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COMPARING GOOGLE ADWORDS AND FACEBOOK ADS
WHICH ONE IS THE RIGHT FIT FOR YOUR BUSINESS?
Google Ads (formerly known as AdWords) and Facebook Ads are the idiots of PPC advertising.
Both can be important motivations for your business with many companies using both identities to maximize their reach. But, because time and money are limited, where do you begin to make the most money?
The two platforms have a lot in common, but some significant differences will determine which one is best suited for your business.
If you’re new to pay-per-click advertising, getting started will be scary. Both platforms are simple to get started on their own, but they offer powerful targeting options and advanced features. It takes significant exploration and experience to become an expert on both platforms.
Or maybe you are already an PPC expert, but you have a client who wants to advertise everywhere. You need to let them know why you choose Facebook or Google as your ideal platform. Regardless of whether you’re an expert or a beginner, keep reading to understand the main differences and statistics between Google Ads and Facebook Ads.
First of all, it’s crucial to understand the primary difference between the two ad platforms.
♠ Google AdWords: Paid Search
Google AdWords is the world’s largest and most popular PPC advertising platform. AdWords is so widely used. It has become synonymous with the term “paid search.” The two terms are used interchangeably, even though other platforms such as Bing Ads work in a similar way.
Paid search focuses on the targeting of keywords and the use of text-based advertisements. Advertisers using AdWords bid on keywords – specific words and phrases included in search queries entered by Google users – in the hopes that their ads will be displayed alongside search results for these queries. Each time a user clicks on an ad, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.”
♠ Facebook Ads: Paid Social
Facebook Ads is a prime example of what is known as “paid social,” or the practice of advertising on social 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 business’ digital advertising strategies.
Unlike paid search, which helps businesses find new customers via keywords, paid social helps users find businesses based on the things they’re interested in and the ways in which they behave online.
For example, I sometimes care about designing tools and I ran across this ad while browsing my Facebook newsfeed:
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.
WHAT DO YOU NEED TO TAKE INTO CONSIDERATION?
Aspect 1: Size of target user
Both Google and Facebook have huge reach – Google handles more than 3.5 billion searches a day, while Facebook has about 1.45 billion daily active users.
Basically, your target audience is on both of these platforms, so you can’t determine how appropriate your business is based on the target audience. Instead, ask yourself the following questions:
- Who is my target user?
- Is my product easily accessible by search?
Even if Google has 3.5 billion searches per day, it won’t help you if no one is really looking for your specific product.
Are you releasing a new, innovative product? Did everyone hear about what you offer? If the answer is “no”, meaning they don’t have a clue to search it on Google, then Facebook is a better option to spread.
Aspect 2: The Buyer’s Intention
When it comes to buying intention, AdWords beats out Facebook Ads. Consider the type of business you have – do people tend to look for their products or services when they’re ready to buy?
For example, if a person’s air conditioner breaks down, they immediately start looking for a repair service supplier. Search advertising puts your business in front of a potential customer at the exact time they need your service.
On the other hand, that person won’t remember the air conditioner repairman they saw on Facebook three months ago and go search on Google. As a result, Google Ads will be the clear winner in this scenario
Facebook ads are less effective to get potential customers to convert quickly. People often go to Facebook to relax and socialize, not to shop. However, this platform is still useful to build your audience. If you can create social recognition and awareness around your brand on social media, people will be more likely to buy when they need your service or product.
If the goal of your campaign is to build brand awareness rather than instant conversion, Facebook will be the best option.
Take this following screenshot for example. No one knows about this hair salon brand until they run an ad on Facebook, then users can have a look at their service display and remember the hair salon’s name. They will go there or search it later.
Aspect 3: Targeting options
Both AdWords and Facebook Ads give you options to target (and re-target) specific audiences. On both platforms, you can target by age, gender, location and income level, among other things.
However, Facebook is the winner in advanced targeting options.
In addition to the targeting options mentioned above, Facebook allows you to create audiences based on large lists of interests and behaviors, thanks to the wealth of information they collect from their 2 billion monthly users
You want to target those who are parents? Or parents of 5-7 aged children? Or parents of 5-7 aged children who eat vegetarian and have household income between $ 75k-99k?
Facebook helps you with this tough targeting. With Facebook you can be very specific to your audience, so Facebook Ads will be a great option for your business.
Facebook also offers a useful tool called look-alike audiences that allows you to advertise to people who have something in common with your current audience. Facebook uses their existing data to match your customers with similar users.
Aspect 4: Ad format
What about the ad format? This goes back to the question: what is the goal of your campaign?
You certainly have more creativity on Facebook. This makes it a much better platform to build brand awareness and loyalty.
If you use AdWords, all you have is a short block of text to draw potential customers’ attention to the SERPs. You can use ad extensions for text and additional information, but generally your format will be limited to the text in search ads.
However, on Facebook, you can add a visual impact to your message using image-based ads. Facebook continues to launch different ad formats to avoid “ad fatigue”. You can choose to use videos, images, carousel ads and more to get your audience’s attention. If you are an e-commerce business, Facebook‘s visual component will be a big consideration when choosing your platform.
Aspect 5: Costs & ROI
Cost is another important consideration. The average CPC on AdWords is always at least 3 times higher than on Facebook. Although the CPC price varies from industry to industry, while a click in AdWords costs $5, a click on Facebook Ads is only $1 – $1.5.
Be aware, although Google AdWords CPC is expensive, people who click on your Google Ads are more likely to buy. And this case on Facebook is a matter of luck. Facebook is great for building awareness, but Google Ads is best for reaching users at the time of purchase.
CPC is only half of the problem, another benchmark to consider is CPA (Cost per action) to determine if you have a strong ROI for your campaigns.
CPA will vary by campaign, which largely depends on how well your ads are targeted and if you can convert at a high rate.
WHICH ONE SHOULD YOU CHOOSE?
So, which is better for your business – Google Ads or Facebook Ads?
♠ First, consider your goals. Do you need to focus on selling as quickly as possible? If so, AdWords may be the better option. If you’re looking to expand brand recognition or reach a broader audience, on the other hand, Facebook Ads might be a better option.
♠ Next, consider your target customers. Both B2B (wholesale) and B2C (retail) businesses use Google AdWords successfully because they only need to be advertised to search. But Facebook ads often work better for B2C businesses, especially those that sell cheaper items, and their target buyers are people who tend to buy these products after being exposed to them a few times.
♠ Your audience also affects the platform you should choose. Do people intend to find your business, your products and services before making a purchase? If so, AdWords will probably yield the best results. But if you are trying to build your audience for a new product, or items where the search behavior does not produce the expected results, Facebook will work better.
♠ Consider which stage of the buyer journey you’re trying to target with PPC advertising – while Facebook is the best to educate the prospects, AdWords should be used later to make them close the deals
♠ Finally, consider your budget and technical skill level. Do you have the money to invest in Google Ads, especially if they are in a competitive industry? Are you able to create (or outsource) powerful image-based ads for Facebook? Discussing questions like these can help you draft a realistic and actionable strategy.
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