Although AdWords long ago established itself as the almighty of online advertising, today it has to compete with another giant such as Facebook. If it was already difficult to decide whether to invest or not, now we also ask ourselves; Facebook Ads or Google Ads?
Over time new forms of online advertising have appeared, especially now there is a boom with social media platforms such as Facebook and Instagram, LinkedIn or Twitter. But the one that takes the cake is, without a doubt, Facebook and Instagram Ads.
This does not mean that Facebook Ads for being popular is better than Google AdWords. Each one has its strengths and its particular characteristics. And that’s what we’re going to talk about in this post!
Facebook Ads or Google Ads: Which one for your business?
If you have used both tools separately, you probably think they are similar, since their system for configuring campaigns are similar. However, their target audiences are different and serve different purposes.
For its part, Facebook Ads is ideal to gain visibility in the brand of your business and establish a relationship with your audience. Instead, Google Ads is suitable for those looking for an improvement in sales results.
Note: Google Ads is the most direct and effective option to motivate a user towards the purchase, since he already had a need based on a search intention. On the other hand, in Facebook Ads your goal could be to get users to follow your fan page, to nurture and educate them through your content.
Therefore, it could be said that the results that are sought with AdWords advertising campaigns are generally shorter term than with Facebook Ads.
In any case, both platforms have different operations, so you should know the peculiarities of each to know which one suits you best, according to the objectives of your company (although, if you have a sufficient budget, consider investing in both!).
Differences between Facebook Ads and Google Ads
Broadly speaking, Facebook Ads will attract potential customers (although they surely do not know your brand), while Google Ads is going to worry about customers who are in a more advanced phase of the funnel.
This is the theory and the concept to understand the operation of both platforms. But let’s look at each of them to go even deeper:
➽ Facebook Ads
The first key difference is all the possibilities we have to segment with Facebook Ads by interests (among others). This will allow you to directly reach your target with more specific criteria.
For example: An ad about a new video game launch is likely to work on Facebook better than an ad promoting an agency that sells its website services. The latter would be more effective in Google Ads, since it could be segmented by exact keywords and searches (“web design”, “web page design”, “WordPress design”, etc.).
Facebook Ads is an excellent channel to make a product more massively visible and to attract leads. To dump the leads into your email marketing tool, we recommend Leadsbridge.
➽ Google Ads
Also, as I said, in Google Ads you segment by exact searches and keywords. If you’re missing something on this topic, this guide to AdWords Keyword Planner will come in handy.
Following the previous example of “web design agency in Seville”, if a user does this search or similar on Google because he needs a professional to design a website for you, your campaign will be more successful if you invest in AdWords.
For example: On Facebook the budget is lower than that of AdWords. In the first there is not so much competition and with 1-2 € a day will be enough for your campaign. But in AdWords, if you want to get something Really, you will have to allocate a higher budget to compete in the bids.
In Google Ads it allows us to customize the ad to the maximum with keywords, thereby increasing the CTR and conversion rates.
In short, to choose one or another platform and invest in online advertising, you must not only take into account your objective (direct sales or branding), you must consider what budget you have and if the theme is general or specific.
I advise you not to consider investing in AdWords if you have a very low budget. And, on the other hand, keep in mind that if the topic is very specific, converting to Facebook could be a difficult challenge.
Which is more profitable for your business? Facebook Ads or Google Ads? Tell us about your experience in the comments!