Each month, Facebook gets 1 trillion page views. Google, on the other hand, only gets 180 billion ad impressions. One would think that this makes Facebook the ideal site for advertising, but that’s just not so.
Facebook Ads Suffer From Low Click-Through Rates
Facebook ads are much more expensive than those of Google AdWords. This alone gives many businesses pause, and it should. Facebook's click-through rate is not impressive. In the United States, the average click-through rate for banner ads is about 0.1 percent. Google—the current king of click-through rates—comes in with an average click-through rate of 0.4 percent. At 0.051 percent, Facebook doesn't come close to either of these rates.
The reason for the disparity in click-through rates between Google and Facebook is that, with Google, users are given highly targeted ads. When you search for a new camera, for example, you begin seeing ads from various camera companies. On Facebook, ads are seen by all users, independent of searches or interests. Although this may change over time, Facebook currently doesn't offer the level of targeted advertising that Google does.
What This Means for PPC Ad Campaigns for Law Firms
For most small businesses, Google AdWords is a good choice. It allows highly targeted keywords and, depending on the keywords you use, the cost can be very reasonable.
But, before you sign on the dotted line with Google, Facebook, or any other advertising company, call 888.886.0939 and speak with a member of our team. We can help you determine how to get the best bang for your advertising buck.