FB ad clicks vs. Google Adwords clicks

I've been advertising on FB this week using a CPC campaign. I'm in the mortgage biz and the campaign is geared towards mortgage refinancing. I've used Google Adwords for years but i'm now taking a shot at FB. Here's what I've noticed so far and have some questions for the experts here and i'm looking for some feedback , which is much appreciated.

- some details to consider , im running a one city , 1.3 million possible reach campaign which is targeted to 30-64 aged people , approximate reach per day is 5000 - 10000 according to FB based on my budget, ads are on news feed and right side , on both mobile and desktop
- ads are designed for click thrus to my landing page on my mortgage website

Here are the results so far...
- FB clicks are on average .55 cents each while the same clicks on Adwords would be about
$2.00
- FB clicks on the mobile "audience network" are coming in at about .19 cents , very cheap!
- 90% of clicks are coming from mobile rather than desktop. Not sure why but im guessing that is how FB is serving my ads right now?

- so far this week I have got 2 mortgage leads and about 120 clicks to my site
- if 120 clicks had came from Google adwords mortgage keywords, I would probably have more than 2 leads probably, based on my adwords conversion history

My questions are , why is the audience network so cheap compared to the regular FB site? Is it normal that FB has worse conversion rates than Adwords ? What are your experiences using FB and Adwords when it comes to conversions? Some people have said that they think most FB clicks are fake and from bots?

Thanks,

Joe

Facebook is a social network and unless your ad copy is so amazing it makes people bust out their credit cards and private information to fill out your offer right there on the spot, then expect lower conversion rates, etc. Think about Facebook as family and friends communication, relax, etc. The sales copy needs to be ultra targeted and compelling to make the sales convert for this traffic.

I agree, its less targeted than Google so less conversions but cheaper clicks. Will have to see which one works better.

you can optimize your ad and make it even lower to 0.05 - 0.01...

1. Mobile clicks are cheaper in general compared to Desktop but conversion rate is also lower on mobile


2. Fb can convert at the same rate or even better than Adwords - only if your targeting is set all right.


Your ad copy should be very good for cheaper clicks.


Remember higher the CTR - Lower the CPC


Higher the Relevance SCORE - Lower the CPC


Higher the interaction on your ad - Lower the CPC.




3. You gotta test more ad copies and let FB optimize delivery of your campaign over the time.


Let your ad sit there for longer than 3-4 days to get the TRUE CPC.
Fb CPC drops down drastically once your ad runs for little longer - FB algorithms finds relevant people to show your ad.


Once it learns about the audience, it will target them using laser precision.


To conclude, create/test more ad copies and spend MORE!


I use both AdWords and Fb, I'll choose FB over adwords any day!


Fb is super cheap and quality traffic compared with adwords, if we are not taking Google Display Network into the consideration.


I run both blackhat ads (with cloaker) and whitehat ads for my clients.
Fb is preferred for both!