Google Ads Vs. Facebook Ads
When it comes to digital marketing business owners are spoilt for choice, but the two giants are undoubtedly Google and Facebook. As specialists in both Google Ads and Facebook Ads, the boffs at Rockit HQ understand the benefits and restrictions of these advertising platforms. Google Ads, also known as Paid Search, is Google’s billion-dollar revenue generator while Facebook Ads, or Paid Social, accounts for 97% of Facebook’s revenue. Both networks provide great results differently, so it is important to understand which one works best for your business.
Google Ads - the advantages
The ad network allows businesses of any size, or individuals, to place ads that show up in search results and on websites in Google’s global network. Google ads appear at the top of Google search results and also at the bottom of each page using keywords to trigger the ads. Ad positioning, or ranking, is determined on the quality score of the ads, so the quality and relevance of your keywords, ad copy and landing pages are paramount if they’re to succeed.
You might think placing the ads at the top and bottom of organic search results would deter people from clicking but in reality, 60% of people either don’t notice the difference between organic results and paid search results, or they simply don’t care. The main result for the searcher is that they get the search result they want, and quickly. It’s also worth noting that Ads on the search results page get more clicks than organic results, especially if they appear on Page 1.
Google Ads are great as:
They deliver a higher audience reach than Facebook
Google is the most used search engine in the world and therefore has the reach to attract new potential customers with every search
Google offers a variety of Ad formats across its search, display and partner sites including:
Text ads
- Dynamic search ads
- Call-only ads
- Product shopping ads
- Showcase shopping ads
- App promotion ads
The other great thing about Google Ads is advertiser equality. Google has levelled the playing-field for all advertisers using its platform, so it’s just as effective for small companies as it is for large corporations. That’s gotta be a good thing, right!
Advantages of Facebook Ads
In the last few years, Facebook has faced a lot of criticism for many reasons but let’s focus on the advertising benefits it provides. Advertising on Facebook was originally a digital marketer’s dream thanks to the easy targeting and low cost, but this has changed with increasing CPC costs. This was inevitable as the more advertisers depend on it for reach and lead generation, the more Facebook increases the cost to exploit this dependency. That said, advertising on Facebook is still cost effective when compared to more traditional forms of advertising, such as print ads or even some forms of digital advertising…web banners for example!
It’s worth noting that as Facebook changes its targeting and privacy policies on a regular basis, campaigns that worked in the past might not work now, so advertisers must keep up with the current framework in order for their ads to be effective. Another notable point is the change in the Facebook dynamic, which also applies to the majority of social platforms now. Most brands use social media to reach and engage with their fans and followers, and of course to drive leads and sales, but as Facebook wants you to advertise its organic reach algorithm simultaneously suppresses organic reach to limit exactly what you use it for. Why? Because it wants you to spend money on Ads!
Facebook advertising is great for:
- Brand awareness
- Community engagement
- Email list building
- Lead generation
- Mobile advertising
Google Ads Vs. Facebook Ads - The Differences
The main difference between Facebook ads and Google ads is how they work and what this means in terms of how you’re advertising and attracting potential customers. Google Ads is great as it’s search related. It delivers a high click return because, as the advertiser, you’re solving the issue or presenting a product or service that’s related to exactly what people are searching for. You know that people seeing your ad are seeing it because it’s related to their search, and that’s very effective.
Google Ads are based on keywords and operates on a bid basis. In essence, you bid on terms that users are searching for in order to make your ads visible to the searcher. Businesses can target users on the Google network by the keyword they use, their geographical location, language, and/or device. You can also target people through retargeting.
Facebook ads, however, perform more like traditional advertising. Although they’re targeted using a range of criteria and demographics such as age, gender and interests etc., the recipient is unlikely to have gone on Facebook specifically looking for you or what you’re advertising. They’re on social media to post content, interact with friends and follow their passions, so the advertiser pops up when they’re there for an entirely different reason.
Facebook Ads are not based on keywords. You can advertise to anyone you like whenever and however you want using demographics including age, likes, hobbies and interests just as long as they are using Facebook or Facebook partner platform. Facebook Ads interrupt their users experience whereby they are exposed to advertising even when they have no intention of buying. Most people are not using social media to buy products or find answers to questions.
Conclusion
Google Ads is a better choice for advertising to users who are a bit further down the buying funnel. We recommend Google ads for building awareness, influencing consideration and driving action.
If however you have a product or service to launch, or a special offer that your potential customers don’t yet know about, then Facebook Ads is the clear winner for conversions. Your ads can be tailored to appeal to different groups and the Ad formats can really showcase your offerings.
Both options are equally valuable to your business and we would suggest considering both if budgets allow.
Contact us today and start transforming your Google Ads and social marketing!