Facebook and Google dominants 85% of ad traffic for advertisers, with the rest split between Twitter, LinkedIn, Yahoo, Snapchat and smaller platforms, our customers often asked us which one to choose to for their campaigns and promotions. While there is no one recipe for all, here are some tips to help you make your decision.
#1. What are you promoting?
If it is downloads for your mobile application, chances are that Facebook cost less per download for your app. According to our research, depends on the regions and countries, you can spend less than $0.5 per download in countries outside of the US, or $1~$5 per download in the US, with coastal cities San Francisco and New York City more expensive than others.
If it is traffic for your website, Facebook and Google both have pros and cons depends on which industry you are at. For instance, according to a research done in 2017, CPC(Cost per click) for Facebook on average is $1.1 while Google display network is $1.4. However, if you want people to active “search” for your keywords, CPC for Google Search Network is $7. (That in’t cheap! 😅)
What is the difference between Google Display Network and Google Search Network? In a nutshell, Google Display Network is the ads being displayed “passively”, while Google Search Network advertisers are bidding for people’s search “actively”.
#2. Who is your audience? AKA, who are you reaching out to?
Here is a break down:
Google: Great to reach out to people who is actively looking for something and making quick purchase decisions, for example if you are renting out gears and selling some local supplies.
Facebook: Good for social events, brand awareness, especially if you are trying to reach certain network or people who have connections to your network.
LinkedIn: LinkedIn can target audience based on the job titles, so it is great for recruiters and HR persons, or professional event. Last time we checked, LinkedIn per post promotion is $15+ per lead, so among the most expensive of all so far.
Snapchat: As new comer in the ad games, Snapchat is great if you would like to reach younger demographics or more millennials, or if you are a media company or promoting events or movies, which you can sponsor their “filters” features or pay to run ads during stories. Again, it is currently more used by big brands and quite pricey.
Yahoo: For certain user groups, Yahoo is still where to get their news, such as the industry of Finance, Sports. Also Yahoo is still quite big in Asia, in terms of market shares. So if you have certain needs in terms of specific audience, you can consider Yahoo.
Twitter: According to our and others’ experience, Twitter has poor audience quality, since many accounts are either cooperate accounts or bots, that means it is not “real” people, so we do not advice choosing if you have limited budget for marketing.
There is no one fits for all, so choose wisely and you will have the most cost-effective and best result. If you have any more questions, drop an email to us, or fill in the contact form below, our marketing specialists, and we will try to get back to you as soon as possible! 😊