How to choose between advertising on Google or Facebook

In this episode of Web Profits TV Alex talks openly about when to use Google Adwords and when to use Facebook Ads.

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Closed Caption:

high-level optimization so I like kind
of the ability to optimize every kind of
said every impression and so on and so I
go online to do that because it's all
transparent it's all accessible and if
you know what you doing
you can really get amazing results and
you can really optimized really quickly
like I was advertising offline I guess
it impossible and I just remember
advertising say for example in the
magazine just doing a half-page ad spend
a month
creating the creative right you trip
would check the spelling like you know
you you that if you made a single
mistake it's too late it's already gone
live right and so that's the first thing
the second thing you do your best
possible like the best potential at
which you can do and it goes like net
you send it to the printer is it goes
live it goes to the print run months
before it goes up and then it goes live
which is actually in publication and you
just have to weigh if it doesn't work
but lot may have to wait again that
speed or this slowness of that state
killed me with online I can get
something life and I can stop it and
updated in half an hour and ten minutes
in a couple of hours like I can make
mistakes
fast and you need to make mistakes cost
to improve with offline that's paid of
improvement is just much slower than the
risk of getting fit failing is much much
higher I mean we often have the
conversation of web properties around
you know which is better that's what
channel or the Google channel and
obviously we have specialists in each
area and there's a lot of internal
competition around a week on a better
cost the conversion Facebook then come
out words and then another campaign it's
kind of the river
worse which is better I mean it's a
common conversation that we have with
clients who always want to know how
should I invest my budget I like to
answer that question by saying that it
depends like it's the worst right like
to come to me come to us and they asked
us on Facebook or add words which one is
better life depends on it always depends
right but there are some guidelines
right i mean if people are searching on
Google and if their specific keywords
that there is enough people who are
searching them per month
advertise on Google because the best
thing about the Google search engine and
why they decide that they are in the
power that they are as they have found a
way to allow companies to advertise to
their customers as part of the sales
process so the person who searched on
Google has already has made the decision
to purchase and I'm gonna come back to
accounting services get so that said
look I want accountant I come to Google
and search for an account in order to
find a home loan I have already made
that decision now all I have to do is a
company you say hey come to us and Hayes
here's why we're different yet that cuts
down the time to say all that cuts down
that cuts down the sophistication of
converting that prospect into a customer
ok so if you can do so if there are
people who are searching on Google
doesn't Google in terms of Facebook it's
a different thing it's more about
audiences it's more about actually
advertising to people according to their
intent and based on their intent so for
example I spoke last week about I can
upload a list of email addresses of my
customers that advertise specific offers
to them I know these are people who know
me you've already spent money with me so
it's highly likely that they're going to
spend money again with me so that's kind
of intent I know that a person who has
come to my home page on my website and
then going to the Contact Us page and
then go on to another page but hasn't
contacted us as shown in 10 so if I
create every marketing audience of
people that have come to two pages of my
website and advertised to them it shows
intent I have a higher chance of
converting them to a customer with
Google person has touched and said that
as shown in 10 with Facebook and showing
in 10 by the actions that they take on
your website and your website at what
stage of the sales cycle should use a
while they're both helping every stage
of the south side think it's important
to understand that it's the same person
who is on Facebook and his own Google a
person may have already connected with
you on facebook and then come to Google
and search your brand to complete the
purchase
that's one potential scenario another
scenario is that they've come to Google
basically your add your website say for
example to buy some technology and then
let them have been converted I can
actually have a dynamic marketing
campaign that advertises that products
specifically specifically to them on
Facebook as well inside that can send
them back to the website to complete the
purchase it supports the AdWords spend
and it maximizes the Facebook spend that
has a couple of example to so many
approaches a separate is that you need
both and you should have both you can
get away with one to start with but I
would certainly not with one and then
the other because they each have their
own
amazing benefits and they explicitly
multiplied combined