Facebook Ads vs Google Ads for Photography Businesses: The Basics
Before you start promoting a photography business, you need to understand a few things that take place behind the scenes. I'll go through some of the basics today and we'll focus on advanced techniques in the future.
If you're a pro at either Facebook or Google Ads, this post is not for you
Both platforms are effective
No matter which company you choose, both can bring clients and money to your pockets, so you should consider both. After you master one of them, you can use them at the same time to grow your business on steroids ;)
The main difference is this:
Facebook Ads interrupt the user while they're consuming other kinds of content, while Google Search Ads help the user find what they're looking for.
So.. how does that affect you and your photography business?
Leads vs Awareness (and leads!)
Well, if you're looking to get qualified leads into your inbox, Google will send you people that are already showing some sort of buying intent.
Why? Because if you did your job right, your ad will show when they type "City Name + Photographer", "State + Elopement Photographer", "City Name + Family Photographer" or something like that
If you're looking to increase your brand recognition, create awareness and show people that you're a great option, Facebook offers a fantastic way to do that through Facebook and Instagram ads.
So.. is one better than the other at bringing leads?
Not exactly. It all depends on your goals.
Let's say you're preparing your strategy for engagement season this year.
You could run Google ads in your town for "engagement photoshoot", "engagement photographer", "pre wedding photoshoot", or any other terms that match your ideal clients search.
That would probably work if they're actually finding photographers on Google.
But what if they're not?
You could create a little "engagement photoshoot checklist" (a booklet, or something small but useful), run Facebook ads, and give them to couples for free in exchange for their email address.
If you do it right, you'd end up with a list of highly targeted couples that will be looking for an engagement photographer soon and a wedding photographer afterwards.
You might fill both needs for them.
Do you see how both Google and Facebook ads can fit in your strategy?
It all depends on your plan.
Tips for running ads for Photography Businesses
- Do not boost posts on Instagram/Facebook. Ever. It's a waste of money.
- Do not create ads within Instagram. Use the Facebook Ad Manager instead.
- Do not expect results on Facebook without spending the right amount of time creating an audience, and at least a few hundred dollars to feed your Facebook Pixel with information of who might be interested in your offer.
- Test different images and messages. Don't settle for the first thing that comes to your mind. Your offer might be great, but if your creative (your Ad image and Text) sucks, you won't see results.
- Don't try Facebook & Google Ads at the same time. You need to be able to measure results.
- If you didn't study anything about creating ads on YouTube, or any other platform, running ads is probably a waste of money. You'd be better off paying someone (experienced) to do it for you.