Google Ads and Facebook Ads are the two leading marketing mechanisms in the paid media business. But how do you tell which is the greatest for your company’s needs if you’re just starting? Both may be powerful drivers for your organisation, and many companies combine the two to expand their reach. But, with limited time and resources, where do you begin to get the most bang for your buck?
Although the two ad platforms share many similarities, there are a few key differences that will determine which is the greatest fit for your company.
Understanding Google Ads
Google Ads provides sponsored adverts that display in search results on google.com, as well as advertisements that appear on other websites via the Display Network and Google’s AdSense programme.
An example of a Google search engine results page is shown below (SERP). The sponsored results, also known as adverts, are labelled “Ad.” Paid Google advertising is divided into two areas, one above the “natural” or organic results and the other at the bottom of the page.
Understanding Facebook Ads
Facebook Ads are advertisements that appear on Facebook, as well as its broader audience network and other services such as Whatsapp and Instagram. Facebook marketing offers a comprehensive and simple way to connect with clients at different phases of the sales funnel.
Facebook Ads are a cost-effective and efficient digital marketing strategy that boosts a company’s profitability and online visibility. Facebook advertising is on the rise, and businesses that use it will see favourable and long-term consequences.
Similarities between Google Ads and Facebook Ads
Let us begin with the similarities. Both Facebook Ads and Google AdWords are gigantic networks with enormous reach. Facebook has nearly 1.6 billion users, and Google accounts for over 77% of global search volume.
Both networks use geographic targeting to connect ads to the correct people. Both networks only make money when people interact with the ads they sell. CPC (cost-per-click) is the name of this pricing system (hence the term pay-per-click or PPC for paying for these clicks).
This auction mechanism encourages people to respond to higher-quality adverts. Higher quality also means more competition, which raises the cost of interaction as more marketers compete for ad space.
Differences between Google Ads and Facebook Ads
User intent is the primary distinction between Facebook Ads and Google AdWords. Users who type into the Google search box with intent are targeted by AdWords. Facebook does not intend to do so. Instead, Facebook Ads are tailored to the user’s preferences.
The variation in aim indicates that the two networks are better suited for different types of commercial objectives. Facebook ads are an excellent way to raise business exposure. Google Ads is excellent for placing your product or service in front of users while they are searching for it.
Facebook Ads can then show ads to people who aren’t specifically looking for your product or service but who you believe fits your customer or client profile. These advertisements will alert these individuals to your existence and may lead to future business prospects.
AdWords ads are relevant advertisements that are likely to be clicked on based on the person’s search phrase. Google AdWords advertising is highly precise to an interest obvious in the user’s search term, whereas Facebook Ads test the waters for prospective interest.
Factors that will affect your choice between Google Ads and Facebook Ads
These platforms are sometimes placed against one another, but Facebook Ads and Google Ads are complementary, with each delivering distinct advantages to advertisers. There are a few things to think about if your team can only focus on one.
- Your campaign’s aim
What are your objectives for your campaign? Is it brand recognition, lead generation, sales, or something else entirely? Knowing the answer to this question can already point you in the right direction.
Google Ads is perfect for demand capture or reaching out to people who are ready to buy. For example, if you search for “water bottle,” it could indicate that you are interested in purchasing one. With that in mind, the ads below are relevant to search intent and may result in conversions.
Facebook Ads, on the other hand, are good for targeting customers at the top of the sales funnel (i.e., great for brand and product awareness).
As a result, you could target people at every stage of the journey using both platforms at the same time. If it doesn’t align with your larger goals, knowing your campaign’s main purpose will help you figure out which platform is best for achieving it.
- Your financial plan and budget
The purpose of any advertising campaign is to maximise the return on investment (ROAS). Some platforms make it easier to do this than others.
You’ll need to consider keyword competition and keyword pricing while using Google Ads. It may not be the greatest location to invest your money if the keywords you’re targeting have a high cost-per-click (CPC) and you have a limited budget.
Let’s assume you have a daily budget of $50. You want to rank for “hardware store” in your neighbourhood, but the cost is $10. This implies you’d get a maximum of five clicks every day, which is quite limited. You could reach more people on Facebook Ads and conduct trials to learn more about which methods work for your target demographic with the same $50 spend.
It all comes down to figuring out where your money will go the furthest concerning your objectives.
- Data from the past and competitors
Looking at previous data to inform your strategy as you construct your playbook for your upcoming campaign will be beneficial. Knowing what has worked in the past, what hasn’t, and what remains to be discovered can be used as a guide and standard.
Look at your competition if you’ve never run a campaign before. What kind of advertisements are they running? What are they doing with them? How do they present their creative assets? What are they saying?
This competitive intelligence may reveal certain areas of potential and provide insight into your competitors’ strategies.
Google Ads Vs Facebook Ads: Which is better?
Both Google Ads and Facebook Ads are extremely effective advertising tools that can be used by almost any type of company. When assessing the capabilities and possible uses of each system, it’s clear that the two platforms should be considered complementary rather than hostile. While there are some similarities between Facebook Ads and the Google Display Network, how the two platforms have evolved independently of one another illustrates that Google and Facebook should be used in tandem, not in competition.
Using the combined strength of paid search and paid social is a highly effective marketing technique. However, a dual advertising approach that matches the characteristics of both channels is required. Although marketing language may – and should – be identical across Google and Facebook Ads, it’s important to learn how to get the most out of each platform in order to maximise ROI and expand your brand.
Check out MMBO to discover more about how to make the most of your Google Ads and Facebook Ads campaigns. Being the best PPC agency in Delhi, they back their team and ensure you can establish a meaningful connection with your customers, thus creating a powerful brand image and resulting in great reach. As the best digital marketing agency in Delhi, their goal is to deploy our interactive services to drive awareness, engagement, and conversions for your brand.
