In the world of digital media, online marketing is a must for most consumer based entrepreneurs who are looking forward to going big! If you are an entrepreneur who’s preferably not living in a cave, chances are high that you already know about the potential of online marketing to reach your desired audience base; if you know that, we will bet that you are aware of Google and Facebook ads as well. Google and Facebook Ads are two of the most important, wide-reaching and diverse ad networks in the world at the moment. Both of these networks have various features, offer various benefits over each other, have a large list of pros and very brief ones as cons; however, if you are a new entrepreneur who’s just getting started with these ad networks and can’t decide which ad network to spend more of your time and resources on, we are here to help you out.
In this article, we will tell you about the differences between the networks, the benefits that they offer and their limitations. The first thing that you, as an entrepreneur need to know is that there are two types of considerations when coming up with the perfect ad network for your business: (i) Strategic Considerations. (ii) Technical Considerations. You need to closely consider, weigh your options and evaluate your options closely from these perspectives to come up with the winning ad network!
- The Product and Service That your Business Offers:
What is the product that you are offering to your customers? What is the service that you are offering? Are you selling high priced expensive construction machinery or industrial production machinery? Or are you just a restaurant serving to college students in a locality? You need to choose the ad network that you need based on your target audience base, if your target audience base is high-level corporate personnel who you are looking forward to selling your products to, chances are high that Facebook won’t really yield very good results because your target audience base may not even have the time to get on Facebook. On the other hand, if you are targeting College students, social media may just be the way to go since 88% of the US 18-24 year old demographic is on Facebook.
The Online Behavior of your Target Audience:
Every business has a target audience base and we are sure that your business does too, you need to come up with the online behavior of your target audience base. Ask yourself a few questions: Are they social media savvy? If they are, which social media do they spend most of their time on? If Facebook is not the answer to the latter question, you know that you don’t need Facebook marketing. Google searches; however, are mostly constant. People use Google universally, but if your target audience lives in a locality which relies on Microsoft rather than on Google most of the time, you may cross out Google Adwords from your target audience base as well!
If your target audience base does not fall within the 77.43% Google Users, you might as well throw it out.
Learn from Your Competitors:
Most businesses will have regional or international competitors, we are sure that you have a few competitors in mind too! It’s sometimes useful to take cues from your competitors who have been engaging in a sector before you have been engaged, in this case, digital marketing, there’s a very high chance that a few of your competitors are already using digital marketing extensively. Take pointers from them, learn where they are sourcing all their marketing resources into and then, you can take their lead.
These are the three main strategic considerations that you have to make while you are sorting out between Facebook and Google for your online advertisement endeavors. Move on to the technical considerations once you are satisfied with the strategic Considerations and know which type of marketing better aligns with your goals.
To be fair, there are a lot of technical aspects to consider when you are choosing between Facebook and Google ad networks. Firstly, we will tell you about all the strong suits that these networks have, afterward, we are going to be technically evaluating which may be comparatively better and why.
Strong Suits of Facebook:
Audience Diversity & Details:
With over 2 Billion monthly users, Facebook is now the leading social media of the world, of which, around 1.5 million people use it on a daily basis. It has a diverse audience base that’s not restrained by geographical boundaries, nor religious, social or cultural; it’s widely accepted around the world. Most Facebook users tend to share a lot of data on social media that they would not comfortably share elsewhere such as their relationship statuses, date of birth, work position, educational background and much more. Facebook compiles all these data and has represented them in their one of a kind ad manager account which is much simpler to use than the Google Adwords platform.
Moreover, since a lot of people share information with Facebook to a greater extent than they would do elsewhere, Facebook knows its users better than others too! Therefore, it can also allow you to target better and specify your target audience base better than others too!
Another great aspect about Facebook advertising is the fact that it allows marketers to create Lookalike audiences where you can upload your database of target customers allowing Facebook to match demographics of the data that you uploaded with its own database and create lookalike audiences.
Better at Creating Visually Appealing Ads:
This is a very strong suite when you have high retail based products such as clothing items or cosmetics items. In pay per click marketing networks like Google Adwords, there isn’t much option to create visually appealing ads due to the limitations of formats and moreover, in PPC advertising, most often than not, ads do not appear to the main view point of the end user while in Facebook, ads are placed on news feeds which gain more attention from people, clicks, and tractions.
Your formats may extend across Slideshows, Videos, Carousels, Animations, GIF, Conventional text or image based ads and much more!
Incredible Return on Investments:
Another aspect of Facebook ads trumping search network ads like Google is the incredible Return on Investment that it gives you. As mentioned before, Facebook ads allow you to target your audience to a much deeper extent compared to search network ads. This allows you to make sure that you are only spending money when individuals from your target audience base see or engage with your ad. Moreover, Facebook ads are very affordable, you can set a minimum of spending $1 per day based on engagement and reach (How many people get to see your ads). This allows even the smallest brands to make budgets for Facebook marketing and come out with a great return on their investments.
Strong Suits of Google AD words:
Humungous Audience Base:
Google is widely considered as the de facto leader in advertising, handling more than 40,000 search queries every second and totaling over 1.2 trillion search queries on an average per year; Google is considered as the search engine giants of the world. The service at the same time is not stagnant at its level of technological development, but continuously growing and improving, compelling more people to use it every day.
So why is this an advertiser’s haven? Well, the answer is simple, no other website in the world, social media or search engine can give you such an immense audience base.
Base Your Ads on Interests:
Google AdWords places an ad based upon search engine interests or interest portrayed elsewhere by an individual on Google’s Search Network. So, for example, if you have a business regarding wallets and are advertising on Google, Google will show your ad to people who have expressed an interest to buy wallets online or have visited sites that sell wallets in recent times.
However, you need to make sure that the keywords that you put in with your advertisement is relevant and match worthy.
The quality of your ads and how above it is placed on a certain page depends on your quality score which comes from the type of Ad you place, the keywords you use, your business URL and an amount of people who click on the ads to visit the final landing page.
Place Ads virtually anywhere:
This is probably the best part about Google Adwords, while Facebook and traditional social media sites will only display your ads to your target audience base on their own site, Google has the option to display your ads over the millions of websites that are integrated within its search networks. You can also place text based advertisements on the search network itself.
Which is Better?
If you have read the whole article till now and have understood the aspects of Strategical and Technical considerations, you should know by yourself that both Facebook and Google are incredible platforms when it comes to Online Marketing, but both has its uses and it’s better to use them as complementary marketing platforms to boost your sales rather than seeing them as competitive platforms.
Regardless, we have decided to pit the platforms against each other through a few different criteria:
- Pinpoint Targeting: Here, the point goes to Facebook, while Google allows you to place your ads all over the internet and to show your ads to multiple sites on the internet, Facebook knows more data about its audience and thus, advertisers are able to segment their target audience based on Location, Gender, Age Group, Interest, Job Title, Income Level, Housing State, etc. Making sure that you are only targeting your ads to people who add the most value to your business.
- Want Based Marketing: Google wins this by the miles, think about it, Google will only show your ads to people who have previously expressed an interest in your products or services. In short, it will only show your ads to people who need your business. Meanwhile, people aren’t really searching for anything on Facebook, it will show your ads to people whose interests match with your business but there’s no certainty that they are seeking for your business’s products or services at that timeframe.
- Engagement and Making Public Relations: What makes an advertisement more effective? Of course, by making it more engaging, if people get to engage with your ads, talk to your brand through it and in turn, if you can talk to them through it, it makes an ad much more effective! Facebook wins this point!
- Ad Quality: As mentioned before, Facebook can place your ads on news feeds and bring it to the main point of attention while Google deals with side panels; moreover, you can use various formats of ads for Facebook, videos, slideshows, carousels and much more! Facebook takes this point.
AND IT’S A TIE!
Well, not really, but you already know it, don’t you?