Facebook Costs Less Than AdWords, But Is It Better?

Last Updated: February 15, 2024

It’s no secret that paid ads are a great way to inject some power into your online marketing efforts. But whether it’s a PPC (pay-per-click) campaign from Google AdWords or a social media campaign from Facebook Ads, you need to be using the platform that best aligns with your business’s needs.
This is where most people get stuck.
If you’re struggling to decide between Google AdWords and Facebook Ads, there are two things you need to know:

Facebook costs less than Google AdWords by a substantial amount.
Facebook and AdWords are built for different kinds of businesses.

So, if you’re on a tight budget, that’s one reason to be in Facebook’s corner. However, just because Facebook costs less, that doesn’t necessarily mean it’s the best fit for your company. The nature of your business will largely determine which advertising platform you use. Facebook is good for some businesses; AdWords is good for others.
Keep reading to see what we mean!

Facebook Is More Budget Friendly

For most business owners interested in paid ads online, their first question is, “How much is this going to cost me?” While the exact cost will obviously depend on the specifics of your campaign, we can tell you Facebook is typically the more cost-effective option.
Managing numerous campaigns for clients, we’ve seen firsthand that Facebook ads are, overall, a better bargain than AdWords. Take Bethany’s Cleaning Service, for example:

In one day, Bethany’s Cleaning Service spent $39.45 on AdWords versus $22.67 on Facebook.
On AdWords, their ad was placed in front of 126 people and was clicked 7 times.
On Facebook, their ad was placed in front of 951 people and clicked 29 times.

Therefore, Facebook cost $0.78 per click, while AdWords cost $5.64 per click. That’s a pretty big difference.

Read the full case study about Bethany’s Cleaning Service to see how Facebook Ads and Google AdWords match up!

So, if you’re worried about spending too much on sponsored ads, then Facebook is the way to go.

Facebook Is Good for Ongoing Service Providers

However, while Facebook costs significantly less, that doesn’t mean it’s beneficial to everyone. On the whole, Facebook ads make more sense for businesses that provide ongoing services for customers. These businesses can be anything from landscapers to beauty spas to weekly garbage collectors. Their common traits are:

Their customers typically do a fair amount of research and get referrals before working with them.
They provide recurring services their customers need on a regular basis (not just one-and-done jobs).

Our client, Advantage Disposal, is a prime example. As a residential trash collection company, they have regular, loyal customers whom they serve every week. Due to the nature of their business, they rely on name recognition, word-of-mouth, and customer satisfaction not only to retain their current customers, but also to gain new ones.

READ: [Case Study] Advantage Disposal

We ran two different Facebook campaigns for them (one short-term, another long-term), and they both flourished. As you can see in our case study, Advantage Disposal’s Facebook ads received a ton of engagement and generated an incredible number of leads with each passing month. Each ad focused on their customer service and personal touch, which led lots of fans to like, share, and comment to show their support. The result is that their ads reached thousands of local users and got them a lot more phone calls.

Google AdWords Is Better for One-Time Jobs

Unlike Facebook Ads, Google AdWords is suited for businesses that specialize in time-sensitive, one-off jobs. People are more likely to search Google for something like “refrigerator repair near me” or “dumpster rental in [town name]” when they’re on a time crunch and just need a one-time service. They aren’t as concerned about building an ongoing, working relationship with the business, nor do they have the luxury of time on their side.
Take a look at how AdWords worked for our client, All Bergen Appliance Service, LLC. As a local appliance repair business, they’re the ideal candidate for an AdWords campaign. In their case study, you’ll see how our pay-per-click campaign increased their monthly leads and doubled their monthly calls.

READ: [Case Study] All Bergen Appliance Service, LLC

Ultimately, we helped All Bergen Appliance Service, LLC, increase incoming calls from prospective customers from 203 in April 2017 (the month prior to the AdWords launch) to 464 in July 2017!

Don’t Go by Price Only

Sure, price is a critical factor when deciding which online ad platform to use. However, don’t let that be your only deciding factor. Although Facebook costs less and is more affordable across the board, it will still be a waste of money if it’s not well suited for your business’s needs. So, make sure you’re listening to more than just the part of your brain that wants to pinch pennies. Listen to your marketing specialists and invest wisely.
Want to discover more info about the differences between these two platforms? Check out our previous post, “How Do You Choose Between Facebook Ads and Google AdWords?”

Promote Seasonal Services to End the Year Strong

Last Updated: February 15, 2024

It’s that time of year again! It may feel too early to start compiling your Christmas wishlist or planning a holiday party, but it’s never too early to start promoting your seasonal services. In fact, doing so will ensure you close out 2017 with a bang.
Right now, most local business owners are starting to think about what they can do to capitalize on the holiday season. If you’re smart and you want to make sure you’re booked through the end of the year, you’ll start promoting now. Whether it’s a limited-time coupon, holiday special, or seasonal service, Prospect Genius can help.
Our online marketing specialists are here to put your wintertime specials in front of the right people and get your phone to ring. Keep scrolling to see how our services can help you close out the year strong!

Promote These Seasonal Services

Local businesses in a wide range of industries can take advantage of the winter season. Whether you’re a handyman, electrician, or landscaper, there’s bound to be a seasonal special you can offer to your customers. For example:

Leaf removal
Stringing up Christmas lights and outdoor decorations
Snow plowing and/or snow removal
Firewood delivery
Christmas tree pickup
Year-end accounting
Aftermarket car accessories
Massage therapy
New appliance installation
Home theater installation
And many more!

Of course, there are countless other seasonal services we haven’t mentioned. If it makes for a popular gift idea or a helpful service during the winter months, it’s an offer worth promoting right now.

Use the Resources Available From Prospect Genius

If you’re a Prospect Genius client, you have access to numerous packages optimized for both short- and long-term results.
Since we’re talking about holiday promotions right now, you’ll want to focus on just the next couple of months ahead. So, let’s dive into a few options that will help you achieve the short-term performance you’re looking for.
Boost

This is a 1-month, paid advertising package that uses Facebook ads to drive results. Its short duration means minimal commitment or investment. Therefore, it’s ideal for quick campaigns and anyone who wants to try Facebook ads for the first time.

Read: “How to Run a Holiday Facebook Ad That Drives Results”

Pay-Per-Click

This package uses Google AdWords and places your ads in the sponsored section of Google’s search results pages. We manage every aspect of your campaign, from ad rotation to keyword testing to bidding. You set your budget, and our experts work their magic to keep your costs as low as possible.

Facebook Advertising

In this package, we put you in front of a targeted audience on Facebook. You can use this package to promote general awareness of your business, increase visitors to your website, or amplify a specific Facebook post. Our marketing specialists will work with you to tailor this package so it fits into your overall web presence and short-term goals.

Check out this case study to see how effective Facebook ads can be for our clients!

Take Advantage of the Holidays

This time of year, many people have Christmas gifts to buy and inclement weather to endure. Smart business owners will use this season to their advantage and keep themselves busy until the ball drops on New Year’s Eve. If you, too, want to end the year with a bang, start promoting your winter specials now!
As always, Prospect Genius is here with the expertly designed packages you need, no matter what your goals are. Let us help!

Could You Be Targeted Next by Google's Aggressive New Filter?

Last Updated: February 15, 2024

Raise your hand if you wish Google would stop making secret updates already! Just when you think you’ve mastered local search, Google launches a change that turns everything on its head. This time, it’s the Hawk update.
This latest update has serious, wide-reaching consequences for small, local businesses like yours. It’s crucial you understand the impact this update could have on your business. That way you can take steps to protect yourself. Keep reading to find out everything you need to know.

First, a Quick Summary of Google’s Hawk Update

At the end of August 2017, local SEO expert Joy Hawkins detected a change in Google’s local search filter. She noticed that Google’s search results had stopped showing certain businesses that used to rank locally. As it turns out, Google was bumping select businesses if they shared a similar category and street address with another business that had a higher ranking.
To be fair, Hawkins notes that this is an improvement on the update immediately preceding it. The previous update (known as “Possum”) applied to any businesses that were even *near* each other. So, if two plumbers were located on the same block, one of them would be filtered out of the results. Thankfully, the Hawk update seems to have rectified that.
Now, the local search algorithm narrows its focus on businesses that share the same street address and category. The intention, Hawkins explains, is “to help ensure that multiple listings for the same company don’t monopolize the search results.” However, it’s having a massively negative effect on many legitimate businesses.

How the Hawk Update Affects You

You might think, “Well, good. That means fewer spammers and impostors.” To an extent, you’d be right. However, lots of local businesses share commercial building space. Moreover, many local service providers (like plumbers, handymen, appliance repairmen, etc.) operate out of their homes and use P.O. boxes and UPS stores for their listings to avoid advertising their home addresses. They’re perfectly legitimate businesses, but their listings are now vulnerable.
In fact, we are seeing Google auto-suspend numerous clients with virtual mailboxes (especially UPS Stores) as soon as we try to verify their listings. This tells us Google is maintaining a database of virtual addresses so it can prevent businesses from using them. Ever since the Hawk update rolled out (and even a little earlier), we haven’t been able to use a UPS Store address for a new client without the listing getting suspended.
If that all sounds too technical, let’s boil it down. Here’s what you need to know: Google’s new update poses a major threat to any business that uses a virtual mailbox. If you use a UPS Store or a similar type of virtual address, Google could bump you from local search results while a competitor remains. According to Hawkins, when there’s more than one business at the same location, “Google picks the most relevant listing of the bunch and filters the rest. It’s very similar to what they do organically with duplicate content.”
But how does Google pick “the most relevant listing”? That, in keeping with Google’s m.o., is a mystery. However, based on past and current trends, we can assume Google makes this distinction the same way it assigns ranking: by looking at a business’s website content, customer reviews, backlinks, and other supporting data.
In short, you may be affected by this latest update if you:

Rent space in a commercial building that also houses similar businesses
Use a mailbox at a nearby UPS store to avoid listing your private residence
Do either of these two things and don’t have an established web presence yet

Needless to say, this applies to a lot of businesses. So, this begs the question: How can you prevent damage to your listing?

How to Protect Your Local Business Listing

There are no guarantees when it comes to Google. However, you can minimize the likelihood of Google filtering you out by making some changes. For example:

Just use your home address. This is the best option because, ultimately, this is what Google wants. It wants every business using a physical street address. All signs point to Google only becoming more aggressive with virtual addresses in the future. Biting the bullet and switching to your home address will cause less trouble in the long run.
If you really don’t want to use your home address, choose another virtual mailbox that’s not a UPS Store. (We can help you choose one.)
Start building your web presence and get more reviews on your listing. Lead Google to view your business as the “most relevant.” This way, it will be less likely to bump you from the search results.

Unfortunately, there’s no quick or easy solution here because every case is so different. Your chances of being filtered out of local search results go up or down depending on your location, industry, and competitors. In other words, the solution can only be determined on a case-by-case basis.
For this reason, our specialists are available to help any business owner who is concerned about the Hawk update. We’ll check out your web presence, analyze your case, and provide you with a sound strategy to minimize damage. Please don’t hesitate to call or email us for help.

How Do You Choose Between Facebook Ads and Google AdWords?

Last Updated: February 15, 2024

If you’re one of our clients, then you’ve heard us talk about the advantages of paid advertising. In fact, you’re almost certainly sick of hearing about how advertising on Google AdWords and Facebook can be super-effective ways to reach a wider audience.
However, in all our talk about these two platforms, we rarely get into how you should choose between them. After all, most local businesses don’t have room in their budgets to advertise on both platforms. So, when it comes down to Facebook Ads versus Google AdWords, which one should you choose? That’s what we’ll help you decide in this post.
Keep reading to find out how your goals and budget will play into your decision!

Facebook Ads Versus Google AdWords: What’s the Difference?

Let’s start by going over the fundamental difference between Facebook Ads and Google AdWords. It’s as simple as “push” versus “pull.” Let us explain.
As you may know from reading our previous blog posts, we describe Facebook Ads as “interruption marketing.” Facebook sprinkles ads throughout your audience’s news feed. As a result, when users are scrolling through their friends’ photos and status updates, your ad interrupts them. (This is how TV commercials work, too.) These people aren’t searching for your company or services, but you’re putting your name in front of them anyway. You’re essentially “pushing” your brand and your offerings into their consciousness.
On the other hand, Google AdWords uses your business’s offerings to “pull” customers in. Google only presents your ads to users after they search for your specific products or services. Then, it’s your ads’ job to grab people’s attention and intrigue them enough to click. With Google AdWords, you’re relying on the fact that people are already aware of and interested in the services or products you offer.
In simpler terms: Facebook ads push your services onto potential customers, while Google ads use your services to pull them in.

Use Google AdWords When Demand Is Built In

As we explained above, Google AdWords is ideal for products and services that people are already seeking out. These ads are pay-per-click, and your main goal is to get people to click on your ad. Clicking on your ad brings them to your website, which, hopefully, convinces them to call you for a job. Plus, whoever clicks is already a motivated consumer because they’re clearly interested in learning more about your service offering (otherwise, why would they have searched for it?). Therefore, AdWords is the best way to directly increase your leads and revenue.
So, if you provide a well-known service that local homeowners regularly need, like household appliance repairs, then you may benefit from an AdWords campaign (provided it’s set up and managed correctly). People’s refrigerators and dishwashers break all the time, and they only have three options: repair it, replace it, or live without it. That means your ad for a common, straightforward service like appliance repair has built-in demand. This makes your chances of converting leads into sales much higher.
Please note: Because clicking on your ad brings users to your website, make sure your website is up to snuff. It should have high-quality images, well-written content, and all of the pertinent details customers want to know upfront. In other words, before you even think about starting a Google AdWords campaign, you better fully optimize your website.

Use Facebook Ads to Establish What You’re About

While Google AdWords targets a product or service and directly converts new leads, Facebook Ads promotes a general awareness of your local business. More awareness will eventually lead to more customers, but you shouldn’t expect your Facebook Ads to single-handedly drive up your revenue.
So, what kind of awareness do you want to spread with Facebook Ads? If your local business is doing something different and your desired customers wouldn’t necessarily know to search for it, then you’re a prime candidate for Facebook Ads. Facebook Ads are ideal for promoting things like a brand-new product, a special technique you use in your work, or a unique perk that comes with your services. Basically, you’ll want to use Facebook Ads for anything that’s novel or can’t be easily distilled into a couple of keywords.
For instance, we have a client who successfully uses Facebook Ads to promote their trash collection company. The focus of one of their ads is the old-fashioned customer service they provide. Because Facebook Ads are designed for interruption and “pushing” your business into people’s minds, they’re a great platform for establishing your brand’s personality and values. In this case, our client uses their ad to tout their dedication to customer satisfaction. Not surprisingly, this ad receives a tremendous amount of engagement and positive feedback from its audience. Over the course of a few months, they saw a substantial increase in phone calls.
Please note: While Facebook Ads generally don’t lead directly to new sales, their versatile design allows you to set whatever call-to-action you like. You can lead your audience to visit your website, visit your page, or send you a direct message straight from the ad. This helps you tailor your campaign so you get the results you’re looking for.

Both Are Great for Special Promos

Special promos, like limited-time offerings and discounts, are where Google AdWords and Facebook Ads overlap. A special’s time-sensitive nature automatically builds a sense of urgency. Plus, if it’s a sale, the promise of savings is sure to catch people’s attention.
However, the same basic differences between Google and Facebook still apply. On AdWords, your special must be for a product or service people are already searching for. On Facebook, the special has to be intriguing enough that it steals people’s attention away from their news feeds.
When you target and manage these special campaigns effectively, you’re sure to see success on either platform. The platform you choose simply depends on how much you’re willing to pay. Which brings us to…

Price Comparison

It all comes down to cost, doesn’t it? Google and Facebook’s pricing structures are dramatically different. Here’s what you need to know.

Google AdWords

Frankly, AdWords is expensive. So, while it’s an effective tool in generating more leads, you should only start a campaign if you’re sure you have room in your budget. For many local businesses, though, the return on investment for AdWords tends to be on the higher end of the spectrum, which makes the investment worthwhile. However, your ROI will depend on a few key factors:

Your local market. Are enough people seeking out your products or services to justify the costs of running a campaign? Sometimes, there’s just not enough demand, and your small revenue won’t cover your investment.
Your local competition. Are you going against regional chain stores or national corporations? Chances are, they’re going to beat you because of their name recognition and large budgets. It will be an uphill battle for you.
Your budget. High-ranking keywords often cost more per click. As a result, many people diversify into multiple different keywords. This stretches the budget too thinly across the ads. And when you underfund them, they underperform. It may sound counterintuitive, but if you set your AdWords budget too low, you’ll actually waste more money.

Facebook Ads

Facebook, on the other hand, is more affordable than AdWords. While a keyword-targeted ad for your industry might cost you $13 per click on AdWords, an ad with similar messaging may cost you just $3 per click on Facebook.
However, as we’ve established, the AdWords audience is more motivated in the moment to make an immediate purchase—so you may get much more out of that $13 than you do out of the $3 on Facebook. At the same time, that’s why Facebook is a great tool for when you just want to broaden your visibility and brand awareness. It all circles back to what your goals are.

Summary of Facebook Ads Versus Google AdWords

Phew! We’ve covered a lot of ground in this blog post, so let’s do a quick recap.

Use Google AdWords when you have an in-demand, well-known product or service you want to promote.
Use Facebook Ads when you want to increase visibility and brand awareness for your local business.
Use Google AdWords only if you’re willing to pay more upfront to get more in return.
Use Facebook Ads if you’re on a small budget and need an affordable alternative to AdWords.

Of course, there are still several nuances and shades of gray that take years of experience to fully grasp. Only trained online marketing specialists understand the countless factors that go into deciding between Facebook Ads and Google AdWords. So, if you’re still unclear about which platform you should go with, please don’t hesitate to get in touch with our specialists. We’re here to help your local business grow in any way we can.

Facebook Ads Are the Flexible, Affordable Tool You Need

Last Updated: February 15, 2024

Are you thinking about layering some social media on top of your existing marketing program? Would you like to connect with customers beyond your campaign’s currently targeted location? No matter what’s driving you to consider expanding your reach or growing your audience, Facebook Ads are a great option.
A budget-friendly alternative to Google AdWords and other PPC options, Facebook Ads offer tremendous flexibility. You can use them for virtually anything: seasonal promotions, important company news, special coupons, and more! You can also use them to spread the word about your business, get more Facebook Page Likes, and draw people to your website.
We love recommending Facebook Ads to our clients when they’re looking to take their campaign to the next level. They’re easy, affordable, and effective. Here are the top four reasons you should bring Facebook Ads into the mix for your company.

1. Facebook Ads Are Less Expensive Than Google AdWords

One of the most enticing aspects of Facebook Ads is the cost. Compared to other paid advertising models—namely, Google AdWords—Facebook can be significantly more cost effective.
Yes, Facebook Ads do follow a different model from AdWords. On one hand, AdWords ads are only shown to users on a search results page after they’ve purposely searched for a related keyword or topic. On the other hand, Facebook’s ads are a form of what we call “interruption marketing.” They’re similar to billboards on the side of the highway and TV commercials that interrupt your favorite shows. You aren’t particularly motivated in that moment to learn about the products being advertised; regardless, these advertisements are tucked away somewhere in the back of your mind, increasing brand awareness. And if the commercial or ad is especially memorable, you may even seek to find out more on your own.
So, when comparing the costs of Facebook Ads and Google AdWords, remember to account for the difference in models and goals. With Google, your objective is to get motivated buyers to click on your ad and ultimately call you. Meanwhile, with Facebook, your objective (typically) is to spread the word about your products and/or services and attract new social media followers in the process.
That being said, Facebook’s ad costs are substantially lower than Google’s. While a keyword-targeted ad for your industry might cost you $12 per click on AdWords, an ad with similar messaging may cost you just $2 per click on Facebook. Your audience on Facebook may not be as motivated to make an immediate purchase, but that’s why Facebook is a great tool for when you just want to broaden your visibility.

2. Facebook Ads Help Build Up Your Brand-New Page

Speaking of broader visibility: Using Facebook Ads is a smart move when you’re first starting out on the social network. You can design your ads so they encourage users to engage with your post and like your Facebook page. Facebook Ads include a highly visible call-to-action button, which says “Like Page” in this case, that users can click without having to navigate to your page separately. Removing this extra step from the equation makes people much more likely to follow through.
Therefore, when you’re first establishing your Facebook page and don’t have many followers or likes yet, Facebook Ads can prove vital. You simply upload photos, videos, coupons, and other attention-grabbing content, select which demographics you want to target as your audience, and Facebook does the rest. Before you know it, you’ll have significantly increased your page’s likes and followers and laid the groundwork for an attractive, appealing page.

3. Facebook Ads Help You Reach a Broader Geographic Audience

For some business owners, their concern lies not with building a Facebook presence, but with reaching out to customers just outside their targeted location. You see, if you’re doing any type of SEO as a local service provider, the marketing process involves targeting a specific geographic area (so you’re visible on Google Maps). Most of your business listings and online content will emphasize this particular town, city, or county.
However, some businesses may want to let their online audience know they serve customers beyond certain zip codes. In these cases, businesses can use Facebook Ads to reach people in different locations. When selecting your audience details, you can easily pinpoint the states and/or cities where your audience members reside.
So, for example, let’s say your business’s online presence focuses on Salt Lake City, UT, but you want to do business beyond that one city. You can create ads on Facebook that will display in front of people in Ogden and Provo, which are both roughly 40 miles away from Salt Lake City in either direction. This way, you’re able to expand your geographic reach without messing with your SEO.

4. Facebook Ads Are Super Flexible

One of the most beneficial features of Facebook Ads is their versatility. You can use these ads for just about any purpose:

Promote awareness of your company.
Get more conversions (clicks, calls, newsletter signups).
Increase people’s engagement with your content (likes, shares, comments).
Reach people in a specific geographic area.
Encourage people to visit your storefront.
Bring more traffic to your website.
Get more photo and video views.
And more!

As long as you have high-quality photos, graphics, or videos, you can create stunning ads that will capture the eyes of any audience you wish to target. Plus, customizing your ads is super easy. Facebook even has a tool that makes video creation a breeze! With Facebook Ads, you can reap the benefits of professional-looking advertisements without the high production costs.
So if you’re looking for the next step in your online marketing campaign, you’ve found it. Facebook Ads are the low-risk, cost-effective, easy-to-use solution you’ve been searching for. If you’re not a DIYer, talk to your marketer today about adding Facebook Ads to your arsenal!

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