DIGITAL MEDIA GHOST
  • Publication
  • #GhostsWriteIt Spotlight
    • Writer Spotlight Submission
  • Services
    • Digital Strategy
      • Content Marketing
      • Law Firm Marketing
      • Social Media Management
    • Ghostwriting
    • Public Relations
      • Social Sabotage & Online Privacy
        • Social Media Policy Template
  • About
  • Publication
  • #GhostsWriteIt Spotlight
    • Writer Spotlight Submission
  • Services
    • Digital Strategy
      • Content Marketing
      • Law Firm Marketing
      • Social Media Management
    • Ghostwriting
    • Public Relations
      • Social Sabotage & Online Privacy
        • Social Media Policy Template
  • About
Search

A Side-by-Side Look at Google and Facebook Ads Auction [INFOGRAPHIC]

9/13/2018

0 Comments

 
Picture

​by Ted Chong, Guest Contributor

Both Facebook and Google are massive players when it comes to advertising. Although the platforms themselves are quite different, there are many similarities when it comes to the bidding system, ad quality measures, and tracking ad engagement. 
​




The code to Facebook ads has been cracked.



The Bidding System 

Facebook 
When you create a campaign on Facebook, you set a bid (the amount you’re willing to pay per engagement) and join an auction with competitors. You can either set a manual bid or choose Facebook’s default auto bid that’s backed by an algorithm. The biggest risk is bidding too low and not getting enough ad exposure, so it’s best to bid high at the beginning to win the auction. 

Google 
Similar to Facebook, you can either set a manual bid or chose an auto bid on Google. Auto bids on Google are also based off an algorithm that uses your objectives: maximize clicks, conversions, target CPA, and so forth. Autobidding on Google will require trial and error along with adjustments to your objectives in order to maximize your campaign. 

Ad Quality Measures 

Facebook 
Facebook provides a 1 to 10 ad relevance score. The relevance score is determined by how much positive and negative feedback an ad is expected to receive from Facebook users. An ad’s score is important because when it is high, the cost to reach your target audience becomes lower. Conversational, positive and engaging text tends to bring higher feedback. 

Google 
Quality on Google is also rated on a on ten-point scale as well. Google determines an ad’s quality score based on how many users are clicking on your ad when it appears in searches and how relevant it is to a search. If you want to increase your quality score, you should create a few different ads with varying keywords. After a trial run, go with the ad that gets the best score. 

Tracking Ad Engagement 

Facebook 
If you’re running ads on Facebook, the objective you choose is crucial. Based on that, Facebook comes out with the estimated action rate. This measurement is the percentage at which someone will act on your ad. Actions include clicks, video views, app installs, and so forth. One of the biggest mistake advertisers make is to rely on just boosting posts. If a campaign is stagnant, try optimizing for views instead of clicks, or ad-to-cart instead of sales. 

Google 
Google tracks conversions which can help you optimize your ad campaign. You can set up conversion tracking on AdWords to monitor customer activity (purchases, sign-ups, etc.). A good tip is to use Google Analytics to find keywords that are driving traffic to your site and then bid higher on these keywords. 

The life cycle of ad campaigns on Google and Facebook are somewhat similar, but some campaigns are better on one versus the other due to their distinct natures. Before running a campaign on either of the two sites, you must spend time calculating a bid price that makes financial sense for you based on your customer lifetime value.
​
Picture
Author bio:

Ted is from Ice Cube Marketing, a digital marketing agency in Singapore that helps local small businesses acquire leads from channels such as Facebook and Google. ​

0 Comments

Your comment will be posted after it is approved.


Leave a Reply.

    Picture
    Become a Ghostwriter!
    Picture
    Contribute to DMG
    Picture
    BECOME A GUEST CONTRIBUTOR
    Picture
    PROMOTE YOUR BUSINESS BY GUEST POSTING
    Picture
    ARE YOU A GHOSTWRITER? WE WANT TO KNOW!
    Picture
    DO YOU HAVE A GHOSTWRITING BUSINESS?

    RSS Feed

    Categories

    All
    Agency Spotlight
    Business
    Digital Marketing
    Ghost In A Flash
    Ghostwriting
    Media Relations
    Privacy Concerns
    Social Sabotage
    Technology
    Writer Spotlight
    Writing

    Advertising Disclaimer

    Archives

    February 2023
    January 2023
    December 2022
    November 2022
    October 2022
    September 2022
    August 2022
    July 2022
    June 2022
    May 2022
    April 2022
    March 2022
    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    August 2021
    July 2021
    June 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    August 2013
    July 2013
    May 2013
    December 2012
    November 2012
    October 2012
    September 2012
    August 2012
    July 2012
    June 2012

Find your domain and create your site at Weebly.com!
Digital Media Strategy
Content Marketing
Law Firm Marketing
Search Engine Optimization
Social Media Marketing
eBooks
Writing
Becoming a Ghostwriter
Blogging
Content Marketing
Ghostwriting Services
Guest Post Guidelines
Media Relations
Online Crisis Management
Personal Brand
Public Relations
Reputation Management
About
Our Team
Our Results
Testimonials
Contact Us
Locations:
New Orleans, LA
Nashville, TN

DMG University
Privacy Policy | Terms & Conditions | Cookie Policy
Digital Media Ghost  @2020
  • Publication
  • #GhostsWriteIt Spotlight
    • Writer Spotlight Submission
  • Services
    • Digital Strategy
      • Content Marketing
      • Law Firm Marketing
      • Social Media Management
    • Ghostwriting
    • Public Relations
      • Social Sabotage & Online Privacy
        • Social Media Policy Template
  • About