Google accounts for 40.7% of digital ad revenue in the US, whilst Facebook makes up less than 20%.

So which one should you choose? It depends on objectives, plans and strategy.

Being a strategist, as a rule of thumb I suggest Online Circle Digital’s clients to follow the Demand Creation/Fulfillment Rule.

If your product or service needs to create a demand (including interest or trial) Facebook might give you a better return. It requires a balance of Reach and Frequency (SMK users can download a guide for free here)

If your product or service needs to fulfil a current demand, Google Search Marketing might give you a better return.

You will notice I use the word “might” because there’s no one-rule that fits all needs. However the above information is a great starting point.

How can AdWords work for me?

The AdWords program enables businesses to set a budget for advertising, and only pay when people click on the ads. The ad service is largely focused on keywords.

There are many specialist agencies and professionals that can help you with your execution. I have noted a few tips below on how to make it work better for you:

#1: Create a list of Keywords – don’t just worry about the volume of keywords, but think about the variables that your customers could be Googling.

#2: Include a Landing Page on your website – make sure if your ad is about product X, they land in a page explaining product X. Try to avoid generalising.

#3: Ensure you have a mobile-ready website.

#4: Be creative with your ads – it’s an ad after all! It doesn’t need to be blunt.

Good luck!

ABOUT THE AUTHOR
Lucio Ribeiro, is a co-founder and lead strategist of Online Circle Digital where he works with Fortune 500 brands in developing their digital marketing strategies and execution. He is considered a thought leader on digital marketing; authoring articles in digital innovation and strategy, speaking at seminars and judging global awards.