What I also state however, is that in some cases Google is producing significantly more new business for some of our partners.
Since writing that eBook, more and more we are finding that social media advertising is excellent when you are offering something that almost everyone can use.
Cuts and/or colours in hairdressers or a fixed discount on your full treatment range if you’re a beauty salon.
This way you’re appealing to the masses, getting a much greater click-through-rate and a maximum amount of leads for cheap.
But again there are exceptions to this rule. Wisteria is one of those exceptions.
When offering specific treatments or services (laser hair removal, aesthetic treatments, hair extensions etc) Google almost always brings in more clients.
But there are exceptions. Your brand power, the town or city you’re based in, your local competition…. these are all factors that can influence your marketing efforts.
Moral of the story: you’re never going to know for sure until you test these platforms for yourself.
If we only rolled with social media ads for Wisteria when we first started, their results would have been significantly reduced.
Thus importance of testing multiple ways of marketing, and accurately tracking the results.
And once you have your winner and your campaign is profitable, scale away my friend.
Here’s a tip: if Facebook ads is your winner, don’t increase your ad set’s budget. Instead duplicate, keeping the exact same ad, now just showing twice.
Increasing the budget of the same ad set by more than 20% risks throwing out Facebooks learning algorithm and making it start all over again. (That’s a topic for another day).
Here’s another tip: when you duplicate a winning Facebook ad set, don’t change anything in the ad itself! Keep the same image, text, headline… everything.
Playing with the creative will result in you losing all those likes and (hopefully) positive comments, which are invaluable and can strengthen your ads performance massively.
If your Facebook ad has a bunch of likes and some glowing endorsements in the Comments, that social proof can be the decision-maker for many potential new clients.
People read this stuff; we all know the importance of social proof nowadays.
This talk of testing and then scaling the winner comes with one important caveat:
If both platforms (or any other advertising mediums) are winning you new clients and are both profitable and therefore worth continuing: consider keeping them both and slowly scaling the best performer, as opposed to deactivating one and doubling/tripling the budget of the other.
The reason for this is, particularly if you are based in a small town or village, these platforms do have their saturation point: there is a finite amount of people seeing your Facebook ads or searching on Google.
And your search radius or targeted area can only span so far before its reaching people just too far away to want to travel to you.
So keep that in mind.
Diversify..... test..... track..... and scale the winner if there is a clear winner.