One of the most common dilemmas when choosing a platform to advertise your products or services is Google Ads or Facebook Ads. The answer is both are great, but which one fits your business depends on three things:
- who and where is your target audience (for example for whom are your products or services intended, will client most likely be looking for you on Google or social media)
- what is your goal (for example increase brand awareness or increase sales)
- what is your business and products/services (for example is your business local, do you offer something new)
What are Google Ads?
Google Ads is one of the most popular advertising platforms offered by Google. There is a variety of different campaign types you can choose from like Search (a text add on SERP), Display (showcase your ad on other websites, YouTube, apps etc.), Video (your ad will appear on YouTube), App, Shopping (product ads appear as images on SERP or in Google Shopping).
Google Search Ads help you promote your products or services when users search for relevant keywords. When users search for a keyword, they get results for their query on the search engine results page (SERP). Keep in mind though that you’ll probably be competing with others for the same keywords and many things can play a role on which place on SERP your ad will appear, like biding and the quality score of your ads.
While the Search Network can reach people when they’re already searching for specific products or services, the Display Network puts ads in front of users before they start searching for what you offer. Google Display Ads are visual ads you see while visiting a website, watching a video on YouTube, or using an app.
Search Ads allow you to capitalize on commercial intent or while users are actively looking for answers. With Display Ads users are served while they’re consuming content.
The Google Display Network is a large display advertising network for placing banner ads on Google web properties (like YouTube, Blogger, Gmail, etc.) as well as a network of over 2 million other websites.
Google Display and Search Networks are some of the largest networks online. While this means you can reach more people, it also means that the competition is strong and that ad costs are higher.
What are Facebook Ads?
Facebook advertising enables advertisers to place text and image ads within Facebook’s social media platform. Facebook serves visual ads, you can choose to show a single image, video or multi-image ads in users’ News Feeds, on Facebook, Instagram, Messenger and using the Audience Network. More than two billion people use Facebook every month. With the highest number of monthly active users of any social network in the world, Facebook collects a lot of data. Your location, your age, topics that interest you, pages and posts you like and your beliefs. This is why Facebook Ads remains popular among many business owners as it offers the ability to pinpoint and target specific audiences. This amount of specificity is something that not many advertising platforms can provide.
What’s the difference between Facebook Ads and Google Ads?
The main difference between Facebook Ads and Google Ads is how ads are shown to users. Facebook shows ads to users based on their interests, while Google shows relevant ads to those who are searching for a keyword or serves topic relevant ads on websites. Google will show the ad that has the highest bid and with the most relevant content. Facebook Ads on the other hand, are not based on user’s search query, Facebook lets you show your ad to people based on their behaviour, interests, demographics you choose as targeting.
Google Ads and Facebook Ads: Which One is Right for Your Business?
When evaluating each platform’s strengths, it becomes apparent that the two platforms should be viewed in a complementary, rather than adversarial way. We recommend a lot of testing with many different variables, always have data collection and analysis in mind and a clear understanding of user intent and of your target audience.
It is also very important to keep in mind that advertising might help you promote offers or help with brand awareness when you start your business, but when the ads stop or your budget runs out, no-one will be able to find you if you haven’t worked on your organic reach and building a social community. In the long run Search Engine Optimization (SEO) is what will help you stay at the top of search results.