A Lesson in Search vs. Social Advertising
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This document compares search advertising and social advertising. Search advertising involves placing ads on search engine results pages, targeted to specific keywords. Social advertising places ads on social media platforms like Facebook. The document notes that search advertising for non-branded keywords can cost $6-8, but directing those ads to Facebook can increase the cost to over $13. In contrast, social ads on Facebook targeting specific demographics can cost as little as $0.50. Overall, the document argues that social advertising is more cost-effective and allows targeting audiences in ways that search advertising does not.
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A Lesson in Search vs. Social Advertising
- 2. What is Search Advertising?! In Internet Marketing, Search Advertising is a method of placing online advertisements on Web pages that show results from search engine queries. Search advertisements are targeted to match key search terms (called keywords) entered on search engines. Search advertising is sold and delivered on the basis of keywords. ! Search advertising activities can be measured by:! • CPM: cost per thousand viewers! • CTR: click-through rates! • CPA: cost per action! • CPC: cost per click! Source: Wikipedia!
- 3. The Disadvantages of Search! The cost of directing search ads to Facebook: ! • People search for drink recipes all the time, but these keywords can be very expensive when they direct to Facebook! • In the example below, TheBar.com by Diegeo is running Search advertising correctly. Bacardi is not… !
- 4. The Disadvantages of Search! The cost of directing search ads to Facebook (cont.):! • Search ads for non-branded keywords can cost around $6 - $8! • Search ads for non-branded keywords that direct to Facebook can cost over $13!
- 5. The Disadvantages of Search! vs.! $6 - $8 $13 These ads will both target people searching on Google, and these are the insights we will receive from search ads: ! ! ! ! ! ! We do not get any demographic data or post-click data!
- 6. The Advantages of Social! vs.! $6 - $8 $13 Or for $0.50…! ! Vodka Co ‘Like’ Vodka? ! ! Run social ads with more targeting options and demographic data – from Gender & Age, to the Music they listen to, Activities they do for fun, Brands they shop for, Movies they watch, Sports they play, Places they go… and much more. ! !
- 7. Search vs. Social! Why is the Cost of Search Higher?! ! ! ! ! ! ! Google’s Quality Score hurts brands that direct traffic to Facebook!
- 8. Search vs. Social! Why should you invest in social advertising?! Facebook ads that direct to a Facebook Fan Page or to another website will reach audiences at a lower CPC than non-branded keywords! Brand Fan Page! Marketplace Ad! Vodka Brand Co. Click “Like” if you LOVE Bloody Mary’s.
- 9. Search vs. Social! Facebook ads allow us to measure clicks to fans and then calculate the Earned Media Value when that ad appears in the Facebook Newsfeed! Facebook Newsfeed! Brand Fan Page!
- 10. Conclusion! Social advertising outweighs search if your objective is to:! • Encourage users to converse with your brand and engage them with content! • Raise brand awareness by generating free impressions through the social graph! • Target your audience based on specific demographics and interests! • Reap the benefits of creating earned and owned media channels !
- 11. ! ! ! ! ! ! ! Want to Learn More? ! ! Visit: alphaboost.com! Email us at: go@alphaboost.com