Is Facebook a Better PPC Option for Retail Businesses than Google in 2015?

August 7, 2015 Off By Koehler Home Decor

first-facebook-adAs many retail business owners know, Facebook’s still a big deal, and not just for keeping in touch with your friends and family and showing off all of those cool vacation pictures. Facebook marketing, especially when it comes to capturing potential new customers and sales leads has become, for many businesses more and more important as they build and grow their business. But a decrease in organic traffic across the board has more than a few business owners thinking about giving Facebook PPC advertising a try. But how effective is it, and is it really any better than Google?


Facebook vs. Google PPC in 2015

Facebook has been in direct PPC competition with Google for some time now and more than a few retail businesses, even small ones, already have some level of PPC marketing plan in place via the Google Adwords program. So why should they make a switch, especially if the Google campaigns have been producing decent returns?

The one thing Google PPC is consistently though , especially in a competitive niche like retail, is increasingly expensive. Right now, as the much respected SEO company Moz points out often, Facebook offers a far more affordable PPC campaign option and it’s a lot easier to target and track as well.

If you have been thinking about diverting some of your marketing dollars to an initial Facebook advertising campaign here are a few tips and tricks that you should keep in mind as you plan your first ads.

To Get Great Facebook Sales Leads Get Your Get Your Target Demographic Right

Before you do anything else it is crucial that you make sure that the target demographic you will be telling Facebook you want your ads to reach is the right one for you. You’re going to be given some fairly detailed options when setting up a campaign (far more than Google) so taking the time to go through them all will really pay off in terms of a better ROI.

How narrow you make your ad parameters depends very much upon just what you are trying to sell as well as your own understanding of what your target demographic really is.

Not all marketers, especially newer ones, actually truly understand just who their target audience really is. If you are one of them, take care of that research before you start placing – and paying for – Facebook ads. If you need help here the tools and guides provided by the Small Business Association can be a great place to start.

Get the Ad Copy Right

Facebook allows you just 25 characters for the ad title and 135 characters for the ad copy. That’s not a lot, so you have to get your point across quickly. Many successful Facebook advertisers have found that asking a question is the most effective way to get people to interact with the ad. It does not have to be anything too clever, just a simple question that at a quick glance people will be interested in the answer to usually works really well for retail.

Facebook Ad Image Perfection

Facebook mandates that your ads have a single, static image. Without any fancy Flash tricks available to you, picking the right striking visual is a must.

The rules are pretty stiff too – no more than 20% text, no GIFS, very specific image sizes – but as any image on Facebook – including ads – attracts at least 60% more clicks than text only posts then it’s worth learning to ‘play the game’ the right way to get more sales leads from each ad.

For More Facebook Leads Test, Test, Test

One of the best things about Facebook PPC advertising is that they make it very easy to test a couple of slightly different ad campaigns at the same time at a very low cost in comparison to Google or Bing. For the best results tweak different things in different ads. Change the demographics for one but the image for another. Add different copy to a few separate ads.

In fact, test until you are blue in the face, because that is how you will eventually discover what will work best for your unique message and generate the best ROI for your Facebook marketing dollar.

Koehler Home Decor is a wholesaler of home decor accessories and unique gifts. Source quality wholesale merchandise at and find tips for promoting your business on our blog.