…
Most high-ROAS revenue on Google Ads comes from users searching for brand names across all three businesses. How do you think they were influenced to search for that brand name in the first place?
Let that question sink in for a moment—and then read the answers below:
- Great customer service
- Social media
- Influencers
- Word of mouth
- TV commercials
- Radio ads
- Contests
- Sponsorships
- Offline print materials
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