Facebook Ads vs. Google Ads: which one should you use in your business?
Not sure which tool to use in the advertising strategy of your business? If this is the case, knowing the differences between Facebook Ads vs Google Ads can help you make the most appropriate decision for your company: 1.- User mindset Consumers on Google are looking for an answer to their questions or a solution to their needs. They search voluntarily, and the ads appear in search results, meaning that they are already advanced in their buying journey. In other words, they know what they want. While users are on Facebook, they are browsing through photos and news, interacting through comments, or chatting with their contacts. They are not actively searching for products or services; the ad just appears as it does on Google. This is significant in the dynamics between the advertiser and the audience. In Google, your landing page must match in design and include the keywords that you use in the campaigns. On Facebook however, you have to focus on building audiences with interests, demographics, and characteristics that match your ads. 2.- Budget Variation The costs per click will vary greatly depending on the sector in which you develop. It should be noted though that the cost in Google Ads is higher than in Facebook Ads, and even more in the industries with more competition. Certainly, Facebook is the most accessible option, economically speaking. So, if you are starting in this world of online advertising, a good way to get a good return on investment is to use Facebook Ads. Although Google Ads require a more expensive investment, you can obtain better results in conversions. If you have a good budget, this could be the best alternative to advertise your business. 3.- Audience segmentation A key point for audience reach is segmentation. In the case of Google, it works through keywords. It also allows you to select the times and territories where you want your ads to appear in searches. On Facebook the options to segment the public are much more varied. You can do it by territory (limiting it to an area of your city), age, gender, demographics, education, interests, and mobile devices. This could be more effective, but it depends on the type of business. In order to make a decision, you must bear in mind that on Facebook you can be more specific and create different types of audiences, while in Google Ads you have the keywords and purchase oriented users. 4.- Branding If you are looking for brand recognition, then Facebook Ads is for you. Keep in mind most of the time ads and campaigns reach people who do not know that the product or service exists. It’s a way to publicize your business and improve your positioning, so users will know everything you have to offer. Google Ads focuses on attracting people who have already made a journey in their purchase research. In fact, they may already be determined to make their purchase, but have not yet finalized the purchase of the product or service. It is true that in Google Ads you can also do branding; however, for this case it’s better to use Facebook. You can focus more on direct response activities with Google. There is something that is demonstrated in these differences. The two tools do not have to be rivals or have one stand out more than the other. In fact, they can work together perfectly to achieve all your goals. 5.- Different types of ads and objectives Another notable difference is the wide range of ads that can be created on Facebook. It gives you the ability to advertise your website, specific capture pages, and fan pages in addition to increasing the engagement on your page or in your app, or promote its download. It also allows you to reach people near any business, capture leads within this social network, and increase video views. This allows you to find various promotional options with ads that are based on what your business seeks to achieve. This does not mean there is no variety in Google Ads, as it has incorporated different ad formats such as universal application campaigns. It continues to focus on the ones that drive web traffic to a website, preferably a landing page, where there is a clear offer and call to action. Here you must analyze the difference between the multiple types of ads and the objectives that there are in Facebook Ads vs Google Ads. You must carefully study which ones are best suited to the marketing strategy of your business. What is the best for your business? Now that you know the differences of each one, how they work and the benefits they provide in different aspects, it’s time to develop your strategy. As you could see, both Google Ads and Facebook Ads are advertising platforms with great potential and the ability to adapt to any type of business. Having to decide on one of the two is not an easy job, but you don’t have to for the two platforms can be used in a complementary way, especially depending on the objectives to reach your audience. Comparing Facebook Ads and Google Ads will not lead you to a choice, but rather an understanding that they should be used in alignment, not opposition. It’s a good advertising strategy to take advantage of the power of paid search and increase the reach of social networks. You will however require a digital advertising strategy that aligns with the strengths of each platform. What you must understand is how to use each one to get the maximum return on investment and greater business growth. You have to think strategically, and in Q Ad Group, we like to support you in your projects, offering you our best service. If you need help for online advertising, content creation, reaching new clients, or any other marketing service we are always here to help.