When we decided to start promoting our data mining solution on the web, we experimented with Facebook’s and Google’s ad programs. Google offers a pay-per-click (PPC) model, where advertisers bid on search keywords, with some geographic and demographic preferences allowed. Facebook offers both a pay-per-click (PPC) and a pay-per-impression (PPM) model, where advertisers bid for an audience defined by location, age, workplace, and interests.
We found several articles claiming that conversion rates are much lower using Facebook ads. This makes sense: on Facebook, distracted users stumble on ads and click on them when bored. But using Google ads, users entered specific keywords and are actively looking for something. Still, we feel that Facebook advertising makes more sense for us. Here is why:
1. Some audiences are hard to reach:
One of our target group is data mining experts. Because they are experts in their field, they are extremely unlikely to search for “data mining” on Google. Rather, these experts are more likely to search for specific keywords (ex: “direct hashing and pruning association mining”), which are difficult to identify. Only Facebook, with its interest-based targetting, gives us an opportunity to reach this type of audience.