As digital marketing specialists, hundreds of customers have asked us the question. “So which is better for my company than Google Advertising vs Facebook Ads? And almost every time we get a similar response-it depends!
Google Ads vs Facebook Ads
We recognize small businesses often have a limited marketing budget, and it can be extremely challenging to determine where to use their ad spend dollars.
Let’s just fully understand the difference between Google Ads and Facebook Ads. That is why we are taking it upon ourselves to settle this dispute once and for all and to bring some meaning to it. And in that process, help fellow business owners determine which one gets the best return on their investment in marketing.
What are Google Ads?
Over the years, advancements in technology have given us more options as advertisers, and even customers, than we would have expected in our lives.
As a consequence the way we search, send, and obtain information has changed. Also today, it has changed how to search for and buy products. Google is one such Internet company that has not only embraced change but also helped to cultivate it.
Google was founded in 1998 and is a search engine used by almost 70 percent of online users to search for anything and everything under the sun. To put it literally. Thousands of best results in a fraction of a second concerning products, tips, videos, local businesses and much more. Today , Google processes more than 40,000 search queries a second, more than 3 billion per day, and a little over a trillion per annum. And since the early 2000s it has demonstrated this consistent growth. Imagine how this changes the advertising landscape, and will continue to do so. Google Ads was formerly known as Google Ads, and has become one of the largest and most popular pay per click advertising platforms in the world.
On this platform meaning advertisers only pay when a user clicks on their ad. Other search engines are also using similar techniques for their publicity platforms. But Google is so commonly used by both consumers and advertisers the term paid search is associated with Google Ads most famously. The image above shows a quick search by Google for house cleaners close to me.
Notice how all of the listings are marked in the top right corner of the screen with a green “Ad” label to the left of the listing or “Sponsored.” Not only did Google show me the most relevant ads to my search query, they also showed me relevant results based on where I was located. Now that you have a little more understanding of what Google Ads are, take a minute to watch this clip from one of our experts as it explains a preview of Google Ads vs Facebook Ads.
What are Facebook Ads?
If Google Ads are popularly referred to as paid search, then the title of paid social was most definitely given to Facebook Ads.
There is no question that changing consumer behaviors and patterns have given rise to giants in social media that allow consumers to connect with their friends, voice concerns about their experiences, and interact with the topics and businesses they want. Today Facebook is the media powerhouse with 2.27 billion active monthly users (and counting).
With such impressive user data, it is no wonder that Facebook Ads accounted for 25 per cent of all online ad spending last year alone. Facebook’s potentially biggest advantage over Google is that it understands our social behaviour.
Though we may not be fully aware of it, we subconsciously disclose information about ourselves on Facebook more than we want to. Most data is gathered from Facebook.
Perhaps more so than you even know. The pages you like, the subjects you ‘re interested in, your friends, your date of birth, your current location, your 2018 vacation etc. Imagine what value such a database could have generated for marketers looking for specific users to target. And these feelings, our attitudes and what we like have a huge impact on our decision to buy. Google Ads vs Facebook Ads – How They Work
What is the difference between Google Ads vs Facebook Ads?
The biggest difference is how customers view products / services. Facebook displays advertising to users based on their interests, while Google shows similar advertising to those looking directly for a product. Facebook appears to concentrate, in simple terms, on brand outreach, while Google focuses on lead conversion. Let ‘s look in a little bit more depth at both.
Through its paid search related services, Google Advertising enables business owners to target consumers based on the search query they enter on Google, often referred to as keywords.
These advertisements are mainly focused on text, and are intended to display specific promoted results to users that may further assist them in their search. From a user’s point of view, pages of results are usually seen in less than a second when they conduct a Google search for a specific keyword.
But the first few listings at the start of each search result page (the ones with the “Ad” tag on them as seen below) are the advertised listings that advertisers have paid to highlight when searching for that particular keyword. From the point of view of an advertiser, the Google Ad platform allows them to create ads that will only appear when users search for a keyword they want to advertise.
Local businesses may target people finding their keywords in particular geographic area for an even more tailored approach. That way they don’t waste paying clicks on a Wyoming customer who will possibly never visit their Florida mechanics store. If you have set up these strategies, the advertisements enter a bidding round with advertisers who have chosen similar keywords.
Finally, Google will be displaying the ad that has the highest bid and the advertising that is most important. Of course, Google has an arsenal of tools to set up these projects but these are the basics you need to know. On the other hand, Facebook Advertising allows you to target your ad to people based on the habits and trends that you want on its site as a targeting profile.
Unlike Google Advertising, the search query for a user is not based on that. It not only offers a wide variety of demographic-based advertising choices, but also allows marketers to target users based on their preferences, interests, and dislikes. You need to make sure you know your customer truly for these reasons.
If you need help finding out this, one of our social media advertisement experts will be able to put together a client avatar profile for you. What exactly is the ROI for Facebook Ads vs Google Advertising?
How can we work it out? There was a time when the go-to-market strategy for business owners was conventional media, such as print advertising.
Relying on local newspaper mass advertising, and only hoping that someone would see their ad and visit them to make a purchase. Not knowing for sure how successful their latest marketing campaign has been. We have come a long way from those days and have sophisticated digital resources available to business owners and marketers today.
The new advertising technologies, while targeting particular customers, allow them to promote their businesses in different ad formats. Computer science and data analytics have allowed those campaigns to be monitored and conversions to be counted down to the very hour they occur.
It’s wonderful how advertising platforms tag each and every visit that happens via the advertisements to your website. In addition, they are accompanied by the tag even as they make a transaction or bounce off. Google Advertising will help you find potential customers at once and give you an immediate return on your marketing investment in the process.
Google Advertising will help you find potential customers at once and give you an immediate return on your marketing investment in the process. Though Facebook Advertising will help attract and discover new customers to you. And in the long term, this approach gives you a better ROI. Need help with your paid advertising strategy? Get in touch today.