While expanding paid media presence, one of the most prominent questions businesses ask: Which is better, Facebook Ads or Google Ads?
The truth is, there isn’t a “better” when it comes to comparing the two because they do things very differently.
Many businesses are leveraging the strengths of advertising on Google and Facebook Ads in concert to achieve maximum visibility, increase leads and sales, and find new customers, adopting different strategies that align with the functionality of each platform and seeing remarkable return on their advertising spend.
In this guide, we’ll examine what sets Google AdWords and Facebook Ads apart, how the two ad platforms work, and why you should consider using both as part of your wider digital marketing strategy.
The Differences Between Google AdWords and Facebook Ads.
Google AdWords: Paid Search
Google Ads is world’s largest and most popular paid advertising platform that falls under a marketing channel known as pay-per-click (PPC), where you (the advertiser) pays per click or per impression (CPM) on an ad.
Google Ads is an effective way to drive qualified traffic, or good-fit customers, to your business while they’re searching for products and services like the ones you offer. With Google Ads, you can boost your website traffic, receive more phone calls, and increase your in-store visits.
No matter the size of your business or your available resources, you can tailor your ads to suit your budget. The Google Ads tool gives you the opportunity to stay within your monthly cap and even pause or stop your ad spending at any point in time.
Benefits of Google Ads
1. Target your ads
Targeting gives you the ability to show your ads to reach people with specific interests — namely, people who are interested in your products and services — and show them relevant ads.
2. Control your costs
Google Ads gives you control over how you spend your money. There’s no minimum. And you can choose how much you spend per month, per day, and per ad. You’ll only pay when someone clicks your ad.
3. Manage your campaigns
Google Ads also offers you tools to easily manage and monitor accounts. My Client Centre (MCC) manager account is a powerful tool that lets you easily view and manage all of your Google Ads accounts from a single location. You can use Google Ads Editor to manage, edit, and view multiple accounts at the same time, copy or move items between ad groups and campaigns, and undo and redo multiple changes while editing campaigns.
4. Increase Ad Visibility
With AdWords, it is possible to serve ads to the audience who are more like to make a purchase. One has to choose automatic bid strategies, wherein bid will be adjusted based on the previous conversion data and the combination of various information of those converters like location, device, model, browser, time of the day, the day of the week etc.
5. Schedule The Ads
One of the main benefits of Google AdWords is to decide the time & day when you want your ads to run. After running your campaign for 3-6 months, identify the data based on the time of the day and day of the week or combination of it which are eating your money (no conversion, only clicks) and either reduce the bid or pause the ads at that time or day.
6. Remarket Audience With Best Deals
Remarketing is one of the most important benefits of Google AdWords. Remarketing ads can be customized as per users’ website usage. To make this customization easy for large websites, one can choose dynamic remarketing ads, wherein ads will be updated based on the page visited by the user. Influencing the audience with the best deal they would be interested in is one the best benefits of using Google AdWords.
Facebook Ads: Paid Social
With the highest number of monthly active users of any social network in the world, Facebook has become a highly competitive and potentially lucrative element of many business’ digital advertising strategies. Facebook advertising is an important way to connect with your audience on the world’s largest social network.
It’s important to keep in mind that Facebook is changing. With new algorithm updates, it’s harder to get the same reach that was available in the past. But if you’re willing to invest by buying ads and/or promoting posts, you may still be able to get noticed by your best customers.
Benefits of Facebook Ads
1. The Facebook Advertising Platform Offers Robust Analytics
Facebook has no limits when it gives you reports and analytics about the performance of your ads. The conversion rates and other social metrics are neatly laid out within Ads Manager. You’re provided with metrics about your weekly reach, post engagement, page likes, and which posts have the best performance. You can analyze them and determine your next step.
2. Micro-Target Your Exact Audience
Facebook ad helps target based interests, behaviors, demographics, age ranges, connections, locations, or languages. The targeting capabilities can dig deeper than any other platform, and you can layer them and combine them to make sure you’re eliminating users who aren’t your target market. This is important! The audience quality is more important than the size for getting conversions.
3. Organic Posts
When running a business page for marketing in any capacity, you must use ads if you want your potential consumers to know about your business. You don’t need a big budget, but you do need a budget.
4. Remarketing
Facebook remarketing allows you to intereact with the audiences, who have visited your website in the past and will see your ad. People need to see your brand multiple times before they will finally take action.
5. Get Clicks and Conversions by proper tragetting
Due to the constant improvements in targeting capabilities and creativity, business owners can effectively target audiences they want to reach, and they can do so for a low cost. With the minimal cost you pay to run a Facebook ad and specifically target only the people you want, you’re spending a small amount of money to reach many people.
6. You Can Easily Find New Leads With Facebook Ads
Once you find your audience that converts the fastest, it’s possible to attract people who are just like them by using Facebook’s “lookalike audiences.” This feature allows you to take a custom audience and use Facebook to find similar people who are most likely to purchase from you.
7. Call-to-Action Button
Call to action button takes your audience to the desired destination. eg. your website. This is effective as people can view more information about your product and services.
Defining Your Objective
Once you’ve determined what your organization can afford and you’ve considered the industry and the competition, you then should consider what you’re hoping to achieve from this marketing strategy.
If your goal is increasing brand awareness or demand generation, Facebook ads may be more economical for you. However, if you’re looking to generate sales or leads (i.e., demand capture), then Google Ads might be a better choice for your business.
