Google vs Facebook ads is one of the biggest questions we get asked a lot. Many business owners are uncertain which platform is best suited for them and will get them the desired results they require.
Each platform has its own unique advantages, so in this article, we will be breaking this down further so you can come to a calculated decision on what is optimal for your business.
This article will be ideal for business owners who:
- Have never used online advertising before
- Needing clarity on how the platforms can benefit them
- Need help deciding which platform is right for them
While Google and Facebook are two different platforms and direct competitors, combining both marketing tools in your online advertising strategies is proven to increase leads and sales much more than neglecting another. You can take advantage of both of their best features (which we will discuss) and implement much more advanced strategies.
We always recommend to our clients to use both if their budget and business permits it, however, if this is not an option then this article will guide you into making the correct first step into the online advertising world or potentially adding a new platform to your arsenal.
What Are The Differences Between Google and Facebook Ads?
First we need to identify the main differences between the two ad platforms.
Google Advertising has been the number one PPC (pay per click) advertising platform since October 2000. The platform allows you to bid on certain keywords of your choice in the Google search engine, outranking organic searches. It relies on you creating compelling ad copy to get a click through to your desired destination. You are then charged on the particular keyword which triggered your ad and the amount is based on how competitive the keyword is.
Google Ads has fast become the world’s largest and most popular pay per click advertising platform and is commonly known as paid search.
Due to the ever-growing amount of data Facebook is collecting from its users based on their demographics, interests and online behaviors Facebook started selling ad space back in 2007. It then bought out the popular app Instagram and combined their advertising options to the platform in 2013. So when we are referring to running Facebook ads, this also includes Instagram since you can run your campaigns from the same platform known as Facebook Business Manager.
Facebook very quickly dominated the ‘paid social’ advertising sphere allowing advertising to exchange money for valuable data they have grown. Every time a user likes or engages with a page, for example, Facebook categories you into audiences, and advertisers are allowed to show ads based on the similar interests they feel you will identify with.
Much like Google, Facebook uses an auction system for you to bid on interests and behaviors.
Google vs Facebook Ads: The Purchasing Intent
The user experience and customer purchase intent are one of the biggest factors when deciding which platform to focus on.
The reason Google Advertising can be so expensive for certain keywords and industries is due to the intent of the search term. When people are actively searching for ‘mountain bikes stores’ then this is a very interested and hot buyer. They are actively searching for a mountain bike store they can visit, test out a bike, and make a purchase.
With Facebook Advertising, users are not actively searching out to puy a product or service but they may be following a lot of mountain bike-related Facebook pages. As a result, they could see a compelling video demonstrating why this certain brand of bike is awesome.
This user who has shown interest in this industry/product already is much more likely to convert than someone who hasn’t. It is very important to understand your ideal customers’ demographics and interests before running paid social ads. This will help cut right through to the people who will be interested the most.
While Google Ads has the advantage of accessing more ready to buy customers, you are still limited to good copywriting to grab their attention. Facebook, on the other hand, allows you to create content such as photos and videos.
This brings us to the next big factor:
Google vs Facebook Ads: Content
As touch on already, Google Ads relies heavily on good copywriting for your text ads and Facebook ads rely on good-quality content. If your company lacks in one of these departments then it is something to consider.
Google ads tend to be an easier investment due to not needing photo and video content for Facebook. Having a lot of professionally made content ready for Facebook ads can hold some business owners back.
For example, an e-commerce brand would have a much easier time creating content around their product compared to a service-based business.
Google vs Facebook Ads: Stratgey
Your industry and strategies will also play into your decision making when choosing a platform.
While Google can generate a large amount of traffic, it’s preferably better to have a laser targeted approach. High-quality traffic likely to convert is the objective. Google advertising can get expensive pretty fast if you don’t know what you are doing. Generating a lot of irrelevant search term queries should be avoided.
Facebook’s advantage is being able to show content to a large number of people. Much more of an open wide net approach. Perfect for brand awareness and companies who rely on showcasing their product/service visually.
Product demonstrations and educational content work really well.
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Which Should You Be Using?
Both Google and Facebook ads are incredibly powerful tools for any business to utilise. Neglecting one for the other can be detrimental to your online success. While comparing each platform’s strengths and potential, it is apparent the platforms should be viewed as complementary to one another, rather than competitors.
Ideally, you want to be using both, for example, imaging running highly targeted Google ad traffic to your site and then running re-targeting ads on Facebook. There are a lot more strategies you can take advantage of when using both platforms.
No article can direct you to which platform is best for your business. If you want this answer then I would suggest booking in a free 45-minute strategy session with our team. We can then learn more about your company, goals and provide more guidance on this subject.
In the meantime, play to your strengths and what you have at your disposal.
Harnessing the power of both paid search and paid social is a remarkably effective advertising strategy. If you are only using one platform and considering using the other, then give it a go!
Starting off in the online advertising world? Pick one and go all in.
As your business grows you can diversify into new platforms once you have momentum on your side.
To learn more about how your business can benefit from Google Ads and Facebook Ads book in a call with us today. Speak with a digital marketing specialist with years of experience in helping business owners like yourself reap the rewards from online advertising.