Internet marketing pros and cons by Gaëlle Bodson

May 22, 2012

In a series of two blog posts specifically devoted to online advertising, we first listed nine important reasons why online has a bright future and cannot be ignored or ill-considered by marketing communication people. In the present post, Gaëlle Bodson, Belgian webmarketeer and Google Adwords Expert, outlines the respective advantages and downsides of Google Adwords, Facebook and LinkedIn as advertising platforms.

Today, the main web generators of visits to a website are search engines and social networks. Having a prime position on Google has become essential if you want to be seen by web users. To be positioned on the first page of results, you can use SEO or SEA. But being positioned on Google is not enough. It is also essential to have a fanpage dedicated to your company on social networks (Facebook, Twitter, Linkedin). To be seen and visited by Internet users, search engines and social networks provide tools for advertising on the web. I suggest you explore the various tools, advantages, and inconvenients of these different tools to target Internet users through web ads. Depending on your goals and your audience, it is preferable to use a certain platform over another for your ads.

Google Adwords  

This is the advertising program of Google. It allows you to spread text ads, graphic ads and video ads for computer and/or smartphones on the Search network and Display Network. It allows to promote a product / service, increase your sales and traffic in the short term.

Advantages:

  1. A relevant traffic: Adwords allows you to reach an audience already looking for your product / service, i.e. when they are already in a purchasing phase
  2. Interesting ROI : you choose how much you are able to pay for one click, you choose if you pay per click (CPC) or per impression (CPM is only available on the Display Network)
  3. If you pay per click (CPC), you only pay when someone clicks on your ad
  4. System Adwords allows to track the conversion, your ROI and know which keywords generate traffic, sales and at what cost
  5. Full control of your daily budget
  6. Your ads are published almost immediately after their creation
  7. You can target based on the interests of your target audience, geographic location, language and other demographic criteria
  8. Increase traffic to your website: with Google Adwords, your potential customers find your ads directly on the first page of search engines.
  9. You can target keywords and websites
  10. B2B and B2C communication 

Downside: 

  • Requires very regular monitoring of the campaign

Facebook  

Facebook offers the opportunity to advertise quickly and inexpensively to promote your brand. The minimum daily budget stands at € 1 only. Facebook acts on the long term. First it will help you to increase your fan base and their loyalty. Then, through the services of your Community Manager, Facebook transforms your fans into customers.

Advantages:

  1. Develops your community
  2. Cheap communication. The prices are still low because there are fewer advertisers than on Google Adwords
  3. Enables you to monitor a trend in your product or business
  4. A way to get advice about your products / services and to improve them
  5. Reaches a wide audience. Facebook  is nearing 1 billion active members including 4 million Belgian users and 18 million French users.
  6. You pay per click. Like Google Adwords, you pay only when the web user clicks on your ad
  7. Facebook offers many targeting options. It has a lot of data such as age, sex, location, interests, relationship status, … It is really an effective B2C communication channel
  8. Facebook allows you to advertise for a website but also for a Facebook Fan Page.

Downsides:

  1. There is a significant constraint on Facebook that doesn’t exist on Google: Facebook users are not in a purchasing process. It is extremely difficult to succeed in transforming the traffic generated by Facebook into direct sales.
  2. Difficult to reach some seniors. The average age of a Belgian Facebook user is 31 years.
  3. Difficult to target as effectively as with Google Adwords: you can’t choose to appear for ultra targeted keywords (eg not appear on the keyword “buy software”)
  4. Low conversion rate

LinkedIn  

This is the ultimate professional network with more than 90 million members worldwide. It is therefore the ideal social network for B2B communication. Its Internet advertising platform can:

  1. Target users by gender, age, positions, qualifications, type of industry, firm size, type of job, …
  2. Decline your ad in 15 different versions. So for a single ad, you can make 15 changes, add an image, text or a different description.
  3. Test different visuals for a single ad

Downsides:

  1. The ads must be written in English.
  2. The cost is more expensive than Adwords or Facebook. A campaign begins at at least $ 10 per day and $ 2 CPC (Cost Per Click).
  3. A corporate account doesn’t create an advertisement. You must create a personal account to create an advertising campaign.
  4. You can target 10 job categories at most. Also for the industry category (17 total), there are only 10 that you can select. Same for geography area.
  5. Targeting is inflexible
  6. You can’t target by keyword.

gaelle bodson

 

This blog post was authored by Gaëlle Bodson, webmarketeer with eTeamsys, a Belgian SEO agency . Gaëlle is a Certified Google Adwords Expert. Her areas of professional interest include campaign management, Google Analytics, Keywords Identification, social network communication (Twitter and LinkedIn), websites upgrading via CMS (content management system). You can read more of Gaëlle Bodson’s articles on the eTeamsys blog. They focus on SEM.

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