Paid 'adword' campaign on Google or Facebook--cost effectiveness?

[holacarinados]

I provide a service that I've tried advertising via an adword campaign with Google last year, and it worked pretty well. I've checked out the facebook click ad feature, and it operates nearly identically to adwords--although each has features the other doesn't. Which of the two do you think would be more cost effective. My adword campaign yielded about six hits per 100 views, and I was able to convert about two of the six into a sale/contract.

[Jake]

Those are remarkably good numbers, normally, since Facebook ads are interruptions, while Adwords are responses matched to a user query, the CTR on Facebook is near 1/10 that of Adwords, a 0.20% CTR is considered good.

Instead of matching ads to keywords, you use their powerful demographic targeting to narrow the audience to more likely candidates. Similar to the Adwords quality score, having a high CTR on Facebook campaigns will lower the CPC considerably. Targeting a Facebook Fan Page or Event announcement will lower the ad cost, it's a fairly common practice to bid 1/2 of their recommended amount, though there are different schools of thought on bid strategies.

[Ray]

I have had success with both to a degree. However, when you look at the click through rate, the Cost per click and amount of ads shown per day, I would have to say by far, Google is the best option.