Google Ads vs Facebook Ads
Until recently, many advertisers saw Google Ads and Facebook Ads as competitors. The two companies’ long-standing rivalry, which was frequently dramatized by technology, and media outlets, was interpreted as irrefutable evidence that the two platforms were in direct competition with one another,
Businesses of all sizes needed to make a difficult decision about which platform was best for their needs; a false dichotomy that remains confusing and misleading to those new to online advertising.
Although the two platforms are sometimes positioned as rivals, nothing could be further from the reality in practice.
Many businesses are combining the benefits of Google Ads and Facebook Ads to gain maximum visibility, generate leads and sales, and locate new consumers, using diverse techniques that align with the functionality of each platform and achieving a fantastic return on their advertising expenditure.
Google Ads is an online advertising platform developed by Google that allows advertisers to bid to display product listings, brief advertisements, or videos to web users/visitors.
Facebook Ads, on the other hand, is a paid social advertising platform that is primarily used on Facebook.
This blog digs deeper into the debate between Google Ads and Facebook Ads in terms of audience size, buyer intent, ad formats, and targeting options.
What differentiates Google Ads and Facebook Ads? How do the two ad platforms work? Why you should use both as part of your overall digital marketing plan?
Difference between Google Ads and Facebook Ads
Before delving into the many advantages and disadvantages of Google Ads and Facebook Ads, it’s critical to understand the basic distinction between the two ad platforms.
Google Ads (Paid Search)
Google Ads, formerly Google Ad Words, is the world’s largest and most popular pay-per-click (PPC) advertising network. It has become so common that it has become synonymous with the term “paid search.”
Even while other platforms, such as Bing Ads, function similarly, the two names are used interchangeably.
Paid search relies on keyword targeting and the use of text-based adverts.
Advertisers who use Google bet on keywords, which are specific terms and phrases contained in the search query input by Google users, in the expectation that their advertising would appear alongside search results for these searches.
The advertiser gets charged a fee every time a user clicks on an ad, hence the term “pay-per-click advertising.”
PPC bidding and bid optimization is a complex issue that is beyond the scope of this article, but in essence, consumers are paying for the possibility of finding new clients based on the keywords and search terms they enter into Google.
Facebook (Paid Social Advertising)
Facebook Ads are an excellent example of “paid social,” or the practice of advertising on social networks.
Facebook has the most monthly active users (or MAUs) of any social network in the world, making it a highly competitive and potentially lucrative component of many businesses’ digital advertising strategies.
Although Facebook advertising is compared to Google Ads in that advertisers on both platforms are essentially promoting their business via the Internet, the similarities end there.
Unlike sponsored search, which helps businesses find new consumers through keywords, paid social helps people locate businesses based on their interests and online behavior.
The key distinction between Google and Facebook Ads is as follows:
Google Ads help you find new consumers, whereas Facebook Ads helps new customers to find you.
Now that we’ve established the fundamental difference between Google and Facebook Ads (or paid search and paid social), let’s look at the benefits of each platform and how these online marketing tools may be effectively used.
Advantages of Facebook Ads
According to the Marketing Report, the paid channel with the highest ROI is Facebook. Let’s look at some of the reasons for this.
According to a 2021 Statista analysis, Facebook is the most popular social media site, with over 2.7 billion monthly active users.
Aside from its vast audience, the platform has granular targeting options, allowing marketers to reach consumers based on demographics, behaviors, life events, and hobbies.
You may construct a “lookalike audience,” which is essentially your user persona, before running a campaign on the platform.
Facebook Adverts will then display your ads to people who fit your description.
One advantage the platform has over Google Advertising is that you can target your ads much more precisely.
Aside from that, you may be able to reach more users and achieve a higher click-through rate (CTR) by using Facebook Ads.
The Benefits and Strengths of Google Advertising
Google is regarded as the undisputed leader in online advertising since it is the most well-known and frequently used search engine in the world. Google provides advertisers with access to an unmatched and unprecedented potential audience of consumers who are actively looking for goods and services. Google processes more than 3.5 billion search queries every single day.
The Search Network and the Display network are Google’s two main networks that distribute its advertising options. Advertisers can place bids on millions of keywords and phrases on the Search network, which includes the totality of Google’s search engine, to target potential clients.
The Google Display, Network, which covers about 98 percent of the World Wide Web and offers advertisers more visual ads, like banners, is a great option for advertisers who want to achieve marketing goals that aren’t always as conversion-driven as those of PPC ads, like raising brand awareness on a significant scale using banner ads.
A Large Audience
The enormous reach of Google as an advertising platform is one of its key benefits. More than 40,000 search inquiries are handled by Google every second, for a yearly total of more than 1.2 trillion. This incredible search traffic is set to rise as Google grows smarter, which is partly due to its increased dependence on its own artificial intelligence and machine learning technology, Rank Brain. This will also enhance the opportunity for advertising to reach new consumers.
Simply put, Google has a larger potential audience than any other search engine. When combined with Google’s increasingly precise search results, Google is already a great complement to your digital marketing plan. However, it’s clear why Ad Words are the most well-known and commonly utilized PPC platform in the world.
Whoever has the biggest advertising budget somehow automatically “wins” at Google Ads is one of the biggest myths among people new to PPC. Fortunately, this couldn’t be further from the truth because Ad Words place more emphasis on the effectiveness and relevance of ads than on the amount of money that marketers spend.
The user is more likely to have a positive experience and, as a result, be more inclined to stick with Google as their primary search engine if an advertisement is more relevant to them. Because of this, Google Ad Words prioritizes relevance and quality over all other considerations. Because of this, advertisers who produce clever, relevant, optimized, high-quality ads rarely need to bid as much as those who produce subpar ads.
Even though some keywords may be more expensive than others, such as those in the banking business, which are typically among the most expensive of any professional area, the quality and relevance of an advertiser’s ad will have a significant impact on how much they must bid. The click-through rate, which is regarded as a solid indicator of an ad’s overall quality and appeal, is one parameter that Google values higher than others when determining quality and relevance.
User Experience + Relevance = Quality Score
Numerous Range of Ad Formats
The text-based advertising that Google showed alongside its search results when Ad Words initially started in 2000 (with a total of just 350 advertisers) were, to put it mildly, primitive, but they did feature many of the same components that can be seen in today’s ads.
Although PPC advertisements in Ad Words continue to be text-based, advertisers can benefit from a staggering array of capabilities to make their advertisements more attractive and alluring to potential buyers. Advertisers have access to an unmatched amount of personalization and control thanks to features like ad extensions, site links, social proofing like user reviews, location targeting, shopping advertisements, and a host of others. Even more advanced than the typical text-based ad experience, Google has introduced ad formats that are tailored to the particular requirements of particular types of businesses, such as hotels and car manufacturers. These formats include rich visual elements like high-resolution images and interactive map data.
Chances are excellent that there is an ad format or feature that will make your products or services more appealing to your target market, regardless of what you sell or to whom. Google is continuously introducing new ad formats and capabilities, giving marketers even more flexibility to reach new customers and grow their businesses.
The Benefits and Strengths of Facebook Advertisements
Facebook Ads (as it is currently known) may be a nimble newbie in comparison to Google Ads, but Facebook has actually been developing and enhancing its advertising platform for some time. Today, Facebook Ads is a leader in the field of sponsored social and has taken a prominent place in the digital marketing plans of many companies.
Unparalleled Audience Granularity
Facebook has a truly massive worldwide audience, similar to Google. Facebook has no competition when it comes to the size of its audience with more than 1.55 BILLION monthly active users, or more than one-fifth of the whole world’s population, and that doesn’t include dormant or occasionally used accounts. The essential power of Facebook’s enormous audience, however, rests in the potential granularity with which advertising may target Facebook’s users, not in the exposure of advertisers and their messaging to this enormous audience.
On Facebook, users virtually reveal every aspect of their lives. Every day, Facebook users celebrate life events with their friends and networks, from finding and getting married to partners to the birth of children or the thrill of new career advancements. Additionally, they look for and consume content that supports a wide variety of personal interests, ideologies, views, and values, giving advertisers a rare chance to customize advertising messages to target audiences in ways that were previously thought to be impossible or even unthinkable.
The ability for advertisers to build “lookalike audiences” is one of the most effective uses of this technology. Advertisers can submit consumer information from their own databases to Facebook, which uses filtering to match users with the uploaded information based on Facebook’s own data and data from third-party data brokers. By targeting new customers who share their existing customers’ interests and purchasing habits, advertisers can effectively double the potential reach of their adverts. This is done by creating a “lookalike” audience of users.
The same query is frequently posed by those new to paid social, specifically “Does Facebook advertising work?” The answer should be obvious by this point: yes, it does, and very well. Advertisers should think of Facebook as a tool to reach their target clients more intimately than they ever imagined, not as the world’s biggest potential billboard.
An Integrated Visual Platform
Contrary to their more text-based, text-based PPC counterparts, Facebook ads are incredibly visual. The best Facebook ads seamlessly integrate with the photos, videos, and other visual content in users’ News Feeds, allowing marketers to take advantage of not only the highly persuasive qualities of visual ads, but also to do so in a way that communicates the aspirational messaging that makes high-quality ads so compelling.
Facebook continually considers how it may provide advertisers with a greater marketing platform and users with a fulfilling, gratifying online experience, just like Google continuously tinkers with the formatting of its text-based PPC ads. Facebook used to require that ads on its platform include text that took up no more than 20% of the overall advertising area, but it has recently eased this rule. Nevertheless, Facebook continues to be a platform that is naturally visual, which is a key selling factor for many marketers, despite this significant change to its advertising administration.
The intricacy of Facebook Ads’ targeting possibilities, as well as the resources available to create stunning, compelling ads, frequently astound businesses and marketers testing the platform.
The potential return on investment that Facebook advertising offers, as well as how far resourceful advertisers can stretch a small ad spend on the network, are aspects of Facebook Ads that frequently catch newbies off guard.
Facebook’s affordable budgeting = potentially sky-high ROI
Facebook Ads are remarkably affordable, especially when considering their potential impact and the specificity with which advertisers can target their ideal audiences, even though the budget of a Facebook advertising campaign will vary greatly depending on a variety of factors, such as scope, and messaging, and overall campaign objectives. Facebook Ads are a very appealing option for small businesses and organizations with limited resources as well, not simply major brands with substantial marketing budgets, thanks to this incredibly competitive pricing. Facebook Ads are one of the most cost-effective online advertising options currently accessible, especially when combined with the exceptional potential returns provided by the platform.
Which Should You Use: Google Ads or Facebook Ads?
Google Ads and Facebook Ads are both extremely effective advertising systems that cater to almost any type of business. When examining the capabilities and possible applications of each system, it is clear that the two platforms should be considered complementary, rather than hostile.
While the two platforms share some similarities, the ways in which the two platforms have evolved independently of one another illustrate that Google and Facebook should be utilized in tandem, not in conflict.
Using both sponsored search and paid social is a highly effective advertising technique. It does, however, demand a dual advertising strategy that corresponds with the characteristics of each channel.
Although marketing language may and should be identical across Google and Facebook Ads, it’s critical to understand how to leverage each platform for maximum ROI and business success.
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