In the past few decades, online advertisement has marked its impact on businesses as well as audiences. Given new opportunities to avail the business to a vast majority of the population, the two leading platforms for online advertisement are long-standing rivalry; Google and Facebook.
A business owner or a marketing team of a company should be aware of what these two platforms offer to make the right decision.
Google AdWords and Facebook Ads are the world’s leading and the largest PPC advertisements (pay per click). Many companies use both platforms to maximize their reach, but if you don’t intend to walk both ways and limit your time to one specific platform, this guide will help you; providing detailed information about both platforms.
We talk about the similarities between the Google AdWords and Facebook ads? But there are significant differences between them, that determine which is the best fit for your business.
The differences between Google AdWords and Facebook ads:-
What is Paid Search?
These two platforms may show various similarities, but the significant difference between them is Paid search and Paid social; the page search mainly determines the keywords. Where it crawls on the targeted keyword and the advertiser adjusts the setting of paid search according to targeted users. They bid on keywords, phrases, and specific words that include in the search queries of Google users. The keywords can be adjusted to the targeted audience based on location, recent searches, and other factors through this process.
What is Paid socials?
Businesses desire to get their brands in front of the potential customers organically, here the paid social place the part:-
Facebook is the best example of practicing social network advertisement. There are roughly 2.85 billion monthly active users as of the first quarter of 2021. Facebook ads and marketing helps to get in front of new potential customers on social networks instead of reaching them organically.
Facebook brings the brand to the audience, and Google AdWords brings the audience to the brands.
Covering the fundamental part, let’s jump to the most essential element; comparing Google AdWords and Facebook ads.
How important is the size of the audience?
Determining the right platform for your business only based on the size of audiences, is not a good option; you need to specify whether your targeted audience is active on their networks or not or if the product search is augmented on social networks? Asking these questions will help you to make the right decision.
When you are advertising, your main focus is to reach out to the audience. Although Google has 5.8 billion searches every day; it’s not determining that each of them will search for your specific product.
Here Facebook has its upper hand with 1.79 billion daily users and paid social will help to introduce your brand to those users.
How would people know about your new line of products? How would you determine whether they will search for the specific product if they haven’t even heard about it?
No, it wouldn’t be helpful for that you need Facebook, a paid social line to introduce your brand to potential customers.
Which platform provides a better targeting option?
Facebook is hands down the best platform to advertise to the targeted audience. All Google and Facebook both provide options for the targeted audience based on location, sex interest, age, income, and many more things.
Moreover, let’s stay that again Facebook is far better than Google AdWords when it comes to targeting audiences. Thanks to its 1.73 billion daily users, Facebook collects much information, allowing the brands to create an audience based on an extensive list of interests and behaviors.
Surprisingly Facebook acquires a useful tool ‘lookalike audiences,’ hampering its power over any other advertising platforms; what this tool does, it lets the brand advertise to people who are similar to your existing audiences. Using existing data to match with potential new audiences is an excellent option for advertisers.
Determining the comparison of Cost and ROI between both the platforms
While advertising cost and return of interest play a considerable part, some companies are advertising on both platforms, but we know that much of the brand’s money is limited. We ought to determine where the comparison of Cost and ‘Return of Investment’ on Facebook and Google lands.
It will come out straight. Google AdWords is costlier than any other platform. Supposedly an average CPC (click per cost) is 30 Indian Rupees, but it is by the industries. E-Commerce enterprises expect to pay around 20 Indian Rupees per click in the paid search, and as we discuss various industries, legal and financial pays around 75 Indian Rupees on average per click.
.Here Facebook appears to be more affordable, it comes in hand and saves the day. Supposedly an average apparel industry expects to pay around 10-15 Indian Rupees per click on Facebook. The legal sectors like insurance and finance expect to pay around 25-30 Indian Rupees per click.
No, the cost of the advertisement is one thing, businesses might choose to pay more when they expect more return on their Investments.
Average Google CPA (cost per action) leads to potential users; it provides a gateway to the business. Users can come and purchase the product; it is a direct link, whereas Facebook introduces the branch of various numbers of targeted audiences. Although it might seem a little indirect, eventually, the brand’s portrayal on social networks brings extensive customers.
Once again, Facebook has won its upper hand over Google AdWords in the matter of cost and ROI
Which platform avails a better aid to the formation of advertisements? Google AdWords or Facebook Ads
The visual treat is the key to a better advertisement format. Here Google only does the plain simple text. On Google; there will be a small block of text to catch the potential customer’s attention on the SERP (search engine result page). The most you could do is use ad extensions for additional text and information.
But Facebook provides a famous and engaging advertisement ‘image-based it could be through videos, photographs, carousel ads, and anything to capture your audience’s attention.
This visual component of Facebook wins. The audience will eventually gravitate towards the visual aid rather than plain text.
There are no limitations to Google AdWords and Facebook Ads: Variants of paid searched and paid social.
Apart from Google search Google also offers YouTube ads, Google display network, Google shopping, Google maps, and play store, etc to advertise.
Facebook here doesn’t lag, it is not limited to news feeds; it provides many platforms related to Facebook. Facebook News Feed, Instagram Feed, Facebook Marketplace, Facebook Video Feeds, Facebook Right Column, Audience Network, Facebook Messenger, and etc.
What should you choose?
We have elaborated the detailed comparisons of both the advertising platform. Coming across various similarities and differences in many of them, Facebook winning the mark. As mentioned above, if you can afford both the platforms, like many other companies, you could promote your products and brands, both ways, building brand promotion through Facebook and bringing users to the brand and turning them into the ultimate buyers.
If you don’t wish to walk both the paths and choose one of them. Ask from your business perspective, what your brand needs, more audiences to build the portfolio, so choose Facebook or your business desires a higher conversion rate, so follow Google AdWords. It doesn’t imply that Facebook doesn’t bring conversion, it most effectively does, as through Facebook advertisements, the brand is introduced to the audiences using an eye-catching visual aid format. This will lead to a higher interest in the audience to check out and purchase for their likings. whereas Google brings the users to the brand, lacking a chance to build a brand portfolio if the audience is new. Eventually, there are two ways to follow, Paid search and Paid socials, it all depends on your company’s needs and what it wants to acquire.