Google and Facebook are the two big players in the digital marketing game. They take up a huge percentage of users time online, and have equally sophisticated advertising networks that give you a whole array options for promoting your brand. The question is, which one is going to give your business the best results? To answer that, we need to figure out what exactly these two platforms offer.
What are Google Ads?
As the world’s largest search engine, Google is the place to be if you want more customers to find you, and Google Ads is the tool that will get you there. Google Ads (formerly known as Google Adwords), offers a wide range of advertising options including:
Probably the most well known, Search Network ads are the keyword specific campaigns that appear at the very top of Google search result pages (SERPS). They are short, text based ads that allow you to target the exact words or phrases your customers are looking for, and are based on pay per click (PPC) model, meaning you only pay when a user clicks on your ad.
Campaigns on the Google Display Network appear on other websites or apps that have content related to your targeted keywords. These ads can be in image or video format, giving you more creative flexibility.
Google Ads Retargeting.
Retargeting is a powerful way to recapture the attention who have interacted with your brand. It uses a tag installed on your website to track users, showing them relevant ads that help drive them back to your website to complete a purchase.
While these are the most common Google Ads tools you are likely to use, they are just the tip of the iceberg. Through Google, you can advertise on YouTube, Google Shopping, Maps, and so much more.
What are Facebook Ads?
Facebook is one of the most popular social media platforms, with millions of users logging in every day. Unlike Google, people are not going to Facebook with an intent to solve a problem or look for a product, rather to engage with friends. But that does not mean it is not a powerful advertising medium. In fact, its power lies in how users engage with Facebook.
With the Facebook Advertising platform, you can create a wide range of campaigns that are targeted towards specific demographics, behaviours, and interests that users willing share. Audiences can be built on lookalikes audiences of people who have similar profiles to your existing fans, or from additional data linked in from your app or website using the Facebook Pixel.
As well, Facebook provides objectives for nearly every style of campaign you could want, from brand awareness and engagement through to lead generation. Ads can use images or videos, forms, appointment schedulers, and are formatted for mobile, Instagram, instant articles, and Messenger, as well as the regular Facebook newsfeed. Whatever industry you are in, there is definitely a way Facebook ads can work for you.
Which one should I use?
The key to determining the answer to that is customer intent. While people use Facebook all the time, the primary motivation is socialising with friends. This is a lot different to Google, where people go to look for specific answers. For that reason, you need to tailor campaigns to match the medium.
In Google that could look like a perfectly worded Google Search ad targeted at keywords you know customers are looking for. For Facebook that could be a well-designed brand awareness ad that grabs attention of more potential customers using targeted interests that match your ideal audience profile. Either way, both platforms have the potential to drive the results you business needs.