As the battle between Google and Facebook rages on, businesses everywhere—law firms included—are trying to determine where to focus their marketing efforts—in terms of both time and money. Advertising on both Google and Facebook is highly-effective for client generation and client retention, but there are noticeable differences between the two.

Ideally, you should be using both Google and Facebook to market your law firm, but if you want to focus on just one network, here is a breakdown of key similarities and differences that you should know about.

Google vs. Facebook Advertising: Similarities

Both Google and Facebook are incredibly effective for brand development and online exposure—they lead the pack among all online marketing networks, social media or otherwise (although Twitter’s getting close).

Both Google and Facebook are PPC advertising portals, but they offer free marketing tools in addition to paid campaigns: Google offers Google+ Business Pages, and Facebook offers Fan Pages.

Google vs. Facebook Advertising: Differences

Google excels in display advertising, where Facebook is better at building brand awareness. Google also has better CPC performance, and a variety of ad formats that Facebook doesn’t.

Facebook’s sessions tend to last longer than a Google session, however, and Facebook allows businesses to target certain groups with specific messages. For instance, a San Diego personal injury attorney could send a FB message to the San Diego chapter of MADD, with contact links, etc.

Other key differences between Google and Facebook include:

Keyword Targeting

  • Google: Keyword specification is required
  • Facebook: Targeting with keywords is optional

Geographic Targeting

  • Google: Can target by location and keywords
  • Facebook: Can target by location, keywords, interest, workplace, and age

Competition Ratio

  • Google: Although crowded, Google is still a top-producing advertising network
  • Facebook: Facebook is a newer platform, so there are fewer advertisers (law firms) to compete with

Google Adwords vs. Facebook Ads

Google AdWords is ideal for law firms that are looking to drive clicks and conversions, while Facebook’s click-through-rates can be 1,000 times lower than Google campaigns.

Google also offers Google remarketing, also known as retargeting. Remarketing allows law firms to follow users and show ads to them across Google’s network of partner sites. Facebook ads only show up on Facebook’s own site.

For more information on Google Ads vs. Facebook Ads, and what’s best for your law firm marketing, get a hold of us. We’ll help you sort out all the details.

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