Compared to Facebook Ads, Google Ads may be easier to set up and have a greater potential audience. Still, Facebook Ads may offer more precise targeting thanks to its pixel and potentially much more insightful monitoring data. Despite these differentiators, an omni channel advertisement strategy that uses both Google and Facebook Ads is ultimately the best course of action.
What are Facebook Ads?
Like Google Ads, Facebook Ads are sponsored advertisements. However, they only appear on Facebook. Reaching out to customers near the top of the sales funnel is better accomplished with Facebook Ads. When comparing Google Ads with Facebook Ads, Facebook Ads are excellent for raising consumer awareness of products and brands.
Your ads will be displayed to audiences on Facebook Ads who fit your description. In this area, Facebook Ads outperform Google Ads. Additionally, using Facebook Ads can reach more consumers and get a higher Click-Through Rate (CTR).
What are Google Ads?
Google Ads is a Pay-Per-Click (PPC) advertising network formerly known as Google AdWords. According to Live Internet Stats, Google is the largest search engine in the world, processing more than 5 billion searches daily. To access this massive volume of search traffic, Google Ads is a fantastic area to promote.
You can re-engage such users while they search on Google. When your users use Google’s display framework to browse a website or view a YouTube video, you can still employ the re-engagement technique.
In addition, Google Ads has a straightforward user interface with sophisticated tools like the ads editor, search term report, and auction insights. These complex capabilities make creating, running, and managing your advertising campaigns simpler.
Google Ads vs. Facebook Ads
1. Number of Audiences
Google and Facebook both have a broad reach. However Google approaches more than 5.8 billion daily searches, Facebook has an estimated 1.73 billion daily active users. Nearly 90% of Facebook’s advertising revenue comes from mobile advertising. Therefore, your target market is a hybrid group that uses both platforms. So it’s not a good idea to base your selection solely on the size of the audience.
Facebook Ads and Google Ads operate differently, even though they are both pay-per-click (PPC) advertising systems with a competitive bidding mechanism. Users who access Facebook, Instagram, Messenger, and the extended Audience Network will see Facebook Ads, which are commercial social media advertisements. While the Google Ads are paid search advertisements that appear next to Google’s search results.
3. Buyer Intent
Regarding buyer intent, Google Ads outperform Facebook Ads. For instance, if a person’s refrigerator malfunctions, they will instantly begin looking for repair assistance. You could put your company in front of potential clients just when they needed your products or services through search ads. If they have already found the solution through Google Search Ads, Facebook Ads for repair services won’t be directed here.
Facebook advertising has a lower likelihood of swiftly converting leads. Users typically use Facebook for socialising and unwinding. On Facebook, shopping is not a top priority. If you want quick conversions, Google Ads should be your first pick result.
4. Formats of Ads
The photographs above demonstrate how there are more inventive ad formats on Facebook. When using Google Ads, you have a little text block to employ to draw in potential clients from search engine results. When using Search Ads, your format will be limited to the text, even though you can use ad extensions to add more text and information.
Conversely, Facebook’s image-based ads give your message more visual impact. Facebook continuously introduces new ad styles to avoid “ad fatigue.” It is a significant benefit when selecting the best platform for your eCommerce business.
5. Cost of Ads
For your advertising campaign, the cost is a crucial factor. Across all industries, Google Ads’ CPC (Cost Per Click) average is $2.69. eCommerce companies should budget $1.16 or thereabouts per click for paid search. On the other hand, businesses in the legal sector typically have to pay an average of $6.75 for each click. To put this into perspective, “insurance” has the highest CPC of any keyword on Google Ads, coming in at $54.91.
Compared to Google Ads, Facebook Ads are a bit less expensive. A company in the clothing sector might only have to pay $0.45 per Facebook click. Insurance and financial industries would be the most costly for firms to advertise on Facebook.
Their typical CPC is still only $3.77. Even if Google Ads has a higher average CPC, it can be more effective at reaching users when they are making a purchasing choice.
It would help if you considered the CPA (Cost Per Action) criterion when evaluating the effectiveness of your campaigns’ Return on Investment (ROI). CPA effectiveness is influenced by how well-targeted your ads are and how high (hopefully) your conversion rate is, just like CPC effectiveness is. The average CPA for Facebook is $18.68 across all industries. The typical CPA for Google Ads is $48.96 for search and $75.51 for display across all sectors.
There are methods for targeting (retargeting) particular audiences in both Facebook Ads and Google Ads. On both platforms, you may target prospects based on their geography, gender, age, and income level, among other criteria.
But Facebook is the superior choice of the two in terms of sophisticated targeting choices. Facebook lets you create audiences based on different behaviours, interests, and targeted options. You can target parents who are vegetarians and have kids between the ages of 6 and 10 with a household income between $50,000 and $100,000, for example. Therefore, Facebook Ads will be a terrific technique to boost the performance of your business if your target demographic is very specific.
You can advertise to people similar to your current audience using Facebook’s helpful lookalike audiences tool. Facebook uses its database of users to connect its customers with other users who share similar interests, which can be a very profitable strategy for advertisers.