It's true, the cost per click (CPC) is less on Facebook. Yet, that doesn't mean it's the best solution.
To explain a key difference, let's use an analogy...
Chicken or chocolate
Let's say you're going to the supermarket. You knew you're cooking a big dinner later, so you're going to look for a chicken, potatoes and all the other bits and bobs.
You walk around the store, actively searching for those ingredients, choosing one in particular each time you reach the appropriate aisle.
You then head to the checkout. While waiting, you spot your favourite chocolate bar. You hadn't come in intending to buy chocolate, but now that it's in front of you, you figure you might as well.
We could say that the chicken was an intentional purchase, while the chocolate was opportunistic.
Facebook's great for chocolate
Facebook is fantastic for those opportunistic decisions.
After all, the aim is to catch someone's attention while they're scrolling through cat videos. If you have something that they've never actively looked for but might enjoy, e.g. a salsa class, then that's ideal.
On the other hand, trying to get the attention already searching for your service requires specialist techniques.
Choose Adwords for chicken
On the other hand, Adwords works for people who are intentionally searching.
If they've searched "software agency", then that's a good sign they want to hear about a suitable agency. This becomes more like shopping for chicken, where ads are offered to those who are already looking for an answer.
Opposite to facebook, this means Adwords are less suited to services they may not have thought to look for.
Looking at total costs
The clicks might be cheaper, but that doesn't mean you're paying less per lead.
With Adwords, conversions rates over 10% are feasible. This is because visitors were already looking to make a decision before they saw your ad. That can bring the costs down to below your target cost-per-lead, forming the crux of a great campaign.
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