Google ads vs. Facebook ads. This is a popular debate within companies, marketing managers, and the digital community at large. These platforms have grown so large in terms of reach and scale that it is a constant hustle between marketers and business owners to choose between the right platform and achieve a higher Return on Investment (ROI).
Both of the platforms are used to post content, unlock new audiences, and retain your existing customers. It majorly depends on the business, brand recognition as well as the geographical location when you need to choose one specific platform to run your ads. Digital marketing attracts individuals and small businesses at large, due to a limited marketing budget and higher anticipation for results. In the article below, we have provided clarity on the debate of Facebook Ads v/s Google ads and help our readers to understand the best returns they can achieve on their marketing investment.
What are Google Ads?
A three-decade-old company built a search engine that became the front gate of surfing the internet and has hundreds of search results regarding any topic you can think of. Serving more than 40000 searches/every second, Google knows a lot about how consumer behavior works and what exactly are people searching about. With such vital data, Google created Google AdWords, a pay per click advertising platform.
The best thing about using this platform is that you only pay when a user clicks on the ad. Other search engines also have created their Ad own networks, but Google’s roots are so deeply imbibed in the digital world that majorly all businesses in digital advertising choose Google Ad network as their primary tool.
Google Search Display Ads
When you search for a query on Google, there are ten results on each page and few ads on top and bottom. This depends on the search frequency and the competition of the keyword. The paid ads are labeled as ‘Ad’ or ‘sponsored’ on the right corner of the screen. Google also asks for the user’s geographical location and provides targeted ads at different locations.
What are Facebook Ads?
Facebook was launched in 2004, which is six years after Google’s debut, yet Facebook has climbed the competition quite rapidly in terms of its Ad platform. It is a paid social platform renowned for changing customer behavior patterns. The social platform allows communicating creative messages, experiences, and engaging topics that ultimately provoke the user to spend more.
Facebook has more than 2.27 billion monthly active users, which makes Facebook Ads as one of the most popular among advertisers and business owners. Moreover, 25% of the overall online spend was driven by Facebook ads last year. That is a significant amount of traffic which Facebook leads to e-commerce and shopping. The amount of data that Facebook collects from its users is everything the user adds on their profile. For example, your birth date, first name, last name, current location, places you have traveled, and more. This is a data bank for advertisers to utilize and target for better ROIs.
One of the main reasons for Facebook Ad’s popularity amongst small business owners is the ability to laser focus on your target customer and only advertise to people who are likely to purchase your product or service. Not all advertising platforms are capable of having millions of user’s data so precisely.
Understanding the Buyer’s Journey
If you’re looking to capture users’ mind when they start exploring a product or service, Google Ads can provide excellent results, as most of the things start from a search query. However, if you are trying to build awareness and educate customers about your offerings, Facebook can help you target your product or service to geographic locations and have repeat advertisements to achieve many impressions.
Search volume is the number of searches regarding a keyword. This also leads to keyword competition and the keyword difficulty for a website to rank. If you are targeting a keyword which has much traffic, for example, ‘buying car insurance’, the cost per click can be high as well as the bidding for the ad will also be expensive, as a lot of financial players will be targeting users who are searching the keyword ‘car insurance’.
Experienced marketers understand that content is the king and follow the long haul approach of creating great content, again and again, to build a trustworthy website and assure that the user finally purchases from their website. Facebook ads also provide an average search volume of keywords according to geographical locations, interests, and age-related data points.
Demographic-based Product or Service
Small businesses have a limited reach in their national area, and this leads to target based advertising on these platforms. If your product or service correlates with live events, concerts, language-specific audience, Facebook might be the best advertisement platform for you. The powerful targeting capabilities of Facebook are at par and gives you a better ROI on demographic-based advertisements.
Around a decade ago, Above the Line (ATL) marketing was popular, which included running promotions on traditional channels like print ads, brochures, hoarding, newspaper ads, and television. These were the best go-to-market strategies for business owners, however, these promotions were expensive, and the biggest problem was that you never could calculate your exact ROI.
No analytics leads to ambiguous calculations. However, we have come along way from traditional marketing to laser-focused digital marketing. On these new-age ad platforms, each and every penny spent can be rectified and also delivers real-time results. With the boom of smartphones, computing at large, and Data Analytics, it is now possible to track your ad campaigns, count impressions, and rectify the conversion separately. This also leads to re-strategize better for the next campaign.
Both Google AdWords and Facebook Ads are immensely powerful advertising platforms that cater to various sizes of businesses. Choosing an Ad Platform largely depends on your target audience and their stage in the buying journey. The marketing message also needs to be consistent across Google AdWords and Facebook Ads if you’re choosing both of the platforms for maximum and business growth.