I'm here to tell you, if you're a service-based business, forget about Facebook. Just Google is probably good for you. Take a little bit of a closer look to compare the ones that are running Facebook versus the ones that aren't and how their Google Ads are doing. Even if you have limited budget, we are finding that it's. A good idea to run Facebook and Google at the same time. Hey everyone. Regina here with Solutions eight. Today I wanna talk about Facebook ads versus Google Ads. Which ones should you run or both, or neither? I work with uh, smaller budget clients, so anyone with $5,000 or less solutions eight doesn't take clients under 5,000. So we have a sister agency called Starter p c that I head up and we take anyone who uses a budget of $5,000 or less, and. In that world, I often get this question of, should I run Facebook? Should I run Google, or should I run both? And the reason why this comes up is because oftentimes these are newer businesses people that are just starting out and they're, they're not sure where to invest. They're very limited funds. I'm here to tell you, if you're a service-based business, forget about Facebook. Just Google is probably good for. If you're an e-commerce store that sells to consumers, even if you have limited budget, we are finding that it's a good idea to. Run Facebook and Google at the same time. The two types of ads are completely different animals, and they work really well side by side when they're both run at the same time. I often get pushback from clients who are like, but I don't wanna run Facebook. I already tried Facebook. It didn't work. I want Google to work instead. Well, Google might not work without also running Facebook, and Facebook might not work without also running Google. and I'm just gonna talk about the basics of kind of why that happens. So if you think about the two different types of ads we've got social media feeds on the one hand where people are browsing, they're scrolling through, they're looking for images of their friends, whatever. They see an ad, it's very image-based. It's very. Video based. Facebook can also have shopping ads, but still it shows up in the feed, so it literally gets in front of their face as it, they're scrolling by. They're not looking for it. And yet it's right there in front of them. So Facebook does a really good job at getting in front of people, and because of that it does a really good job at like impulse clicks. And because of that, it gets really cheap website visitors to the site. Okay? So you can fill up your website with really cheap website visitors and start the initial warming process with those Facebook and Instagram social media. Google is good at finding the people that are looking for you, but it's also really good at remarketing, right? So we can do video remarketing dynamic display remarketing, which is where it shows. It shows an image of the product that the person was looking at on the site, and that image will follow them around. I don't know if you've ever seen, oh, that purse I was looking at recently just haunts me lately. That's a dynamic. Display remarketing campaign. and you, think, oh my God, that business is everywhere. That brand is everywhere. They must be huge. And it's always in the top of your mind. So Google has a really powerful remarketing engine and proves to the people who saw you on Facebook that you are big and you are everywhere, and you are going to be there when they're ready to buy. So This is what I mean when I say both types of ads are completely different animals, and that's why they work really well hand in hand. Facebook does the initial warming up. Google does the really good remarketing. Google does also the inbound search, obviously, which is, can be good in many industries and in some of the more impulse buy product. they're not looking for you, right? So you can run shopping ads, you can run search ads where people are searching for products and looking for them to buy. But if you're selling an impulse byproduct that no one's looking for, you're gonna have to lean into Facebook and build up a remarketing list on your site that's nice and big so that Google can do the job of converting those already warm leads that you found on Facebook. So unfortunately I don't have a golden ratio for you guys on exactly how much you should spend on Facebook versus Google, depending on the industry, depending on the product. I hope to have more data on this someday, but I'm, expecting it to take about a year before I have anything like that. What I did prepare for you today is, a handful of clients, maybe like seven or eight clients who some of them are running Facebook and Google, and some of them are just running Google, and I could see that in their Google Analytics. So what I thought we could do is just. take a little bit of a closer look to compare the ones that are running Facebook versus the ones that aren't and how their Google ads are doing. This at least will give you some data to go off of. You might see a, business and be like, oh, that's similar to what I sell. Okay. They're doing everything right. I'm gonna follow that model. Right? Or vice versa. So let's dive into the data. So here's what I've done. I went to Google a. and I pulled up last month, which was October, and I looked at the source medium because this tells me if they're running Facebook. Okay, so you can see here that Google CPC only brings in in October 3%. Now, keep in mind, none of these numbers are accurate because Google Analytics does not do a great job at attributing. Conversions back to the first click if there were two clicks coming to the website. So, you know, a lot of the direct traffic was probably from Google. A lot of the organic traffic was actually probably from Google paid, et cetera, et cetera. But let's just pretend hypothetically that this is accurate numbers and look at the ratio of Facebook paid versus Google paid. 70%. Facebook paid traffic to the website in October versus 3%. Google and this company, by the way, sells jewelry. They sell jewelry in a niche industry. They have a good community to tap into. It's, Christians that they sell Christian jewelry. now if we look at Google Ads for the same month, we can see they spent about 3,300. and their return on ad spend was 2 74. Now I know that this account is hitting their goals. Client is happy. this ratio of spending way more money on Facebook versus Google is working really well for them because they are profitable and they are a growing brand. let's look at the next one. So, This account sells really cool hats for people with curly hair. And so in October I can see that they. Had about 7% of their website users come from Facebook paid 30% from Google cpc. Okay, so almost the opposite ratio, right? We've got way more money spent on Google versus Facebook. Now, if we look in Google Ads for the same date range, they spent about $3,000 in October and the Roaz was 1 34. Now I know that this client is profitable but not super happy with the results of Google Ads. that kind of makes sense to me. This is an impulse byproduct. Even more so than the Christian jewelry, right? This is a product that people don't necessarily know exists. It's kind of a new invention. It's not very common. It might not be something that people are looking for. So I think what I'm gonna say to this client is, Hey, how about you swap the ratio of your spend? Even if that means you have to spend less on Google, that's okay. Spending more on Facebook and spending less on Google right now might be just the thing that you need to make. M e r, which is media efficiency ratio for your business, right? Which is where you look at your total revenue divided by how much you're spending on marketing in total. So you get kind of a return on marketing spend your overall company. It could be that that's the best thing for your MER right now, and if that's what you need to justify growth and scale in your. That's fine. Lower your spend on Google, spend more on Facebook, whatever you need to do to get that mer to go up and to justify that next step in your business. Okay. Moving on. this client sells furniture in October. they were not doing any. just Google. 85% of their users from the website came from Google and probably more since Google Analytics does not do a great job of tracking paid ad conversions. So 85% from Google. And let's look inside of their Google Ads account October. They spent about 2000. And the RO eyes was 50%. because this is a furniture brand, the RO eyes of four 50 isn't quite what they need to be profitable. And so this is not working super well for them, but they are close. I don't know whether to recommend Facebook for this brand. I don't think that furniture is an impulse buy. But it could be that spending a little bit of money on Facebook while still running Google. Can help to increase the conversion rate and just Be everywhere, right? get those cheap clicks to the website. maybe some of the furniture actually is more of an impulse by item and so you can get cheap clicks to the website that can then be remarketed to by Google to get that conversion rate up. So maybe a little bit of money on Facebook could help for a furniture brand. That's my guess. another furniture brand. So this one sells high-end furniture. Just like the other one. They are not running any paid Facebook ads, high-end furniture, man, that is gonna be tough. Yeah, 87% comes from Google. So, In October, they spent $2,000 and the ROAZ was 432. I know that because this is furniture, this roaz is also not high enough. I think it needs to be if I remember correctly, and it was only 4 32. I would be hesitant to recommend Facebook for this brand only because my fear is that you're gonna get a lot of impulse buys to the. of people then see the price and don't buy. you know, if you're gonna run Facebook, it's going to take more investment to teach the Facebook algorithm who to show the ads to, right? Because Facebook's gonna have to get a lot of irrelevant clicks before it figures out, oh, only these few people actually converted in the end. So those are the only ones interested in high end f. this is why it's really hard to find like a golden ratio for Facebook versus Google because there's so many exceptions, like this industry versus that industry, this product versus that product. I mean, we just looked at two furniture brands and I had two completely different recommendations, right? So everything has to. Examined. This is not a glitch. I'm interrupting the video you're watching because I need to remind you that I'm always looking for people to join our team. 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Looks like they're doing a lot of organic, although some of this also probably came from Google Ads. this account is really not doing well. It's outdoor gear like camping and hiking gear, apparel, tents that sort of. we have recommended to this client to start running Facebook ads, and I believe she's setting that up now. The roaz in October was only 37%, so we need to get it up. And it could be that Facebook is going to help us get there. obviously we're trying a lot of different things, not just recommending running Facebook ads, or in tandem with Google. I will let you know that this is a big part of the strategy that we need people on this site who are already warmed up. It's especially gonna be helpful to teach the algorithm who to target because it'll have a body of knowledge to work with. This client sells kids toys. I think that some of this might be paid traffic, I can't tell. I don't think that they're running any, and this is children's toys. 78% came from Google cpc. So if we go over to Google Ad Ads account. they spent $2,000 in October and the ROAZ was 220. So this one seems to be working just fine without Facebook. I think that the client wants a 300% return and we're only giving two 20, but honestly, it's really common to get below 300%. It just depends on the industry, what you can get out of your eyes. And I, think with children's toys, there's probably a good. repeat order rate, and so two 20 is probably a profitable amount. It sounds like, Facebook isn't really necessary for whatever reason in this industry. It could be that adding a couple of Facebook ads can help worth a test, but maybe not needed. This is kids' clothing. Again, I'm not seeing any Facebook. 87% came from Google Ads. Let's check their RO. Spent $2,000 in budget and. was 262. Again, maybe kids clothing is kind an anomaly. Maybe Facebook ads are not needed. So they seem to be doing pretty well without Facebook, but I would still suggest testing it in tandem with Google. The problem with Facebook is you need a lot of good video and also images, but mostly video to get those. impulse clicks to the site and start to get people clicking around, looking around, get 'em on the remarketing list, and then hit 'em with a bunch of Google remarketing ads after that. okay, I'm gonna pause there. Thank you for watching. If you also have a budget that's under $5,000 check out starter ppc, I'll put the link in the description below and we would love to work with you. We don't. Anyone away? Well, 99% of the time we, will work with just anyone. There's a few exceptions which is outlined on the website. And yeah, hope to see you there. Thanks.