Facebook Ads vs Google Ads: Is One Better for Your Business Than the Other?

facebook ads vs google ads

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Got a business you want to advertise online? Are you wondering if Google AdWords is worth it or if Facebook ads will do the job better? Let us help you with that.

In this article, we’ll show you how to advertise with Google ads and Facebook ads. We’ll also inform you about the benefits of Facebook ads vs Google ads. Which one is more fitting to advertise your business?

Well, read on to find out.

1. Reach and Audience Size

When it comes to the reach of Facebook vs Google, both reach all corners of the internet. The monthly active users in Facebook come up to 2.32 billion. Google announced in 2017 that it reached over 2 billion monthly users on Android alone.

In 2015 alone, advertisers on Facebook and Google rose to the millions. Google reached 4 million advertisers while Facebook reached 2 million advertisers. These numbers don’t include international advertisers so there could be even more.

Google has more direct relationships with advertisers. And while Facebook is a social network, it’s also the perfect place to drive a network business. In any case, most of your audience will have accounts on both platforms.

Guide your decision to pick an advertising platform. Are my target users active on this network? Is my product search-oriented or better shared?

2. Buyer Intent

What kind of business do you have? Are you looking to create awareness for your services? Or, are you trying to sell something people buy when they are ready?

People often look up things they need to buy, like a new TV. When they do, they do the search on Google. In this case, you want your search ad to pop up in their time of need.

Facebook is more a place of socialization and relaxation. It’s great for sharing short videos or photos of your business for better brand awareness. It’s not as great for getting leads to quick conversions.

If you own a retail store for appliances and such, it’s better to advertise with Google. If your business is a service, like a spa or a restaurant, advertise with Facebook.

3. Targeting Options

In 2016, 3 million companies began to advertise on Facebook. More than 70% of them came from outside the United States. There are many reasons why they liked Facebook ads.

Facebook’s targeting options will allow you to target customers based on where they live. Facebook takes notes of the demographics and interests of users. You can use this information to better get to your target audience.

The Like system that Facebook operates can track the behavior of the users. This is one more feature that allows you to better target consumers. You can target future prospects based on similarities to users’ current fans, customers, and website visitors.

Google ads will allow you to target locations when users search for you or your products. If you have products for specific demographics, you can target users by age, gender, and parental status. You will have options with language preferences.

Google takes notes of relevant keywords that customers use when searching online. Moreover, you can exclude keywords to refine audience targeting with negative keywords. You can also choose to show what you’re advertising on certain devices.

4. Ad Formats

Google’s PPC ads are text-based. Even so, there are a lot of features that advertisers can take advantage of to make their ads appealing. Ad extensions and site links are examples of customizable options.

Add location targeting and photos of your establishment to show its ambiance. Google Maps and Street View are great interactive guides that guide customers to you. Social proof like user reviews and ratings are available too.

These features give you many customization choices and control. The many features allow you to take advantage of visual and interactive elements. The thing about Google is it’s always experimenting for improvement.

In contrast, Facebook uses its audiovisual and visual elements to the fullest. Many Facebook ads blend in well with the other posts in a user’s newsfeed. Since they look like another posted video or image, they get as much or more attention.

Advertisers can exploit people’s incrimination to visual content to encourage conversions. The images are the major selling point for many advertisers. Facebook also makes use of social marketing as a digital marketing strategy.

5. Cost and Return of Investment

The cheapest CPC ad on Google AdWords is worth 1.55 CAD. That’s applicable only to ads for the e-commerce industry. If you run a business in the legal industry, you could pay 9 CAD per CPC ad.

Facebook CPC ads are cheaper than Google ads. Like Google ads, the prices vary with the industry you are advertising for. You can pay as low as 0.60 CAD for an ad in the apparel industry, or 5 CAD for an insurance ad.

CPC isn’t everything. You need to consider CPA to know how good your ROI will be. CPA will be different for every campaign.

How well-targeted are your ads? Were you able to get high rates for conversion? A high-average CPA will not always determine your PPC.

CPA for Facebook ads as an average across all industries amounts to almost 25 CAD. On average from all industries, Google’s CPA in AdWords are higher. For search, the average is 65.28 CAD and for display, it’s 100.68 CAD.

6. Facebook Ads vs Google Ads, Which One Is Better for You?

In summary, here are the pros and cons of Google AdWords vs Facebook ads.

The benefit of Facebook marketing is the ads are cheaper. Although, there is no guarantee that they will be coming back to buy from you again. A benefit of advertising online with Google AdWords is that your customers may be in the buying cycle later.

When you are looking to give your brand more awareness, Facebook ads is what you need. Using this also great for generating leads. If you want immediate sales, Google ads should do the trick for you.

Depending on what your product is, you may need to focus on Facebook ads or Google AdWords. If your business is releasing a unique, new product or service, use Facebook to spread the word. If your product is more general and there are billions of searches for it daily, opt for Google AdWords.

Advertise Your Business on the Right Platform

Deciding between Facebook ads vs Google ads depends on the nature of your business. Our guide here should help you decide which option suits your current plan.

But why stop here? Feel free to check out our other blog posts for more informative and helpful tips. Sign up to get newsletters about digital marketing.

You can also contact us for direct assistance. We’re always happy to accommodate do you when you visit our office too.

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BlackLight Media is a digital marketing agency that offers SEO, web design, social media marketing, conversion optimization, Google AdWords, and retargeting services in Edmonton, Alberta. We create customized marketing strategies that increase leads, optimized conversions, and deliver maximum ROI. Count on us for measurable results — we take pride in our proven track record and tried-and-tested strategies.

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