Let me first explain my background. Due to the track and industry I chose, to be precise, I am not good at the Google advertising platform. I used Google ads more intensively about 6 years ago. At that time, Google’s policies were relatively loose, and it was easy to make accounts and pile up accounts, and the traffic was very easy to get. However, due to Google’s powerful algorithm, this “loophole” was quickly plugged and abandoned, and then turned to Facebook advertising with more stable output.
Many people have a dispute: When it comes to paid advertising, is Facebook or Google more effective?
Which is better, Google Ads or Meta Ads?
Some people say that, overall, the entrance to Google Ads is search, and the traffic comes with search demand. It is highly purposeful, accurate, and has low conversion costs. This is the overall trend of Google Ads for most industries.
Some others say that Facebook ads have display and coverage, and have pixel codes and plug-ins to accurately track various events and intelligently target audiences. For teams with strong content marketing, it is easy to achieve results through marketing strategies and materials, and it must be the preferred position.
In my opinion, there is no good or bad difference between Google and Meta. The former is search e-commerce, where people look for goods, and the latter is interest e-commerce, where goods look for people. Different industries have different tendencies, and there is no distinction between high and low.
In the e-commerce industry, I know many advertising operators. Their companies are not limited to a single category. Different categories will choose different advertising platforms to do paid buying. For example, teams that come from Amazon operations have a strong supply chain, the genes and habits of low prices, and like to do search e-commerce; on the contrary, teams that come from the independent station explosion model prefer to directly operate interest traffic and obtain transactions through strong materials. Therefore, the conversion effect depends on your product category and marketing strategy, not a single advertising platform. The later traffic share is only the final appearance. As for the conversion rate, it has something to do with the channel, and even more with the product selection and landing page.
Which platform should I choose for imitation brand advertising?
In the industry of replica brand independent websites, 80% of the results are achieved through Facebook traffic. This is because of the product category attributes. Brand keyword searches cannot be carried out on Google’s strong algorithm. Simply put, you cannot appear on keywords such as replicas, LV, and Rolex. Turning to strong material content marketing is a very good choice.
Although Google also has complete closed-loop channels such as display, discovery, and video, from the initial contact with new users to the final completion of user conversion, compared with Facebook’s intelligent advertising algorithm, which started as a social network and has been developed for nearly 20 years, Google is far inferior in the field of interest-based e-commerce. The two are not at the same level at all.
80% of new user expansion leads to sales
In the e-commerce market, there are many consumers, and almost all of them play the role of consumer buyers. It’s just a matter of when this role is awakened.
Only about 20% of consumers actively search out of urgent need, but the remaining 80% of consumers are in a passive state. They will not actively search for products. Their purchasing needs are only triggered by recommendations or unintentional conditions (such as super low price discounts). We call them impulse consumers.
Google ads serve as a display for the “active searches” of this 20% of the population, while Facebook ads serve as a display for the “passive coverage” of this 80% of the population. Therefore, if we can reach this group of people more accurately and control our input-output ratio, we will have many sales opportunities.
How to do ADS on Facebook advertising platform?
From the above, we know that Facebook advertising is different from Google’s “passive search for demand” process. Facebook’s smart advertising algorithm focuses on the process of “actively discovering demand”. Facebook’s smart advertising algorithm is based on “crowd tags” to cover “people who may be interested”. Therefore, under the premise of ensuring that there are no problems with the landing page and product selection, when we create advertisements, the positioning of the crowd is crucial. We can find accurate crowds in several ways:
①. Interest words
Feeding appropriate interest words to the intelligent algorithm can play a certain auxiliary role. For example, when launching a Submariner Green Ghost, we can associate some other brands under the “Luxury Brand Watches” category.
But please note that we should not rely too much on interest words, which can only serve as an auxiliary effect to add icing on the cake, and are more about assessing the following aspects.
②. Standardize the front-end code and make good use of Facebook tracking
Although Apple stopped providing data to Facebook in the iOS 14 update, which made the portraits and crowd labels a bit vague and the accuracy decreased, if you still use the advertising audience expansion method used 5-6 years ago, you will definitely lag behind. Therefore, the replica brand industry must keep the gameplay updated, always on the road of “problems” and constantly “solving problems”.
In order to make up for this problem, Facebook has done full event optimization.
We also made a conversion API and strengthened the pixel code tracking function, and used machine algorithm self-learning to associate website sales data to improve our own tag library.
Therefore, when we launch, we must be good at using the event manager to capture search, add to cart, BUY NOW, add payment, checkout and shopping events.
During the development of the imitation brand independent station, the front-end code must be standardized, otherwise the AB station framework may not be able to capture key optimization events such as “checkout” and “callback shopping” well.
③. Strong material ability
Facebook is an information flow advertisement, which has the characteristic of “fast decay”.
In Google advertising, once the advertisement is stable, it is possible that you can use 10 sets of copywriting all the time, and even reuse them in other advertising campaigns, without updating for a long time. Facebook display ads are different. They focus on creativity and test the ability to produce materials. The official best practice guide also recommends changing materials once a week.
Therefore, the gameplay in the imitation brand track is completely different from that of general goods e-commerce.
