Paid Ads: Google vs. Facebook

What is best for your business?

These days, a critical aspect of making a small business successful is by paying for online advertisements. However, it’s easy to get confused by paid advertising platforms and even easier to waste money on them.

The first thing to understand is that one of these platforms is not better than the other; they are both great online advertising platforms! The “best” one really just depends on your type of business, its goals, and your target audience.

Google Ads is an online advertising solution that businesses use to promote their products and services on Google Search, YouTube, and other sites across the web. Google Ads also allows advertisers to choose specific goals for their ads, like driving phone calls or website visits. With a Google Ads account, advertisers can customize their budgets and targeting, and start or stop their ads at any time.

Advertising from your Facebook Page can help you reach people who care about your business, product or service. You can boost a post, promote an event, get leads or even encourage people to shop on your website. There are many different ad types and the first step is choosing the ad that supports your business goal.

There are 2 main options for types of advertising spend.

The difference between an impression and a click is simple — in fact, the definition is all in their names. With an impression a user only sees an advertisement. An engagement, or a click, happens when the user actually follows through and clicks on the ad. While engagements are ultimately more valuable, impressions are still an important metric for mobile marketers.

Impressions: Facebook campaigns pay over time.

Clicks: Google Ads pay per click

Google Ads Audience Targeting

You can add audience targeting to ad groups and reach people based on who they are, their interests and habits, what they’re actively researching, or how they have interacted with your business. Audience targeting can boost your campaign’s performance by reaching people browsing websites, using apps, or watching videos.

PLATFORMS

Additional reach with audience:
Besides searching at Google or scrolling in Facebook feed.

Facebook – Instagram – Messenger

Google – YouTube, Gmail, Apps, other sites that use google ads

LOCATION, AGE, & INCOME

Maximize your reach among your target audience by specifying a location, age range, and income range. This allows you to target or exclude consumers that will or won’t be interested in your product or service.

More Info: Dive Deeper!

Every marketing campaign needs a goal, whether it’s to sell a product, get leads, or simply to increase awareness.

Google Ads offers 7 different goals:

  1. Sales
  2. Leads
  3. Website traffic
  4. Product and brand consideration
  5. Brand awareness and reach
  6. App promotion
  7. Local store visits and promotions.

The goal you choose will affect the available design options when creating your campaign display.

Similarly, Facebook offers 10 different goals:

  1. Get More Leads
  2. Get More Messages
  3. Get More Website Purchases
  4. Boost a Post
  5. Boost an Instagram Post
  6. Get More Bookings
  7. Promote Your Page
  8. Get More Calls
  9. Promote Your Business Locally
  10. Get More Website Visitors

Again, the goal you choose will affect the available design options when creating your campaign display.

More Info: Dive Deeper!

Google Ads is split into two networks called the Search Network and the Display Network. When advertising on the Search Network, ads show up as text-based search engine results. On the Display Network, “display ads” appear as visual banners on a larger network of sites across the internet.

Google offers 8 campaign types for your creative:

  1. Search
  2. Display
  3. Shopping
  4. Video
  5. App
  6. Smart
  7. Local
  8. Discovery

You have many options for ad placement with Facebook, including Instagram, Messenger, and Audience Network. You also have different types of content to choose from when creating a Facebook ad. Text, image, video, carousel, and collection ads are visual content options.

Facebook has different creative options for the various goals. The most common format is with an image or video:

The “Get More Loads” creative also includes a form to collect user submitted data.

More Info: Dive Deeper!

Which One Is Better?

Well, that depends on a few things: what type of business you run, what your goals are, and how much money you want to spend…

If you have a business that provides a service (house and lawn maintenance, spas and salons, mechanics, etc.), you may want to consider using Google Ads so that you can be found when potential clients in your area search for your service. If you are trying to sell a product, increase engagement on your content, or spread awareness of your brand, Facebook Ads would work best for you.

Facebook is constantly collecting data on every Facebook user such as the pages you follow, topics you like, content you engage in, etc. This data helps businesses target a specific audience for their ads; this is why you often see ads on your timeline that interest you or are related to things that you engage in on the app.

Google Ads is search based advertising where businesses target users based on what they are putting into the Google search engine (keywords). Google targets audiences based on relevancy to keywords entered into a search engine, while Facebook targets users based on their interests.