Question

I noticed that Google Ads is much much expensive in terms of Cost Per Click than Facebook Ads. I have $0. 09 CPC on Facebook campaign, while in Google Search CPC is $2. 55. my budget split between FB and Google is 70/30 accordingly. I guess I should dedicate 100% of budget to Facebook? What is your experience? Do you find Google expensive too?  

Answer 1

More expensive and more qualified. AdWords is a different kind of traffic. Focus on cost per conversion, not click.  

Comments

@limnetic id probably stop selling then. This game doesn’t work very well if you can’t track conversions

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You know what they say. what you cant track you cant manage

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@guernica445 try to use diff landing page on 3rd party site so that u can test it

Answer 2

You should measure ROAS not CPC. How much are you making from Google ads compared to spend? How about Facebook?  

Comments

@beguine but you always want to know what your MCPC is otherwise you could be losing money on ROAS and not understand why. So CPC is important in my opinion but your right overall ROAS is the more important metric to be measuring

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@limnetic that will be a major issues. Let’s see if it is solvable. What kind of platform? Affiliate?  

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@limnetic you have your own brand you sell through homedepot?  

Answer 3

Google is bottom of the funnel, the leads have buying intent

Comments

@seventh12 unless the keyword targeting is sloppy

Answer 4

Intent is a big difference . clicks are a soft metric. the metric that really matter is conversions

Comments

@limnetic ask to have your pixel placed on the thank you page. It’s very common in affiliate marketing, or use a 3rd party tracking platform with a ping back URL or something of the likes.  

Answer 5

It makes sense without context. You have to account for the fact that google is driving intent traffic.  

Comments

@limnetic curiosity.  

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@limnetic Nope. Bounce rates from Facebook are notoriously high vs Google.  

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@limnetic Nope. I just click to see what's being sold. If I clicked via AdWords, that's very high intent to buy.  

Answer 6

That's like saying CPC for audiences in Bangladesh is cheaper than CPC for audiences in Switzerland so you should put all your budget on Bangladesh.  

Answer 7

Solutions: as stated above google search traffic has a strong intention. Facebook traffic are just wanderers. Whatever platform you are on, temporarily make a copy of your store, copy of your landing page, website or whatever is easy. Put a separate phone number, separate lead form or whatever so when the leads or sales come, you know it was from google. PS, are you even sure fb gets you sales?  

Comments

@limnetic it could be to buy or just to look. Set up a separate account to sell on Home Depot. One for Adwords, one for facebook.  

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If allowed by Home Depot.  

Answer 8

Use both if you want to use remarketing campaigns. very effective

Answer 9

With google they are intent based ^^ people are aware they have a problem and go to google to try and find solutions to the problem. If your there when they search and your copy speaks to them and you get a click. That person is red hot and ready to give you their credit card and make a purchase because they realize they are in pain. Unlike Facebook who go on to see funny cute videos and see friends posts and don’t go on Facebook saying hey I’m gonna buy a new pair of shoes. They go to google if that’s the case not Facebook. So when you look at it on a more even level playing field if your cpc on Facebook is $0. 09 and your CPC on google is $2. 55, if it takes over 30 people on your Facebook campaigns to become 1 qualified lead, compared to google which is much higher quality, then now your looking at google actually being cheaper overall for quality leads. You can’t just go for cheap. Go for results. Don’t go for cheap. Go for results. Don’t go for cheap. Go for results

Comments

@castellanos as in go gogog

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I agreed :)

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Google search traffic is highest quality. FB traffic is not always easy to convert. it depends on how you find and target perfect audience for your offer

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@limnetic just because people saw an ad and were curious enough to click on it doesn't mean they will buy it. I've clicked on so many Google ads and never bought anything, because I don't need it. Even if the audience fits your criteria doesn't mean they are looking for what you're selling.  

Answer 10

What about the quality of leads? I found google ads leads more qualified than Facebook. I agree Facebook is lower cpc but it requires more time in terms of operations to qualify leads.  

Comments

@rook9519 forms with conditional logic can help qualify leads prior to speaking with them. This has saved us an immense amount of time spent per lead.  

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I agree with you though. Google leads are higher quality [in most cases] than facebook leads - depending on the service being marketed of course.  

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@wisteria Chat bots are perfect for this

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I use chatbots but conditional logic works better.  

Answer 11

That’s normal

Answer 12

If - as you've said - you can't track conversions, then you can't make an intelligent decision about this. In which case, all advice you'll get is worthless.  

Answer 13

Buyer intent is worth a 100x

Answer 14

I haven’t seen anyone mention media mix. but having a healthy (round) media mix is important, at least when your company is somewhat mature. In early stages I wouldn’t worry much about it but eventually you’ll want to balance your mix and not buy media purely based on measurable ROI. As an example, some would say Direct Response TV ads are a waste, but I can almost guarantee you that it affects your FB ROAS in a measurable way of you test it right.  

Answer 15

Don't forget to constantly monitor search terms and negative keywords you don't want driving up your costs. For example I like to exclude people in research phases by negative keywording "how" "what" "why" etc.  

Comments

And if I'm not running a specific competitor campaign I will also negative out competitor's brand names.  

Answer 16

Cheaper is not always better. what if more people convert on google

Answer 17

You should use both. Build an omnichannel marketing strategy.  

Answer 18

Google brings searchers. FB brings impulse / tire-kickers.  

Answer 19

I do 50% google search, 10% gmail, 10% Retargeting, 30% Facebook. Google is most expensive, but it converts better. I see it as all of them work in different ways. For me it's not only about cpc.  

Answer 20

Don't worry about CPC. Worry about something important like CPA or ROAS and then look again.  

Answer 21

We find CPC far higher on google, but conversion rates are also far far higher from them - as particularly with search, there's very very high intent.  

Comments

@logger Ive never tried Google ads but this was my first thought after reading this thread. Good insights!  

Answer 22

You have tracking right? Look at ROAS and make an educated decision

Answer 23

I have also found it. But the conversion rate is much bigger on Google. I make my own facebook ads but google ads I don;t dare to touch by myself