In the world of digital marketing, different marketers have different ways of driving traffic based on their preferences. Digital marketers have relied on Google Adwords to drive traffic to their sites since the early 2000s.
However, as time has gone by, another mode of traffic driving known as Facebook Ads has been on the rise. Both of these traffic driving methods are used extensively by marketers. Some recommend the use of Google Ads while others recommend Facebook Ads.
Depending on your preferences, you can choose either of both of the two methods. The following is a breakdown of these two methods and how they can help drive traffic to your site.
1. Facebook Ads
With Facebook Ads, you will have the opportunity to choose the amount of money you want to spend to drive traffic to your site.
Apart from this, you have the chance to choose from three different bidding options. These options are Auto bidding, Manual bidding for Max Cap, and Manual bidding for Target Costs.
If you want to win the auction, make sure your bid is high, and avoid changing your bid regularly.
Quality of the Ad
High traffic to your website is determined by how relevant or appealing your ad is to your target audience.
The metrics, based on your traffic, are graded with a score of 1-10; high, medium, low positive feedback; and high, low, medium negative feedback.
You can employ conversational writing and hooks to engage your audience and drive high traffic.
Estimation Action Rate
Facebook determines the likelihood of your target audience to take action. This is mainly estimated based on the optimization of an event that you choose.
Depending on your target, you can select between Clicks, Conversions, Video Views, Engagement, App Installs, and Messages.
As a tip, Facebook recommends that you optimize your ads for lower funnel actions that will drive traffic to your campaign.
2. Google Ads
Google Ads, on the other hand, is transparent about the bid prices of various keywords, in which one can check in the Google keywords planner.
Just like Facebook, you can choose between manual bidding and auto-bidding. Auto-bidding helps you maximize your clicks, conversions, search page location, Target CPA, Outranking share, and ROAS.
Manual bidding is useful for retaining control over your budget.
Google Adwords determines the quality score by examining how your target keywords are relevant to online searches.
Metrics determine the quality score just like in Facebook Ads. The score given is between 1-10, and it’s based on the landing page experience.
You can improve your quality score by performing split testing of keywords and ads. Also, group keywords into ads groups relevant to your landing page.
Based on Google Adwords ideology, tracking conversions is an optional step. However, you can do this if you want to optimize your campaign and get desired actions on your traffic. If you are after a high tracking conversion, make sure you bid higher on keywords that have a high conversion rate.