ADVERTISEMENT | 5 MIN What Is Better for Your Brand: Facebook Ads or Google Ads?
woman starting Facebook and Google Ads campaigns
You're probably reading this post because you're thinking about using digital ads.
You've heard of Google Ads and Facebook Ads, but you're not entirely sure how the two platforms differ from one another.
In this post, we'll discuss the distinctive characteristics of each platform, the important distinctions to remember, and the elements to take into account when choosing an ad platform.
Let's get going.
What distinguishes Google Ads from Facebook Ads?
While Google Ads run search and display ads, Facebook Ads is an advertising platform used for sponsored social campaigns on Facebook. They both run pay-per-click (PPC) advertisements, but they do so on different channels and frequently target users at various phases of the buying process.
Although both platforms are frequently compared to one another, Facebook Ads and Google Ads are actually complementary and each provides different advantages to advertisers.
There are a few things you should think about if your team can only concentrate on one.
Aim of Your Campaign
What objectives do you have for your campaign? Is it leads, sales, brand awareness, or something else? You can already move in the proper direction by knowing the answer.
With Google Ads, you may contact customers who are highly likely to make a purchase. For instance, the phrase "water bottle" might indicate that I'm interested in buying one.
In light of this, the ads below are in line with search intent and have the potential to generate purchases.
Conversely, Facebook Ads are excellent for contacting customers who are near the top of the funnel (i.e., great for brand and product awareness).
Therefore, you may target users at each stage of their journey using both platforms at once. But if it doesn't fit with your more general goals, recognizing your campaign's primary objective will assist you choose the platform that will help you achieve it.
You're Budget
Your objective with any advertising effort is to maximize your return on investment (ROAS). On certain platforms, it's simpler to do it than on others.
You must consider keyword price and keyword competitiveness while using Google Ads. It might not be the best use of your funds if the keywords you're targeting have a high cost-per-click (CPC) and you have a limited budget.
Let's take the example of a $100 daily budget. In your neighborhood, you want to rank for "hardware store," but it will cost you $20 to do so. This translates to a maximum of five clicks every day, which is rather little.
With the same $100 budget, you could maybe advertise to more individuals on Facebook and run tests to discover which tactics are most effective with your target market.
It all comes down to determining where your money will go the furthest toward achieving your objectives. You can monitor the ROI of your campaign with the use of tools like HubSpot's ads software and make changes to improve its success.
The phases of the buying process
As was already mentioned, some platforms work better with particular phases of the buyer's journey.
Since Facebook is a social media site, the majority of users are not actively searching to make purchases. On the platform, they do explore and discuss their hobbies. So long as you don't believe your brand pertains to a topic that visitors will be searching for, it's a terrific spot for users to find your brand.
In contrast, Google is thought to receive more than 5 billion searches daily. These searches could be at any point in the buyer's journey, but specific terms point to strong buying intent.
For instance, it indicates that I am interested in buying this product if I search for "best water bottle" or "water bottle pricing." By using this strategy, marketers can connect with people who are close to the bottom of the funnel.
Data from the past or from competitors
Examining past data to guide your plan will be beneficial as you create your playbook for your upcoming campaign. Knowing what has previously succeeded, what hasn't, and what needs further exploration can be used as a guide and standard.
Look at your rivals if you've never managed a campaign before. What advertisements do they run? Where do they operate them? How do their artistic resources appear? What message do they convey?
This competitive intelligence may point out some potential growth opportunities and provide you knowledge of the tactics your rivals are employing.
Facebook Ads' Advantages
According to a 2019 HubSpot State of Marketing Report, Facebook was the paid channel with the highest return on investment. Let's examine a few of the causes.
According to a 2021 Statista estimate, Facebook has more than 2.7 billion monthly active users, making it the most popular social media site. In addition to having a big audience, the platform also provides marketers with the ability to target users based on their demographics, habits, life events, and hobbies.
You may construct a "lookalike audience," which is essentially your user persona, before running a campaign on the platform. The viewers who fit your description will then see your adverts on Facebook.
One advantage the platform has over Google Ads is that you can target much more specific demographics with your ads thanks to the platform.
Beyond that, Facebook Ads may enable you to reach more users and get a higher clickthrough rate (CTR). According to a study by Smart Insights, in Q1 2020, the median CTR for a Facebook newsfeed ad was 1.11%, as opposed to.47% for Google Display advertising during the same period.
Gains from Google Ads
According to a 2019 Google estimate, a company may expect to make $8 in profit for every dollar spent on advertising. Let's examine why that would be the case and how the platform might benefit brands.
Initially, Google Adverts, formerly Google Adwords, simply provided extremely basic text-based ads on the search engine. It has now developed to include elements like reviews, thorough contact information, a shopping option, and mobile optimization that can significantly increase clickthrough rates.
When compared to display advertisements and Facebook ads, Google search ads had the greatest CTR in Q1 2020, at 1.55%. This is probably because Google prefers relevant adverts.
Although you must place a bid on a keyword, the highest bid does not always win. Your bid gets you a foot in the door, but the effectiveness of your advertisement in addressing the user's search query gets you inside the house.
Remarketing, or getting in touch with customers who have previously connected with your business, is now lot simpler thanks to Google Ads. Let's imagine a customer came to your website, added something to the cart, then abandoned the transaction. You may now re-engage consumers while they use Google to conduct searches, watch videos on YouTube, or browse websites in the Google Display Network.
Additionally, it's simple to develop, run, and track campaigns with to the platform's extensive tools like search term report, advertisements editor, and auction analytics.
The difference between Google Ads and Facebook Ads isn't always better. Your goals, budget, and target market all offer distinctive aspects that might benefit your brand at different stages of its development after you take them into consideration.
No comments: