You’ve built an incredible coaching business and you’re ready to share it with the world and start changing lives. But when it comes to investing in your online advertising, which option is going to give you the biggest bang for your buck?
You’ve probably read enough blogs comparing Google Ads (formerly Google AdWords) and Facebook Ads. And while it makes sense to compare and contrast, the truth is, they both have unique benefits and advantages. So let’s take a deeper look at Google Ads and Facebook Ads to help you determine the best approach for promoting and scaling your online coaching business.
The Power of Paid Search
Google has 90.46% of the search engine market share worldwide and receives more than 63,000 searches per second on any given day. Essentially no other search platform can even remotely compare. So if you’re going to pay for paid search, Google is where you need to be.
The true power in Google Ads is that it creates opportunities for your website or landing page to be discovered by those searching for your exact services.
How Google Ads Work (in a nutshell)
It’ll probably take more than a paragraph to breakdown the mechanics behind Google Ads but in short, the tool allows you to build online ads that target those already interested in your services by the keywords they use in their search.
Here’s a quick look at a few of the key benefits of Google Ads:
- Search Intent Traffic Quality. By using the buyer’s keywords in your ads, you can make certain that the traffic arriving on your site are highly motivated prospects. They are actively looking for what you have to offer and more likely to buy. For example; let’s say you have an online coaching program for real estate investing. Someone might search for “Real Estate Investing Courses” on Google, and by using the right keywords, your coaching program would pop up in the top results.
- Landing Page Optimization. You can also control what landing page viewers see based on the keywords they use and ensure you’re matching your content to their current intent, maximizing your ability to convert.
- Easy Budgeting. Using tools like Google Trends, SEMrush, and Moz you can see the average search volume of certain keywords per month, making it fairly easy to determine a set budget per month for your campaigns.
There are, however, some limitations to traffic from Google Ads. Because there are only so many people searching specific keywords each month, and this doesn’t fluctuate significantly, you’re limited to the number of people who will see your ads.
Getting in Front of Your Ideal Customers with Facebook
By knowing a bit about your target audience, you can use Facebook Ads’ advanced targeting tools to get in front of your ideal customers, whether or not they’re searching for you have to offer.
How Facebook Ads Work
Without going into too much detail, Facebook Ads is a targeted social advertising tool that gives your business the power to decide who you want to see your ads, how much you want to spend, and what you want to accomplish with your ad.
Here are just a handful of the benefits:
- Converting Impulsive Buyers. Facebook allows you to show your ads to people who want and need your specific services, but don’t know it yet. Pretty cool, right? And oftentimes these people will buy a product the first time they see it when it addresses a specific need or pain points.
- More Targeting Capabilities. Facebook’s unparalleled targeting capabilities allow you to focus on specific ages, gender, areas and interests, friends of people who like your page and even lookalike audiences of your current customers. This allows you to hone in on the ideal audience without wasting budget on people who likely aren’t interested in purchasing your program.
- Easier to Leverage Social Proof. When people like what you have to offer, they’re likely to like, comment and share your ad. This creates organic social proof which in turn makes the ad more appealing and effective when presented to other potential customers.
- Grabs Your Customers Attention: People who are browsing on Facebook are more likely to stop and read something that piques their interest. After all, it’s a “social” platform. If your headline speaks directly to their pain points or something they need, they’re highly likely to click through and learn more about what you have to offer.
- Farther from the Competition: When someone stumbles upon your Facebook Ad, it’s typically in the middle of their feed, interwoven next to other posts or ads that are un-related to your services. Why does this matter? When people search for your services on Google, your ad will pop up right next to a handful of your direct competitors. With Facebook, the viewer is focused solely on what you have to offer without being enticed away by competing ads.
- The Power of Repeat Purchases. Another nod to Facebook’s targeting capabilities is its ability to retarget individuals who purchased from you before. If someone purchased once after clicking on a Facebook ad, the likelihood that they’ll purchase from you again is extremely high. As opposed to Google Ads where once people buy from a search they typically don’t search it again, and oftentimes forget the name of the company they purchased from.
If you can’t already tell, we’re a big fan of Facebook Ads’ ability to grow your online coaching business. While Google Ads can certainly help you get found in searches, Facebook Ads offers unparalleled opportunities and massive potential for growth.
Time and time again we’ve helped our online coaching clients go from “nobody has heard of me” to consistently generating hundreds of thousands in return using Facebook Ads. Still not convinced? Check out 5 Ways to Grow Your Online Business with Facebook Ads.