Print Page   |   Contact Us   |   Sign In   |   Join
NEFMA Blog
Blog Home All Blogs
Search all posts for:   

 

View all (65) posts »
 

Online Ads: Finding the Right Tool for the Job

Posted By Carie Schelfhaudt, McDougall & Duval Advertising, Monday, February 18, 2013
Updated: Tuesday, November 19, 2013

Once considered the golden ticket to reach your target audience, print advertising no longer stands on its own. In this web-enabled world, most sensible media plans now include Internet advertising because people are on their computers, mobile devices and smartphones all day.

Though it may be more comfortable to advertise solely in the online counterparts of your favorite print publications, financial institutions that want to attract the most targeted audiences should consider Google and Facebook advertising. Both can open up a world of opportunities to increase market share based on user preferences, habits and locations, but which is better? When we break it down, you’ll see one is more effective in building brand awareness, while the other is better at promoting a specific product.

There are different schools of thought on whether Facebook can effectively promote products, or if it is primarily considered a tool for increasing top-of-mind awareness. While a great mortgage rate or an unmatched checking product can capture one’s eye in a Facebook ad, the social media giant generally falls short as an online avenue for product advertisements because Facebook users are typically not there to search for product information. They are more casual users.

However, for branding efforts, Facebook is the way to go. For starters, it offers the ability to target your ads based on specific user interests, fine-tuning your efforts and minimizing wasted views. Furthermore, a branding ad that is given adequate time on Facebook will be seen repeatedly by the same user, helping to build awareness of the company and its message — without the user ever clicking on the ad. Facebook advertising also gains greater credibility as user’s friends start liking the company page. And since, based on an average cost-per-click, Facebook ads are historically more affordable than Google AdWords. They are the more cost effective choice for an extended branding effort.

Google, however, excels when utilized for a new product launch. The Google AdWords Search and Display networks can show an ad at the exact moment that a consumer is looking for that particular product, or a closely related one. This is achieved by choosing keywords to match your ads with user search terms. In other words, when a user searches Google by typing in the keywords you have chosen, your ad will appear. This ability to capture consumer interest — as people are already actively searching for new products — makes Google AdWords a better choice for product promotions.

Tags:  adwords  facebook  online ads  PPC 

Share |
Permalink | Comments (0)