June 27, 2018

Facebook Ads vs Google Adwords

Google AdWords and Facebook ads dominate the online advertising space.

When it comes to online advertising, you’ve got choices. There’s the well-known Google AdWords, and then there’s the equally as powerful Facebook Advertising.

If you’re a business owner, you’ve probably found yourself thinking “Which should I be using?” or “Which is best for my business?”.

While each service has their pros and cons, if we are being honest the simple answer is you should be using both.

Both of these networks excel when it comes to delivering results.

So, when it comes to Facebook ads vs Google AdWords, which platform is better?

Google AdWords work great for Demand Fulfillment where someone’s looking for Silver BMW 328i in a specific zone. If your ad is the winner of the bid for your keywords, you should appear on the 1st page of Google Search results.

But if you are interested in Demand Generation for specific demographic buyers with “interest” and “spending behavior” you should use Facebook.

In a nutshell, Facebook helps business find prospective customer and Google Adwords helps prospective buyers to find business.

Which one is right for your business? Well, that’s what we’re here to find out.

Here’s how to make the right choice for your business.

What Is Google AdWords?

Before we go on, what is Google AdWords?

Google is the world’s largest search engine. Bing and those other ones are a distant second, third, and fourth.

Google AdWords is a great place to advertise if you’re looking to tap into that enormous search traffic.

On Google AdWords, there are a few common ways to advertise and get your brand in front of new users:

  • Search network: the search network allows campaigns to appear for searches based on keywords like “plumbing service sydney.” Search network ads show up at the top of Google search results, like this:

  • Display network: The display network campaigns show your ads on websites and apps when your keywords are related to the site’s content. These ads can come in forms of videos, images, and more.
    Here is what the typical display ad looks like:

 display network campaigns

(Image Source)

  • Google Shopping: Shopping ads are eCommerce-based ads that allow you to show up for relevant, high-intent searches based on direct products.
    For example, when someone searches for fitness shoes, your product can show up:

  • Video: Video-based ads let you show ads on streaming sites like YouTube and across the Google Display Network as well.
  • AdWords Retargeting: Google allows for sophisticated retargeting, so that you can remarket to that lost customer and win a sale.

These are some of the most common types of advertising on Google AdWords.

There are other options, of course. But these will generally be your go-to ad formats with AdWords.

Now that you have a handle on the basics of advertising, let me explain who this platform is going to work for:

Almost everyone.

I know – that was super anti-climactic.

According to Google, advertisers on their platform make $2 for every $1 spent.

That means that doubling your investment on their platform is commonplace.

If you sell products online (e-commerce), you can easily take advantage of Google shopping ads.

If you are a locally-based company looking to get more sales, you can create location-based campaigns on the search network or even on Google Maps.

Looking to land more clients for your law firm or Accounitng ? Search network ads based on specific keywords are among the highest converting, anywhere.

Google AdWords excels when it comes to driving traffic with the intent to convert.

For example, when someone searches for a keyword like “plumber near me,” they’re most likely going to call the first few plumbers they find.

You know from simply reading that keyword that they are looking to solve problems fast.

And that’s the main difference from Facebook ads.

Facebook Ads:  

Why do people use Facebook?

Are they looking to search a keyword and solve a problem? Do they need a plumber? Obviously not.

Facebook is a social network. Which means most people aren’t going there to find plumbers. Or sign up for services. Or buy products.

But that doesn’t mean it’s waste of ad spend, either.

This statistic shows the number of Facebook users in Australia from 2015 to 2022. In 2020, the number of Facebook users in Australia is expected to reach 11.23 million, up from 10.59 million users in 2017.

(Image Source)

And with such a diverse and large user base, you have a great shot at finding success.

Facebook ads often come in the form of news feed style ads that integrate directly into your Facebook feed:

You can currently advertise on mobile, desktop, Instagram, and even through Facebook Messenger.

On Facebook, you can cater to a variety of different goals for your advertising:

facebook marketing objectives

Want to drive brand awareness and likes on your business page? You can easily do that.

Need to get more leads? They’ve got powerful lead generation ads.

Want more traffic to your blog posts or engagement on your site? Check.

Need to drive more sales and store visits? Check.

The options are just as diverse, if not more diverse than what Google AdWords has to offer.

But remember: the intent is different.

Facebook also excels when it comes to targeting audiences for your advertisements.

They have “Custom Audiences” that allow you to target users by diverse demographics including job title, seniority, income level, and even things like hobbies or favorite TV shows.

You can get extremely specific with custom audience targeting.

Now, let me address the burning question that you still have lingering in the back of your mind:

Is Facebook advertising right for my business?

Here’s the answer:

More than likely, yes it is.

Here’s why.

Just about everyone and anyone you know are on Facebook. Meaning B2B and B2C companies and their employees are all using it.

Anyone from your local diner to a major tech company is going to be on Facebook.

On top of that, the minimum ad spend is $1 per day, and they have the lowest cost per 1,000 impressions in advertising history.

In fact, it averages around $0.25 per 1,000 impressions.

facebook cost per click

(Image Source)

That means that spending only a dollar each day on the platform can get you in front of 4,000 new people that might have otherwise not heard of your business.

You could spend as little as $30 monthly and still get thousands upon thousands of impressions for your business.

Should you invest money in Facebook ads to take advantage of lower costs and excellent demographic targeting?

Or should you funnel your cash into Google AdWords to take advantage of strong search intent that leads to higher conversions?

Or… should you do both?

Google AdWords vs Facebook Ads: Do You Have To Choose?

So. Google AdWords vs Facebook Ads. Two very different advertising platforms, with different benefits.

Google AdWords and Facebook ads are both exceptional places to advertise your business.

They’re relatively cheap (depending on your industry). And each has billions of users with diverse audience targeting options.

So what’s the deal?

Is one better than the other?

Obviously, the answer is highly dependent on your unique scenario. However…

What is your end goal?

What are you looking to get out of this?

If your answer is sales, leads, consultations, or anything of that nature — both platforms will be perfect for that.

If your answer was brand awareness or social following, Facebook is the place to be.

If you want to sell products or just about any other category, both platforms can do the trick.

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