Walk-ins were once the primary way people found storage facilities. However, especially due to the pandemic, consumers are searching for storage facilities online now more than ever. The takeaway is clear for self-storage business owners: If you’re looking to reach new customers, online advertising is the way to go.
The good news? There are many online channels from which to choose — each offering unique benefits for your bottom line, including running digital ads through platforms like Google Ads and Facebook Ads. You may also have questions like, “What’s the difference between these two options?” and “How can I use them to boost my Google web presence?” You’ve come to the right place.
Here’s a closer look at the topic of Facebook Ads vs. Google Ads, along with factors to consider when choosing between them and other key considerations about digital marketing for your self-storage business.
What Are Google Ads?
Formerly Google AdWords, Google Ads is an online advertising solution that you can use to promote your self-storage business. Your ads will be visible on search engine results pages (such as when people search on Google) as well as on non-search websites, mobile apps, and videos such as on Youtube.
Google Ads harnesses the power of smart technology to get your ads in front of the right customers. When people are searching online for self-storage in your area, Google Ads will display your ad to them. These are called “search and display” ads.
How Do Google Ads Work?
How a Google Ad works is a straightforward, three-step process:
- Select your specific goal. This can be anything from logging more phone calls to increasing website traffic.
- Choose the target geographic area where you want your ad to be shown. This can be the immediate radius surrounding your self-storage facility or much larger, such as to your entire city or state.
- Lastly, create your ad and decide on what you’re willing to spend each month.
Once you’ve taken these three steps and your ad is approved, it will appear in front of online shoppers searching for self-storage in your target area.
What Are Facebook Ads?
Facebook Ads are paid messages placed directly on Facebook’s advertising platform. They run on Facebook, Messenger, and some non-Facebook websites and apps. Facebook Ads can take a variety of formats, such as photos, videos, and multiple-image “carousels,” and can be used to promote everything from your page and website to specific posts and even actions your users took.
Like Google Ads, they let you target a particular market by demographics, including gender, age, marital status, career, interests, and location.
How Do Facebook Ads Work?
Getting started with self-storage Facebook Ads is a user-friendly, five-step process:
- Choose your objective. Examples include increasing messages or website visits, promoting your business locally, promoting your page, boosting a Facebook or Instagram post, building your business, and getting more customer contacts.
- Design your ad. This will include three components: your visual (an image or video), complementary text, and a compelling call to action that tells people what to do next.
- Define your target audience. Who are the people you want to attract to your business and what do they have in common? These are the people your ad should target.
- Decide on a budget and duration. Choose how much you want to spend a day along with how long you want your ad to run. This gives you optimal control over your budget.
- Select where your ad will appear. Ads created on your Facebook page can appear on Instagram as well as Facebook.
Wondering what the difference is between Facebook Ads and boosted posts? The latter are posts for which you pay to appear as an ad on your audience’s Facebook or Instagram feed. While boosted posts can help you reach some goals, Facebook Ads are more advanced and customizable.
Google Ads Vs Facebook Ads: What’s the Difference?
Google Ads and Facebook Ads have some things in common, including several benefits. Affordability is at the top of the list. Not only do you select the precise budget that works for you, but you only pay for engagement. In other words, if users don’t click your ad, call your business, or engage in another way, your ad will cost you nothing. This is known as “pay-per-click” advertising.
Both also offer significant bang for your buck. According to the 2019 HubSpot State of Marketing Report, Facebook offers the highest ROI on your marketing spend. However, Google also promises a significant return. Specifically, the company estimates that for every dollar you spend on Google Ads, you’ll get back $8 in profit.
However, Google Ads and Facebook Ads also have key differences — primarily the channels they use. Furthermore, they have different benefits at different stages of the buyer’s journey.
Because of this, they can actually be complementary partners — not an either/or deal as many people mistakenly assume — and the value each offers depends on the specifics of your situation.
For example, while Facebook Ads are ideal for raising brand and product awareness for customers at the top of the funnel, Google Ads is more suitable for reaching users who are already interested in making a purchase. You can use one platform or the other if you have a specific objective, or you can use both to target consumers across every stage of the buyer’s journey.
Other factors to pay attention to when evaluating the difference between Google Ads and Facebook Ads include where your dollars will go further as well as historical data. As with all marketing, some trial and error is involved. Additionally, you can learn from looking at what your competitors are doing, such as what ads they’re running, where they’re running them, what they look like, and what their messaging is.
This is called competitive intelligence, and it can offer invaluable insights into strategies — not just by giving you ideas on what you could be doing, but also potentially in revealing niche markets and other untapped growth opportunities.
Tips for Making the Most of Digital Ads
The answer to questions like “Are Facebook Ads worth it?” is a resounding “yes.” However, this brings us to another critical way Google Ads and Facebook Ads are similar: there are some things you can do to make the most of them for your storage facility marketing efforts. These include:
- Researching your target audience
- Conducting proper keyword research
- Writing killer copy
- Including a clear CTA
- Updating your website, including having an effective and relevant landing page
- Using geo-targeting
- Testing, measuring, and iterating
If you’re wondering how to manage your online presence while handling the day-to-day operations of your self-storage business, you’re not alone. At the same time, failure to leverage the full potential of digital marketing will cost you in the long run.
There IS a solution: Partner with an experienced digital marketing firm like The Light Digital. From digital marketing and social media to web design and SEO, we can help.
Have a specific question about FB ads vs Google Ads, or just want to learn more about our powerful digital marketing services for self-storage businesses? Contact The Light Digital today.