By Doris Bynum
New to advertising? Or maybe you have battled between which platform to choose when using your advertising dollars?
Many view Google AdWords and Facebook ads in a way that is oppositional. Media outlets over dramatized the relationship between the two, which made businesses and advertisers of all sizes believe they must make a decision to choose between the two platforms and figure out which one would fit their advertising needs better. Let’s go ahead and just throw that thought out the window now.
Although Google AdWords and Facebook Ads are considered competitors, many businesses use the strengths of both to maximize their visiblity, increase their leads and ultimately sales, find new customers, and so much more. So, let's examine both plateforms, and find out how they work, what sets them apart, and why you should consider widening your marketing strategy.
Let’s first look at the difference between Google Ads and Facebook Ads. It’s very important to understand the primary difference before you can understand each of their strengths and features.
Google Ads
Google Ads are the world’s most popular…and largest….PPC (Pay Per Click) advertising platform. Many may know Google ads as “paid search” as they are synonymous.
Paid search ads focus on keywords and text-based advertising. When you use Google Ads, you are bidding on a keyword. Keywords are just specific words and phrases that are entered by a Google user. Advertisers use these keywords that would be specific to their business in hopes that the google user will see their ad shown above the search results and click on it. When a Google User sees and CLICKS on an ad, the advertiser is then charged for the click….which is where “pay-per-click advertising” comes from.
Facebook Ads
Facebook Ads are often known as “paid social” ads. Did you know Facebook has the highest number of MAUs (monthly active users) of any social network in the world? No..well now you do! 😉 This is why Facebook has become a lucrative element in a business’ advertising strategy.
Unlike Google Ads, Facebook ads help social media users to find businesses based on their interests and their online behavior.
So the primary difference is simply…”AdWords helps you find new customers, which Facebook helps new customers find you.”
Strengths of Google Ads
Google Adwords first launched in 2000 with only 350 advertisers! Now, they are considered the leader in online advertising, with more than 3.5 billion searches DAILY! These ads have an advantage with Google’s 40,000 search queries every second. No one can offer a potential audience quite like Google. These ads are also ranked by relevancy and quality and NOT by a budget of an advertiser!
Although Google Ads are text-based, advertisers can make their ads more enticing by adding sitelinks, social proofing, location targeting, shopping, and a number of other features. No matter what you are selling or who you are selling to, there’s an ad for that! Google is continuously adding new formats and features to help advertisers reach new customers and gain new business.
Strengths of Facebook Ads
Facebook ads, also known by some as the scrappy newcomer, has become the main advertising platform for many businesses. Facebook (similar to Google) has a vary large audience…..1.55 Billion MAUs to be exact 😉 Although similar, Facebook Ads work a little different. Facebook users share A LOT of personal details of their lives….anywhere from where they were born, to who they married, new careers, and other life milestones. The information given by Facebook users presents Advertisers a unique opportunity to target exactly who they know will purchase their products. “Lookalike audiences” is a Facebook Ad audience using the advertisers own customer information database, which allows the advertiser to target new customers that have the same interests and behaviors as current customers.
So which should you be using?
Both platforms are incredibly powerful and can cater to any and every type of business. Taking advantage of both paid search and paid media could be a very effective advertising strategy. Please understand though, that you mush know how best to use each platform to receive maximum ROI and business growth.