Does Facebook’s PPC compete with Google?

Virtual fur flew on Business Insider this week over an article that drew attention to new research comparing Google and Facebook ad performance.

Jim Edwards’ article DATA: Google Totally Blows Away Facebook On Ad Performance reported how WordStream, a company which is “rather more dependent on Google than Facebook as a medium”, claims that Facebook PPC is less effective than Google.

PPC experts waded into the fray and hotly debated the subject, some supporting Facebook and others agreeing with WordStream’s assessment.

While Facebook targets audiences with ads using education, workplace, likes, location and demographic as its criteria, Google applies interest, keywords, remarketing, location and demographic, Edwards noted.

Larry Kim, WordStream’s founder and chief technical officer, said: “So far, Facebook’s advertising platform hasn’t kept pace with the explosive growth of its social network, and it remains to be seen if CEO Mark Zuckerberg even wants to focus on advertising as a source of revenue.”

Adrac’s commercial director Will Montague suggests that such a narrow view of Facebook’s ad programme is unhelpful.

“The point of marketing on Facebook is its viral and brand awareness potential. Facebook’s PPC is part of a wider marketing mix, one tool in an entire toolbox if you like, and has its place.

“Facebook is not a search engine, so the purpose of being there is quite different from being interactive with Google and Bing, but can be just as important as part of a marketing mix designed to foster a good return on investment.”

You can see the article and the ensuing debate, along with Will’s comment, here.