Facebook vs. Google. Astronomically 20-fold more branding and 4-fold more conversion.

This test was performed using a restaurant (chain) client with the primary conversion being a downloaded coupon on the landing page. The test ran for 1 month using Facebook, Google search and Google display targeted to only 3 major U.S cities. The same creative was used for both the Facebook and Google display ads to ensure the comparison was as true as possible. The same daily budget cap was also applied to each channel. After the 1 month test, the following results were compiled.

Thanks to Erik Whaley, the director of Local Search Traffic, interested in local map listings, local search marketing, local PPC and franchise marketing. Erik, I totally agree it's about the conversion and costs to achieve. But also am impressed at the branding value of the impression count here.

Read more: http://www.searchenginejournal.com/should-facebook-ads-replace-your-ad-words-campaign/27212/#ixzz1DfdUXGeO