Google Ads, previously known as AdWords, and Facebook Ads are the two giants of PPC advertising. Both are significant drivers for digital marketing, with many businesses using both simultaneously to widen their reach. However, since some have a limited budget and even time, where should those people start to get the most for their investments?
These two platforms have much in common, but their significant differences should help determine which is best for your business.
Google Ads Vs. Facebook Ads: What’s the Difference?
Facebook Ads and Google Ads are both pay per click platforms. Creating an ad on either platform is like participating in an auction. You place a bid for how much are you willing to pay for that ad. Then you will be billed a certain amount of money every time someone clicks one of your ads.
Paid Search Vs. Paid Social
Traditionally, Google Ads is a paid search. Your ads are placed on the SERP based on a target keyword and not on a specific group of people. Though you can, and must, adjust the settings of a paid search campaign to include this feature based on users’ location and several other factors.
However, Google Ads offers more than paid search. It has several other advertising options. You can promote on Google Search, Google Display Network, Google Maps, Google Play, and even on YouTube.
In contrast to paid search, Facebook Ads offer paid social marketing. You pay to become visible to potential customers on social media, instead of getting to them organically. There is more to Facebook than just newsfeed. You can also advertise on Facebook Messenger, Audience Network, and Instagram.
These are just the basics. How else are Google Ads and Facebook Ads different?
Audience Size
Both platforms have an enormous reach. Google gets more than 3.5 billion searches daily, while Facebook has approximately 1.45 billion active users every single day.
On Facebook, mobile marketing made up more than 90% of advertising revenue for the first 3 months of 2018. Mobile advertising is definitely an opportunity you should not miss!
More than likely, your target audience is on both of these platforms, so it is hard to tell which platform suits you best based on audience size alone. Think of your products as search oriented. Even if these networks have a billion searches and users regularly, it will not help if no one is actually searching for your products or services.
Are you releasing a new item? Have people heard about your offers? If not, then Facebook is a better option to get the news out!
Cost and ROI
Cost is yet another important factor, especially for new businesses. The average Cost Per Click (CPC) on Google Ads is $2.69, but this varies greatly by industry. Ecommerce businesses often pay $1.16 per click, while companies in the legal industry spend as much as $6.75 per click.
Facebook Ads are way cheaper! A business in the clothing industry may pay as little as $0.45 per click. Finance and insurance are two of the most expensive types of businesses to promote, but their average CPC on Facebook is still only $3.77.
Although the average CPC is higher on Google Ads, this remains the best platform to reach people at the time they make their purchasing decisions. Facebook is more suitable when creating awareness.
Another benchmark to consider is Cost Per Action (CPA). This may also vary by campaign and is largely dependent on how well targeted your ads are. The average CPA for Facebook Ads across all industries is $18.68, while Google Ads is at $48.96 for search and $75.51 for display.
Buyer Intent
When it comes to buying intent, Google Ads beats Facebook Ads! For example, if someone’s air conditioner breaks, they immediately start searching for a repair business on Google. That person is not going to remember the ads they saw on Facebook months ago. Again, as mentioned earlier, Google is the best platform to use to catch consumers who are ready or in a hurry to make a purchase.
However, if your objective is to build brand awareness, rather than immediate sales and conversions, then go to Facebook.
Targeting Options
Both platforms give you options to target or retarget specific audiences according to gender, age, location, and other factors. However, Facebook offers advanced targeting options.
Facebook also allows you to target audiences based on common interests and behaviors. They also use a tool called lookalike audiences, which allows you to advertise to people who are similar to your existing target group.
Google Vs. Facebook: Which Platform Should You Choose?
Consider your company goals. Do you want to create brand awareness first? If so, Facebook Ads is a better choice. If you are after getting sales immediately, choose Google Ads.
Also, consider your budget and technical skills. Do you have the money to pay for the more expensive Google Ads? Can you create or outsource strong imagery for your Facebook campaign?
We at Advanced Digital Media Services can help you develop a good campaign on either of these two PPC advertising platforms. No matter which you choose, our SEO or social media marketing services can help ensure your digital marketing success online.
