15 – Martial Arts Advertising Ideas: Google Adwords vs. Facebook Marketing

Looking for martial arts marketing ideas? Google Adwords and Facebook ads are the big players. George Fourie shares the core differences.


  • The key difference between Google Adwords and Facebook Ads
  • Why one click doesn't help you generate leads anymore
  • How to focus on multiple touch points to engage your leads
  • All martial arts marketing ideas are worthless without this (HINT: Remarketing)

*Need help growing your martial arts school? Learn More Here.

Download the PDF transcription


Good day everyone, it’s Facebook marketing, SEO: should you be doing all of this for your martial arts school, what should you be doing, what shouldn't you be doing, what is the differences, can they work together – let's discuss.

I'm George Fourie from martialartsmedia.com. In this video, I'm going to be talking about Google AdWords, should you be doing it, how does it compete with something on Facebook, what is SEO and all these fancy things. How do they work together and what strategies should you be looking out for where you implement this different marketing on these different platforms. So let's look at a comparison.

b-86Google and Facebook. Google: firstly, Google has a whole different way of advertising and marketing, because when you go to Google, you've got the intent. You've got intent to find a solution for a problem, you're looking for something. On Facebook, you're not looking for something. You're interacting, you're being social with your friends, you're looking at funny cat videos: you're doing something else than looking for something of martial arts or what it is that you're looking for. So Google has intent and Facebook is more like an interruption type of marketing. You've got to keep that in mind on how you're interacting with people, because if you think about it, it’s going to take someone 6 to 8 interactions with your brand before there's any form of conversion.

And that conversion is not necessarily joining up, that's a conversion of leaving an online inquiry, or picking up the phone and trying to engage with you as such. So the key thing to keep in mind: on Facebook, for example, if the first interaction is an ad, you have risked potential of turning that person off and not being able to take that relationship further, whereas, if you have relevant content for them, something that might interest them and from that lead to an ad afterwards, which is something that you can do, then you have more chance of converting that ad, that person into a lead, by following a different sequence.

Same as with Google of course. With Google, it’s a bit more direct, because somebody is searching for something, so an ad will show up, telling them, “This is what you've searched for,” and if your ad matches what they are looking for, that message-to-market match, then they're going to engage with your page and they are going to more than likely convert.

3With both these platforms, you've got to bear in mind that there are multiple touch points. It’s not just going to take that one click and that one view of the ad for somebody to actually convert. So you've got to be covering multiple platforms, and this is where you can have them both work together. This is how you're going to save money eventually on marketing. If you think there're 6 to 8 times that there needs to be an interaction before somebody's going to convert, how are you interacting with your prospect 6 to 8 times? How are you getting in front of them? Offer, offer, offer, offer, or content, value, content, content, offer? You've got to play around with how you are approaching your people so that you are starting by building a relationship and then slowly working towards the conversion.

Let's get back to this multiple touch points. A recent study – and thank you, Ezra Firestone, for this, mentioned that people start a search query on mobile and then they finish the transaction on a desktop. If you think about it, how many people are looking at your martial arts website and they click on the inquiry form and they just look at all this text and now they've got to sit and try ad work it on their phone with their thumbs and people just give up.

If somebody's found your website for the first time on the mobile website, they might not finish that inquiry on the mobile device, so you need a way to actually get them back to the website because chances are they're going to forget. How many times have you looked at a website on your mobile device, thinking that you'll get back to it and then you simply don't? I know I've probably got hundreds of saved things on my Facebook account that I don't even go back to that.

So it’s just something that you do and because of the way technology works, attention spans are just getting shorter and shorter and shorter and shorter. So you've got to keep interacting with people on these multiple platforms and this is why platforms can work together, because if somebody has found you on Google and they looked at your page but they haven't done anything to convert, you can now do something like marketing campaigns, by tracking them through what's called the Facebook Pixel and you can show them ads when they land up on Facebook, so here's you next interaction. So you need all these little elements to work together.

Same as with Google Remarketing: when somebody goes to Google ads and they go away, you can have ads appear on different websites to get them back to your website and make sure that they convert. So if you accompany that type of things with good content – content meaning instructional videos or information that your prospects might be interested in and a good follow up email sequence, then you're touching all these multiple touch points and that is how you're going to have a profitable business and make your ads work and make your ads convert.

That's it – if you've got any questions with this type of thing and you need an help with that, – get in touch with us on martialartsmedia.com – I'll see you in the next video. Cheers!

*Need help growing your martial arts school? Learn More Here.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.


Yes, I want George to show me new ways to Attract students, Increase signups and Retain more members.

Start the quiz
George Fourie

Hi I'm George Fourie, the founder of MartialArtsMedia.com. When I'm not doing dad duties or training on the mats (which I manage to combine when my son is willing! :), I'm helping Martial Arts Gym owners grow their business through the power of online media.