White Papers

If you own a small to medium-sized business, you’ve probably heard from your networking groups, industry meetings, and other experts that you should be doing paid advertising on Facebook and through Google AdWords.

Because this advice is so widespread, you may have already experimented with creating your own paid ad campaign. However, if you’re like many other business owners, you didn’t see the results you were hoping for.

While there are many reasons why paid campaigns don’t work, one common reason for these lackluster results is that business owners aren’t given enough information on how to properly create a campaign on Facebook and Google. Some business owners even try to use the same content on both platforms, even though Facebook Ads and Google AdWords interact with prospective customers very differently. Once you understand how these platforms differ, it’s easier to create a more successful advertising campaign.

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