Facebook Ads: Are You Allocating As Much As Google AdWords?

Are you allocating the same marketing budget on Facebook Ads as Google AdWords? Here’s how I look at it, at a high level… As of today, Alphabet (the parent company behind Google) has a market capitalization is $678.9 billion. Facebook’s market cap is $440.9 billion. $440.9 billion / $678.9 billion implies that Facebook is about 64.5% the size of Alphabet. Given Facebook’s size and scale, it’s perfectly reasonable to allocate 64.5% as much money on Facebook Ads. So, if you’re spending $100,000/month on AdWords, you may want to consider spending $64,500 on Facebook Ads.
Acquisio's Guide To Facebook Advertising Success
This allocation is far from reality for many digital marketers. Why? A lot of the digital marketing leaders (myself included) grew up on Google AdWords. AdWords is ingrained in our minds. We know it, it works really well, and that’s where we have historically prioritized our budgets. That being said, things have evolved. These days, I’m the greatest fan of Facebook around. On the fun side of things, I have over 100,000 fans on my PPC Ian Facebook Fan Page. On the business / professional side of things, I manage dozens of Facebook pages and advertising campaigns for our local stores, delivering hyper-local content on a daily basis. I have learned that top-of-funnel social media marketing drives impressive results when executed properly. And, it keeps getting better. Instagram, for example, is a complete game-changer for Facebook advertisers.Related:Group Buy SEO Tools
Today, I’m excited to share an eBook I recently read that provides incredible insights for anyone advertising on Facebook. I’m talking about Acquisio’s Guide to Facebook Advertising Success. Following are some of my favorite takeaways, broken down by section…

Strategy #1: Talk to Your target Audience

  • Facebook offers over 970 targeting variables.
  • Via data partnerships, Facebook offers some truly unique targeting options.
  • When targeting on Facebook, don’t go too broad. Stay focused. A few hundred people is a great target audience, but don’t go lower.
  • While nearly impossible manually, scale with personalization is possible with Acquisio Social.

Strategy #2: Craft Creatives That Convert

  • Literally let users see themselves in your photos.
  • 90% of accounts don’t leverage CTA (call-to-action). Don’t be one of them!
  • CTR (click-through-rate) is critical for your relevancy score (Facebook’s equivalent to Google’s quality score). Always focus on CTR.

Strategy #3: Test Your Way to Traffic

  • Get rid of ads that are not working so they don’t drag down your entire account.
  • Download the free eBook to learn all about view-through vs. click-through conversions, and exactly how much value Acquisio and Vector Media recommend giving view-throughs.
  • Learn how Acquisio Social can empower your advertising campaign with multivariate testing.Related:Group Buy SEO Tools

Strategy #4: Data Driven Decision Making

  • Learn about Facebook and Google Analytics integration.
  • Leverage Facebook data to empower your Google AdWords advertising and vice versa.

Strategy #5: Bid on What Matters

  • Learn about the differences between CPC and CPM bidding. Find out which one works better on Facebook.
  • Learn about the different placements and which one converts the best.
I really enjoyed this free eBook. One of my favorite quotes: "With the knowledge and techniques shared in this eBook, there is no reason Facebook should be getting less spend than AdWords, Bing or your other channels, unless you have an attribution model to prove it!" I could not agree more. Whether you’re behind on your Facebook Advertising program or are a Facebook pro, I’m sure you’ll learn quite a bit from Acquisio’s eBook.
Image in this post © Acquisio Special Offer:
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