Facebook is one of the leading social networking sites because it has become the preferred place for users to gather and share things on the Internet. Unlike search engines, users just don't go to Facebook to do a search and leave, but they stay a long time viewing pages and sharing things, which makes it a very good place to advertise products and services.
Different Perspective From Search Engines
Advertising works very differently in Facebook than in Google.
In Google, a user makes a search to find relevant information about something he or she is interested in and then visit the pages presented as a result of this. Naturally, the visitor value for people doing this is normally higher than people visiting pages to find about people or share things like Facebook. This visitor value is more valuable when the visitor has the intension to buy things that could fix a problem they are experiencing or is searching for a product that he researched in the past on the Internet or by other means. On the Google network, the advertising is keyword based. Each keyword has different intend and because of this, different visitor value. Even slightly different keywords could have very different visitor values.
In Facebook, advertising is demographics driven. This means that you should find first the demographics you are trying to reach and only advertise to this demographics to have good results. If you are not a skilled advertiser, you could waste a lot of money with Facebook, but being smart could make your advertising much more profitable.
The Puchase Funnel In Google
When People write search strings in Google they could be in several state in the purchase funnel. Suppose you are promoting a guitar product called: learn and master guitar by Steve Krenz. In the beginning of the funnel, the visitor will write: "Learn Guitar" or something similar. Later, when he has discovered that his search was not relevant enough, he writes at Google: "Learn To Play The Guitar Course" and then he is in the middle of the purchase funnel because now he is searching something more precise and exact. After this user has investigated some websites, he discovered the product and later he writes at Google: "learn and master guitar by steve krenz" and then he is only searching where to buy the product. At this point, he or she is at the end of the purchase funnel.
In Google, you could advertise to people that are just at the beginning of the purchase funnel, at the middle or at the end, just before they are going to make a purchase. When you find people in the beginning of the purchase funnel, you need to provide a lot of information in the form of emails, blog posts and trust building things that could shorten the path for your visitor to make a purchase, while if you advertise your product or an affiliate product at the end of the purchase funnel, you don't need too much to make the sale, the visitor is already convinced that he or she needs the product anyway, he or she just need the link that will bring them to the product because they are already with their credit card in hand.
In Facebook, you won't find people at the end of the purchase funnel or if you find them, that will be casual, but you will not be able to filter them in any way, so your Marketing should be more elaborate, just like the way you do when you are advertising in Google at the beginning of the sales funnel. In this type of advertisement you will need to build trust in the form of blog posts, emails, videos and many other marketing tools available in your arsenal.
Conclusion
The Google search network and Facebook are two different worlds. If you want to advertise successfully in Facebook, first you will have to find the correct demographic you want to reach and then you will have to discover all the things that are appealing to that demographic to present the best offer possible. In most cases, the best possible return on investment would be achieved by a squeeze page with an autoresponder sequence.
Try to advertise in Facebook. If you do it intelligently, go will earn a lot of money!
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