This post is not about beating up on Google. It is really more about how much cheaper it is to sell stuff via Facebook, for one of our clients anyway. A few weeks back I did a show on Facebook vs Google. I introduced you to a couple of new audience features we were playing with. Last week I launched a campaign for one client using the new feature. Scroll to the end of this post or watch the video to see the results. At the same time we ran a campaign on the Google display network targeting the same products. Here are the results.
Google Display Network Campaign
We used over 13 different creatives and let Google serve the one that got got the most clicks more often.
Impressions or reach
In the last 7 days we’ve had over 77,000 ad impressions.
Click through rate
This was actually quite good for a display campaign at 1.15%
The average CPC was really cheap. Only 31 cents. The total campaign cost to date is $257 for 837 clicks.
Google display ROI
Nada, zilch, zero, nothing, doughnuts, not one fricken sale.
Facebook Custom Audience Campaign
We used 1 piece of creative
Impressions or reach
In the last 7 days we’ve reached about 3500 people.
Click through rate
For this campaign we did optimised CPM as we were bidding for actual conversions. Total cost at time of making my video was about $34
Facebook Custom Audience Campaign ROI
8000%. Not a typo. We spent $34 and sold around $2700 worth of product directly attributable to the campaign. I sh-t you not. Watch this week’s video for a closer look at the data.
If you have been hit with a manual penalty from Google it’s your lucky day! I know it may not feel like that when you see your traffic and rankings plummet but the alternative of dropping away without knowing why is a far greater dilemma. By getting a manual spam action, it allows you to quickly address the specific issues and then beg Google for forgiveness. Or as my dear old Dad would say, mea culpa, mea culpa, mea maxima culpa. Unfortunately if your rankings drop from an algorithm change there is no clear path to reconciliation and usually it will take a lot longer to recover. If you have got the manual spam action it will look like this.
Manual Spam Action
Here are the steps to get back on track.
Step 1. Disavow EVERYTHING!
– well at least every link from the time you started buying links. Even the good ones. Google’s Matt Cutts has said that this will show real remorse and contrition so they are more likely to absolve you from your sins quickly. Well he didn’t quite use those words but that was the gist.
Step 2. Submit a reconsideration request
- If you have completed step 1 properly you should hear back fairly quickly. Hopefully you get a message like this
Manual Spam Action Revocation
If you have not disavowed properly Google will issue you a notice after every reconsideration request saying you missed a few links and to try again. This can go on for weeks so it is best to just disavow enmasse.
Step 3. Do some real SEO
– chances are you have neglected your site when it comes to real SEO. Creating great content, sharing it and having a well functioning site are the things you need to be focussed on. Forget about the backlinks.
You may have heard that since I learned of the new types of ads available on Facebook from the Beers Blokes and Business episode “What’s Up Zuck?”, I immediately started trialling it for ourselves and some of our clients. I admit that up until then I had not been much of a fan of Facebook ads. My trials of them in the past had resulted in all the demographics you can eat but with little to show in the way of real traffic. As I wrote in my digital marketing post, this year I have not only sold my house using facebook ads I’ve also got good traffic to our website and my videos for a fraction of the cost when compared to say Google Adwords. On Monday I took some of our team to a training session of Facebook ads run by @sportsgeek Sean Callanan.
Cost of Traffic Between Facebook & Adwords
Do you know how costly adwords is for SEO related keywords? REALLY costly. I know this because last year I threw a bunch of money at an adwords campaign for ourselves. You are looking at between $15 – $20 per click for SEO keywords. You could argue that those are highly relevant clicks and therefore more likely to convert. The user intent is that they are looking for an SEO company. You would be right of course, however when you compare that to the traffic I can get from Facebook It makes you stop and think. Earlier this year I ran a short campaign on Facebook to get traffic back to our site. Over the course of 10 days I got about 350 clicks. This would have cost me say $7000 on adwords. From facebook the cost was just over $200.
A Massive Cost Difference
How and who you are targeting makes all the difference
The reason you can get better click throughs on Facebook now is because they have greatly improved their ad targeting by letting you create “custom audiences” as well as massively improved the way in which the ads are delivered into the users stream.
When To Use What
I’m not saying Facebook is an adwords killer. What I am saying is that you need to use these venues very differently when it comes to an adspend. For instance for ourselves I will never buy SEO keywords in adwords again. It is ridiculous but I buy other keywords that are only around 80 cents CPC. The keywords we are buying for ourselves in adwords are cheap and are showing real buyer intent. I am using Facebook to build our general audience, much the same way I use the videos. I’m targeting people in Facebook who can benefit from our content but not really doing any sort of sales pitch. I think this works given the difference of the venues. People in Facebook have not asked to see my ads where as people in Google really have, given the keywords I am buying.
Scary Creepy Good
Have a look at today’s video to see some of the scary creepy good things you can now do in Facebook. It may surprise you. Special thanks goes out to Sean Callanan & Steve Vallas for converting me .
Matt Cutts released a video yesterday in response to a viewer question about being hit by an algorithm change or a manual penalty. He explained you should do all the usual checks in Google webmaster tools as well as making sure you have a healthy site. The big check he did not tell you to do which I think is the most important one is the site:yourwebaddress check. It’s usually the first thing I’ll do with any site prior to beginning work on it. For most business owners it’s a lot easier to do to than having a look at webmaster tools.
Andrea Moss Site.
As I show in today’s video a friend of ours, Andrea Moss is currently in a TV show called Real Housewives of Melbourne. Her new site, andreamoss.com.au launched about a month ago. SHe asked me to have a look at it for her as it was not ranking for “Andrea Moss” which is pretty odd. The first thing I did was site:andreamoss.com.au in Google. What became immediately apparent was that Google had only crawled 3 pages and they were weird URLs.
It didn’t take the team long to work out what was going on but the site: check is what started the ball rolling. Here are the things you can discover using this simple but effective check.
- Page count – has Google crawled too many or not enough pages. If there are too many in there chances are you have bigger problems.
- Page Titles – Quickly see a list of page titles and spot duplications
- Duplicate Descriptions – Not really a big ranking factor but something you should fix.
- Find Weird Pages – Sometimes Google can be crawling part of your site that you didn’t even know existed.
- Find Subdomains – on more than one occasion we have come across all sorts subdomains that have been setup for a client that they didn’t know where live. Quite often these subdomains will be a complete duplication of the main site.
See how we fixed Andrea’s site in today’s video. So when was the last time you did a site: check?