How Come Google & Facebook Ads Work?

Ever wonder why your Google or Facebook Ads work?

Google and Facebook are both such powerful tech companies with a combined total of over 7 billion daily users. These platforms are an integral part of our professional and personal lives.

As a result, agencies and business are quick to choose Facebook and Google for their marketing strategies. Many of which are spending anywhere from $50 to $10,000 or more each month.

So, if marketing with these companies are so popular, why don’t Facebook and Google Ads always work?

1. Lots of Competition

Because Google is extraordinarily popular, most marketing agencies and business advertise with Google Adwords. Sometimes, that is all they choose for their advertising dumping 100% of their marketing budget into Google’s PPC (Pay-Per-Click) advertising.

This highly competitive form of marketing has you competing with nearly every other business within your industry. This is true whether it be local or online.

Say another business in your area is advertising locally using Google Adwords. If they have a larger budget, then their ads are more likely to appear on the top of Google. Some clicks can be as high as $300 or more depending on the industry and how competitive it is.

Keep in mind, it isn’t clicks that result in sales. You want to generate tons of clicks and phone calls in order to increase your chances on earning a sale.

It isn’t worth spending hundreds of dollars a month on a few clicks. If you received a sale from your campaign you need to factor in your ROI (return on investment).

2. Facebook Ads & Clickbait

Facebook has a serious issue with their sponsored posts. Lots of scammers and spammers promote posts and Facebook hasn’t really done anything about it. 

After the 2016 election, Facebook CEO Mark Zuckerberg, found himself testifying before Congress. This was not only due to privacy concerns, but also the influence Facebook Ads had during the US presidential election.

Facebook advertisements notoriously lead to phishing scams, fake products sales, fake services and huge privacy issues.

See Also: 5 Easy Ways to Market Your Brand

During the height of the Cornavirus outbreak, many people fell victim to scams on Facebook and Instagram. (Facebook’s photo and video sharing platform)

N95 face masks, face shields, hand sanitizer and other protective gear was sold out in stores for months. Large amounts of advertising was spent on Facebook for these products.

Consumers had spent hundreds of dollars each on these fake product advertisements. Either they had received something completely different from what they expected or no products had arrived at all.

After gaining so much attention, Facebook and Google had claimed to issue a temporary ban on these types of advertisements. Unfortunately, the advertisements for these scams were still appearing everywhere throughout the course of the pandemic.

It’s because of these types of ads that many people are frustrated find sponsored posts on Facebook untrustworthy. As a result, it takes a lot more to create a successful campaign strategy on Facebook and Instagram.

3. PPC Advertising Isn’t Right For Your Business

Businesses, artists, brands and influencers all benefit from some type of marketing. However, this doesn’t mean that your type of business is going to benefit from PPC advertising. Certain industries are highly competitive. You need to think more creatively on how you are going to market your business. Unless of course, you have a corporate-sized budget ready dominate search results. 

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Google, Facebook and Instagram target demographics, interests and use search history to display advertisements to the right audience. If your campaign isn’t getting results, these platforms will expand your audience. Usually to an audience that is less likely to relate to your promotion, but more likely to engage. This is often times certain types of accounts which are more likely outside of your ideal target audience. 

If you’re having issues with Google & Facebook advertising then it is likely that these may be the reason why. Of course, there are several issues that can also be a factor.

Be sure to analyze your campaign results to help determine where the issue may be. Check to see how many clicks your campaign received and what it costs for each click. Did you receive any sales? What is your conversion rate? 

Sometimes a marketing campaign that didn’t turn out to be successful, may help answer some questions as to why.

Do not underestimate the power of organic marketing and SEO. Marketing is all about trust and brand recognition. It is a lot easier to sell something, by not selling anything at all.