Google Ads and Facebook Ads are both vital online marketing tools. However, most marketers view them as rivals. Who could blame them? You go online and read articles denoting that both platforms are in competition with one another. With this idea in mind, people feel compelled to form a judgment regarding which of the two can bolster their marketing efforts. Unfortunately, this notion is deceiving to new advertisers and small business owners who fail to take anything they read online with a grain of salt.
The Role of Google Ads and Facebook Ads in Internet Advertising
To be candid, these two systems come from reputable companies with unacknowledged rivalry. Many insist that you need to choose one or the other. However, several businesses could attest to the magnitude of positive results they received by employing both Facebook Ads and Google for their advertising. The companies may be competitors, but together, they provide a synergistic effect on a business’ advertising efforts.
What we aim to cover in this guide are the following:
- The distinction between Google Ads and Facebook Ads
- The purpose of both advertisement systems
- Why using both can empower your digital marketing strategy.
Differentiating Google Ads and Facebook Ads
Before we get to the core of this article, it is essential that we define both advertising systems’ strengths.
Google Ads or Paid Browse
Google Ads garnered its nickname “paid search” because it is the most well-known pay per click (PPC) advertising system. That being said, there are other less popular options. But when you hear the term paid search, people often associate it with Google Ads.
With paid search, you need to target search phrases and utilize text-based advertisements. How do you land keyword phrases, you ask? By bidding, no less. Marketers and advertisers making use of Google Ads choose words or expressions often found in search queries. Hopefully, once an individual types in the keywords in the Google search box, the ads appear right alongside the search results. Every time an individual clicks on the link, the advertiser gets charged. Ergo, Pay Per Click. We won’t go into detail with the PPC bidding process, because it’s complicated and warrants an entire discussion of its own. But to sum up, the business is not paying for the probability of search results inclusion. And it is not every ad, only for every click.
Facebook Ads or Paid Social
Facebook Ads is a pioneer in the world of paid social. Paid social is simply defined as social media network advertising. The platform has the most significant potential because of the broad scope of people using it. Its advertising system is financially rewarding for many business owners. Furthermore, it’s straightforward set-up and immediate results win over lots of marketers.
If they are so different, why do people consider them competitors?
Despite their varying scopes, Facebook Ads is often compared to Google Ads because marketers rely on the internet to get the job done. However, that’s all there is to it. Both are tools for online advertising and marketing. The resemblance ends there.
Paid search allows organizations to come across new customers through search phrases, while Facebook ads are perfect for individuals looking for businesses based on their needs and online behavior.
To put it simply: Through Google Ads, you discover customers, while Facebook Ads draws them to you.
Discussing The Relevance and Benefits of Both Advertising Systems
Now that we have distinguished Google Ads from its “competitor,” Facebook Ads, it is time we highlight their core competencies and potential advantages. All of which you can enjoy, if you pull the right strings.
It is no secret that Google is the most distinguished and significant search engine on the planet, so it is not surprising to know they dictate the rules in internet advertising. With over 3.5 billion searches in just one day, using paid browse is definitely advantageous for an advertiser if you play your cards right. You get access to a magnitude of potential consumers who are actually interested right here, right now.
Google Ads has two primary networks. First is the Look Network. It recognizes Google’s role as a search engine. Marketers can choose from tons of keywords or key phrases that allow them to bring forward potential clients and customers. On the other hand, there is the Present Network. Advertisers use banners to call the attention of their targets. This approach is not as conversion-driven as the former.
Advantages of Google Ads
One of the main reasons why Google Ads is relevant to marketing is its extensive reach. In one second, Google addresses over 40,000 search questions. To accommodate and enhance their performance, Google is always gearing for innovative discoveries. The best part is that the company is not showing any signs of stopping. At this rate, the search quantity will only increase, and marketers will benefit more than they already do these days.
In Google Ads, all is fair in love and war. Just because your team has the highest budget does not mean you will be calling the shots. Everyone gets a chance to earn their seat at the table since the paid browse only attributes a tiny percentage to investment. They pay more attention to the quality and relevance of the ads. If your ads are significant and top-notch, you can participate. Why? When you manage to come up with an announcement that hits the right notes for a particular audience, the more likely these individuals will depend on Google for queries. Therefore, Google Ads seeks out only top-quality ads and gives them the recognition they deserve because they also benefit from you. What’s interesting about it is that it is not a game of power or money. It won’t matter if you have the budget because it is only secondary to quality.
Bear in mind that specific keywords are more expensive than others, particularly in the financial market field. But this is to be expected. Marketers should be prudent when it comes to bidding. The quality and significance of the advertisements should be placed under the microscope. One of the most important bases to consider is the click-through rate because it indicates the ad’s quality and pull.
Various Advertisement Formats
Who doesn’t like variation? Google Ads (formerly Google AdWords) was launched in 2000. Text-based ads are already available and visible to users, along with the search results around this time. However, they do not possess the same dynamism as today’s ads.
While Google Ads’ PPC ads remain text-based, advertisers have numerous ways to catch their target audience’s attention and keep them engaged. Some of these features include site links, social proofing, advertisement extension, place targeting, and shopping ads. All of these elements are at a marketer’s disposal. Therefore, with the right amount of creativity, these customization features can solidify your ad’s potential. Google even goes as far as offering businesses to market their services and products not only with text-based advertisements. Hotels and resorts, for one, can accompany their ads with alluring images and interactive map information to really captivate potential guests.
This wide variety of advertisement formats makes Google flexible and adaptable to any business. So long as you know how to maneuver your way in Google Ads, you can create a layout that will rake in clicks.
Facebook Ads is a beginner compared to Google Ads. However, in the world of paid social, it is the leading pioneer and has been widely utilized in the world of digital marketing strategies. What non-marketing professionals are not aware of is that Facebook has been working on improving this system for years.
Advantages of Facebook Ads
Exceptional Profiling and Data Gathering
Facebook has a wide audience. This particular social media platform has more than 1.5 billion users, which is a fifth of the world’s population. Facebook really is in control of the social media sphere, but this is not the platform’s most significant advantage when it comes to advertising. Sure, you have extensive exposure. Advertising experts can tap into this enormous audience easily. However, what Facebook can do more than other advertising platforms is lead the customers to you than have you come to them. Doesn’t that sound less laborious?
You see, everyone on Facebook posts almost everything on Facebook. From attending special events to what they eat on an average Tuesday night, you can see what everyone is up to on their Facebook wall. By giving Facebook access to your lifestyle and activities, they gather data on your interests, beliefs, and capabilities. These personal data are kept in Facebook’s records. Because of the specifics, marketers can curate Facebook ads accordingly, making it loads easier to lure in the right people.
Advertisers can even double their prospects by employing lookalike target markets. Advertisers simply upload their clients’ or customer’s data to their Facebook. And after a series of filter adjustments from their own data and additional information from third-party data brokers, targeting new consumers while reaching out to your existing clients is a cakewalk. Talk about two birds with one stone.
More Aesthetically Pleasing Ads
Let’s get real here. PPC ads are effective, but they are dry as dust. Facebook Ads, on the other hand, is a stark contrast to PPC ads with its captivating visuals. You can give your ads the extra pizzazz by using a nice mix of videos and pictures, and other magnetic web content. This makes it hard for Facebook users not to click. Using these elements to craft stellar ads is one way of maximizing Facebook Ads’ full advantage. However, when creating ads, consider the platform’s mandate on ads. They require ads to include text no more than 20 percent.
Mind-blowing Return of Investment (ROI)
New marketers and business owners using Facebook ads appreciate the granularity when plotting your targets, as well as the means to create visually appealing advertisements. But these two advantages take the back seat once these newbies realize the potential ROI that comes with Facebook ads. Your small budget, when used creatively, could reach the right people.
Budgeting a Facebook campaign depends on many factors, such as the scope and campaign goals. However, with the platform’s granularity, you don’t have to shoot for the moon in the hopes of landing the stars. If you aim for the moon, there is a high probability you get the moon, provided you use the right metrics. This promise of huge ROI entices small companies who are just starting out to take advantage of Facebook ads. It’s why you see a variety of ads, ranging from local businesses to Fortune 100 companies on your feed.
The Debate: Which Should You Use — Google Ads or Facebook Ads?
Both advertising systems are beneficial to businesses in every way, shape, and form. You have read about the advantages of both services, and you have probably realized one thing. They are both marketing systems, but they have different scopes. When used concurrently and effectively, you will reap the rewards in your business.
Paid search with paid social is absolutely one of the most fool-proof ways to spread brand awareness and increase sales. However, because they are two separate entities, you need to develop different approaches that will require more manpower and budget. You must use each tool to grow your business by first assessing what you need at the moment.
If you are eager to learn more about Google Ads and Facebook Ads campaigns, go over to Wordstream’s Pay Per Click College. Check out some of the free lessons available for beginners, intermediate, and advanced users. Pay Per Click U can give you further clarity between paid search and paid social.