12 months ago -
The most common question marketers often hear is: Where should I invest my ad money? Another version of the question is: Google Ads vs Facebook Ads: Which works better? If you compare two terms, you must know which factors are you comparing for.
The truth is, there is no better when it comes to comparison between the Google ads and Facebook ads. They both do things very differently. Both two platforms Google Ads and Facebook Ads were in direct competition with one another and marketers of all sizes businesses needed to make it difficult to make a decision about which platform works better for their needs. A false dichotomy may confuse and mislead all those new online advertising. Honestly, there is no better when it comes to comparing between two because both platforms work their thing very differently. Google Ads consists of paid-search advertising, and Facebook Ads is paid-social. That’s way to evaluate both platforms adequately, you must compare based on the following factors:
Google and Facebook are very popular advertising platforms. Google serves over 40k searches per second and its ad n/w (Google AdWords) takes as much as 33% of global digital ad revenue, whereas Facebook has around 1.18 billion daily active users.
Google Ads and its Features
Google Ads, also known for Google AdWords, is a PPC advertising platform that runs advertisements by businesses. It is often referred to as “Paid Search” & offers four different methods of advertising including search advertising, display ads, Google’s proprietary network, and YouTube video. Search advertising is the most popular and first ad offering, when someone types something on the “search bar”, then Google loads a “search engine results” page with the best answer to your query. The first couple of results will show “Ad” labels that indicate they are sponsored results.
The core of Google Ads is to show their advertiser’s businesses ads to the users who are searching for products/ services that your business offers. This allows advertisers to show their ads by bidding on specific keywords to participate in auctions. When users search any query matches those keywords in the hopes their ads will display alongside search results. Every time a user clicks on that paid ad, the advertiser charges a certain amount of money. The paid search focuses on the use of text-based ads and targeting keywords.
Google AdWords is Huge
Google has almost 2.3 million searches every second, and AdWords is used by most of the advertisers is more than 4 billion. Not to mention, Google takes almost 33% of the global digital advertisement revenue which is greater than Facebook ad takes. Due to this massive amount of reach, there is no point in not advertising on the Google ad platform. Surely, that is why most of the advertisers can’t resist running their ad campaign on AdWords.
Google ads allow you to reach every corner of the people around the world with just an ad. As long as your audience is there, Google AdWords will serve you to reach your business goal.
Google AdWords has multiple Ad Format
Google has launched various ad extensions that supercharge otherwise your ad will be looking dull. All these extensions are free, which helps you to make your text ads compelling, increase Click-Through- Rate (CTR) and conversions. The breakdown of how every ad extension performed:
You must already hear that how effective videos are at their engagement and conversions. Google takes video advertising to a whole new level with its video ads. Here, you don’t have to promote the video just like on Facebook Ads, but with TrueView. You can promote your products or business within a video with TrueView.
Two types of TrueView In-Display ads: In-stream ads and Video discovery ads.
In-stream ads are those ads that play before or during another video. Your video ad will play for five seconds, and users can skip that ad if they wish. These ads capture the attention of your ideal customers in the first five seconds of the ad. You can choose Cost per View (CPV) rather than Cost per Click (CPC) if you want to gain massive visibility for your ads.
Video discovery ads are those ads that appear on a search page, display network, and other YouTube videos. It can fit into your ad campaigns perfectly and easily target your ads to a focused audience by using specific keywords. According to the initial studies by Google, the click-through rate increase by 11% using TrueView discovery ads compared to in-display format.
This type of advertising is unique in Google AdWords and the truth is, these video ads work like a magic.
Google AdWords has Google Map Ads
Google Map Ads help the advertiser to target local audiences very easily. These ads are a part of the Google search engine that anyone who types a query in Google might end up seeing your ad on google map. This type of ad is offered by Google AdWords only. Google Map Ads are of two types:
There are many benefits of a map ad: it shows direction, address, URL, business logo, Contact detail, and other types of information.
“Facebook ads are known as “Paid social” which is the practice of advertising on social networks.”
Facebook Ads and its Features
Facebook started the ad platform in 2004, and it made enormous changes in its ad network. Facebook ads are known as “Paid social”, the practice of advertising on social networks. Due to the highest monthly active users on Facebook, it has become a highly competitive and potential tool of many businesses’ digital advertising strategies. Facebook collects the data from the users and as a marketer, you can able to use that data to target your audience and place your advertisement in front of those users who have already shown an interest in similar content.
Facebook has several features that make it better than any other ad network. You need to know the 7 keys for effective Facebook advertising, and you can create high-performance campaigns for your business.
Facebook is a Visual ad Network
Facebook ads are visually appealing and ignore those boring text ads like on Google AdWords. Those ads are displayed on a Facebook newsfeed, so they have to be visual. It is easier to deliver the message to the audience with the help of an image or video than a simple text ad.
Facebook has specific Targeting
Being the billions of monthly active users, Facebook collected all those users’ data that no other network has ever collected. So, an advertiser can target with extreme ease using it. For instance, you can target males living in a city in New York who speaks English, and French, have worked for a Restaurant for at least one year, are married, and own a driving license. Then your ad will only be shown to those people who meet this criterion. Such type of specific targeting of an audience isn’t possible in any other ad network, including Google AdWords.
Facebook Lead Ads
Facebook Lead Ads help to generate leads on Facebook, so you can generate leads without sending traffic to your landing page. Facebook doesn’t like sending its traffic to your website, though visitors stay on Facebook and you can collect all the information you want. It generates a lead quickly at a fairly cost.
Google Ads Vs Facebook Ads: Which works better?
The main difference between Google Ads and Facebook Ads is: Google helps to find you a new customer, while Facebook helps new customers find you.
Both platforms are pitted against each other but each of them is complementary and provides unique benefits to advertisers. If you focus on one, there are a few things you’ll need to consider.
What is your Objective?
Facebook ads: These ads are especially effective in improving brand awareness, driving engagements, and promoting events. Facebook helps users don’t come to their platform for buying some products by searching any keywords, rather it helps new customers find you.
Google ads: These ads are a more effective option when it comes to increasing sales and acquiring leads. This is Search Engine Marketing (SEM), Google is great for Sales to generate a platform, user come to google and type some keyword (e.g.: buy online shoes) what they want to buy than Google show some online eCommerce business ads to their users. Usually, Google helps to find new customers for your business.
So, if your business is an e-commerce business then always keep in mind Google ads, which is ideal for demand capture meaning reaching users who have high intend to purchase your items. On the other hand, Facebook ads are ideal for reaching customers who are great for brand and product awareness. Knowing the main objective of your business help you to determine which platform is better suitable to achieve it.
What are you Selling?
If your business has launched a first-of-its-kind product then almost none audience will be searching for it on a search engine, Google. Sure, you can target relevant keywords, but expecting people to make a purchase based on some semblance of relevance is a tall ask.
That’s where Facebook Ads are more useful than Google ads.
“Google Display Ad Network has taken a worse hit than Facebook ads due to the popularity of AdBlock.”
What is your Budget?
There are two things you must consider while advertising in any of these two platforms: cost per click (CPC) and cost per acquisition (CPA). CPA is a marketing metric that is simply calculated as dividing total spending cost by the number of new customers.
Facebook almost always has a lower CPC as compared to those Ads.
With Google ads, you need to look at the competitor keyword and its price. If the targeted keyword is high in CPC, it is not the best place to invest your money. For example, let’s say you have a $10 daily budget. You want to rank for “bookstore” in your local area, but your targeted keyword’s cost is $2. That means you would only get a maximum of 5 clicks per day. But with the same budget in Facebook ads, you could potentially reach more people on Facebook Ads for your targeted audiences. It’s all about finding when your money will spend to reach your business goals and to optimize better performance.
With the help of a tool like HubSpot’s Ads Software, you can measure your campaign ROI (return on investment) and allow you to adjust optime its performance.
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