What You Should Be Using – Facebook Ads Or Google AdWords?
Until recently, several advertisers held an adversarial view of Google AdWords and Facebook Advertising. The rivalry of the two companies that has often been played by the technical media is irrefutable proof that the two platforms compete directly with each other, and that it is necessary for companies of any size to make a firm decision on which platform to choose to meet their needs which is confusing and deceptive to those new to the Internet
Google AdWords vs Ads on Facebook
While sometimes the two sites are portrayed as rivals, in a practical sense nothing could be further from the facts. Many companies take advantage of the advertising strengths on Google and Facebook Ads in concert to achieve full exposure, increase leads and sales, and attract new customers, follow various tactics that fit with each platform's functionality and see an impressive return on their advertisement spending.
In this guide, we will discuss what separates Google AdWords and Facebook Advertising, how the two ad platforms function and why you should consider using them as part of your broader digital marketing strategy.
What are the variations between the Facebook and Google AdWords ads?
Before we look at the different strengths and features of Google AdWords and Facebook Advertising, an appreciation of the primary discrepancy between the two ad networks is important.
Google AdWord: Paid search
Google AdWords is the largest and most successful PPC publicity site in the world. AdWords is so commonly used that it has become synonymous with the term "paying search." The two terms are used interchangeably, though other sites like Bing Advertising function similarly.
The Google AdWords UI
Pay search relies on keyword targeting and the use of text-based advertising. Advertisers using AdWords bid on keywords – unique words and phrases used in search queries submitted by Google users – in the hope of showing their ads alongside search results for those queries. Each time a user clicks on an ad, the advertiser is paid a certain amount of money, hence the name "pay-per-click an advertisement." PPC bidding and bid optimization is a complicated subject, and beyond the reach of this guide, but in essence, users are paying for the opportunity to find new customers based on the keywords and search terms they enter in Google.
Facebook Ads: Paid Social
Facebook Ads are a prime example of what's known as "paying media," or social networking advertising activity. Facebook has become a highly competitive and potentially lucrative feature with the largest number of active monthly users (or MAUs) on any social network in the world, which drives the digital advertisement strategies of many companies.
Google AdWords vs Facebook Ads concept
Key Facebook ad types
While advertisements on Facebook may be considered similar to AdWords, in that marketers using both sites basically promote their company over the Internet, the similarities end here.
In comparison to the paid search that allows companies to find potential consumers by keywords, paid social support helps users locate companies based on what they care about and how they act online.
As far as the primary distinction between Google AdWords and Facebook Advertising is concerned, you can think of it this way: AdWords helps you find new customers, while Facebook helps you find new customers.
Now that the fundamental difference between Google AdWords and Facebook Ads has been overcome, let's take a look at the strengths of either platform (or paid search and payable social benefits) and how certain online marketing platforms can be effectively leveraged.
The Strengths and Advantages of Google AdWords
Google is considered the de facto pioneer in online advertising, is the most popular and widely used search engine in the world. Google provides marketers with access to an unparalleled and unrivaled potential audience of consumers that are actively searching for products and services, with more than 3.5 billion search queries every day.
Google's advertisement deals are divided into two main networks-the Search Network and the Show Network. As a search engine, the search network includes the whole Google, and marketers will bid on millions of keywords and phrases to attract prospective clients.
The Google Display Network, which offers advertisers more visual ads such as banners, spans around 98% of the World Wide Web, making it a huge option for advertisers who want to achieve marketing goals that aren't necessarily as conversion-driven as those of PPC ads, such as raising brand awareness on a large scale using banner advertisements.
A Massive Audience
One of the principal benefits of using Google as a medium for ads is its enormous scope. Google manages more than 40,000 search requests a second, a total of over 1.2 trillion web searches per year. As Google becomes increasingly sophisticated – partly due to its growing dependency on its patented artificial intelligence and Rank Brain-machine learning technologies – this enormous search volume is likely to increase, along with the ability for advertisers to attract new customers.
Simply put, no other search engine can offer Google's future target audience. This massive potential source of prospective customers alone is an excellent feature of Google’s search engine services, but when combined with Google's increasingly precise search results, it's easy to see why AdWords is the world's most common and widely used PPC network.
A Level Field Playing
One of the main myths for those new to PPC is that everyone on Google ads who has the largest advertisement budget somehow automatically "wins." Luckily, nothing could be further from reality as AdWords mostly focuses on ad quality and importance, not how much marketers are investing.
The more appropriate an ad is for the user, the better the user's experience – and therefore the more likely they will continue to use Google as their search engine.
For this reason, above all other factors, Google AdWords rewards relevance and consistency.
This is why smart, structured, high-quality ads marketers rarely have to deliver just like marketers with weaker advertisements. Some keywords will cost more than others – such as those in the financial industry, which are historically among the most costly in any professional field – but how much marketers would have to bid would ultimately depend on the quality and relevance in their ads. Some metrics are more important to Google in its quality and relevance assessment than others, such as click-through rates, which are considered a reliable indicator of the overall quality and appeal of an ad.
Relevance + User Experience= Score for quality
A broad variety of Ad Formats
As AdWords first launched in 2000 (with only 350 advertisers in total), the text-based advertising that Google displayed alongside its search results were, to say the least, simplistic, but they included many of the same elements that can be seen in today's advertisements.
Although PPC advertising in AdWords remains text-based, advertisers can use an enormous number of features to make their advertising more convincing and enticing to potential customers. Advertising, social proofing such as user reviews, destination targeting, shopping and many more features, which advertisers have an unparalleled degree, are available with flexibility and power. Google has also introduced ad formats tailored to the unique needs of specific business types, such as vehicle manufacturers and hotels that go way beyond the traditional text-based ad experience and incorporate rich visual elements, such as images and interactive map information. Whatever you sell, or to whom, there is a fair chance that there will be an ad format or feature that will make your products or services more attractive to your target market.
The Strengths and Advantages of Facebook Ads
Facebook Ads (as we know it today) is the scrappy newcomer compared to Google AdWords, but in fact, Facebook has refined and enhanced its advertising solution for a few years. Facebook Advertising is currently a leader in the equal pay industry and is a core part of several corporations' digital marketing campaigns. Unparalleled Granularity of Audience
Facebook boasts a truly vast global audience, similar to Google AdWords. With more than 1.55 monthly BILLION active users – more than one-fifth of the world's population, and that's not counting inactive or uncommonly used accounts – Facebook has no rival when it comes to its audience's enormity.The true strength of Facebook’s enormous reach, however, is the possible granularity in which advertisers may target users of Facebook, rather than revealing marketers and their messages to this large audience.
Facebook Advertising vs Google AdWords: Lookalike idea for audience
The lookalike viewers of Facebook take ads to an unprecedented degree of granularity. People on Facebook are posting almost every single detail of their lives. From meeting and marrying partners to children's birth or making new career steps, Facebook users share every day with their friends and networks the joys and achievements of life's milestones. They often search for and consume content that aligns with a broad array of personal preferences, views, philosophies, and values, providing marketers with a unique opportunity to tailor advertising messages to specific audiences in ways previously thought difficult, or even unthinkable.
One of the most important uses of this feature is the ability of marketers to build what are known as "lookalike audiences." Marketers may upload consumer information from their own databases to Facebook, and then applies filtering to match users whose information is submitted by the advertiser based on their own data and information provided by third-party data brokers. This generates the users' "lookalike" audience, allowing marketers to effectively double the potential scope of their ads by reaching new consumers who display the same desires and consumer behavior as their current clients.
Unlike their text-based PPC cousins which are comparatively dark, Facebook ads are strongly visual. The very best Facebook ads integrate seamlessly with the videos, photos, and other visual material in user's News Feeds, enabling advertisers not only to exploit the highly persuasive qualities of visual advertising but to do so in a way that conveys the aspirational message that makes advertising of high quality so compelling.
Just as Google is constantly experimenting with formatting its text-based PPC advertisements, Facebook is constantly examining how it can create a superior marketing channel for marketers and a fulfilling, enjoyable online experience for users. In the past, Facebook required that advertisements on its website displayed text that consumed no more than 20 percent of the total advertising area, a requirement that it has relaxed ever since. Despite this substantial shift in its advertisement governance, however, Facebook remains an inherently visual medium – a significant selling point for many marketers.
Businesses and advertisers experimenting with Facebook Advertising are also pleased with the granularity of their targeting choices and the resources they have at their disposal to produce stunning, engaging advertisements. But one feature of Facebook Advertising that constantly shocks newcomers is the potential return on investment that Facebook advertisement offers, and how far smart marketers may extend the platform's small ad budget.
Affordable Facebook budgeting = potentially sky-high ROI
Although a Facebook advertising campaign’s budget can vary widely depending on a variety of factors, such as reach, messaging, and overall campaign goals, Facebook ads are surprisingly inexpensive, especially when considering their potential effect and the granularity with which advertisers can target their ideal audiences. This extremely dynamic pricing makes Facebook Advertising a very enticing idea for resource-limited small businesses and corporations – not just large brands with massive marketing budgets. Combined with the platform’s impressive potential returns, Facebook Ads is one of the best online advertisement strategies available on the market today.
AdWords from Google and Facebook Ads: What do you use?
Both Google AdWords and Facebook Ads are extremely effective advertising networks that fit almost every business category. When assessing the strengths and possible implementations of each approach, it is also clear that the two systems should be treated in a way that is complementary rather than adversarial. Some people insist on comparing Facebook Advertising to the Google Display Network and although the two networks have certain similarities (as outlined in this extensive Facebook vs. Google Display Network infographic), the ways in which the two platforms developed independently of each other shows that AdWords and Facebook should be used in partnership, not in opposition.
A surprisingly powerful marketing technique is to leverage the influence of both paid search and paid media. It, therefore, needs a dual advertising strategy that aligns with each respective platform’s strengths. While marketing can – and should – remain consistent in both Google AdWords and Facebook Advertising, knowing how best to use and channel to optimize ROI and increase business growth is crucial.
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Creative Thinks Media is a single point advertising company located in Noida which offers services of branding and advertisement. Services are available for TV, online media and outdoors. Creative Thinks Media has created the ideal mix for modern marketing, Commercial advertisement systems, specializing in radio ads, television, Famous social media ads, advertisements, print coverage, and so forth. Also, Instagram, Facebook, Twitter, and other channels. Many businesses have been helped by the company in achieving their market aims from 2008.