I’m sure many business owners have scoured internet looking for ways to market their business. While conducting these searches, I’m also positive that many of them have head the terms Google Ads and Facebook ads. In recent, years it has become a popular technique for marketers and business owners alike to use with the goal of increased web traffic and new customers for the business. These types of advertisements work. However, understanding what makes these two services different and which one works best for your business will go along way when it comes to growing your business. With that in mind, let’s jump right into Google Ads vs Facebook Ads.
Google Ads are based on keywords. You bid on search terms that users are using to find answers, products on services in Google. Your ads are targeted using the Google Search Network and the Google Display Network. However, the thing to note here is that Google’s targeting is much more limited than Facebook’s.
Google Ads is the far better option for advertising to potential customers that are near the end of their buying process. Bidding on keywords that are most relevant to your business will target people looking for the services you offer. An example of these keywords can be "Best service company" or "buy service products in my city". These keywords are targeting customers that already have the intent to purchase. This gives it an edge over Facebook in that respect.
Brand awareness is a key component of a business. It’s how customers know of your existence and spread the word about what you offer and the services you provide. Google Ads aren’t the best option for brand awareness. They’re more suited for the buying process and for quick clicks to your business. The average cost per click on Google is also a bit more expensive than on Facebook. However, don’t be discouraged by this. That is still crucial to growing your business, especially in the early days.
The key takeaway here is that Google Ads are great for immediate recognition and sales, particularly during the early phases of your business. It’s also where you want to hit customers that are ready to buy and that have the intent to do so.
Facebook isn’t the best place for your customers to be making purchases and taking advantage of your offers. Where the true strength of this advertising platform lies is in building awareness. Due to the fact that the cost per click is cheaper on Facebook, expect to see a lot of people looking at your ads. You can use this to your advantage by informing people of your services, who you are, etc. The visual nature of Facebook's advertising platform means you can create tempting images and headlines that get people reading, clicking, and buying.
Facebook also has a very diverse targeting system that is available to use for your ads. You can break down the targeting of your ads by varying demographics that include, but are not limited to, gender, age, income, location, interests, etc. It is a very powerful tool when crafting your ads. This is because you can create multiple variants of a single ad that cater to these various targeting options.
So, while users who see your ads on Facebook may not necessarily be on your page with the intent to buy, you can build awareness and entice them to Google Search your business to find out more.
The big question that most business owners will have is which platform should they choose to advertise on. However, the answer isn’t as simple as that. Both platforms have their advantages and disadvantages. Take a look at what your business offers, what are you hoping to accomplish with your ad campaigns? Take these questions into consideration when deciding which option works best for you. In a more personal opinion, I would recommend putting some money into both platforms. They can work together in a kind of one-two punch combination. Facebook can be utilized to build awareness and drive conversions to your business, then the customer is curious and engaged enough to perform a Google Search on your business, sees your ads, and fuels their purchasing intent.