Recently, numerous marketers have seen Google Ads and Facebook Ads as competitors. The two companies’ long-standing rivalry, which technology media outlets frequently dramatized, was taken as irrefutable proof that the two platforms were in direct competition with one another and that businesses of all sizes needed to make a difficult decision about which platform was best for their requirements; a false dilemma which continues to remain complicated and misrepresentative to those innovative to web marketing.
Although the Google Ads and Facebook Ads platforms are sometimes positioned as rivals, nothing could be farther from the reality in practice. Many businesses are combining the benefits of Google Ads and Facebook Ads to gain maximum visibility, generate leads and sales, and locate new consumers, using diverse techniques that correspond with the functionality of each platform and achieving a fantastic return on their advertising expenditure.
Today, we’ll see Google Ads vs Facebook Ads, how the two ad platforms function, and why you should use them as part of your overall digital marketing plan.
What exactly is meant by Google Ads vs Facebook Ads?
Before delving into the numerous advantages and features of Google Ads vs Facebook Ads, it’s critical to grasp the fundamental distinction between the two ad platforms.
Paid Search using Google Ads
Google Ads, previously Google AdWords, is the world’s largest and most popular pay-per-click (PPC) advertising network. It has grown so common that it has become synonymous with the phrase “paid search.” While other platforms, such as Bing Ads, function similarly, the two names are used interchangeably.
Paid Search relies on keyword targeting and the use of text-based adverts. Advertisers on Google bid on keywords, which are particular words and phrases in search queries input by Google users. They expect that their advertising will appear alongside search results for these searches. The advertiser gets charged a fee every time a user clicks on an ad, hence the term “pay-per-click advertising.” PPC bidding and bid optimization is a complicated issue beyond this article’s scope. Still, consumers are paying for the possibility of finding new clients based on the keywords and search terms they type into Google.
Paid Social using Facebook Ads
Facebook Ads is an excellent example of “paid social,” or the practice of advertising on social networks. Facebook has the most monthly active users (or MAUs) of any social network worldwide, making it a highly competitive and potentially lucrative component of many businesses’ digital advertising strategies. Although Facebook advertising is comparable to Google Ads in that marketers on both platforms are marketing their business over the Internet, the similarities end there. Unlike sponsored search, which helps businesses find new consumers through keywords, paid social helps people locate businesses based on their interests and online behavior.
Google ads vs Facebook Ads is as follows:
Google Ads helps discover new consumers, whereas Facebook Ads helps new customers find you.
Now that we’ve established the fundamental distinction between Google and Facebook Ads (or paid search and paid social), let’s look at the discussion of each platform.
Google Ads vs Facebook Ads: How do they work?
While both Facebook and Google Ads are pay-per-click (PPC) advertising systems with competitive bidding, they function differently. Facebook Ads are paid social ads that appear on Facebook, Instagram, Messenger, and the Audience Network. In contrast, Google Ads are paid search adverts that show alongside Google’s search results.
Google Ads vs Facebook Ads: Audience Size
Both Facebook and Google have massive reach. Facebook has an estimated 1.73 billion daily active users, but Google processes more than 5.8 billion daily queries. Mobile advertising-income accounts for about 90% of Facebook’s total advertising revenue. However, your target audience is a mishmash of people who use both platforms. As a result, making a decision solely based on audience size is not recommended.
To understand how to use your ad campaigns on various channels, you must first comprehend two concepts:
- Product Orientation: Determine if your product is social or search-oriented.
- Target Audience Activity: Consider where most of your target audience spends most of their time.
If your product is brand new, Facebook is a better place to start building an audience.
Google Ads vs Facebook Ads: Buyer Intent
In terms of buyer intent, Google Ads outperforms Facebook Ads. For example, if a person’s refrigerator breaks down, they will instantly begin looking for repair help. Search Ads would put your company in front of prospective clients precisely when they require your services.
If they have already obtained their solution through Google Search Ads, Facebook Ads concerning a repair service will not be sent here. In addition, they are less likely to convert leads rapidly. People who spend time on Facebook do so to socialize and unwind. Facebook does not prioritize shopping.
If you want rapid conversions, Google Ads should be your first port of call.
Today, we discussed Google Ads vs Facebook Ads. It begins with a discussion of the importance of online advertising for your business and a quick overview of Google Ads vs Facebook Ads before delving into the distinctions. It all ultimately comes down to your marketing goal. It might range from sales and leads to brand recognition. Knowing this permits you to take the appropriate steps. Google Ads is effective for demand capture, which implies reaching out to consumers who are ready to buy. Facebook Ads are an excellent choice for increasing brand recognition.