If you’re planning on spending part of your ad budget on PPC (pay-per-click) advertising, you may be wondering whether Facebook Ads offers a better return on investment compared to Google Ads. Should you be using paid search ads with Google AdWords, or paid social ads with Facebook?
In this blog, we’ll be taking a look at how Google Ads compare to Facebook ads. We’ll look at the benefits of both platforms, and help you understand how you can use each one in your ads campaigns to bring in more customers and sell your products or services more effectively. Let’s get started.
How Do Google AdWords And Facebook Ads Differ?
Before we begin talking about the benefits that each service can offer for your digital marketing strategy, we’ll begin by discussing the basics about Google AdWords and Facebook Ads, and how these two services differ. Let’s get started.
What Is Google AdWords?
Google AdWords is a paid service that places your ads on Google search results for a fee. When Google searches are conducted for a specific keyword, you can “bid” on that keyword, and pay to have your ad placed on the page alongside “organic” search results. Your ad is integrated naturally into Google searches and will appear next to a wide variety of relevant pages.
For example, you could buy an ad for the keyword “Chinese food near me.” Then, when a customer searches this term, your ad will likely be displayed alongside the other results for this keyword. Basically, you’re paying for the potential to find new customers based on the search results they see when they search for a particular term on Google.
Like most other paid internet advertising services, it uses a pay-per-click (PPC) model, which means you pay a certain amount of money to Google every time someone clicks your ad. If your ad is not clicked, you don’t pay.
The Google search engine is the most widely-used search engine in the world, so obviously using PPC ads is a great way to build brand awareness, advertise your products and services, and make the most of your advertising budget.
What Are Facebook Ads?
Facebook Ads is the advertising arm of Facebook, which is arguably the largest social media company in the world, given that it owns both Facebook and Instagram, as well as WhatsApp.
Using Facebook Ads, you also have a lot of options for ad formats. You can place ads directly on the newsfeed of a customer, before a video, on the right-hand side of the Facebook homepage, and more. You can also integrate images, video, and other types of ad formats more easily, and you have more room for text headlines and body copy compared to Google Ads.
Social networks like Facebook are extremely popular – it had more than 2.6 billion active users in the first month of 2020 alone, and people spend an average of more than 2 hours per day on social media. This means that Facebook Ads can be a powerful tool for building brand awareness and advertising your goods and services.
What Are The Benefits Of Google AdWords?
So, now that you know the basics of both Google Adwords and Facebook Ads, let’s start by discussing the benefits of using the Google AdWords platform to sell your goods or services.
Enormous search volume
It’s been estimated that Google handles around 70,000 searches per second. That means there are about 5.8 billion searches each day, and more than 2 trillion searches per year. Google is, by far, the market leader in search engines. It has about 72% of the desktop market share worldwide, and 92% of the mobile market share.
Chances are that if your customers are looking to purchase your goods or services, they’ll do a Google search to find you – so that gives you the perfect opportunity to capture them with a Google ad and turn them into a paying customer.
Works together with website SEO
It can be extremely hard – or impossible – to use SEO to rank for certain frequently-searched keywords without placing a paid advertisement. Other, well-established websites may push yours onto the dreaded “page 2” of Google search results.
While a great SEO strategy is definitely essential, and you should focus on organic search along with paid search, Google AdWords can help you compete and bring in customers who search keywords that you normally may never be able to rank for, allowing you to bring in more customers.
Users may be more likely to convert
This is a huge benefit for some small businesses. If a customer is searching for a particular keyword, like “Chinese food near me” or “top electronic gadgets 2020,” chances are that they are deep into the “sales funnel” and are more likely to make a purchase.
If you create a high-quality advert and pair it with a landing page for your website that will encourage a potential customer to buy your goods or services, you can dramatically increase your conversion rate.
Offers a variety of ad targeting options
Google doesn’t just let you target keywords. There are ways to use AdWords to show your ads to people who have specific interests.
You can choose to serve your ads based on things like user location, age and language, type of device (mobile or desktop, for example), specific hours or days of the week, and more. This can help you refine your ad campaign and spend less on ad placements – while still increasing your conversion rate.
Excellent analytics tools
Google has great analytics tools for AdWords campaigns. You can view and filter conversions and ad interactions based on demographic info, time of day, and other information, and use this info to A/B test your ads and create more effective ad experiences
What Are The Benefits Of Facebook Ads?
Now that we’ve gone over the benefits of Google Ads, let’s discuss the advantages of Facebook Ads, too. Compared to Google Ads, Facebook Ads does have some distinct differences and unique benefits.
Extremely granular targeting options
Facebook has the advantage of knowing just about everything there is to know about its users, from their age to education, place of work, where they live, connections with family and friends, “likes” of pages, Facebook groups, and more.
This means there are hundreds of unique options you can use to build target audiences for your products. By building targeted audiences to serve ads to those who are the most likely to buy your products or services, you can increase the efficiency of your ad campaigns.
Easily create “lookalike audiences”
A “lookalike audience” is an audience automatically generated by Facebook to match the demographics of one of your existing target audiences. This feature lets you quickly and easily expand the reach of your ads – while avoiding serving up ads to people who may not be interested in your products or services.
Inherently visual ad network
Facebook, compared to Google AdWords and related Google Ad platforms, is a lot more visual. You can use one image or multiple images in a carousel ad, or even incorporate video into your ad. You also have more space for ad copy, so it’s easier to explain the benefits of your company, products, or services, and create eye-catching ads that will convert viewers into customers.
Users spend a lot of time on the site
Google may have a lot of users, but most people don’t spend hours at a time searching Google keywords and viewing search results. Rather, they’ll search a couple of terms, find a relevant website or article, click it, and start looking at a different website.
Facebook is different. People spend a lot of time on the Facebook website or app. As mentioned previously, most people use social media for at least 2 hours a day, and Facebook is a large component of social media usage.
By placing ads on Facebook, you can naturally integrate your company into the social feeds of potential customers – and they’ll likely see your ads multiple times, since they’ll be spending so much time using Facebook.
Because Facebook offers extremely granular ad targeting options, it’s easy to maximize your ROI by only advertising to people who are likely to purchase your products or services. In addition, it’s usually cheaper to advertise on Facebook than it is to use Google Ads, though this can vary quite a bit based on the keywords or audiences you’re targeting.
Google Ads Are Complementary To Facebook Ads – You Should Be Using Both!
Google Ads and Facebook Ads are often seen as “at odds” with each other – but this is not the case. They’re both useful, and you should be using both in your social media and paid search marketing strategy.
Facebook is great for serving targeted ads to specific target audiences, while Google AdWords is excellent for targeting people who are likely to click your website and convert to paying customers. Both tools can be very useful – and you should use them both.
Need help? Confused? Not sure where to start with PPC ads from Google and Facebook? Australian Internet Advertising is here to help. Contact us online or give us a ring at 1300 304 640 for a consultation.