Google Ads vs Facebook Ads: Which is better for your business?
While utilising Google Ads and being a success on this platform will contribute to you winning new business, Google Ads is not the only big player out there in terms of paid advertising. Many businesses consider using social media to gain brand awareness and lead generation, with LinkedIn being the top contender in this field.
Facebook, however, can often be last on people’s minds when they think of paid advertising – but why is this? It should come as no surprise to learn that Facebook has recently come under scrutiny for its advertising practices, but this by far doesn’t stop the social media giant from seeing success on its advertising platform, and Facebook can be an extremely powerful tool in which to gain leads and ultimately new customers.
So, Google Ads vs Facebook Ads: which is better for your business?
It comes down to two factors: what your goals are, and who your audience is. It’s really that simple.
Let’s look now at some of the great benefits both platforms offer.
Facebook is technically ‘cheaper’, depending on how large a budget you want to work with. Facebook offers less cost per click, so it’s great for small businesses, those on a tight budget, or if you want to try another stream of activity without having to consider the serious risks associated with cost.
Facebook is different to Google Ads in that it doesn’t require high bidding for a keyword compared to the latter, and keyword quality scores are not relevant. This is mainly because Facebook’s audience segmentation and targeting are very specific compared to Google Ads, so you know exactly who you’re targeting and what content they’ll receive.
Content on Facebook can also be very creative – in fact, it’s encouraged – including videos, animations, and surveys as a form of advertising is extremely attractive for Facebook users, whereas Google Ads are very text-based and require much more impactful calls to action.
The great benefit of Facebook is also dependent on what industry you’re in and who your competition is. Some keywords, for example, require a large amount of bidding even before you start looking at aspects such as quality score and landing pages. If you’re on a limited budget you may find it difficult to compete in the Google Ads space.
Similarly, Facebook users respond well to B2C businesses compared to B2B; content that’s easily shareable will help you go far on Facebook Advertising platform, and because of how the targeting is set up on Facebook you will have a much easier time advertising here if you’re in the B2C industry.
Targeted advertising is great on Facebook – you can select who you want to see your content based on life events (birthdays, graduations), interests (music, hobbies), and specific user aspects, such as age, gender, and location.
Google Ads’ audience targeting is much broader than Facebook – you can only target based on certain parameters, such as location, device used to browse, and the likelihood of revisiting your site. That having said, Google Ads is great for wider targeted audience lists. Display advertising, for example, will repeatedly try to capture visitors after leaving your site, so they’re more likely to come back to your products and services. Display ads can also appear on sites matching your industry, so you’re more likely to attract the right person (great for B2B companies).
Ultimately, to decide which platform is right for you, you should consider what your goals are: is it to generate brand awareness or generate leads? If you want to do both, then it makes sense for you to utilise both platforms. If you’re more interested in generating brand awareness or if you think you have a truly unique offering, Facebook Ads is the place to go. If lead generation is your core business objective, then Google Ads is the platform you’ll find easier to dominate.
The benefit of Google Ads, then, is its wider audience targeting. Businesses can use Google Ads if they’re unsure who their exact audience is or what types of people will be interested in their products and services. Google Ads are also great for expanding into other sectors, such as crossing from B2B to B2C services and vice versa and branching into new vertical markets.
Because of high-hitting calls to action, it’s very easy to be a big contender in the Google Ad space if you have the resources and budget. In addition, if you have the right calls to action and landing pages set up you can quickly convert prospects into buyers, whereas Facebook advertising can be very much about the long game depending on how you use it.
In conclusion, it makes sense to leverage both Google Ads and Facebook Ads to help your business reach its commercial goals. Facebook advertising can feed quite nicely into Google Ads, as more and more people become aware of your brand presence across more than one channel.
Both Google and Facebook have their risks and benefits, but once you achieve the right balance of both, you will quickly see success.
Five points to consider when choosing Google Ads and Facebook Ads
- Determine company size and budget – remember that not all large businesses have a large marketing budget, and vice versa – it depends on the structure and goals of the company.
- Decide what your main goals are – what do you want to achieve – brand awareness, sales, or a mixture of both?
- Think about how you’re positioned in the market – are you going to bid against big competitors or are you unique to your industry?
- Target the right people, and help them through the sales funnel – who do you want to buy your products and services? What do you want them to do after they’ve seen or interacted with your content?
- And finally, be flexible – digital marketing is ever-moving, and so should you if you want to dominate Google and Facebook Ads.
Whether you choose to advertise on Google or Facebook, or you decide to leverage both, we can help – contact us today for a free health check.