Facebook vs Google, Who is the winner?
Facebook and Google should not be considered as rivals, instead, you should decide base on your current marketing strategy, and think which platform is best to promote your products or services, or should you do online advertising on both two platforms. But if there is still the situation where the company needs to choose only one platform, which one would be the best option?
In this article, we will discuss the differences between Facebook Ads and Google Ads, this may give you some ideas for your next online adverting projects, and properly you can do it even better.
What is Facebook Ads?
Before we start comparing the two most popular online advertising platforms, Facebook and Google, it is crucial to understand that they are actually two different platforms with different business goals. Facebook is one of the most popular social media channel, where individuals interact with each other, add friends, sharing daily stories, sharing of information, ideas, career interests and other forms of expression.
It’s common these days to run ads on social media platforms, such as Facebook. With Facebook Ad targeting options, businesses can reach audiences by location, interests and more. Your business can easily find new customers and stay connected with them through Facebook posts, Q&A, and many other engagement activities. Running Facebook Ads is becoming essential to a business, as that way companies can reach millions of people.
Do you know that there are about 2.3 billion active users on Facebook, which makes it is the biggest social media platform. Facebook Ads is also known as “paid social”, which basically means that companies are paying Facebook so their advertisements will appear on users’ feed. The average cost-per-click (CPC) on Facebook is $1.72 based on a WordStream’s research. But just buying the ads on Facebook is not enough, it is also important to understand how to drive organic traffic on Facebook.
What is Google Ads (Google AdWords)?
While Facebook is the largest social media platform, Google is the largest search engine with approximately 40,000 queries every second, and around 5.6 billion daily searches. It is an impressive number, isn’t it? Considering the number of people your ad can reach, it is the perfect platform to run your advertising campaigns.
Google Ads, formerly known as Google AdWords, is so-called “paid search”, which means your ad is being placed based on target keywords. Put it simpler, you are paying for particular keywords to gain the clicks and rank higher in the search engine. Based on the WordStream’ statistics, the average cost-per-click (CPC) on the search network is between $1 and $2, while on display network the average is under $1. To maximize your revenues on Google Advertising platform, you can go through this article which shares a mini guide to profitable Google Ad campaign.
As we can see both places have a huge potential of audience reach. However, do they perform the same?
Differences between Facebook Ads and Google Ads
Since we now have some ideas what Facebook Ads and Google Ads are, it is time to look at these key differences between two platforms and discover things you need to know in order to make a right choice between Facebook Ads and Google Ads.
Here are 7 things you should be aware of before running the ads:
Advertising Objective For Your Business
Before launching a marketing campaign on any platforms, you should consider what you want to achieve for your business after running an online ad. Your advertising objectives will help to determine which platform is more suitable for your ad. Learn how to successfully plan for PPC campaigns and why businesses should utilize this method of reaching out to potential customers.
Budget For Online Advertising
To run the campaign, it’s extremely important to calculate the budget your company are ready to spend on the paid ads. When we look at keywords ranking and its cost-per-click, some keywords will have a quite high bid rate, and make sure the total advertising cost is not higher than your decided budget. But, don’t let the cost become a barrier, you can still win a higher position at a lower price in Google SERPs with highly relevant keywords and ads.
If the related keywords are too expensive, Facebook Ads will be a good alternative for your business.
Competition In Online Advertising
The other key point that needs to be considered is the level of competitiveness. In Google Ads, many keywords have a high level of competition, therefore it is a difficult journey to be the number 1 in Google search engine result pages, while on Facebook there is no competition based on keywords. In this case, Facebook is more suitable, as it has less competition than on Google.
Geographic Locations Targeting Strategies For Online Advertising
If your business is locally based and your business is planning to do marketing campaigns and boost sales in a specific region, then you might consider using Google Ads, as there are settings allowing to create location-based campaigns. If this is the case, you should create and optimize your “Google My Business” (GMB) for your business to popularize your business in Google Maps, where people can easily find your business based on location.
Audience Targeting Strategies For Online Advertising
The secret power of Facebook is that the platform allows you to choose your target audience and your ads will be shown to that particular target market. For example, if your product is kids clothing, you can easily set up audience target for your campaign to be married people only.
Consumer’s Purchase Intentions In Online Advertising
Let’s picture the following situation. The house is a mess after the home party and the owner wants to find cleaning service. Most likely, he will open Google and type “best cleaning service near me”, rather than starts to search on Facebook. It is also called as a buyer’s journey, where you predict the consumers’ purchasing steps in your sale funnel. In this case, the cleaning companies might want to focus on Google Ads, as the search engine is likely to bring more traffic.
Throughout the analysis, there is no answer to the question who the winner is. As different businesses have different objectives and target market. To make the right decision, the company should define the business objectives, target audience, calculate the budget, who your business target audience is, and where they are located.
Additionally, you need to know the consumer’s intention and what type of ad you would like to run. All these parts have to be taken into consideration before launching any online advertising campaign. Although we were comparing and trying to find the winner, it is recommended to use both platforms for your business’s online marketing campaigns to achieve the best ad performance and great audience reach
Book a FREE 30-minute consultation now at The Hash Agency to get more information on how to drive more traffic for your business online.