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Google Ads vs. Social Media Marketing

3 min read
By - Mar 01, 2019

Have you always wondered if you should use Google Ads or Facebook Ads?


Facebook is a serious competitor to the largest search engine so far used by many daily. Finding out which provider is better for your company is not always easy, but maybe this article will help you make a decision.


Facebook Ads vs. Google AdWords

What are the differences between these two advertising platforms?


Google is a search engine (we might even call it an “answer engine” nowadays) and Facebook is a social media platform.

This means that customers using Google are looking for a specific answer to their questions.


On Facebook, however, these customers use the platform to interact with friends and families, or which trends are currently interesting.


Google AdWords takes advantage of the ability to play ads for a particular product to users when they’re looking for just that product.
Those users have an exact idea of ​​what they want right now.

Therefore those clients are more likely to convert than on Social Media.

No matter which of the two advertising providers you decide on, both of them charge with Pay Per Click (PPC). This means that as soon as a user clicks on your ad, you pay a certain amount to Facebook or Google.

To keep a better overview of the costs of your campaign, you can choose a daily budget or set the total budget for the time that the campaign is running.


Advantages and disadvantages of Google Ads & Facebook Ads


Let’s see which one is the right advertising platform for you and summarize the facts about Google Ads and Facebook Ads.


Pros and Cons of Google Adwords:

As an advertiser on AdWords, you’re bidding on specific keywords that Google users type into their search query.

The goal is to have your ad appear above organic search results. What’s in favor of Google AdWords?

According to Statista, Google currently has a worldwide market share of 88.44% as a search engine. The probability of a sale is very high, as the user is reaching you because he actively looked for a certain keyword.

Relevance: You reach users who are looking for exactly the right keywords.

Retargeting: Someone was already interested in your product? Google remembers this and plays your ad again to this user. There are good chances to convert an interest into a buy.

What speaks against Google Ads?


Time spent:
Building and managing the ads can take a long time and requires know-how.


Costs:
Depending on the industry, the click rates can be significant. It is therefore advisable to set a budget and keep an eye on the campaign.


Space limit:
The space in the display is limited to only three lines of text.


Media Usage:
You are not running any other type of Google advertising (Google Shopping and YouTube Advertising)? Then you can not integrate pictures or videos into your ad.


Pros and Cons of Facebook Ads

Unlike Google’s concept, where advertisers pay for certain key terms, Facebook helps you identify users based on their interests and user behavior, and display your ads accordingly.

Facebook is therefore a good lead generation tool. While AdWords helps you find new customers, Facebook helps your new customers find you and get your brand out there..


Why should you use Facebook Ads?

Control:
You can control the daily budget and the maximum CPC (cost per click).


Media use:
You have the possibility to integrate pictures and videos. This helps to sell products and services better.


Lookalike Audiences:
Based on your buyer profile, you can define audiences using Lookalike Audiences.


Easy to use:
Facebook Ads are easier to set up than Google AdWords. Nevertheless, it is advisable to hire an experienced professional, so that the ads are designed in the best possible way.


Advanced targeting options:
Defining demographic data such as region, age, and interests helps you narrow your audience.

Google Ads vs. Social Media Marketing 1


What speaks against Facebook Ads?


If the targeting settings do not match, your ad will not be displayed to the relevant audience.


Depending on your target audience, the majority of potential customers may not be interested in your ad and will find it irrelevant.


Conversion Rate:
It can happen that a user is confronted with your ad too early in the purchase cycle. A potential conversion will not be achieved.

Conclusion


Because Facebook Ads and Google AdWords are different in many ways, it is not clear for each advertiser which of the two advertising platforms will be the winner.

Both providers each have their own advantages and disadvantages. In addition, they also focus on different target groups. Google focuses on those users who are already searching for a specific product or service in their customer journey, Facebook ads target users who are in a virtual, social environment.


Depending on how much advertising budget you have and what type of audience you want to reach, you can effectively promote your products through both providers.

Why don’t you try both platforms?