Facebook Ads vs. Google AdWords: Which Is better For your Business?
After the advent of online selling sites, shopping has been made so easy that it can be done within the comfort of the home. Online selling gave rise to online advertising also known as iAdvertising, which is proving to be the best way to reach a larger audience within a short time using less money.
Not so long ago many advertisers viewed Google Awords and Facebook Ads in an adversial manner. This situation was often even made worse by technology media outlets that dramatized the entire affair which was taken as irrefutable evidence that the two platforms were in direct competition with one another, and that it was necessary for businesses of all sizes to make a choice as to which platform was right for their needs; a false dichotomy that remains confusing and misleading to those new to online advertising.
In this article, weâll examine what sets Google AdWords and Facebook Ads apart and how the two Ad platforms work.
Before jumping straight to the part where we tell you which one of these two will take your business to the next level in the epic battle of Google Ads vs Facebook Ads, letâs start by looking at some of the main differences between the two.
So what is Google Adwords?
Google is the worldâs largest search engine, with more than 75% of the search engine market. Bing, Yahoo and those other ones are in a distant second, third, and fourth place. It processes more than 40,000 search queries every second, more than 3 billion per day and a little over a trillion every year and the tech giant has continued showing consistent growth since the early 2000s.This has changed how we live our daily lives with thousands if not millions searching for various results relating to breaking news, products and services, tips, trending videos, tutorials, local businesses and much more in just a fraction of a second.
Google Ads (formerly Google AdWords, before July 24, 2018) is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.
Google AdWords, Google Ads has grown to become one of the worldâs largest and most popular pay per click advertising platforms often referred to as PPC by webmasters. Pay per click advertising (PPC) basically means the advertiser is only charged when a user clicks his Ad.This is a very cost effective form of advertising that has been adopted by almost all online advertising companies alike. Google Ads have been closely associated with the term âpaid searchâ.
When you search for a particular keyword such as âweb hostingâ, google not only shows you advertisements related to your search query but also brings up search results relevant to your search term.
The image above shows a quick Google search of the search term âweb hostingâ. You can notice how all of the listings are marked with a dark âAdâ label to the left of the listing in the top right corner of the screen. Google not only showed me Ads most relevant to my search query, they also showed me relevant results based on my location.
Now that you have understood a little about Google Ads, letâs look at Facebook Ads.
So what are Facebook Ads?
Facebook Ads also known as âPaid Socialâ is another popular advertising platform. Paid Social basically refers to the practice of advertising on social media networks. With the highest number of monthly active users (or MAUs) of any social network in the world, Facebook has become a highly competitive and potentially lucrative element of many businessâ digital advertising strategies.
Facebook ads often come in the form of news feed style ads that integrate directly into your Facebook feed and look like a normal post.
When it comes to the primary difference between Google AdWords and Facebook Ads, you can think of it this way: AdWords helps you find new customers, while Facebook helps new customers find you.
Now that weâve covered the elementary difference between Google AdWords and Facebook Ads (or paid search and paid social), letâs examine the strengths of each platform
The Advantages Of Google Adword.
With Google being the worldâs largest search engine, one can expect to reach an immense audience with Adwords
1. Targeted Ads.
This is one of the main benefits of using Google Ads as opposed to the various PPC Advertising platforms available on the internet.
This kind of targeted advertising lets you reach specific groups of people who are interested in your products and services which increases conversion rates in the long run instead of spending thousands of dollars showing your advertisements to people that are less likely to click on your ad or even visit your landing page. This is one of the things that make Google Ads very cost effective.
Google Ads offers different ways of targeting such as;
Keywords: Words or phrases relevant to your products and service, which are used to show your ads when customers search for those terms or visit relevant websites.
Ad location: Show your ads on Google search results pages and websites that are part of the Google Search and Display Networks.
Age, location, and language: Choose the age, geographic location, and language of your customers.
Days, times, and frequency: Show your ads during certain hours or days of the week, and determine how often your ads appear.
Devices: Your ads can appear on all types of devices, and you can fine-tune which devices your ads appear on and when.
2. Keep Ahead Of Your Competition.
The beauty of Googleâs transparent system is that it helps you keep track of your competitors by allowing you keep an eye on them to see how they are promoting their business, what kinds of ads they run etc. When for instances someone searches for something related to your product/services online, and you arenât running ads, but your competitors are, then that means you stand to lose. This however is not the case when using Adwords.
3. Keep Track Of Performance.
It would be quite difficult to measure the performance of your advertisement if it were running on traditional advertising platforms such as radio or newspapers.
Knowing which part of your marketing is working and which isnât working is the best piece of information any marketing director can have. And it is for this reason that Adwords still beats many other advertising platforms.
Google Ads provides so much data itâll make you dizzy. But, itâs all great data. With AdWords, you can know who clicked on your ad, How many leads have been generated, how much traffic you have got from AdWords to your website, which keyword generated the most traffic and leads, how much does it cost you per lead.
This would help marketers understand what worked and what didnât. Using this information, you can then tweak your campaigns until you achieve optimal results.
4. Take Advantage Of Email Marketing.
Email marketing is one of the most used marketing strategies today as every business now endeavours to build an email list. This allows them keep in touch with their clients through timely email updates about new products and services,discounts,giveaways and various offers which in turn increases conversion rates.
In September 2015, Google integrated native Gmail ads with Google AdWords and made it available to all advertisers, which means you can reach more prospects through their Gmail inbox.
Usually, Gmail ads appear on the promotion tab, but sometimes you can see it on the social tab too. These ads run on both desktops and mobiles. Since Gmail ads generally cost much less than search ads, if you have a small budget, then you can try Gmail ads as well.
Advantages Of Facebook Ads.
Facebook users make up 68 percent of adults who use the Internet, resulting in a vast advertising opportunity for businesses.
These four benefits are particularly compelling reasons to get started with Facebook advertising.
1. Improved Brand Awareness
Your customers spend much of their time on Facebook and other social media sites. Facebook continues to be the number one social network when it comes to reach, with over 2.6 billion monthly active users, and with no sign of slowing down. Facebook users check their newsfeed multiple times per day, giving your preferred audience repeated exposure to your ads which can result in more conversions. Even if they arenât clicking through at the beginning, your adâs continued visibility helps you build trust, and also creates opportunities for retargeting in the future.
Number of monthly active Facebook users worldwide as of 1st quarter 2020 | Source: Statista 2020
2. A/B Testing (Split Testing)
Facebook also offers split testing which allows advertisers to split test their ads to different custom audiences, locations, age segments and many more, all within a single campaign. With such a large and diverse user base, you have a great shot at finding success.
This avails the advertiser with valuable information as regards what marketing strategies work best to suit their different campaign goals or needs be it lead generation or brand awareness.
3. Custom Call To Action Buttons.
One of the things that make Facebook advertising stand out are the custom call to action buttons (CTA) that will take your audience to the desired destination, like your website. This is effective because you quite literally have to tell people what to do and it makes a huge difference in the performance of your ads since they are far likier to do it.
These call to action buttons include Book Now, Apply Now, Contact Us, Sign Up, Download, and Learn More. This is very effective in advertising since most people are always looking for more information before deciding on whether to take a particular action such as a purchase.
With proper targeting, you can get clicks and conversions at a cheaper price compared to other advertising platforms. That is made possible because Facebookâs CTR (click-through-rate) is steadily increasing due to their improved advertising tools. You can literally spend $1 and reach 1,000 people. It does not make sense to spend more in traditional advertising platforms like radio ad, television commercials, billboards, and other traditional media to reach the same audience.
Other Advertising Networks you can try
OUR VERDICT. (Which One Works Best)
So whatâs the deal? Is one better than the other? Obviously, the answer is highly dependent on your business objectives and budget.
Our verdict will always remain the same, âIt dependsâ. We canât say for sure that there is a winner in this Facebook Ads vs. Google Adwords debate because each advertiserâs needs and goals when creating an Ad campaign will be different. Every industry is different and therefore requires a different approach in advertisement. So in the end this is a personal decision you will have to make.