When to use Google Ads and when to use Facebook Ads

In the world of online marketing, Google Ads and Facebook advertising have always been touted against each other. Many experts often highlight why one is better than the other. Unfortunately, if you are new to online marketing, you will find yourself confused in choosing which platform best serves your business interests.

A further look into the features and benefits of each platform may lead to a clearer understanding that viewing them as nothing but competitors is a significant misconception. In reality, many businesses are harnessing the benefits of using both Google Ads and Facebook Ads to increase lead generation and sales, as well as maximising visibility to new customers. In turn, they can design tailored fit solutions based on the functions of each platform.

How do Facebook Ads differ from Google Ads?

Having a clear grasp of the differences between Facebook Ads and Google Ads will help in identifying features you can best highlight and use in your advertising campaign. Google Ads, by strict definition, is a pay-per-click advertising platform and is the largest of its kind. The goal of using paid search is to target specific keywords and focus on text-based advertising. These advertisers using Google Ads bid on particular phrases and keywords. These keywords typically appear in Google user queries. Anytime a person clicks an advertisement; the advertiser pays for each click.

Facebook Ads, on the other hand, is categorised as ‘paid social’ type of online advertising. The main advantage of using Facebook is its massive reach. Facebook works differently because the method of attracting potential customers is by analysing the interests of Facebook users and translating this into an algorithm that becomes the basis for which advertisements shows up on a user’s feed.

To simplify, Google Ads works by finding new customers for businesses, while Facebook Ads on the other hand help customers find businesses through their social media accounts.

 

Google Ads: Advantages and Strengths

There is no contesting that Google is the world’s largest search engine, therefore also a leader in online marketing and advertising. What does this mean for businesses? Through Google, there is immense potential in finding new customers from the pool of people who are searching for goods and services daily.

Google’s Display Network spans approximately 98% of the internet. Imagine what this means regarding reach if you are a business looking to tap into the 1.2 trillion web searches every year. Google is also continuing to develop a highly intelligent system that will only bolster the popularity of pay-per-click advertising.

Facebook Ads: Advantages and Strengths

Facebook Ads is a relative newcomer compared with Google Ads but is a pioneer in social media advertising, which says a lot about its potential in helping businesses increase their customer reach. In choosing a platform for digital advertising, audience share is a determining factor, and Facebook is certainly a leader. On average, there are around 2 billion active monthly users on Facebook. Perhaps what sets Facebook apart from other platforms is its ability target users with relevant advertisements based on the amount of information they share about themselves.

Another advantage of Facebook is its capability to create highly visual content that has proven to be a powerful method of enticing users. Both Google and Facebook continuously experiment and improve on their techniques to maintain superiority in digital advertising.

Which platform should you use?

Google Ads and Facebook Ads need not be viewed as competitors but must be used as complementary tools for effective digital advertising. In using both platforms, it is essential to come up with strategies that will streamline the advantages of each method to harness the maximum return of investment.

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About the Author: Emma Fletcher