Now, to begin with, the comparison will not be completely fair, as Google was running a campaign that gave me a coupon of 750 SEK (the very nice support at AdWords arranged that for me when I asked if I could be eligible for their ongoing campaign) while there was no such campaign on Facebook and thus my budget for testing there was significantly smaller than on the Google services. I have yet to find a similar possibility on Facebook to get started.
Anyway, I think I might have some preliminary findings that are of interest.
Firstly, Advertising an application with AdMob has been quite effective. Even at low daily budget of 20 SEK/day it was effective. Weekends were especially good.
Advertizing music using Googles AdWords ads was however not as successful. The Ads got the clicks and thus visits to the sverrirv.com page of the tracks, but very few people stayed on the page to listen, and then only using the SoundCloud links (not Spotify). In fact, my Google Analytics data indicates that most people that got drawn in to the pages via ads didn’t stay on the page at all (0 seconds). I guess that means they clicked the ads by mistake in most cases.
Facebook was just as unsuccessful as AdWords when it came to getting people to play the Spotify music. I guess that has to do with the requirement to have a Spotify account and that many people don’t have that. Facebook was however quite good at getting plays of the SoundCloud links. That’s reasonable as the music can be listened to directly in Facebook, not requiring the user to do anything at all other than listening.
My conclusion from this is that I will do my next experiment on Facebook with music and perhaps do another drive for my application using Google AdMob. I’m not getting people to listen to my songs by using AdWord at the moment (not necceseraly a fault of adwords. Can just as well be my website design that drives people away).