If you’ve been following me for a while then you know I’m a huge fan of Facebook ads. Facebook simply has the most sophisticated targeting options of any advertising platform out there.
Wait.
Is that really true?
Yes and no.
AdWords has a feature called in-stream video ads. And if has another feature called “Placements” that allows you to literally place your ad on specific videos that you select. In some cases, this gives you even better targeting options than anything you can do on Facebook.
With Facebook ads you can target specific fan pages, you can use custom audiences, lookalike audiences and all of that is great. However, in many cases I can target better using YouTube.
Let’s use the example of a car service business:
On Facebook I could target highly engaged car fan pages and show my ad to car nuts. However, many of those people might not be in need of a car modification or repair service right now. So although I can target car fans, most of them don’t have a need for my service.
However, on YouTube I can research every single “how to” video on how to fix your car, repair certain parts of a car, modify your car and so forth. And I can show my ad specifically on these videos.
That means only people who are looking for “how to” information on how to repair or modify their car will actually see my ad. These are people actively searching for a solution, rather than just random car fans that I can target on Facebook. In terms of ROI and effectiveness of your ad, that makes all the difference in the world, trust me.
I would say Facebook ads and YouTube ads are on the same level.
Depending on your business and what you’re selling, one or the other might be better suited for you. If you need laser-targeting, then YouTube ads might be even better than Facebook ads.
Oh – And by the way:
My CPC with YouTube ads is consistently below $0.30. In fact, I have a campaign with a cost per click of $0.16 right now and that’s consistent and getting lower the more I scale up the ad. You can forget that on the AdWords search and display network. However, since YouTube is currently not used by many people, it’s cheap.
The good thing about YouTube ads is that the cost of entry is a bit higher. People need to record or produce a video, which is an additional hassle and discomfort many people will avoid.
That’s great, because it means there’s less competition.
Which in return means there’s less people bidding and thus your advertising costs will be lower on YouTube than other places.
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