Google Ads and Facebook Ads are two important parts of PPC advertising. Both of these aspects boost businesses’ sales and maximize their sales. Google handles more than 22 billion searches daily, while Facebook has an estimated 3.065 billion daily active users. There are many similarities between these two platforms however, their differences will determine which is the better fit for the client’s campaigns.
Selecting the right advertising platform between Google Ads and Facebook Ads can impact your business’s online marketing success. Both platforms offer wider reach and specific targeting, but serve different purposes. The decision of choosing any one depends on various factors.
In this article, we’ll learn the key differences and similarities between Google Ads and Facebook Ads, when to use each, and how to use Google Ads and Facebook Ads together!
Difference between Google Ads and Facebook Ads
To understand which ads will work best for you, you must understand the difference between Google Ads and Facebook Ads.
- Size Of Audience: Both Google and Facebook have tremendous reach. Google handles more than 22 billion searches daily whereas Facebook has estimated 3.065 billion daily active users. Your target audience is on both platforms, hence you can’t determine which platform you should choose only on the basis of audience size. You must ask a few questions such as is your target audience active on these platforms, is your product search oriented or social?
- Buyer Intent: Google Ads almost beat Facebook Ads, when it comes to buyer intent. Consider what type of customers your buyers are, do they search for their products, etc. For example, If a person’s car is damaged, they will start searching for car repair. Search Ads would place the relevant ads of such potential businesses to buyers when they need their services. A person will not remember a car repair service company that they saw on Facebook. In such a scenario only Google Ad will help.
- Targeting: Facebook is ahead of Google in advanced targeting options. Facebook lets you create an audience based on a large list of interest and behaviour. Facebook allows you to be very specific with your audience. If your target audience is niche, then facebook is most ideal for you. Facebook offers a valuable tool such as lookalike audience, which lets you advertise to people similar to your target audience.
- Ad Format: If you want more creativity, then Facebook is ideal for you for building brand awareness and customer loyalty. Whereas on Google Ads, you have a small block of text to catch customers eye on SERPs. You can use ad extensions for additional text and information. However it is limited to text in search ads. Facebook lets you use a mix of videos, images, carousel ads etc.
- Cost: The cost difference between Google Ads and Facebook Ads depend on advertising goals, target audience etc. In Google Ads advertisers bid on specific keywords and the highest bidder wins the placement. While on Facebook on ad placement. However, Facebook’s algorithm considers multiple factors. The CPC varies by industry however, the average for Google is approximately $ 2- USD 4 for search ads, while for Facebook it is $0.70-USD USD 2 for feed ads.
When to use each Ad
Now that you know the difference between Google Ads and Facebook Ads, let us learn when to use each ad
When to Use Facebook Ads
Facebook ads target a particular audience that has shown affinity to your products or services. Facebook ads can be set up to enhance site traffic, impressions, and average click-through rate (CTR). Facebook ad campaigns also give you a lot of flexibility where you can control your budget. Such as daily budget, cost per result, etc. You can also choose when you want facebook to bill you, such as by number of clicks or views. Facebook is the second ad seller in the US after Google.
When to Use Google Ads
Google Search Ads show ads to relevant people who are searching for a solution to a certain problem. It helps in driving the qualified traffic to your businesses who are searching for your services by using a specific keyword. Setting up an ad campaign in Google Ads involves selecting keywords, creating ad copy, targeting criteria etc. Google Display Network expands your clients reach by presenting image and text ads on sites that run Google Advertising. It helps in generating awareness and remarketing.
How to use Google Ads and Facebook Ads together
There are many ways and situations where Google and Facebook Ads work together to boost awareness, engagement and conversion rate. There are multiple touchpoints between when a person is exposed to your brand to finally making a purchase. For example people who see your brand on Facebook ads may have more interest in knowing about your brand. It is an excellent opportunity to use your brand name as a keyword in search campaigns and then align the messaging to current Facebook ads. This strategy helps in pushing the cold Facebook audience to know more about your brand on Google. It strengthens the overall marketing message and shows reliability. Facebook ads help in building brand awareness, while Google retargets for conversion. However you can reverse the situation. Where a user might click on a Google search ad and add something in their cart and Facebook ads remind them of items in which they had previously shown interest.
Utilizing the power of both paid search and paid social is an effective advertising strategy. However it is important that these both are aligned to each other. The marketing message can remain constant across both platforms, but it is important to use each platform to its strengths to ensure a higher ROI and growth rate. Learn more about how to maximize the impact of Facebook ads and Google Ads, email us at info@lumia360.com or call us at 514-668-5599. Lumia 360 lets you design your ads in an effective way that engages your audience and helps in enhancing the leads generation.
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