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Facebook Vs. Google
From Entrepreneur: Many top blogs, including social news site Mashable.com, continue to focus on the effectiveness of pay-per-click advertising through Google's ever-popularsearch and content networks. But new advertising platforms are on the scene--from social sites like Facebook to high-traffic blogs--and they offer a more targeted advertising approach. Google is having adifficult time trying to compete.
The reason is social sites offer better targeting with keywords and demographic-specific ads. Think about the manner and type of information Facebook gathers. WhileGoogle knows you're in the market for a new home, Facebook knows what causes are important to you, which videos you like to share and how often you make recommendations to your friends. Social mediaadvertising opportunities are yielding better-qualified, higher-ROI results compared to the Google ad network.
Additionally, Facebook recently announced that Bing is now the default search engine forits more than 400 million users worldwide, which puts the site in a position to enhance its advertising model even more. By offering search on the site, Facebook is now able to gather data that it canleverage immeasurably in the world of advertising: the way people think, what they care about and how this leads them to buying decisions.
Google's model is still effective, but this newer platformincludes psychographic information--attributes relating to personality, values, attitudes, interests and lifestyles (also known as IAO variables). This is putting the pressure on Google to provide asimilar service. The bottom line is, if you can display your ads to a (more precisely) targeted demographic, your click-through ratios will improve.
Regardless of the pay-per-click advertising modelyou choose, there are three things you need to do before you invest:
1. Determine who you are targeting. With Facebook, you can get very specific with your keywords and filter by location,...