29 Feb Google Adwords Vs. Facebook Ads
So, you want to start advertising online.
Where do you start? What are your options? Which is the best platform for your brand?
Below, we take a close look at a couple of the most widely used online advertising platforms: Google Adwords and Facebook Ads. Observe the following factors to help determine the better option for your brand.
Ad Reach
Of course, the goal of any ad campaign is to increase sales. Effective targeting of prospective buyers is integral to a campaign’s success.
Google ads are targeted according to keywords as chosen by you, the advertiser. When these keywords match a user’s search, your ad is displayed next to or above the natural search results. Google ads target people based on what they’re looking for in that moment and so you are advertising to an audience that is already interested in you.
On the other hand, Facebook ads target people based on who they are. Facebook ads target users’ specific demographics, psychographics and interests, rather than their search phrases. As an advertiser, you are given a lot of options when it comes to narrowing down your target market. In addition to age, gender, location, brands are able to target users’ specific interests, hobbies or pastimes.
Additionally, Facebook ads allow you to create various iterations aimed at specific target markets, using different images and verbiage. By experimenting and testing your ads on various markets, you can find drastically different click-through-rates (CTR) and costs-per-click (CPC) as well as identify new and emerging markets.
Cost
Google and Facebook ads both use CPC and cost-per-mille (CPM) bidding models. However, Google’s CPC bidding model can be very competitive and it can be quite expensive for your ad to reach the top of the page on Google. The average CPC is much lower for Facebook ads – about one third of Google’s average CPC.
Usability
While Google Adwords offers helpful information and resources in its extensive support section, even basic Google ad management can be quite complex for new advertisers to grasp. For example, a startup brand who is unfamiliar with online advertising may not know which keywords they should target, how to monitor ad performance or how to track conversion rates.
Facebook makes it extremely simple for new advertisers. While they do not offer the same advanced level of tools as Google Adwords, Facebook makes it extremely easy for advertisers to create and target ads and offer basic statistics on performance. The process is completely user-friendly from start to finish.
Results
Due to the nature of search, the placement of Google Ads have more potential to drive sales. When performing a search, a user may be ready to buy right then and there and your advertisement can deliver on exactly what they’re looking for. Also, it is reported that Google Adwords provide increased CTR and better conversion rates.
It is true that search marketing can be very effective. However, Google Adwords can be complex and overwhelming for those with little experience. If you are not willing to put forward the effort to learn or cash to hire, you may want to consider another route.
Facebook ads are less likely to result in immediate sales. However, they are a great resource for building community and brand awareness. Facebook ads are somewhat slower, but can still be highly effective.
Which is better really depends on your brand’s current marketing goals. Which is more important at this moment in time: awareness or sales? Those brands just starting out and looking to build awareness and an online presence may want to give Facebook ads a shot, while those that are more established might want to consider Google Adwords.
What has your experience been like with online advertising?
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