If you’re trying to control how many leads you’re getting on any given month, you’ll need to dive into the world of pay-per-click (PPC) advertisements.
Attempting to market your business organically can only get you so far. Unfortunately, your competitors who do use paid ads will be able to get in front of more eyeballs than you, and make more money faster than you.
To stay competitive and improve your marketing reach, you’ll need to add PPC ads to your repertoire. However, you may have trouble determining which platform to use: Facebook Ads, YouTube Ads, or a combination of both.
These popular ad platforms have their advantages and disadvantages, and understanding their complexities can help you figure out where they factor into your marketing strategy. Read on to learn more about Facebook Ads vs. YouTube Ads, then contact our Client Accelerators team to learn how we can enhance your presence on both platforms.
Facebook Ads: The Basics
Facebook is an incredibly powerful platform for advertising. This social media site has over 3 billion active users, which is over a third of the worldwide population. Users choose to visit Facebook each day, allowing them to view advertisements on the platform organically and be more receptive to their content.
Facebook ads are advertisements that you can develop for a target audience within the Facebook platform. Your advertisements will appear in Facebook users’ newsfeeds right alongside organic posts from the accounts they follow.
You can tailor your ads to target specific demographics and populations to optimize their effectiveness. Facebook knows a lot of information about its users, allowing it to display ads to the exact right people whether they’re on Facebook, Instagram or an external site in Facebook’s “audience network”.
You can create the following types of Facebook ads:
– Image: Photos with descriptions
– Video: Videos with descriptions
– Carousel: Up to 10 images or videos in a single ad, each including its own link to your product or service page
– Instant Experience: Full-screen ad experiences that appear when users click on your mobile ad
– Collection: A collection of multiple products or services that appear in an Instant Experience view when customers click on the advertisement
The efficacy of Facebook ads has drawn in almost 10 million active advertisers. To stay competitive within your industry, you’ll need to become one of them.
YouTube Ads: The Basics
While YouTube has slightly fewer users than Facebook, the platform still sees over 2 billion active users who watch a billion hours of video content each day. As a result, tapping into the YouTube Ads platform can be highly lucrative for your business.
Like Facebook, Google (the owner of YouTube) collects a lot of data about its users. When you create YouTube or Google ads, the platform will show your ads to people in your target demographic or those who have previously expressed interest in your company or industry.
YouTube ads are typically in video format. While you can create banner ads for YouTube, these ads usually do not perform as well as videos.
YouTube supports a few different types of video ads:
– In-feed video ads
– Skippable in-stream ads
– Non-skippable in-stream ads
– Masthead ads
– Outstream ads
– Bumper ads
Each of these ads can provide different benefits for your marketing campaign. It’s important to choose a marketing agency that knows which ad types and formats will work best for your business.
How Are Facebook and YouTube Ads Similar?
Facebook and YouTube ads offer a lot of similarities in terms of content, audience, and effectiveness.
One of the primary similarities between Facebook and YouTube advertisements is their reach. Both platforms have billions of active users. This incredible scope of users allows your ads to micro target people who are most likely to engage with them and become paid customers.
Additionally, Facebook and YouTube both allow for direct response ads. Direct response ads guide the user to a specific action within a very short amount of time — like purchasing your product, registering for your webinar, watching your VSL, etc.
Here is an example of a Direct Response Facebook Ad.
Here is an example of a Direct Response YouTube Ad
Direct response ads are always optimizing for a conversion event and are the most effective form of digital advertising. These conversion campaigns when setup correctly on both YouTube and Facebook provide a quick, measurable ROI which is what all business owners want to see.
How Are Facebook and YouTube Ads Different?
Facebook Ads and YouTube Ads also have significant differences. Understanding these differences can help you determine the right social media platform for your needs.
First, these platforms charge differently for engagement. For instance, Google does not charge you when viewers watch less than 30 seconds of your advertisement and do not click on your search result links. Meanwhile, Facebook will either charge you every time your ad appears on a user’s screen or every time they click on your ad, depending on the method you choose.
Because YouTube does not charge for quick glances on your videos, you can expect the ads you do pay for to have more meaningful results. You’ll only pay when a user has spent some time learning about your company or product.
Users interact with Facebook and YouTube differently. As a result, your ads may be more successful on one platform than another.
Here are a few unique aspects of the YouTube experience:
– Most users already have their sound on when a YouTube ad appears — making them more likely to listen to your ad.
– Users are already prepared to watch a video when a YouTube video ad appears — making them less likely to click away immediately.
– YouTube offers unskippable ads — forcing users to view your entire ad before proceeding with their desired video.
– People often watch YouTube videos with a group of people, allowing a single ad to reach several people.
Meanwhile, here are a few unique components of the Facebook experience:
– Facebook users are prepared to engage with the content on their feeds by liking, commenting, or sharing it, making them more likely to engage with your ad.
– Facebook users scroll through their feeds quickly, waiting for something to catch their attention. As a result, they may not engage with or even notice your ad unless it stands out to them.
– Facebook users expect to see lower-quality advertisements alongside social media posts, allowing you to spend less money creating your ads for the platform.
Engagement is one of the primary goals of both Facebook and YouTube Ads. Therefore, you should use the platform that can promote the most engagement with your company.
When you post ads to YouTube or Facebook, they must adhere to the platform’s compliance regulations. However, it’s important to note that YouTube has much more lenient compliance requirements than Facebook, which may allow you to implement more effective direct response ads on YouTube.
For example, YouTube Ads allows you to:
– Make bold promises
– Make big result claims which CAN be tied to a time, for example, “Get [RESULT] in 30 days or your money back!”
– Include various forms of proof
These elements can be critical to your success with paid media and YouTube often supports these elements while Facebook tends to quickly ban ad accounts for using similar tactics.
As we’ve mentioned, Facebook and YouTube allow for different types of ad content. While you can create text, image, and video ads on Facebook, you’ll want to stick to mainly video ads on YouTube.
Video ads typically take more time to create than image and text posts. However, they have the potential for double or even triple engagement rates. They also allow for longer content, as people are more likely to watch a three-minute video than spend three minutes reading a text post.
Which Is Better?
Both YouTube Ads and Facebook Ads have pros and cons. Interestingly enough, video advertisements tend to have higher engagement rates on Facebook than on YouTube. However, the exact success you will see with either platform depends on various factors, including your budget, company type, target audience, and more.
YouTube offers a slightly better experience than Facebook in several ways. Your viewers may be more willing to watch YouTube ads than read Facebook posts. Additionally, YouTube’s lenient compliance regulations may allow you to create more successful ads through the platform.
All in all, we recommend using both platforms within your digital marketing campaign. You wouldn’t want to miss out on the unique benefits of either platform to promote your business.
How to Build a Great Facebook Ad
Tip 1: Get Personal
Treat your Facebook Ad like a personal chat with your audience.
Address what uniquely matters to them—their needs, desires, or challenges.
Put yourself in their shoes and ask, “What would improve their day? What problems are keeping them up at night? What are they yearning for?”
When your ad feels like it’s offering personal advice, you’re hitting the mark.
In essence, the idea is to create an ad that speaks directly to your audience. Make them feel understood and valued by addressing their specific concerns.
This personal touch can make your ad more relatable and effective.
Tip 2: Use Visuals to Your Advantage
Visuals play a powerful role in Facebook ads.
Here’s how you can make them work:
When you’re scrolling through your Facebook feed, what grabs your attention? Often, it’s an interesting image or a compelling video.
That’s what you want to bring to your Facebook Ad.
The key is to choose visuals that match your message.
If you’re showing off a product, use images or videos that demonstrate it in action. If you’ve got success stories, let the visuals help tell those stories.
You don’t need to be a professional photographer or videographer. But you must choose the right visual to make your ad more compelling and attractive.
Your visuals should resonate with your audience, helping them connect with your message in a way that words alone can’t achieve.
Tip 3: Keep Your Captions Short and Sweet
In today’s fast-paced world, attention spans can be shorter than a quick Snapchat story.
So, your goal is to deliver the core of your message swiftly. What’s the value your product offers? How does it improve your audience’s life?
Explain it plainly and straightforwardly, as if you were talking to a friend.
Why the emphasis on short captions? Because those initial words are what grab the attention of the scrolling audience.
If your caption is too long, people will just keep scrolling.
As you work on your Facebook Ad, pay attention to your captions. Keep them concise, inviting, and focused on your product’s value.
Tip 4: Spark Conversations
Your ad isn’t a one-way speech; it’s an opportunity for a conversation. Think of it like an invitation for your audience to join in.
How? It’s simple.
Add a thought-provoking question, share an interesting tidbit, or even present a friendly challenge. The goal is to peak their interest. When your audience feels like they’re part of the conversation, you’re on the right path.
By sparking conversations, you’re bridging the gap between you and your audience. It’s a way for them to engage with your content, fostering connections that matter. So, gear up to create ads that initiate real discussions and interaction.
Here’s an example of Facebook Reel ad.
Tip 5: Clear Call to Action
Now that you’ve captured their attention, what’s the next step? This is where a clear call to action (CTA) comes in.
Whether you’re choosing a simple “Shop Now,” an informative “Learn More,” or a straightforward “Get Started,” the goal is to make sure your audience knows exactly what to do next.
Simplicity is key. There should be no confusion when they see it.
Your CTA is the final prompt that motivates them to take action. So, when you’re crafting your Facebook Ad, ensure your CTA stands out.
Select the action you want them to take and express it clearly. It’s about guiding them smoothly toward their next move.
So there you have it—five practical tips to create effective Facebook Ads. Remember, the key is to connect your brand with your audience.
How to Build a Great YouTube Ad
Tip 1: Grab Attention Quickly
Time is precious on YouTube. Your ad needs to make an impression in a matter of seconds.
So, how can you achieve that? It’s simple—get straight to the point and tell viewers why they should stay tuned. This is your chance to draw them in.
When you scroll through YouTube, what makes you stop and click? It’s that initial “hook,” something that instantly grabs your attention. Well, your YouTube Ad should do the same.
The trick is to cut to the chase. No need to beat around the bush. Give them a reason to care within those opening moments. Explain what’s in it for them, why your content matters, and why they should stay engaged.
If you’re slow to get to the point, you might lose them before you begin.
So, when you’re creating your YouTube Ad, make every second count. Be clear, be compelling, and get right to the core of the matter.
Because in the YouTube world, quickly capturing attention is your key to retaining viewers.
Tip 2: Craft a Compelling Story
Stories are effective in YouTube Ads as well.
Focus on crafting a story that resonates with your viewers. Whether it’s about solving a problem or sharing an experience they can relate to, stories make your ad relatable and unforgettable.
Instead of just dishing out facts, create a story that your viewers can truly connect with.
Your story could revolve around a problem that your product tackles. It’s like setting up a challenge and then showcasing how your solution swoops in. Or you could share an experience that your audience can easily relate to.
Stories transform your ad from a mere glance to something more—they make it memorable. Stories form an emotional bond that go beyond the usual sales pitch.
Tip 3: Visuals Matter Most
When it comes to YouTube, visuals take the spotlight.
Use visuals that match your message. Whether it’s showcasing your product in action, featuring testimonials from customers, or highlighting the benefits you offer, visuals play a crucial role.
They’re not just attention-grabbers—they also keep viewers interested.
So, as you’re piecing together your YouTube Ad, prioritize your visuals. Ensure they’re not just decorative—they serve a purpose.
They’re there to enhance your message, capture attention, and maintain interest. Because in the YouTube world, visuals matter the most.
Tip 4: Appeal to Emotions
Emotions fuel action, even in YouTube Ads.
The trick is to tap into feelings that align with your brand and message. Whether it’s excitement, nostalgia, or empathy, these emotional triggers can significantly boost your ad’s impact.
Think about this: What spurs you to take action? Often, it’s the emotions stirred within you. The same principle holds for YouTube Ads. Your aim is to establish a connection that goes beyond mere information-sharing.
If your brand thrives on excitement, infuse that energy into your ad. Are you aiming for nostalgia? Utilize visuals or references that evoke memories. And if empathy is your goal, share a story that resonates with your audience.
The bottom line is this: emotions make your ad a lasting experience, motivating viewers to take action.
So, while crafting your YouTube Ad, consider the emotions you want to trigger. Think about what resonates with your audience and aligns with your message.
Tip 5: Clear Call to Action
Just like in Facebook ads, your YouTube ads also need a clear call to action.
Your CTA doesn’t need to be complex. It should be simple and direct. There should be no confusion about the action you’re suggesting.
You’ve sparked curiosity, stirred emotions, and shared a story. Now, it’s time to wrap it up with a crystal-clear call to action that urges viewers to take the next step.
So, as you work on your YouTube Ad, ensure that your CTA stands out and guides viewers toward the desired action. Keep it concise, compelling, and, most importantly, easy to understand.
And there you have it—five practical tips to craft impactful YouTube Ads that spur action. Now it’s your turn to create those YouTube Ads confidently!
How We Can Improve Your Facebook & YouTube Ads Presence
Simply creating advertisements for YouTube and Facebook isn’t enough to see fruitful results. Instead, you’ll need to curate these ads using the most effective strategies in the industry. You’ll also need to monitor their performance and change their content regularly to adapt to your changing goals and audience.
If you’re looking for a way to maximize your results on YouTube Ads and Facebook Ads, we can help. At Client Accelerators, we’ve spent years learning the ins and outs of both platforms and helping clients like you achieve impressive results. We have what it takes to enhance your PPC ad campaign and grow your company.
Specifically, we’d be happy to:
– Build a strategic ad campaign for YouTube and Facebook Ads
– Help you create targeted text, image, and video ad content for these platforms
– Monitor your campaigns and identify areas for improvement
– Utilize retargeting to revisit previously engaged leads
– Deliver noticeable, countable results
Contact us today to book your free consultation.