Let Us Explore How this is so?

Google tracks the searches being entered and match the ads corresponding to the searches. It does this by matching the searches to the keywords chosen by advertisers. The key then is to choose the right keywords and then let Google do the work for you. People searching on Google are generally looking to buy or are researching to buy; at the least have an interest in the product or service. The ads displayed will have high relevancy not only in terms of keyword or search terms but in terms of the intent of the consumer too. The context is right. The person is generally looking to make a business transaction.

On the other hand Facebook tries to achieve this relevancy slightly differently. Due to it being a social networking site, the company has extensive profile information on its users from its own site, as well information on consumer behavior on other sites when a person is carrying out that activity from the same browser while being logged

into Facebook. Hence Facebook matches profile information to the needs of the advertisers to achieve relevancy.

However, so far people on Facebook are not necessarily looking to buy products or services but to connect and network with friends and family. This makes it seem like Google must be the obvious choice of businesses, especially small businesses as it helps optimize allocation of limited financial resources. But, that might not be the case. While high relevancy and matching intent gives your content a more conducive context, let us look at why combining the two platforms is a good idea.

While Google has good analysis tools for a small business, Facebook provides better cross platform tracking. A person, viewing an ad on a mobile device and then making the purchase on a laptop or tablet can be tracked, as Facebook tracks its users across devices using cookies to do so. The lack of profile information may prevent Google from making the same match. This gives your business better data regarding which of your ads are effective and which are not; allowing you to optimize your content.

Google's Ad Sense ensures that companies get to have their presence on relevant blogs and websites if the owners of that space so wish. All the analysis tools of Google extend to that space too. While Facebook is beginning to diversify its space with mobile application platform now, it provides a different kind of network; in terms of shares and likes. This means that traffic on Facebook would be open to not only consumers and fans of your product but extend to their friends and family. Hence information regarding your product/service travels through word of mouth and people will receive this information from the ones they trust. Perhaps there cannot be a better touch point for any business to introduce a potential consumer to their product. Add to this that people spend more time of Facebook than on Google and you will have made a worthwhile investment in social capital, along with marketing. On Facebook.

The mobile space has brought the two competitors head on with Facebook looking to build on Messenger, and getting developers to develop apps with their mobile application platform. This will open the competition further but that is in the future.

For now, it does seem that combining platforms of Facebook and Google provides a holistic digital marketing platform with Google'shigh context relevant advertising plus analysis tools and Facebook'scross-platform tracking and social capital that prove to be an invaluable touch point for businesses once the content is optimized. Together, apart from optimizing message engagement, a business can save on tools of analysis, and only pay per click, and there by optimize on economics too if the right balance is achieved.

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