Facebook Ads vs Google Ads | Ep 9 The Beauty Biz Pro Podcast

Discover the secrets to doubling your bookings in 2024 with our latest podcast episode! Join us as we delve into the world of digital advertising and uncover which ads work best for your beauty business. From leveraging Google Ads for instant visibility to maximizing your brand presence across platforms like Facebook and Instagram, we'll equip you with savvy strategies to attract more clients without breaking the bank. Plus, learn how to transform curious clicks into loyal clients and foster meaningful relationships with your dream customers. Don't miss out on this opportunity to revolutionize your beauty business - tune in now!

Go to ➡️ https://beautybizai.com/strategy-meeting-booking to book a free consultation

Transcript

Hey guys, so every week I meet with hundreds of beauty business professionals. And I always get asked the same question, are Google ads better, or Facebook ads better? And today, we're going to break that down. Because this is a debate that depending on where you're at your business, I really feel, you know, both are equally as good. However, they each have their place. So hi, my name is Tony cruise, Director of Sales here at VT biz pro Jake's business partner and Jake, you all know the wonderful Jake Randolph. Welcome.
Thanks for having me. So, yeah, Google versus Facebook. It's a common question. And honestly, it's a question not enough of you are asking because a lot of you don't think about running Google ads. I think I know, everybody knows what a Google Business Account isn't a Google profile. But what is a Google ad? Let's start with that. Tony, what is a Google ad.
So Google ad is if you go on Google, and you type in the search bar, permanent makeup, you know, Central Florida, you're going to see about three or four little columns of snippets of NOC code. But words it's a sponsored next to it. That is a mean thing that said, or ad, or anything that says sponsored or AD is a Google ad, Google Ads help you rank number one, without the messy SEO and taking a million years for you to rank number one. That's the power of it.
And we're not saying that in, you brought up SEO, that means search engine optimization, that means how high you rank on search engine like Google. And so we're not saying SEO is bad. It's just it takes a long time, you know, or longer than, you know, than ads, basically, it's a longer process to get your website ranking now. For example, I'll use my permanent Jory training company as as an example. So we ranked number one organically. But guess what, if we don't run Google ads, we get way less clicks. Why? Because even though we ranked number one organically, there's like three or four companies that are running ads that would rank higher than us, you know, through advertising. And so you know, even with a company like that, that I have ranking, you know, number one, organically, when I say organic, I'm saying non paid, no ads, we also want to run Google ads, because we want to make sure we have like basically I call it the double combo. And so you have number one on ads, and number one organically and so your your conversion rates go up crazy, like when people are much more likely to click because they see you twice in a row, right? Real fast.
For sure, for sure. And that's where, you know, it's also that that brand awareness, if you will, to with Google ads, because Oh, wow, people, you know, visually see, oh, wow, they're showing up everywhere. You know, and then you tracking people. And my favorite part of Google ads is the fact that, you know, for most ads that I do, if anybody ever seen like the you see the Google Map, and then you see like four or five different businesses right next to the Google Map, well, you can actually run an ad to show up as the number one business in Google in your area. And that's so powerful, especially for our studio. You know, we love the fact that we can just pay to be number one, that way when someone Google's you know, permanent makeup, pro sell in our area, we show up number one, they can easily click in call. Yep. And
I call this the actually just invented this, but I call this and this might be a terrible example. I just think it's funny though, like I call it the abusive concept. And so how many of you know someone who, and I don't make light of this, it's just it's a really good analogy, I think how many of you know someone who, you know, maybe is in an abusive relationship, or a relationship they don't like, but they stick with it, because it's what they know, they have a certain sense of certainty because that they'd rather stay with something they know, than something that's unknown. What's kind of the same thing in advertising, like, even if you have a terrible product, which I hope none of you do. But think about the companies who don't have that good of a product, but you see them everywhere. It's what you know. And so a lot of times we default to buying what we know or what we've seen, instead of something that we want to try something new or potentially something better. It's like okay, even though this product, maybe it's not that good. I'm gonna buy it, because I see there, as it were. And we do this subconsciously. And so I'm not saying that you guys should have a bad product or service that you're pushing. But imagine if you combine a great service or product with being known and like, all the time we get clients are like, yeah, they know me as the brown lady, or they know me as the permanent jewelry lady because they see my ads everywhere. And so it's about getting in front of a ton of people. And that's why companies, you know, that's why they spend so much on ads because they understand that concept.
Well, I call that the attorney effect actually take that back, like you go to any city, and there's 40 billboards for attorneys. There. There's three top attorneys that are running, you know, commercials, TV commercials and Facebook ads and stuff and guess what they're doing that because they want to let you know that they are the number one in that area. They whatever You think of an attorney, you're gonna think of that XYZ attorney like I'm in Central Florida. And, you know, Everybody pretty much knows almost on a national level of Morgan and Morgan, like they are nationally known. Everybody knows them in just because everybody knows them doesn't mean that they're not running ads, they're actually true doubling and tripling down. Same thing with like Coca Cola to like notice, Superbowl, you know what we're paying for ads and suitable
seven, I think it was $7 million for 30 seconds at the Superbowl. That's how much an ad yeah, that's,
that's nuts. And, you know, just Pepsi really need to run ads at the Superbowl? No, but they do it for brand awareness, they do they do it for market share. So especially in a data company, like, yes, Google is an amazing platform, in my opinion, my favorite platform to advertise on why? Reason number one, when someone's googling your product or service, they are have extremely high intent, and you're not going to Google something if you don't intend on purchasing something. So you have that, number one, that high incentive a lead. Number two, they're not really comparing cost. If they click on your ad, they're not really going to go out and look at 10 other pages, they're going to stop at the first two or three, and then decide from there. Okay, and number three, Google ads actually help Facebook ads done in the right way. And Jake, kind of what do I mean by that? How does like Google and Facebook Ads work hand in hand?
Yeah, that's a great question. But honestly, before I cover that, I want to cover the difference between Google and Facebook ads, because they are very different. And so with Facebook, and Instagram ads, I think most of you watching or listening know what those are, you see them everywhere, they could be on your stories, they could be on your feed, to turn this TV off. They can be on your story, they can be on your feed. But you know, I think we all know what Facebook and Instagram ads are. That's where you're paying to be seen versus just, you know, posting and hoping that someone sees your stuff. And by the way, guys, if you're, if you're doing that strategy, where you're like, even though you have great content, even though you're posting consistently, if you're if nobody's seeing your stuff, which I was talking to Tony yesterday, he was like, you know, it's so hard to grow an Instagram now, because he's trying to help us, you know, wife start up a new studio. And, you know, Tony, tell us a little bit about that.
Yeah, I mean, we're posting doing the right hashtags. And at the end, I'm a marketer, so I know what's going on. But you know, it's a struggle, because, like many of you, to her, it, her original Instagram account was hacked, and we lost it, we lost it. So we're literally starting from ground one post one scratch. And for the longest time, we've actually been just hovering around like nine or 10 followers, it's crazy. But that doesn't discourage me and say, Oh, I can't do this, I can't do that. Because, you know, with us launching our paid Facebook ads today, actually, Instagram ads, we're gonna see a flood of people following us because unfortunately, the algorithm with Facebook and Instagram now is it's a pay to play algorithm, meaning that in order for people to start following you and really seeing your stuff, there's two ways that happens to get organic followers one, you go viral, or you know, an influencer, shout your page out, and then all of a sudden, you get a rush of 100 200 300 people following you even
then, like we've seen people with millions of followers on Tiktok, that didn't get business. And so that's not a strategy to rely on. Yeah,
that's like, super suppressed. But the main way to gain new followers is by running paid ads. In fact, they call them engagement ads. That's where they that, you know, Instagram really wants you to pay to play on everything on their platform. And that's the unfortunate side of it. So once we start paying to play, then, you know, we're gonna start seeing an increase in followers. In word of advice, sidenote, please don't buy followers, like, please don't do
that. Don't buy followers. And I know that as a new business owner, Australian business owner, you might be discouraged and say like, Oh, that stinks that I have to pay to play. What's actually great news because, you know, you're here listening or watching this and you're learning most you're like, your competitors are probably not watching, you're listening to this. And so that means if you follow our advice, and start doing, you know, the things that we teach, it's like the 8020 principle, you know, 80% of your business is going to come from 20%. Like, Tony, explain the 8020 principle. Yeah, so
the 8020 principle is 80% of the market share that you're in or the industry that you're in is only run by 20% of the people that are actually business owners and entrepreneurs in your industry. Just look at it. Think about think about the industry. Think about the top five people that you know, in your area like I'm in I'm in a bigger Metro politan city, but when some of the things are permanent makeup, there's only like three or four individuals that are really thought of of when the you know, when people are looking for permanent makeup. And I actually use that to our advantage at our studio, because I actually go out and go on those individuals pages and look at who's commenting who's liking their stuff, and then create relationships with their followers. And guess what? That, that big influencers helping my business so much, they don't realize it because their prices are so high, most of their followers can't afford it. But guess what my prices are right in their sweet spot. So once I tell them our prices, they're like, oh, let's go. Let's do it. So there's a little tip of the day. And
you don't have to have a huge budget to run ads for like, you know, basically the cost of a Starbucks coffee, you could be, you know, have a head and shoulders advantage over your competition. But anyways, let's get back to the topic, which is Google versus Facebook ads. So we know what Facebook and Instagram ads are. Now, what are Google ads, though, there's different types, but the main form, and the main ones that you would probably think of are search ads. And so that's where, you know, someone like Tony mentioned, someone types in permanent jewelry near me, or permanent makeup in New York City, like you want to come up locally, on the search ranking based on what people are searching. And so yes, you're probably thinking like, well, you know, these are higher quality leads, these are higher quality customers, yes and no. So yes, they are searching for it. And so they are higher quality. But no, they're not necessarily better. Why? Because you have to have an optimized Google business account or an optimized website to really make the best use of Google ads. Because if you don't have those things, then, you know, basically, it's harder to get into Google ads. And it's a little bit more expensive to reach people. And so that does have pluses and minuses. So yes, it's a little bit higher quality, but it's also higher priced. And so for a budget, if you're listening to this, and you have a very small budget, start with Facebook and Instagram ads, why would we start with Facebook and Instagram ads? Tony?
Yeah, because it's all about the CPL or cost per lead. And you know, what if you're using a marketing agency, like ourselves, like, for example, our cost per lead is only $1, on average, whereas individuals that run their own Facebook or Google ads, their cost per lead is above $10.30, or
$40, recently for running their own ads.
Yeah, and what does that mean for you? What What kind of gibberish? And we're talking about? Well, for every, let's say, you, Jake, are running your own ads, and your CPL or cost per lead? Is $30? Well, yeah, you may feel excited, because you got that one lead coming in, you're like, Oh, I'm seeing that. That's awesome. But that's not the best use of that. $30. Because if you are partnered with a agency, okay, or marketing agency, and they're good at what they do, like, just throw it out there us, you know, we can get you 30 inquiries for that same $30 You spent. So think about that, when you're running your own ads, if you're running your own ads right now. And you're like struggling like this isn't working, look at your CPL or cost per lead, you could find that the meta platform, but to me, when it comes to, you know, Facebook or Google ads, okay, Google, you hit the nail on the head, you have to have an optimized page or a landing page. And I like to give this example think about as a consumer, when you're on Google, do you transact Jake with the first person you click on? And the first website you go to? Do you transact with that?
No, because a lot of times, I'm looking at multiple websites, and I'm doing my research. Yep.
So it's your, you know, Google is a search platform, it's a search engine, if you will, so it which it actually is. But, you know, with that being said, as a consumer, your ads may be clicked by people who are just doing research who are not in that transact stage yet. Whereas if you're working with both Google and Facebook and Instagram, they're doing the research on Google. And then they're actually transacting on Facebook. It's
just like, it's just like, when you search for a pair of shoes, or you're looking on Amazon, and a new purse or whatever, like, and then you start seeing it on Facebook, you start seeing it on Instagram, like, and all the conspiracy theories are out there, and like, Oh, they're listening to me, which I don't know, maybe Facebook is listening to you, I don't know. But, you know, that's the real I'm gonna give you guys a quick tip. So write this down Facebook pixel. And so if you have a website right now, make sure you have a Facebook pixel on there because you're wasting a ton of money if you're running Google ads, or just getting traffic to your website in general, and you're not tracking them. So make sure you have a Facebook pixel on your website. And so I'm not going to sit here and tell you how to set up a Facebook pixel. Now if you do want to have if you here's what I'll do if you if you want a separate video on how to set up a Facebook pixel. I will create that if I get enough interest. So let me know in the comments or if you're listening to this on a podcast, shoot me a DM at PMU marketer on Instagram. And let me know because if I do get enough interest on that pixel video, I'll make it But long story short, a Facebook pixel is going to track your website visitors And what that allows you to do is target them with ads on social media. So let's say that I have, you know, 200 website visitors this month already, I can target all 200 people with a Facebook ad and Instagram ad if I have them tracked on a pixel. And so this is something you need to do urgently if you're getting traffic to your website.
For sure, for sure. And that's, you know, for those of you who are like, how are they tracking me? It's the Facebook pixel. Yeah, no,
it's awesome. So long story short, do we like Facebook or Instagram ads better if I had to pick one, Facebook and Instagram ads just because you can, like a lot of our clients are on very limited budgets, maybe their newer business owners, Joe. So that's where they should start. Because you can reach 1000s of people for you know, the cost of a Starbucks coffee a day. And so I do recommend starting with Facebook and Instagram. Now, as you start to build your clientele and build your business, definitely want to get you on Google as well. So that way you can get those people who are searching and during the research, and then you can do the full strategy, which is getting people to search your business and then retargeting those people getting in front of them. With Facebook and Instagram ads that way. You're everywhere. I call it the omnipresent marketing strategy. Like you're you're everywhere. And so overall, if you're if you're listening to this, you know, start with Facebook and Instagram. And then you know, if you have questions on advertising, feel free to reach out to this, Tony, how can they reach us,
they can send us shoot us an email sales at PME marketer.com. We'd love to connect with you. If you have questions on how we can help you grow your business how we can help you save money in marketing, definitely shoot us an email sales at PME Mark parker.com Because let's face it, marketing is a battlefield. It's literally I tell people all the time, it's 73 decisions you have to make to launch an effective Facebook ad and I guarantee you you probably don't know either every right decision after spending, you know, millions of dollars in marketing definitely haven't knocked down and we're definitely here to help you save money. Yeah,
and at the end of the day, guys, whether you hire us whether you tried to do ads yourself, whatever, like just do some ads because in 2024 You are not going to be seen on social media without ads. And this is what not to go on another topic but I see this all the time where you know, like a business coach or a beauty coach or whoever is like yeah, if you just you know do these types of dances or do these type of reels you know, your your audience will come to you like know, you can have amazing content these days, and still get one like or zero likes or zero followers like it's it's a long hard process, and almost impossible now to grow an Instagram or Facebook organically. You need paid ads. And so no matter what you take out of this podcast, please just start running ads. You're so awesome. We'll see you guys on the next episode. And don't forget to like and subscribe. See you guys. Catch you next one.