Google Ads (AdWords) and Facebook Ads are the 2 biggest online paid advertising platforms in the world. Depending on the needs of your business you can use either Google ads or Facebook ads or even a combination of the two to achieve maximum visibility & increase leads or sales to boost revenue.
You may want to know which is better Google Ads or Facebook Ads to advertise online?
The working styles of both types are very different. Google Ads is mostly demand-driven, meaning one goes to Google to learn or buy. On the other hand, Facebook is mostly based on finding the right audience to show ads and expect them to take action.
If you are just starting with online advertising then it can be overwhelming at the start. Once you will know the difference between Google Ads and Facebook Ads then you can plan better when and where to advertise to get the best outcome.
Often small businesses are confused as to which platform is best to advertise online. Let’s get started and learn more about Facebook Ads versus Google Ads.
Demand vs reaching the right audience
Google Ads is mostly demand-driven, meaning one goes to Google to learn or buy. It is a good option if you wish to stimulate quick sales or conversion and therefore reaches out to those users which have a high purchase intent.
In most cases, you can expect to get a faster result using Google Ads mainly because of its search-driven. You can also take advantage of other advertising networks provided by Google, such as Display Ads which is based on placement, interests etc.
On the other hand, Facebook Ads is mostly based on finding the right audience to show ads and expect them to take action. It helps in introducing the brand and its products to potential buyers.
Facebook Ads can take some time to optimise for it to perform to its best. Facebook Ads can drain the budget fast with a minimum return if you will fail to reach the right audience.
The numbers are very big for Google as well as Facebook but the key is finding the right audience on Facebook and keywords search volume on Google to build ROI driven campaigns.
Google Ads primarily dominates the search ad space but you also take advantage of other advertising networks. Here are advertising networks offered by Google:
Google display network
On the Facebook side, their main prominence is the newsfeed but they have worked over the years to boost their network too like:
Facebook right column
Google Ads vs Facebook Ads cost
CPC vs CPM
One of the main differences is with regards to the cost is, Google Ads is primarily based on a CPC model and the Facebook Ad is based on impressions.
Meaning, in most cases you will get charged by Google when someone will click on your Ad. In the Facebook scenario, it will charge you once your Ads will be shown to certain people based on your target audience.
For most advertisers, the common question is which one is the cheaper option?
You may be a local business, online retailer or dropshipping business, we all want to know, is Google or Facebook is the best and cheaper medium to advertise.
There is no exact answer as to which of these two advertising platforms is cheaper. The correct answer is it depends on various factors.
For both of these platforms, competition is one of the main factors impacting the cost and the outcome.
Estimating the Google Ads cost to achieve an ROI is a bit easier than the Facebook. Once we know the set of keywords, their search volume and the competition it is not very hard to predict the cost.
Facebook Ads cost planning would require a separate set of parameters to consider like cost per thousand impressions, the possible number of clicks and conversion.
Facebook & Google Ads results in time
Many businesses need results fast and the question which comes to mind is which platform can produce results faster?
There is no exact answer here also as it depends on various factors but generally speaking for most businesses, Google Ads can produce results with speed. As Google Ads is demand-driven and works based on the keywords, just knowing the search volume and competition can help to forecast the outcome.
Time taking factors
Facebook Ads: It might take some time to find the right audience for the campaign to perform to its best.
Google Ads: If you will use an automated bidding strategy then the system may take some time to learn. If you may have a decent number of conversions in the past then it can learn with speed.
If you plan well from the start, then you can expect to get good results in a reasonable amount of time.
Keywords vs audience
Google Ads – Keywords driven
Google search ads are mostly designed based on keywords, meaning Google will show ads to your target audience based on the keywords you specify in the Google Ads System. These keywords can be selected based on the products and services you offer and you can use Google Keywords Planner to get keyword ideas.
You may also need to check the average CPC (Cost per click) for individual keywords as depending on the niche you may be in, some keywords can be very expensive. You would need to plan well to have a more diverse range of keywords with a higher possibility of conversions.
Facebook ads – Find the right audience
If we look at Facebook Ads, it doesn’t have a keywords strategy, it’s purely based on showing ads to the relevant audiences.
Effectiveness of Facebook Ads versus Google Ads
There is no exact answer to which one is more effective. Generally, in most cases, as Google is demand-driven you may expect the outcome faster if it’s set up well. On the other hand, finding the right audience to advertise on Facebook can be challenging but once you have the most relevant target audience, you can expect it to perform well.
Google is pushing more and more to use automated bidding strategies and for automated bidding to perform well, you may need to run your campaign on the CPC model first to get a decent number of conversions and then let the automated system take over. And during the process, you may pay a bit higher to get conversions. But once it is fully optimised, you can expect it to perform better.
In Facebook Ads, you can add visuals to your messages to create an impact on your audience. You can use videos, carousel ads and images.