These slides discuss the differences between advertising on Google and Facebook. We discuss the tips and tricks we use each day to create ads and optimize your conversion. Contact us today if you need help: (401) 334-9555, x154 or brad@breezedigitalmedia.com

1. Digital Advertising
Google vs. Facebook vs. Everything Else

2. Integrated Multi-Media Game Plan
Website
Design
Branding
& Design
Graphic
Design
Marketing
Plans
Social
Media
Mobile
Marketing
Email
Marketing
Pay Per
Click
SEO
[ This could be
YOUR Company ]

3. Quick History
1886 – Yellow
Pages
September
15, 1997–
google.com
registered
October 2000
– AdWords
Launches
February 4,
2004 –
facebook is
founded
November 6,
2007 –
facebook
advertising &
pages

4. Why The Shift?
• Yellow Pages
– 13.4 Billion Printed in 2007
– Wow, right?
• Google
– Over 64,000 searches done every SECOND
– PER YEAR, That is 2,018,304,000,000
• (2 Trillion)
• Facebook
– 1.13 Billion active users – DAILY
– 1.03 Billion mobile active users – DAILY
– PER YEAR, That is 412,450,000,000 active users per year
• (412 Billion)

5. The Differences
• Google AdWords
– Paid Search (PPC)
– Focuses on targeted
keywords
– Uses text-based ads
– Ad bidding

6. The Differences
• Facebook Advertising
– Paid Social
– Focuses on targeted
behavior and interests
– Uses display based
advertising (images,
video)

7. • Adwords
– Helps you find new customers
• Facebook
– Helps new customers find you

8. Bonus: MOBILE
• April 21, 2015 – The world changed
– Affects searches that are done FROM mobile
– Important since over 60% searches are done on
mobile
– Penalized if your site is not mobile friendly
– AKA “mobile-geddon”
• May 2016 – Doubling Down
– Google increases effect of the mobile ranking signal

9. Bonus: MOBILE
• Google’s Importance:
– Different ads for mobile verses desktop
– Different call to actions for mobile
– Shouldn’t send a mobile ad to a non-mobile site
• 61% of people will abandon a non-mobile site*
• A bounced visit from a paid ad is EXPENSIVE
• Facebook’s Importance
– Mobile ads are served from the app’s browser
• Users will exit the website if it’s not mobile
– August 31, 2016 – Facebook announces “Pre-Fetching”
• Coming months – Adjusting ad auction and delivery system
• By “considering website performance and network connection”

10. Strengths of Google
• Massive Audience
– 5.5 Billion searches done every DAY
– Google constantly changes
• Two primary networks
– Search Network – entirety of Google search
– Display Network – Visual ads/banners (brand
awareness)
• Everyone can play
– Not based on budget alone
– Ad quality & relevance

11. Strengths of Facebook
• Detailed Audiencing
– Targeting users based on match set of interests or behaviors
– Equivalent to match.com for advertisers to buyer
• User Behavior
– What they search for
– What content they consume
– What content they share/post
– Who they connect with
• Look-A-Like Audiences
– Import your customer data
– Facebook creates a matched set of users
• Visual Platform
– Blends right into existing newsfeed, seamless
– Very affordable

12. Targeting Options - Google
• Location
– Target by region, city etc
– WHERE your customers are WHEN they are searching
• Demographics
– Age, gender, parental status
• Keywords
– Relevant keywords in search
• Negative Keywords
– Exclude keywords to sharpen target
• Device
– Target ads to show on different devices

13. Targeting Options - Facebook
• Location
– Based on where they live, work, go to school etc.
• Demographics
– Age, gender, relationship, education, job title, +
• “Look-A-Like”
– Based on similarities to current fans, customers and website visitors
• Behaviors
– Based on previous actions – (likes, devices used)
• Interests
– Interests, hobbies and other pages liked
• Custom Audiences
– Target bounced traffic from your website or landing page

14. Mobile Options
• Google
– Choose budgeting ratio for mobile
vs. tablets
– Optimize text ads for mobile
(NEW)
– Optimize for iOS vs. Android
– 46% of Google Ad revenue is from
mobile
• Facebook
– Optimize for iOS vs. Android

15. ROI - Google
• Average CPC (cost per click)
– Averages <$1 to $5
– Financial/Legal most
expensive
• CTR (click through rate)
– Average is 1%
• Conversion Rate
– Average is 2%

16. ROI - Facebook
– Above 2% for sponsored story likes
– <0.05% for website clicks, events
• Very affordable CPM
– Mobile app installs above average
CTR and CPC

17. Landing Pages - Anatomy
• Stick to ONE action
– This is not your homepage
– Too many CTA confuse
– End goal should be CLEAR
– FORMULA:
• ONE landing page – ONE CTA

18. Landing Pages - Anatomy
• Clear, Concise, Compelling
& Consistent
– Action should be obvious
– Use language that makes
the action a no-brainer
– Convey that info with
brevity

19. Landing Pages - Anatomy
• Clean Design
– Get rid of bad images, ugly
fonts, excess colors
– Simple to follow
– Designed to CONVERT

20. Budgeting
• What is a good budget to set?
– Small budget = limited success
• Facebook & Google
– “boosting” minimum $10/DAY budget
– For Google, may want to increase as much as $20-
50/day
• Does this seem outrageous?

21. Traditional Ad Spend
• What is your current ad spend?
– Can you shift some of the budget?
• $10K in PPC vs. $10K Yellow
Pages
– 2 Trillion searches vs. 13 Billion
books
– 1.13 Billion DAU (Facebook)

22. Let’s Create Some Ads

23. Facebook Ad Walkthrough
Step 1: “Create Ad” Step 2: Set a Goal for your ad

24. Facebook Ad Walkthrough
Step 3: Define your audience • Location
• Age
• Gender
• Language
• Interests
• Behaviors
• Industry
• Connections

25. Facebook Ad Walkthrough
Step 4: Initial will be too broad – 1Million
REACH:
1,000,000 + people
Great right?
NO!!
Location:
+20 mile radius Lincoln
Age:
18-65
Placement:
Facebook Feeds
Step 5: Narrow the audience - < 1K
Age:
35-40
Match:
SMB 10-49 Employees
Interests:
Marketing/Adv
Behaviors:
SMB / Page Admins
Job Title:
CEO/President/Founder
Industry:
Several selected

26. Facebook Ad Walkthrough
Step 6: Open it back up – 3,600 PERFECT
Location: (Added)
CT, RI, MA
Age:
35-45
Match:
SMB 10-49 Employees
Interests:
Marketing/Adv
Behaviors:
SMB / Page Admins
Job Title:
CEO/President/Founder
Industry:
Several selected

27. Facebook Ad Walkthrough
Step 7: Budgeting
Set a DAILY Budget
Start/End Date
- One month for testing
SHOW ADVANCED OPTIONS

28. Facebook Ad Walkthrough
Step 8: Optimize Ad
Never pay for impressions
Pay for clicks!
- Or some other action

29. Facebook Ad Walkthrough
Step 9: Ad Type
Single images have been known
to work best.
Beginners – start with image
Intermediate - Carousel
Advanced – Use slideshow or
video if you have one

30. Facebook Ad Walkthrough
Step 10: Ad Copy & Preview Simple Headline
Brief Description
LEARN MORE
Highest CTR

31. Google Ad Walkthrough
Step 1: New Campaign – Search Network Only
Step 2a: Advanced search for locations

32. Google Ad Walkthrough
Step 2b: Set target location – EX: +20mi radius Lincoln, RI

33. Google Ad Walkthrough
Step 3: Bid Strategy

34. Google Ad Walkthrough
Optional: Extensions
PHONE EXTENSION SITELINK EXTENSION

35. Google Ad Walkthrough
Step 4: Ad Groups – USE MODIFIERS!

36. Google Ad Walkthrough
Step 5: Create your ad copy (you will want a few of these created)

37. Google Ad Walkthrough
Step 6: Ad Preview

38. Google Ad Walkthrough
Step 7: Review Your Ad Budgeting

39. Google Ad Walkthrough
Step 8: MODIFY Your Ad Budget

40. Bonus Options
• Email Marketing
– 74% of consumers prefer to receive their communications via email.*
– How many prefer “direct mail” ??
• Text Message Marketing
– Direct to their phones
– High open rate and High response rate
• YouTube Advertising
– Pre-Roll advertising
– Second largest “search engine”

41. Integrated Multi-Media Game Plan
Website
Design
Branding
& Design
Graphic
Design
Marketing
Plans
Social
Media
Mobile
Marketing
Email
Marketing
Pay Per
Click
SEO
[ This could be
YOUR Company ]

42. What’s Next?