With Promoted Posts, Facebook is Targeting Google’s Adwords

After writing my last post on why I think the ability to promote posts on Facebook is going to be huge, I realized I didn’t capture the “why” very well…  We already know that Facebook recently passed google.com in terms of raw traffic, and yet the industry around turning that traffic into real business is still in the infant stages…   So, here’s my attempt to summarize where things currently stand between Facebook and Google:

Here’s how to think about this table:

  • Google is best used to target search traffic, while Facebook is best used to target friends of existing fans.
  • Google’s algorithms are optimized to figure out what you’re going to like (or click on) based on what other web searches are clicking on… and the industry around that is called SEO. Facebook’s algorithms are optimized to figure out what you’re going to like (or click on) based on what your friends are click on (I’m calling this NEO).
  • You can use Google’s Adwords to buy targeted search traffic, which is relevant because you can surmise someone’s interest (or intent) based on the keywords they entered into Google’s search box.   You can use Facebook’s Ads to buy targeted traffic, which you can make relevant by buying terms that are related to your business page.
  • With Google, the most effective strategy for increasing the relevance of your website is to generate backlinks from other relevant and quality sites. With Facebook, the most effective strategy for increasing the relevance of your business page is to generate quality engagement from your existing fan base
  • With Google, you can increase your relevance by sending paid traffic to more relevant pages on your site (i.e. not your homepage) that are likely to convert at higher rates.  With Facebook, you can now send relevant people (i.e. friends of fans) to posts that are likely to convert at higher rates and having higher levels of engagement.

In web traffic, it’s all about relevance and Promoted Posts are Facebook’s way of letting your pay to improve the relevance of any given status update by sending more (and hopefully relevant) traffic to the update!

4 responses

  1. […] to their promoted posts feature Facebook ads are providing marketers with a key resource to generate interactions on fan […]

  2. Deb Lockner Avatar
    Deb Lockner

    Adwords is really good in driving traffic to your website. however, they are very strict right now and they would not easily approve websites that they thought have low quality content. -‘

  3. Ashton Cox Avatar
    Ashton Cox

    anybody knows how i could get my banned Adwords account back?`,-

  4. Sophia Anderson Avatar
    Sophia Anderson

    Google adwords is much better to use in enabling the advertisers to create ad campaigns because most users does use this search engine , but I do agree with @Deb Lockner, that they are now stricter in accepting and approving websites who has poor quality of links. However, many companies are ready to pay at any price just to have their website advertised.
    Thanks for explaining the differences of this two, Google and Facebook in term of advertising websites.

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