With the potential to reach 400+ million users and demographic capabilities that are second to none, why isn’t the Facebook PPC advertising program more popular?
Here are a few reasons…
1. No Agency Management Tool
Google AdWords has a free tool called My Client Center that internet marketing companies, like mine, can use to easily manage multiple client accounts (other paid search platforms have similar options). Clients have their own AdWords accounts, enter their credit card information so they pay Google for clicks directly, and then grant me access to their account where I can do everything except access their billing information.
Because Google makes it so easy for agencies large and small to manage accounts for multiple clients, they have a huge sales force of companies out there selling AdWords for them.
Facebook has no such tool. For the clients who I’ve run Facebook ads for, I’ve had to run the ads through my personal Facebook account, using my credit card to pay the click costs. While clients could give me their Facebook log in information, Facebook is a very personal thing and I really don’t want access to that information even if a client were willing to give it.
The other option for now is to have clients run Facebook ads through their account while I serve as a consultant, helping with strategy, getting them things set up correctly, etc.
While none of these two options are ideal, if I think Facebook advertising is a good option for my clients then we’ll find a way to make it work.
It’s a lot more difficult for the large, national paid search firms to do this for their clients. And that’s a big part of the reason they don’t offer Facebook PPC management services. Until Facebook has some sort of client management tool in place, the big companies especially won’t be pushing Facebook PPC to their clients.
2. Low Clickthrough Rate
Generally clickthrough rates (CTRs) on Facebook are lower than those on Google.com. However, the better comparison is Facebook PPC to ads running on Google’s content network (websites that display Google ads). Both the content network and FB will generally give you many more impressions (# of times your ad is displayed), lower CTRs and lower costs per click than those displayed on Google.com.
Is this a good or a bad thing? It all comes down to tracking your ROI. A low CTR in and of itself is not a bad thing if you can turn those clicks into business. So while marketers may complain about Facebook’s low CTR, it doesn’t matter so long as you’re making money on the clicks you do get.
3. Lack of Training Tools/Information
There is no shortage of information about how to use Google AdWords. Google itself has built an incredible (and free) learning center where anyone can go and get a good education on using AdWords. There are tons of AdWords gurus out there publishing books, ebooks, blog posts, training programs, etc. to show people how to use AdWords.
If you want to take the time to learn how to use AdWords, there’s no shortage of places to turn.
Not so with Facebook. In fact, I only know of one training program that focuses on how to use Facebook PPC. And that only went live within the last month. I’m starting to sense a change in people’s attitudes towards FB advertising so I expect a lot more information about it to published in the months and years to come.
As Facebook’s PPC program continues to mature, expect it’s popularity to rise quickly. In the meantime, it’s relative lack of popularity presents a very enticing (yet limited) opportunity for marketers to take advantage of.
- Facebook PPC: Why It Has Savvy Marketers Drooling All Over Themselves
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- 3 Reasons Google AdWords Still Kicks Facebook PPC’s You-Know-What
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- Facebook Advertising: 5 Pros and 4 Cons for Small Businesses