Google Ads vs Facebook Ads: Which Is Better For Your Business?
To say that Google and Facebook are extremely popular is simply just an understatement. These platforms have become woven into our daily lives, from searching for the nearest gas station on Google to browsing for a second-hand iPhone on Facebook Marketplace. They have become such large contributors to the way we do things that Google is known as the go-to source for information and Facebook as a hub for online social interaction.
That said, as these platforms have continued to grow, so has their role in digital advertising. Businesses use both ad platforms to engage with their audience, drive leads and generate conversions. As such, they are frequently compared to see which is better. However, this is not really a fair comparison as both of them are tailored to different marketing goals.
With Google — previously known as Google AdWords, the focus point is high-intent customers, meaning those who are actively searching for products and services to buy. These prospects usually have a higher purchase intent. Whereas with Facebook, the focus is more on user interests and behaviour. Therefore, rather than asking which is the better platform overall, it is more impactful to look at which one aligns more accurately with your business goals.
In this post, we’ll look at the key differences between these platforms to help you make an informed decision about which one you should use. Let’s get started.
Understanding the Distinctions Between Google Advertising and Facebook Advertising
Here’s a quick overview of both platforms and the key differences that separate them.
The Power of Paid Search: How Google Ads Work
Google ads are one of the most powerful platforms for reaching a company’s target audience through online advertising. Google ads are designed to connect businesses with users who are actively searching for products, information and services online. With millions of searches every day, Google ads give businesses a direct way to reach prospects who already exhibit a high purchase intent.
The most popular Google ad type is the search ad. This is where adverts directly show up in the search engine result pages (SERPS) based on the search query a user entered. In simplified terms, if the search query is related to the products or services an advertiser promotes, their advert will show up. Of course, there is a lot more to it such as the auction system, quality score and keyword targeting that determines which ads are displayed and in what order.
While Google search ads are one of the most used ad types, it is not the only format the ad platform supports. Businesses can also utilise video, shopping ads and the Google display network to market their products. This variety of options allows advertisers to tailor their campaigns to reach different business objectives such as increasing website traffic or generating leads.
The Full Potential of Paid Social: How Facebook Ads Work
Facebook is one of the largest if not the biggest social media platform in the world. Thanks to the massive user base of this advertising platform — 3.07 billion monthly users, it creates many opportunities that businesses can use to their advantage. As such, many companies run a Facebook ad campaign to increase their brand’s reach and drive sales for the business.
Unlike Google ads, Facebook ads don’t go after search intent. Instead, the platform’s focus is more on user interest and their behaviours. This allows advertisers to create campaigns that target prospects on an increased emotional level. What I mean by this is that Facebook ads enable businesses to showcase their products/services in a more visually engaging way.
Compared to a Google search ad, this form of advertising can tap into a viewer’s emotions, helping to build a deeper connection with the brand and its services. Apart from the way these 2 platforms target users, the biggest difference between them is the environment they create.
If you look at it objectively, Google creates an ecosystem where businesses seek out customers, Whereas with Facebook, it is the other way around. Instead of finding customers, Facebook ads create an environment where prospects find brands. In a nutshell, Facebook ads are less about chasing customers and more about helping them find you, further enhancing brand awareness and deeper connections.
Exploring the Benefits of Both Google Ads and Facebook Ads
Let’s take a quick look at each platform’s strengths, starting with the king of paid search:
Google Ads Strengths
High-intent targeting: Allows your ads to show up to users who are actively looking for products/services like the ones you offer.
Massive reach: Everybody uses Google. The search engine has a massive user base. Google ads provide you access to this vast audience through Google search and other partner sites such as the display network.
Multiple ad formats: There are several ad formats at your disposal, allowing you to pick and choose the ones that work best for your business. These include search, shopping, display and video ads.
Potential for immediate results: When carried out correctly, Google ads have the capability to provide quick traffic and conversions.
Equal opportunity: As ad placement is not directly related to the bid amount but to the relevance of the ad itself, it provides everyone with equal opportunity — even those with smaller budgets. Not to say that the bid amount does not play a role, but there are more factors that go into it than solely the amount up for auction.
Facebook Ads Strengths
Precise audience targeting: Allows brands to target users based on their behaviour and interests.
Massive social reach / Brand awareness: Similar to Google, Facebook has a massive user base to which companies can market. Thanks to the large number of users, the platform is great for building brand awareness and engaging with prospects.
Cost-effective: Compared to Google ads, Facebook ads often have a lower CPC. However, this can highly depend on the type of industry as well as other factors.
Visually engaging ad formats: Facebook has several visually appealing formats to choose from such as video, story and carousel ads. All of which emphasise strong brand storytelling.
High Engagement Potential: Facebook ads allow for different interactions such as likes, comments and shares, which can further increase brand visibility. These interactions can also help users to build stronger relationships with brands.
Google Ads vs Facebook Ads: Which One Should You Choose?
At the end of the day, this comes down to what type of business you run, the industry within which you operate, your target customer and personal preference. The truth is that for every business it is different. You need to figure out what works for your company. You can start off by looking at your ideal customer.
If they spend most of their time on Facebook, then that is probably the platform you should prioritise. In reality, many businesses use both platforms simultaneously to work in harmony towards the same goals. It all comes down to what is the best fit for your brand. This is the same reason why we at Snowball Creations don’t specialise in only one ad channel for our clients.
What works wonders for one company, might be less effective for another. By taking a multi-channel approach, we can identify what makes the most sense for your business and focus our efforts on those platforms. Doing so allows us to maximise your ad spend and achieve the best possible results. If you are ready to elevate your marketing efforts, fill in the form below and let us show you how we can drive real results for your business.