In the modern era, potential buyers of products and services can be reached via ads on the internet. Google Ads and Facebook Ads are two of the most popular advertising platforms. Although they serve different purposes and operate differently, both are useful tools. Your marketing activity’s effectiveness will greatly depend on the platform you select.
Google Ads allows companies to bid on specific keywords to have their ads displayed on Google search pages through a PPC system. It allows businesses to target people who are already looking for a product or service. Facebook ads do not focus on searching for services but are based on social interactions, allowing advertisers to target specific groups by age, interests, and activities.
We analyze Google Ads and Facebook Ads based on the following aspects: costs, audience targeting, relative effectiveness, and use cases to help determine which platform is best suited for your business.
Google Ads, which was formerly known as Google AdWords, is one of the most popular online advertising platforms in the world. It operates on a PPC basis meaning businesses are charged for every click on their ad. Google Ads comprise numerous varieties of ad placements:
Consumers search for specific keywords, and Advertisement Ads appear at the top of Google’s search results for that specific keyword.
Advertisement Banners are banner adverts that are displayed on websites that are within the Google Display Network.
Shop Ad features enable e-commerce sellers to showcase items by providing photographs alongside prices and ratings.
Ads on YouTube encompass video commercials before or during the YouTube videos or right after.
Services and products can be promoted on Facebook through the Audience Network Facebook Messenger and Instagram, and these are referred to as Facebook Ads. Unlike Google Ads, Facebook Ads does not use keyword targeting but rather focuses on the audience.
As stated earlier campaign objectives vary from one advertiser to the other.
Missed Call Ads: These are advertising ads targeting users who’ve missed phone calls, telling them about services or products they missed.
Instagram Ads: These adverts are placed on explore page stories and on the feed.
For bypassing specific target users who have high purchase intent, Google is the best advertising Google And more so for analytic data.
To interact with the audience and for brand awareness, using aesthetic material, Facebook’s advertising is superb for targeting new leads.
Both Google Ads and Facebook Ads are powerful advertising platforms. Nonetheless, they differ in the following ways:
Advertising Intent vs Interest: Users searching for a service or product are targeted by Google Ads, while Facebook Ads target users based on interests and behaviors.
Social Networking vs Search: Google Ads uses a search query approach, whereas Facebook Ads show up as a user scrolls through their social media feeds.
Pricing Models: While Google Ads mostly works under the CPC model, Facebook Ads operates on the CPM model.
These differences underscore the need for businesses to thoughtfully strategize regarding their goals before deciding which ad platform to use.
Selecting the appropriate audience is paramount for any advertisement campaign. The difference between Google Ads and Facebook Ads lies in their audience targeting methods.
Google Ads Aimed Audience: Targets users who look up specific words or phrases (keyword-based targeting). Alongside geo-targeting, device targeting, and demographic targeting, it created a wider array of targeting options.
Facebook Ads Target Audience: Provides the ability to create detailed audience segments based on age, gender, location, interests, and online activity. It also includes lookalike audiences, which help find new potential customers who resemble current customers.
Facebook enables expansive demographic targeting which outshines their performance in brand awareness and engagement compared to Google which keyword-based ad targeting is more effective for direct conversions.
Both platforms target specific audiences using different fee structures:
Google Ads: The average cost-per-click (CPC) can cost anywhere between $1 to $7 depending on the industry. Highly competitive industries like legal services can even exceed $50 CPC.
Facebook Ads: In contrast, CPMs (Cost-per-Mille) tend to be significantly lower on Facebook making it a good option for brand awareness campaigns. Facebook also shows CPC (cost-per-click) averaging $0.50 to $3. Facebook is the target choice for businesses with tighter budgets, whereas Google provides higher-quality leads.
Both platforms provide different ad formats spanning across text, audio, and video:
Google Ads: Offer text and shopping display ads.
Facebook Ads: Include carousel and video ads and stories as well.
If your business feeder relies on engaging and creative visuals, then Facebook Ads are likely the better choice.
Especially use Google when measuring performance and the individual campaigns focus on specific ad productivity.
How well a business can convert its prospects into actual paying customers determines the effectiveness of its advertising campaigns.
Conversion Rate for Google Ads: Targeting customers who have expressed interest in a product through Google’s services results in more conversions. The average conversion rate is approximately 3.75 percent for search ads and 0.77 percent for display ads. These numbers arise from diverse industries.
Conversion Rate for Facebook Ads: Ads through Facebook do not result in as many conversions because it does not appeal to a customer actively searching for a product. The average rate is about 1 percent to 2 percent. However, other sectors such as e-commerce and fashion perform well where the product requires aesthetically appealing advertisements.
For direct sales, one is likely to find more success in using Google Ads. When the aim is to increase customer interaction with the company, then Facebook Ads become the more viable option.
Both platforms provide retargeting (remarketing) options through which users that interacted with business websites or advertisements beforehand can be targeted again.
Uses the Google Display Network (GDN) to show advertisements to the users who have visited the website.
Comprises Remarketing Lists for Search Ads (RLSA) meaning you can show relevant advertisements to users who have previously visited your site when they search for something new.
Effective for e-commerce platforms eager to re-engage клиентов who left without completing the purchase.
Beauty and fashion brand: Facebook aids in advertising apparel, cosmetics, and accessories using their visual storytelling functions.
Health and fitness businesses: Supplement brands, wellness coaches, and gyms perform well with captivating video ads.
Digital products and online classes: Facebook’s interest-based advertising targeting works wonders for niche audiences.
Event marketing: Businesses can reach users tailored to specific events or industries.
It stands to reason that If your business depends on visual focus along with storytelling and social interaction, Facebook Ads would be more beneficial.
For small-sized businesses with a tight marketing budget, selecting the right platform can be tough.
Small Business Google Ads: Optimal for businesses with some existing demand, like service providers in a given area. While CPC may be increased, ROI is better when targeting high-intent keywords.
Small Business Facebook Ads: Preferable to those trying to increase brand recognition, advertise, or gather a following on social media.
For businesses that are local and rely heavily on search traffic, Google Ads is ideal. In need of economic visibility and audience growth? Facebook Ads are the answer.
There is synergy when using both Google Ads and Facebook Ads for e-commerce businesses.
Google Shopping Ads: Effective for high-intent shoppers looking for particular items, Google Shopping Ads show images, prices, and descriptions of products right in the search results.
Facebook Dynamic Ads: Useful for retargeting users who visited the online store but didn’t make a purchase. Facebook shows them relevant ads for the products they previously viewed.
For e-commerce, a mixed strategy is more effective, combining Google Ads for purchase intent and Facebook Ads for retargeting.
For B2B businesses, Google Ads is more effective because the decision maker is likely to be actively looking for solutions.
LinkedIn Ads may serve better than Facebook Ads for B2B since Facebook has limited use for professional services.
Facebook Ads are effective for B2C brands that want to create brand visibility through storytelling and active engagement with customers.
E-commerce, lifestyle, and entertainment businesses tend to have better engagement on Facebook than on Google.
B2B companies should focus on Google Ads. For B2C, Facebook Ads can provide better exposure and attention.
The question of whether Google Ads are better than Facebook Ads, or the vice versa cannot be concretized.
The selection is based on the business objectives, audience demographics, and finances.
Choose Google Ads if: You wish to target high-intent customers who are searching for your business and products or services. This is best suited for local businesses, B2B-type companies, and e-commerce merchants.
Choose Facebook Ads if: Your marketing goal is to promote brand engagement increase visual interactions, and refresh interest from previous site visitors. B2C brands, lifestyle-type businesses, and e-commerce for retargeting perform best.
To achieve maximum results, Google Ads and Facebook Ads should be utilized on both platforms strategically by direct search conversions on Google and engagement along with retargeting on Facebook.
Facebook Ads are cheaper and have a lower CPM, but the CPC cost is generally more expensive for Google Ads. The ads, however, often yield better leads.
Definitely! The combination of using Google Ads for search intent and Facebook Ads for brand recognition works for a lot of businesses.
Incredibly engaged shoppers visit Google Shopping Ads, but Facebook dynamic retargeting ads are great as well. The combination of the two serves as the best approach for e-commerce purposes.
Absolutely, especially when geo-targeting is in play along with engaging ad formats such as Stories or Messenger Ads.
However, Facebook ads for brand awareness may not be as effective as Google Ads, which may help generate more direct leads.
If you are worried about spending too much money, then Facebook Ads might provide better results with lower spending. On the other hand, Google Ads could return better results for advertisement expenditure with high intent keywords.
