Both Google and Facebook are among the most applied and popular digital advertising platforms out there, so should you spend your budget on Google ads or Facebook ads? Many advertisers want to make a good decision to choose an advertising platform that better suits their needs and maximize their limited budget.
Although these two platforms are often positioned as competitors, in a practical sense, there is no conflict or contradiction in the use of these two platforms. Google is the leader of search engines, and Facebook is the largest social media in the world. Both have advertising value and have different characteristics, and neither can be completely replaced.
Because Google and Facebook each have their own advertising advantages, for advertisers, the two-pronged approach can also achieve greater online exposure and increase the opportunity to reach potential customers. Different platforms and different characteristics also require different corresponding countermeasures to obtain a better return on advertising.
Google Ads or Facebook Ads, which is the better and more worthwhile digital advertising platform? How to choose?
In order to answer this question, I will first introduce the differences between the two advertising platforms themselves, Google (mainly search advertising) and Facebook, and why it should be selected as part of an important online marketing tool.
Highlights of this article
Why do you need to run digital advertising?
First of all, before I start to discuss the characteristics of these two advertising platforms, I think I need to understand why advertising is necessary. After all, choosing not to spend money seems to be a better choice. right?
With the rise and popularity of smartphones and Internet-saturated wifi, the way of surfing the Internet and finding information has changed a lot from the past, and now surfing the Internet has become very common and part of daily life. Think about it, how much time do you spend online every day? Do you shop frequently online?
In addition, as the threshold for surfing the Internet becomes lower and the flow of data is unimpeded, people's choices of information, products and services have become more and more diverse, and they will even take the initiative to attack. This means that the competition among merchants is more intense than before. However, in order to help potential customers find you, you must be noticed during their use and convince them that you are the best choice.
To put it directly, advertising is a method for brands to be quickly discovered in a lot of online information. Whether it is searching for information, using social media boringly, or reading online articles, making good use of advertising can achieve goals in the process of use. The audience's attention, and then there are opportunities to increase brand awareness, market education, and divert sales.
Another very important thing for marketing, repeat! This can be done more easily through the advertising function, and it can be repeatedly exposed and reminded by different audiences. Therefore, if a company does not advertise, it will actually lose customers who are willing to buy. Isn't it a pity.
What's the difference between Google and Facebook?
Google Ads: The leader in search advertising
Google Ads is the world's largest and most popular search platform, think about it, when you want to find information online, you don't even say: I want to find information online, but say: I want Google, which has become verbs and nouns.
Google has also naturally become the soul of search advertising and keyword advertising. This advertising model is also a classic representative of Google Ads. This allows advertisers to bid and place on specific keywords, and when users enter terms in Google to query, ads will appear on the top and bottom of the search results page.
When the user clicks on the advertisement, the advertiser will be charged, so it is called PPC (Pay Per Click).
This is an ad that is triggered according to the user's active search behaviour, so it has a strong potential for precise diversion and customer development. And Shopping ads can not only show up when users search for specific terms but can also be more prominent with images and prices, something that organic search rankings can't do.
In short, Google is showing ads to users who are searching for specific information. Advertisers can decide which keywords to set to run. From the user's point of view, when they search for specific keywords on Google, they will give priority to See the list of ads, and then down to the organic search results.
Facebook: The leader in social advertising
Although Facebook advertising is considered to be very similar to Google Ads, its essence is quite different from search advertising. Search advertising is linked to potential customers through keywords, while Facebook advertising is based on user interests and characteristics. It is not based on the active search behavior of users, but advertisers can target according to the behaviour, likes and dislikes of the target audience, and then actively deliver advertisements.
I like this analogy to the main difference between Google search ads and Facebook ads: Google Ads helps potential customers find you, while Facebook helps you find potential customers.
Now that you have an overview of the basic differences between Google Search Ads and Facebook Ads, I'll go over the advantages of both platforms below.
What are the advantages of Google and Facebook?
Advantages of Google Ads
With more than 5 billion daily uses, Google also has an unparalleled potential audience, and as the world's most popular and widely used search engine, Google has also been a leader in digital advertising for many years. Advertising services can be roughly divided into two main bodies: search advertising and display advertising, which add up to a very comprehensive advertising medium.
Search advertising includes the Google search engine and partner media. Advertisers can place corresponding content for keyword terms, win precise traffic and reach potential customers through increasingly precise search functions; display advertising covers many external media partners, so it can be used for advertising Mainly provide wider exposure, such as: Youtube, Display Advertising, Google Maps, Google Play, which can reach more than 90% of Internet users, and can also improve brand awareness. Below is a sample display of a display ad:
One of the biggest misconceptions many people have about PPC advertising is that the person with the most advertising budget wins the top prize, luckily, that's not true because Google also cares about the quality and relevance of the ad, not the advertiser's pocket how deep. Because, the more relevant the ad is to the user, the better the user experience is likely to be, the more likely they will continue to use Google as their primary search engine, this is the same for operating SEO marketing, having good content and website experience is very important.
Therefore, the price level is only one factor in all judgments of whether the advertisement is good or not, but not the whole. And for some industries, Google search advertising is not only direct and effective, but also relatively cheap, because peers do not understand and the amount of advertising is small, sometimes this is a more popular feature than Facebook (Facebook advertising is an exaggerated competition).
For example: if you offer interior design services, most potential clients will use Google to search, rather than go to Facebook to wait for the right ad to appear, and generally just bid on your peers.
Advantages of Facebook
Compared with Google, Facebook is a latecomer, but its potential and future should not be underestimated. Facebook has been improving its advertising capabilities in recent years, and it has also become a core tool for digital marketing for many businesses.
Facebook ads are similar to Google in that they also have a huge audience, with around 2.5 billion monthly active users, roughly one-third of the world's population. Although Facebook advertising works by proactively reaching users, audiences are forced to accept advertising, and purchase intent is not as high as Google Ads, but 44% of consumers admit that their shopping behavior has been influenced by Facebook.
Because Facebook advertising not only includes Facebook and Instagram, the two major online social media, its real advantage is that advertisers can target specific users (interests, behaviors, occupations, ages, visitors, fans...) for placement, rather than traditional media. delivered by the advertisement to any user.
Many newbies often ask me the same question: Are Facebook ads effective? In fact, the answer is very clear, yes, it can bring results. However, advertisers shouldn't view Facebook ads as a guarantee of success, but as a way to reach potential customers.
Compared to search ads, Facebook ads have more powerful visuals and are great for products that are presented in an aesthetically pleasing way, especially in categories like fashion, beauty, fitness or dining…. So, even if Facebook ads don't appear when users are actively searching, powerful visuals can make an ad noticed and clicked and viewed, even if the audience knows it's an ad.
Although Facebook advertising costs are much higher than in the early years, like Google Ads, you can control the amount of budget you want to spend, which is a great part for advertisers with limited resources, not just large marketing. Only companies with budgets can invest.
In addition, Facebook ads can also be combined with Messenger chatbots , helping to accumulate private message lists and reduce the cost of manual customer service.
What are the disadvantages of Google and Facebook?
Disadvantages of Google Ads
As mentioned above, the cost of bidding at Google in mature industries can be very expensive and competitive, such as: marketing, insurance, loans, lawyers, medical aesthetics, credit reporting, etc. If you are in a highly competitive industry and have a limited budget, this can be very challenging for you.
On the other hand, if you offer a unique product or innovative service, you may have the opposite problem: no one is actively looking for it. Essentially, few people (or very few people) know, and few people will search for relevant terms, and it will be difficult for ads to be triggered and exposed. In this case, Facebook ads may be a better option as it can be used to proactively get in front of your target audience.
Disadvantages of Facebook
While the visual nature of Facebook and Instagram can be beneficial for advertising, for some industries it can present more challenges. For example, making an advertisement for an insurance product eye-catching is relatively more difficult than promoting a new lipstick.
In addition, not all companies have in-house creative and art design capabilities, and outsourcing creative production will incur additional costs. This is in contrast to Google keyword ads, which only require copywriting and keyword settings to advertise.
Facebook is not as advanced as Google in some respects, and is considered less accurate in its data reporting, which is widely criticized because Facebook's data reporting is often more productive than it actually is.
The last thing I want to say is...
Which is more worthwhile and useful, Google ads or Facebook ads?
As is the case with many comparison questions, the answer is not necessarily black and white, there is no one-size-fits-all answer to this question, and a lot depends on the type of industry and the goals set. A better question, I think, would be: How do you take advantage of these two ad platforms and maximize your budget to increase brand awareness and increase sales?
Because both Google and Facebook are very powerful online advertising platforms, it is obvious that the two platforms have some similarities, and the two platforms are complementary rather than antagonistic and weakening. Although the brand and product information to be conveyed can be consistent on the two platforms, how to make the best use of the platform features in order to achieve the maximum return on investment is a very important key.
Google and Facebook ads can work together powerfully, especially when it comes to remarketing. Remarketing ads can be run simultaneously by using the Facebook pixel and the Google tracking code. Assuming that you really want to choose one, you can simply think about the following questions to choose:
・Do your customers actively search Google? Do they watch videos on Youtube?
・Do your customers use Facebook or Instagram regularly?
・Which advertising platform can help achieve which goals?
・Is the monthly budget sufficient to run on both platforms?
So, whether to choose one or both, the final answer depends on the nature of your products and the characteristics of your customers. Neither one is an absolute better choice. In the case of inexperience, do not actually test to see you It's hard to know for sure. So generally I would recommend trying both, otherwise you'll never know which one is more useful and suitable.
At the same time, don’t forget to run your ads wisely, which means continuously tracking performance, analyzing ad data , and tweaking tests. There is no standard formula for advertising, only through actual testing to verify!