Facebook Ads vs. Google Ads
Exquisite Enterprises Inc.
A?creative firm that provides branding and marketing services to companies across the Southeast and Midwest?of the USA.
The majority of individuals are becoming enamored with the hoopla around the use of Facebook advertisements, particularly if they have previously attempted and failed to use Google ads on their own.
The truth is that Facebook and Google are two very distinct platforms that target certain buyer types in very different ways.
However, both generate enormous profits:
Which one is best for your company, then? That depends on a variety of variables; it might be Google, Facebook, or even both.
1. Needs vs. Wants
Whether your product or service is a need or a desire for your customers should be your primary concern when choosing where to place your advertisement. People look for things when they need them. They shop for items when they want them.
Facebook Advertisements: Because Facebook ads are displayed in locations where users may not be interested in seeing them, we refer to them as "disruptive ads" because they interfere with users' interactions with the platform. As a result, they serve as a modern replacement for conventional forms of advertising, including TV, radio, and print.
In light of this, Facebook is ideal for promoting goods and services that people want, even though they may not have actively searched for them otherwise. This is because, with the right targeting and a tempting offer, a person may be persuaded to buy passively.
Google Ads: On the other hand, most of the advertisements that Google serves are only displayed when a user interacts with one of their search engines, such as Google search or YouTube. Customers that are actively looking to purchase your products are targeted with this sort of advertising, known as intent-based advertising.
Given the opportunities Google provides to obtain a far more qualified click, these clicks often convert into leads and sales at a considerably higher percentage. Having said that, targeting your ideal consumer is also much harder if they aren't currently searching, which may limit your reach and provide problems, especially if you're only running a temporary campaign or offer.
2. Ad Targeting
Depending on what you know about your target audience, it's also crucial to take into account the methodology used to decide who sees and who doesn't view your advertisement.
Facebook Ads: Facebook enables some of the most sophisticated targeting techniques, especially if you are familiar with the characteristics of your ideal client. When running advertisements, Facebook will definitely allow you to take advantage of the fact that it likely knows more about you than anybody else does.
Facebook ads allow you to target by:
Although Google gives you many of the same options, Facebook does have one distinct benefit. If you don't know who your ideal customer is, you can upload an email list of previous clients, and Facebook will create a profile for you based on that information!
This is known as a lookalike audience, and it enables you to target clients who share the same characteristics as those who have previously made purchases from you.
Google Ads: Identifying the search terms or keywords that users on Google's network are using in Google's search engine is the main method of targeting them. If you haven't done it numerous times previously, this task might be difficult and time-consuming for the inexperienced.
In addition to keyword targeting, Google also gives you the option of focusing on clients who are actively looking to buy something or who have a pre-existing interest in what you're selling.
When Google notices a brief change in your online activities that favors purchasing a certain item, such as a new automobile, this is referred to as "in-market targeting." You might look for this over the course of a couple of months, then give up looking for it for a while. This explains why you'll start to notice advertisements for products that usually make a lot of sense.
There is also a ton of proof that Google is using the information it gathers from your phone to display advertisements for products you haven't even searched for, just because your friends brought them up in conversation! Crazy!
Similar to in-market targeting, affinity targeting focuses on the goods that a consumer enjoys and/or frequently purchases. For a compulsive shopper, this might be shoes or clothing.
In conclusion, each platform has distinct advantages. If you want to be creepy by focusing on a very specific type of person, choose Facebook. Choose Google if a specific habit or interest that the user has shown works better for you.
3. Types of Ads
Both ad networks have particular benefits and drawbacks in relation to certain ad kinds. You should carefully select platforms depending on whether you're creating a long-term advertising campaign that will endure over time or a short-term effort to advertise a sale.
Facebook: Unlike most Google ads, which are text-based, the majority of Facebook ads are typically delivered in a much more visual way. This means that by demonstrating what you have to offer to clients rather than simply telling them, much more value may be communicated.
Since Facebook allows you to use images and videos in every advertisement, you may create a far more alluring offer that provides more information about what you are selling prior to the click.
Even on Facebook itself, you'll frequently come across long-form lead ads that are intended to convert and gather your information.
In this aspect, Facebook offers advantages when it comes to establishing brands, advertising goods or services that people aren't currently looking for, or disseminating information to a specific target.
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Google: Since the majority of Google advertisements (display ads excepted) only allow you to present text, you are forced to rely far more on telling than on showing, which is less effective in today's society.
Having said that, Google provides some interesting options, including competitor targeting, sponsored Google My Business Listings, and the capacity to display practical call extensions directly in advertising.
Use Facebook to establish your brand and present your goods and services in a more appealing way. When attracting a customer's attention is more of a timely and opportunistic affair and appearance is less crucial, choose Google.
4. Bidding Strategy – How You’re Charged
While it might seem like Facebook and Google provide the same kinds of bidding tactics, in reality, they couldn't be more dissimilar.
Facebook: The way you're actually charged for Facebook ads is one of the most frequently misunderstood facts. While Facebook gives you the option to choose how you want to be charged—for instance, for impressions, engagement, clicks, conversions, leads, etc. Facebook will always bill you on a CPM basis. (Price per 1,000 Impressions)
What does this mean in practical terms?
Regardless of the user's participation, you are charged when your advertisement is displayed to them.
Additionally, you'll spend more if other advertisers are vying for the attention of the same individuals, such as CEOs or other high-profile positions.
To get the most out of your advertising budget, it's important to design your ad with a high click-through rate (CTR), also known as an engagement rate. The cost-per-click for advertising with a higher CTR will be substantially cheaper because you are already paying for the impression.
Google:?In contrast, Google always assesses fees based on clicks, and frequently the cost per click is significantly greater due to higher user intent.
In order to ensure that you only pay when someone clicks your advertisement with a greater intent, a strong Google bidding strategy will be centered on luring the right-click.
To avoid wasting money on ineffective clicks, precise ad content to convey your message and effective targeting are all the more crucial.
Pro Tip:?Target cost per acquisition is another fairly successful bidding technique that Google provides. This sort of campaign, known as a cost-per-action (CPA), gives Google the creative leeway to adjust click pricing based on the level of intent it detects in a given user, as long as a target lead cost is maintained.
Google will automatically increase its bid if it believes there is a very high likelihood that a person will convert.
As an alternative, Google will bid less aggressively if it detects a reduced intent to convert.
In conclusion, Google's advertisements are charged based on clicks, whereas Facebook's advertisements are taxed based on impressions. Design Google advertisements for maximum intent and Facebook ads for maximum interaction.
5. Life Expectancy
The term "ad life expectancy" describes how long an advertising campaign will endure and how well you anticipate it working overall.
Facebook: Facebook advertisements have a shelf life. Facebook uses its algorithm to optimize and improve its targeting while it learns about your campaign throughout the first few days and often the first couple hundred dollars of targeting. Metrics should be somewhat erratic, and the cost per click should increase.
You'll often start to notice rising performance indicators once Facebook has finished its learning phase, and ultimately your ads will start to get stale. The size of the target audience has a major impact on how long an advertising campaign will endure. Your cost per click will increase once your audience has viewed your advertisement more than once and has made a decision about whether or not to interact with it. This often lasts no more than 1-2 months, but it may be 3–10 days or even a few weeks.
At this stage, you should update your ad wording and design and possibly think about targeting a different group of people.
Due to the additional effort involved in designing and writing ad copy on a more frequent basis, an agency will typically charge a higher management fee for Facebook advertising.
Google:?A properly configured Google campaign typically has a strong initial performance and keeps getting better over time. Google will quickly determine which of your ad copy variations performs best as data is gathered and give it precedence over the less effective ad copy.
In addition, a competent Google partner will constantly be brainstorming fresh keyword ideas and avoiding clicks on irrelevant negative terms.
A top-notch Google partner will also try to increase your landing page conversion rates and ad quality scores, finally creating for you an advertising strategy that generates leads for a lot less money than your rivals.
Google ad campaigns typically have an indefinite lifespan and get better as they get older.
Choose Facebook advertisements as a result when you have a limited-time offer or promotion that can be alluring to a specific user demographic. Because Facebook advertising is disruptive, you'll need to be more persuasive to convince users to take their money out of their wallets and click on your ad.
If you want to create a long-lasting marketing plan that will endure and consistently generate leads for new clients, go with Google advertisements. You don't need a unique offer to get Google clicks, but you will need a strong competitive edge because your ad is probably right next to another one or two competing businesses' calls to action.