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May 16, 2012

Google is Far Superior to Facebook in Marketing Space

By Julie Griffin, Contributing Writer

WordStream’s analysis of the adverting efficiency of Google (News - Alert) versus Facebook shows that Google is a far more efficient means for marketing. Although this is a conclusion that could be reached through common sense, examining the performance statistics of each side-by-side portrays Facebook’s (News - Alert) capabilities as staggeringly inept.

Facebook also doesn’t seem interested in incorporating better advertising tools into their concept.

“So far, Facebook’s advertising platform hasn’t kept pace with the explosive growth of its social network,” Larry Kim, CTO at WordStream, told Business Insider. “It remains to be seen if CEO Mark Zuckerberg (News - Alert) even wants to focus on advertising as a source of revenue. In his 2,500+ word letter to shareholders this month, he mentioned advertising just once.”

WordStream’s highlights:

  • BI declares that the average click-through-rate (CTR) of ads on the Web as a whole is about .1 percent. Facebook’s CTR is only .051 percent. Google’s is .04 percent.
  • Facebook reaches 51 percent of internet users. Google reaches 90 percent of internet users.
  • Facebook’s first quarter revenue is down 6.5 percent year on year and is $1.06 billion. Google’s Q1 is up 1 percent and is at $2.9 billion.
  • Facebook targets education, workplace, likes, location and demographics. Google targets interest, keywords, remarketing, location and demographics.
  • Facebook uses the Sponsored Stories format and standard display ad. Google uses text, images, video text overlay and mobile Web game ads.
  • Google has YouTube (News - Alert), Blogger and Google +. Facebook does not.

Google also provides plenty of free tools for people to advertise, such as Blogger and Google Analytics, to analyze traffic data. The search giant will also pay users to incorporate Ad Sense into their blogs. Facebook doesn’t publish their CTR and charges people to use their advertising system.

Since habitually posting your own blogs can land you with temporary restricted access, there are seldom other tactics for advertising on Facebook for no cost.

Edited by Braden Becker
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