A starting point to consider is the different natures of the two platforms. Google is used by people looking for answers. These answers could be just information or solutions to problems they are experiencing. Facebook, on the other hand, is a place where people go to socialise. So Google users may be searching for people who sell products like yours. The best you can hope for as an advertiser on Facebook is that people are talking about products like yours. More often than not, they aren’t.
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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