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Online Advertising: Facebook Ads vs. Google AdWords vs. LinkedIn

Online Advertising: Facebook Ads vs. Google AdWords vs. LinkedIn

Social Media Today recently compared these three types of online advertising, namely: Facebook Ads, Google AdWords, and LinkedIn.

Social Media Phobias
Social Media Phobias (Photo credit: Intersection Consulting)

Google

Google’s ads have gotten more expensive, and their success often seems to be hit or miss. Wide geographic ranges can give dramatic numbers but few results – narrowing things down geographically seems to accompany a commensurate rise in click quality.  According to the article, Google advertising, “… works if you have a unique and popular product or service. The interface feels professional, with excellent reporting tools, great usability and many various options.”

Facebook

The Facebook advertising experience seemed to be the most satisfying to the writer of the article.  With a demographic and geographic focus (and fast service by Facebook support), ads could be created with near-pinpoint accuracy.  When speaking of Facebook, which is much more of a leisure time site than LinkedIn or Google is, the article stated, “(t)he secret is not to become too serious in your ads and keep them simple.”

LinkedIn

LinkedIn was seen as being great for ads intended to reach strictly professional audiences. However, the LinkedIn admin team took significantly longer to approve advertisements than their counterparts at Facebook and Google took.  The reporting was also rather restricted, only offering a CSV file for download.

I agree with the conclusions drawn in the article – Facebook was overall the best, Google would be helpful for targeted ads for specific, unique or well-known products, and LinkedIn lagged, big time. To my mind, this also dovetails well with these sites’ overall purposes. Facebook is seen as for socializing and so it seems to work with ads in the same way that we are used to be served television commercials. Google and LinkedIn have other purposes and so there is less of an expected marriage of content and online advertising.

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Companies to Pay $1M for Facebook Video Ads

Companies to Pay $1M for Facebook Video Ads

Facebook Video Ads. According to Boston.com,  companies interested in creating video advertisements on Facebook will need to not only pay about a million dollars per day, they will also have to pass Facebook’s creative team’s vetting.

If Facebook is going to blast a video ad to a significant subset of its 1.3 billion users on a daily basis, they want the ads to be artistically meritorious.  The Facebook video ads will automatically play, but they will do so without sound.

Metrics will be apparently available for advertisers (and they certainly should be there, for that kind of price tag!).

For that sort of exposure, the price tag may very well seem reasonable to a large corporation looking to make a splash. Consider the cost of Super Bowl advertisements. Bleacher Report claims that a 30 second spot in 2014 went for four million dollars.  However, only about 111 million people were expected to tune into the 2014 Super Bowl.

Facebook has over ten times as many users as the Super Bowl has viewers.  However, they would not all be served the same video ads. But this is not a problem.  Even assuming the same number of viewers as in the Super Bowl (which would be about eight and one-half percent of the total number of Facebook users), Facebook’s cost is still only one quarter of that for advertising a 30 second spot at the Super Bowl.

Is it worth it? Companies will need to carefully measure not only clickstream data, but they will (or at least they should be) closely monitoring conversions.

If your company had that kind of money, and that level of creativity, would YOU recommend video ads on Facebook?

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