We now live in a world that is highly interconnected. A world where almost half the world is interacting with each other on the internet and begins their journey on the internet with a simple search. In a world like this, it is essential for every marketer to advertise their brand on platforms that:
- Have a large number of people interacting with each other
- Draw a large number of “searches”
Both Facebook and Google fulfil the point A and B respectively, interchangeably even, in some cases. While many may want you to think that advertising through Google and Facebook are completely different experiences and that one is better than the other, we want you to think of the opposite.
It’s true that they may have some differences, but they are services that are complementary to each other. Keep reading to know about the differences between Google Ads and Facebook Ads and how using both to advertise should be considered essential in a world as digitized as ours:
What are the differences between Google Ads and Facebook Ads?
The difference between Google Ads and Facebook Ads may not be nearly as complicated as it looks. You can understand the two platforms better if you simplify them into platforms to achieve different goals, namely:
- Google Ads as a platform for “Paid Searches”
- Facebook Ads as a platform for “Paid Social” or advertising through social media.
Let’s take a close look to find out what exactly do these distinctions mean:
Google Ads as a Platform for “Paid Searches”
Google Ads is the classic example of a PPC advertising platform. As the largest and most popular platform for PPC advertising, it leaves its competitors like Bing and Duckduckgo miles behind when it comes to numbers. The platform is so deep rooted in marketers’ minds as a PPC platform that it is now even sometimes referred to as “Paid Search”.
What is PPC Advertising?
Paid search essentially refers to targeting of specific keywords to use text-based advertisements. Through Google Ads, advertisers bid on these specific keywords and queries that are frequently searched for by the users. Google Ads then makes sure that the advertisers’ brands show up when people use the terms in their Google searches. Each time a user clicks on the advertisers’ ad, the advertiser is charged a certain amount of money, giving the whole process the name of “Pay Per Click” (PPC) Advertising.
Facebook Ads as a Platform for “Paid Social”
As opposed to Google Ads, Facebook Ads are the classic example of advertising through social media. As a host to the highest number of active users through its platforms such as Facebook and Instagram, Facebook Ads has become a highly competitive platform whose pros still outweigh their cons.
We have already talked about how important social media and Facebook Ads are essential to every business looking to make it big online. The ever evolving app has, in recent years, made advertising easy for its users through various updates. But how does it exactly work?
How Does Facebook Ads Work?
As opposed to Google Ads’ keywords, Facebook Ads helps you find users based on their interests and the way they behave on the internet. Their likes and dislikes, the pages they frequent, demographics are all taken into account when you choose to advertise through Facebook Ads.
Now that we have made the difference between the two, let’s take a look at some of the pros of using the two platforms to advertise.
Pros of Google Ads
As the biggest search engine on the internet with no competitor in sight, Google enjoys a certain hegemony when it comes to PPC advertising. With over 3.5 billion searches made on its platform everyday, Google Ads offers every advertiser something for their brand. Some of its advantages in the digital market are as follows:
A Huge Audience
As mentioned above, Google Ads can be seen as an essential platform for every brand based on the volume of its users alone. Google’s search engine sees as many as 40,000 search queries every second, with the average searches increasing every year. With no other search engine in sight, Google has the largest number of potential customers that every brand can tap into.
Every Ad is Equal
The “bidding” aspect of Google Ads may make you think that the brand with the highest budget will rank the highest on user searches. Fortunately, that is not the case. While the “bidding” aspect is here to say, it does not mean that you cannot find your way around it. Relevant ads on the platforms are given more value than the mundane ones. So as a smart advertiser you can make ads that are relevant, optimized and well-designed so as to compete with the advertising giants without a huge budget.
Pros of Facebook Ads
Specific Targeting Among a Large Audience
Much like Google, Facebook is the undisputed king when it comes to the sheer number of people engaging daily on its platform. With more than one-fifth of the world on its platform, Facebook too, like Google, provides advertisers with a chance to advertise to a vast number of potential customers.
In spite of this huge number of people, Facebook Ads’ beauty lies in its ability to advertise a brand to its most specific potential customer. With various options available for targeting the advertiser, Facebook makes it easy to locate the people that will actually spend money on the brand.
Greater ROI (Return On Investment)
We have earlier talked about how Facebook Ads can help you execute an amazing campaign even under limited budgets. This rings true here as well as the various targeting options along with the affordability make Facebook Ads one of the best advertising platforms on the internet.
So Which One Should I Use?
The answer, as we had mentioned earlier, is not one that prefers one over the other. Instead, as a smart advertiser, you need to figure out a plan that places your brand on both Google Ads and Facebook Ads’ platforms. While a good SEO strategy will help you with your Google Ads campaign, a good social media strategy is bound to make your Facebook Ads campaign a hit.
Mix and match your plans and budgets to fit both the platforms in your plan as missing out may force you to miss a major chunk of your potential customers on the internet. Harnessing the strengths of both the platforms will give you the returns that no other advertising platforms on the internet can match.