Google Ads and Facebook Ads, both dominate the online advertising space. If you want to reach and engage with potential customers, then Google’s Search Network or Facebook’s News Feed is the place to be. Facebook currently has two billion monthly active users, while Google Ads reach billions of people each and every day.
- Business Goals
Google is Intent-Based and Facebook is for Brand Awareness.
One of the biggest differences between Google Ads and Facebook Ads is the search intent. Google searchers are specifically looking for something while Facebook users are shown ads based upon their interests. Google has a pull marketing strategy. Facebook is all about brand awareness.
Google is the biggest search engine in the world. Businesses can use Google Ads to target users who have an intent to buy products. Whenever a user types keywords related to your products or services, your ad will show up.
But Facebook Ads are different. Facebook enables businesses to advertise to people who aren’t necessarily searching for your product. They are going through news feeds and happen to see your ad when it passes through their news feed. They aren’t constantly searching for your product, but they still get exposed to your ad.
- Products Targeting
Facebook Ads are highly targeted.
Product targeting is a very important aspect of an ad campaign. Google and Facebook both provide product targeting options for their ads. Facebook has many targeting options than Google. Businesses can use Facebook ads to target ads based on demographics, locations, keywords, interests, behaviors, lookalike audience, custom audience, and many more other options. As a business owner, you should target your ads with combinations of these options to increase chances of awareness or conversions.
On the other hand, Google also gives your similar options like location, demographics, language, device, keywords and negative keywords. Google Ads effective targeting options will give a business quick results.
- Brand Building
Facebook Ads and Google Ads both are great platforms.
Brand building is essential for new businesses to stand out in the competitive markets.
With Google Ads, a click takes you to a company’s landing page, where branding, visual design, and sales copy send a strong signal to the user. If there are tons of ads and hyped headlines, they may question the trustworthiness of the company and immediately click off the site. Google takes note of this and may lower the rank of the website if too many people bounce off the landing page quickly. It is advisable to keep ads as relevant as possible to the user.
Facebook Ads allow for the leveraging of word-of-mouth and social proof, which is a powerful tool in advertising. When people see that their social circles like a particular product, trust barriers can be broken down much more quickly than with advertising alone. With Facebook ads, users see the ads on a regular basis. So, over the course of many interactions, they get to see what that brand is about before deciding to click through to their website or Facebook business page.
- Cost of Click
Both platforms have their unique pricing models.
Another major difference between Facebook and Google Ads is the cost-per-click (CPC) on each platform. On Google Ads, advertisers can spend more than $100 per click in really competitive industries, but on the Facebook, you can pay as little as $0.25 per click depending on your CTR and targeting factors of your ad.
Businesses who have limited budgets and want to build brand awareness can use Facebook for optimal results. Whereas, companies with higher budgets, wanting quick results can use Google Ads for their benefit.
Both of these networks excel when it comes to delivering results. Both ad networks have their own pros and cons. But as a business owner with a well-defined goal and limited budgets, you should use both networks effectively to boost your business.