Content Audience

Audience-first content strategies for experts

Facebook Ads vs Google Ads for Info Products

Facebook Ads vs Google Ads for Info Products

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This is the fifth post in a short series on building a minimum viable funnel to validate an info product idea. You can go back here:

  1. Shaving down your idea
  2. Determine the value to your ideal prospect
  3. “Good enough” content format
  4. Using ads to test your ideas (pros and cons)
  5. Facebook Ads vs Google Ads
  6. Running ad campaign projections
  7. Determining whether your MVIPF was viable

Organizing content on Facebook vs Google for Ads has been a tall order for me. On the one hand, I want it to be as simple and easy as possible for you to determine and then set up.

On the other hand there are lots of pitfalls where you could blow out your spend by keeping a default targeting option you should have changed.

So I’m creating a mini-series on just comparing and running ads properly: projections, setup, targeting options, campaign approaches, what success looks like, and whatever posts get too unwieldily.

The posts that are digestible as emails and more based on point of view you’ll get and then anything too tutorial style will get blocked out into its own post and linked to.

But, alas, the follow through will be key. Below is the rough outline I have so far, if you have questions/suggestions, would love to hear them!

  1. User mindset: Your Brain on Google
  2. User mindset: Your Brain on Facebook
  3. What for Who: Understanding Differences in Targeting
    1. Your product’s goal should inform Facebook vs Google Ads (up next!)
    2. Estimating demand for Google Search Ads
    3. Estimating demand for Facebook Ads
    4. Google Ads campaign targeting setup [How to]
    5. Facebook Ads campaign targeting setup [How to]
  4. Costing your Google Ads campaign [Spreadsheet]
  5. Costing your Facebook Ads campaign [Spreadsheet]
  6. Bidding competition and avoiding saturated targeting
  7. Campaign approaches
    1. list building squeeze page + autoresponder sell
    2. upfront sell
    3. pre-launch selling
    4. data collection / surveys
  8. Thinking long term
    1. From Google Ads to organic SEO
    2. From Facebook Ads to… more Facebook Ads
    3. Platform risk
      1. (FCC/ Congressional Hearings)
      2. Targeting options change
      3. Privacy