As digital marketing strategist, I’ve been asked this question by dozens of clients. “So Google Ads vs Facebook Ads, which is better for my business?”
And almost every time I have a similar response – it depends!
First, you need to understand that Paid Advertising is a major part of digital marketing. When it comes to paid advertising, there are two major players. Facebook Ads and Google Ads.
Both are great online advertising methods, and yes one can be better than the other depending on your business, your target audience, and your goals.
And as a digital marketer, I keep getting this question over and over again.
What is better? Facebook Ads or Google Ads?
Some say Facebook Ads work for them and bring results. Some say Google Ads work for them very well.
But what is the truth?
Let’s take a look, shall we?
Google is the world’s largest search engine, with more than 75% of the search engine market. Bing and those other ones are in a distant second, third, and fourth place.
There are more than 5 billion Google searches everyday.
People search on Google because they want something.
In Google, you will not have much information about who the audience is but you will know what they are searching for.
What they are searching for. There is a better term for it. Keywords.
Since they are making their intent very clear with the search keyword, we do not need to worry about their demographics and interests so much.
You are going to look at what people are searching for (through keyword research), and you are going to show ads to them. Anyone of any age looking you specifically is a potential customer.
Google Ads is a fantastic place to advertise if you’re looking to tap into that enormous amount of search traffic.
Let’s say people are searching for “Digital Marketing”.
The intent is very clear. I can run an ad for them and tell them about my Digital Marketing blog.
With Google Ads I get:
- Higher CTR – because only the people looking for me are seeing my ads.
- High CPC – because I am getting targeted high-quality traffic.
- Higher cost per lead but higher quality
A lot of people think that Google Ads are costly and they don’t want to use it. But that’s not the way it has to be seen.
You should not worry about the cost per click or cost per lead.
You should think about your ROI (Return on investment).
In Digital Marketing terms we call it ROAS (Return on Ad Spend).
According to Google, advertisers on their platform make $2 for every $1 spent.
That means, if you implement Google Ads well, you can expect to double your investment by using Google’s ad platform. Some companies see a much, much higher ROI. And a few (who don’t take the time to learn how to use it) see much lower.
Plus, you can find (or run) these ads in a wide variety of formats, which means the potential to reach a wider audience is huge.
- If you sell products online (e-commerce), you can easily take advantage of Google shopping ads.
- If you are a locally-based company looking to get more sales, you can create location-based campaigns on the search network or even on Google Maps.
- Looking to land more clients for your law firm or SEO agency? Search network ads based on specific keywords are among the highest converting ads.
Simply put, Google Ads excels when it comes to driving traffic with the intent to convert.
For example, when someone types a keyword like “plumber near me,” in a search engine, they’re most likely going to call the first few plumbers they find, right?
Here’s the thing — you know from simply reading that keyword that they are looking to solve a problem fast. They are ready to buy.
But Google is also capable of doing more than just converting customers who want to buy now.
Google Search ads are the primary tool in the middle-to-bottom of the funnel, but the Google Display Network and YouTube Ads excel at both building brand awareness and providing customer support after a purchase.
Here is my results from Google Ads campaign:-
I ran these Google Ads campaign that costs me about 500 bucks but I got way more than my investment.
So Google Ads can be used for branding too, which expands the umbrella of Google Ads to compete directly with Facebook ads.
In sum, Google Ads is an all-around option with something to offer every brand on the web.
But what about Facebook ads?
Why do people use Facebook?
Are they looking to search for a keyword and solve a problem? Do they need a plumber?
Facebook is a social network. This means most people aren’t searching to find products or services, they are looking to catch up with friends, chat about their hobbies in their favorite groups, and share pictures of their latest trip.
Though there has been an increase in local search on Facebook, the intent to purchase isn’t as high as Google Ads.
But that doesn’t mean it’s a waste of ad spend, either.
Facebook has more than 2.5 billion monthly active users. You can find almost any target or niche market on the platform.
Probably the biggest advantage of Facebook over Google is the fact that it knows our social behavior. We may not be fully aware of it but we subconsciously reveal information on Facebook about ourselves more than what we intend to.
Yes, Facebook collects a lot of data. Maybe more than you even realize. The Facebook pages you like, topics you engage in in your newsfeed, your friends, your birth date, your current location, your vacation in 2019 and so on. Imagine what value can such a data bank created for advertisers looking to target specific users. And these emotions, our behavior and what we like has a huge impact on our purchasing decision.
The below graphic shows Facebook Ads audience targeting options available to advertisers
Since people do not log in to Facebook to find a product or service. They login to consume content inside the platform.
Facebook has a lot of information about its users. Age, gender, demographics, location, and so on.
When you run an ad on Facebook, people may or may not be interested in what you have to offer. But you can reach your target audience who are most likely to like what you have to offer.
Let’s say I am offering my Digital Marketing services for people looking for digital marketing service. People may be interested in it, or may not be. I have no way of knowing.
But I can run ads only to the people who are most likely to be interested in my program instead of showing it to everyone on Facebook.
The age group of 18-35. People who are interested in the topic of “Digital Marketing”. It gets the targeting right, but it is still not intent-driven (where they are looking for me).
When I run Facebook Ads, this is what I experience:
- Low CTR (Click Through Ratio)
- Lots of impressions
- Low cost of impressions
The people who are interested in what you have to offer might be less but the cost is also low. That means you can filter out the highly interested people from a large group of potentially interested people.
Facebook Ads are really good if you are trying to reach an audience who does not know the existence of your product. They might not be searching for it proactively.
It’s also good for branding and driving brand recall for your product or service.
Facebook Ads are outbound advertising. You are reaching out to people instead of people reaching out to you.
Here is my results from Facebook Ads campaign:-
You can currently advertise on mobile, desktop, Instagram, and even through Facebook Messenger.
Facebook also allows you to advertise in the right sidebar, mobile newsfeed, and even using video ads.
Carousel ads allow you to show a variety of product types in one ad.
On Facebook, you can cater to a variety of different goals for your advertising:-
- Want to drive brand awareness and likes on your business page? You can easily do that.
- Need to get more leads? Facebook has powerful lead generation ads.
- Want more traffic to your blog posts or engagement on your site? Check.
- Need to drive more sales and store visits? Check.
- Want to increase views on a video? Check.
- Want to target people on Instagram ads? You can do that through the Facebook ads manager as well.
The options are just as diverse, if not more diverse than what Google Ads has to offer.
So, which is better for you?
So. Google Ads vs Facebook Ads. Two very different advertising platforms, with different search intents and different benefits.
Here’s the thing — Google Ads and Facebook ads are both exceptional places to advertise your business. They’re relatively cheap (depending on your industry) and each has billions of active users with diverse targeting options.
So what’s the deal? Is one better than the other? Obviously, the answer is highly dependent on your business objectives and budget.
You need to ask yourself:
What is your end goal? What are you looking to get out of this?
If your answer is brand awareness or social following, go for the Facebook.
You will get more results with less investment.
If your answer is sales, leads, consultations, or anything of that nature — both platforms will be perfect for that.
You will drive more traffic.
If you want to sell products directly, Google Ads is probably the place to be (though both platforms can do the trick)
In terms of the mechanics of search, SEO and SEM work on the same principles, except SEM gives you an opportunity to bypass the organic search results and show paid ads on the search engines itself.
I wouldn’t say Facebook Ads are better or Google Ads are better. Both are good in their own ways. I generated more than 1,000 from Facebook and Google Ads every day.
I want to wrap it up and leave you with the following thought:
Google Ads will help you find new customers right away and in the process, give you an instant return on your marketing investment. While Facebook Ads will help new customers find and explore you. And this way gives you a better ROI in the long run.
It’s up to you, which one you prefer more.
Have any comments or complain ,please put down below.