Many advertisers have a lot of problems with Facebook brand pages like paid search inefficiencies, limited customization, and post-click engagement tracking. If Google Plus can solve these problems, it will be a huge improvement for advertisers.
Because advertisers want to be where their audience is, they will drive paid media to their Facebook Pages. However, this strategy has one major flaw. Post-click engagement of non-Facebook ads driving to Facebook are not able to be tracked by advertisers. Without being able to keep track of valuable user insights, advertisers can only guess whether or not their media dollars are being well spent.
When Google Plus launches its brand pages in a month or two, one of the major advantages is going to be the better search opportunities that will come along with them. With Facebook, the Facebook.com domain name typically generates a lower click-through rate (CTR), which equals a low quality score in Google’s auction-model. This usually increases the cost per click for paid search ads that drive to Facebook as opposed to a unique domain name. Many internet users are speculating that Google will of course include search benefits for Google plus brand pages.
Another advantage that Google Plus brand pages will have over Facebook is going to be the ability to customize your page. Facebook ad types are limited to a certain type of ad. It is most likely that Google Plus will have a number of options for brands and advertisers to customize their pages or their ads, especially when you consider all of the advertising options already available to advertisers through Google like Google AdWords.
Additionally, it is quite obvious that the Google Plus brand pages will have much better analytics, especially if you have ever used Google Analytics. It’s likely that the Google Plus brand pages will have the same type of options and be able to receive detailed information. It might even be that Google Analytics are simply integrated into Google Plus brand pages.
The most important point to consider, though, is that Google will be able to learn from Facebook, improve upon what works, and get rid of what doesn’t. You can easily argue that Google has done this already with personal pages on Google Plus. If Google keeps this up with the Google Plus brand pages, Facebook could definitely have some real competition
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