Advertisement strategies are crucial in business organizations, developing and developed, to spread certain information and features they offer to the market. Ads come in different forms. The most prominent of which is the digital adaptation — from social media, applications, to browsers, you name it.
Today, Google Ads and Facebook Ads dominate the platform, performing efficiently and consistently in the industry because these two know what they are doing.
Between these two ads tools providers, what is the better option for a business planning to avail one?
It depends. The context behind it is broad but let us trim it to the simplest way possible. So further down the paragraph trail, I’ll provide you necessary yet substantive details that could help you deepen your understanding of this matter.
The Debate on Two Digital Ad Tool Giants
Without any doubt, both Facebook Ads and Google Ads are successful in delivering their purpose. That’s why more and more businesses are becoming interested in investing in their platforms to leverage their status quo in the evolving market.
Maybe some of you can afford to invest in both platforms. Still, others have only limited resources, so it would be beneficial and cost-effective for marketers to determine the best for their organization. Plus, such an ability would help others save money, knowing a more appropriate ad tool is there for them.
As we understand these two efficient ad tools, it should also come into one’s mind, which is more applicable for them that yields a notable return on marketing investment.
Get to know Facebook Ads
In 2015, Facebook Ads reflected 25% of all the online marketing investment, which is still a high percentage for a social media platform. What differentiates this ad tool from Google Ads is its way of engagement. Facebook Ads are more concerned with social engagement, and thus its advertising intent is known as paid social. By social engagement, I mean social behavior, preferences, activities, likes, community, issues, connectivity, experiences, services, and much more.
Facebook knowing such a substantive amount of social information should not surprise you, though. Why? Before completing the set-up of your Facebook account, you have already given personal details. The information accumulates in the company’s data bank, along with the lowdown on your activities and behavior on the platform.
This Facebook feature puts them at an advantage against Google if the clash solely revolves around knowing their customer target by social habits. Facebook knows what groups you are in, the pages you follow, your friends, address, birth date, or even those cringe-worthy memories you posted six years ago. This information makes it available for online advertisers to grasp the relative purpose and intent of turning that attention into money using Facebook.
While it is true that other social media does the same with gathering personal and social information, Facebook exercises this ability like no other. It’s still as efficient as ever, which is why online marketers always choose this platform to extend their service and product information to the mass of online consumers.
Get to know Google Ads
Serving for more than two decades as an online search engine, Google has been the (if not always) the natural resort of people who are looking for videos, tips, educational requirements, or for corporate matters that they want to get on hold to within a fraction of a second. In fact, 70% of online users prefer it over others to instantly search for almost anything. Imagine how active online users (and even developers) are. Google reportedly processes 40,000 search data every second, equivalent to more than three billion every day and over a trillion every year. Phew, just thinking about it with the numbers already exhaust me.
This fact alone is enough for marketers to deduce Google’s significant role in advertising, especially today, as consumers gradually turn their interest in online marketing for convenience. Indeed, stepping into digital ventures would be an excellent choice for a business seeking a wider audience.
In 2000, two years after Google was founded, the company gave birth to the first-ever self-serve online advertising platform known as Google AdWords, now called the Google Ads. It “will be a date forever remembered by internet marketers around the globe,” said Thomas Bagshaw, an AdWords Management specialist. Google Ads over the years elevated it to be one of the most popular and top of the choice pay per click advertising platform across the globe. While other search engines offer the same comparable digital advertisement methods, Google stood amongst all of them by specific methodology. The marketers using this ad tool only pay for every click on their advertisement — aka the paid search.
Facebook Ads vs. Google Ads: User and Marketer’s Perspectives
Facebook makes it possible for its users to be exposed to marketing collaterals related to their likings. Search it or not, the Facebook algorithm would likely show you certain advertisements that are aligned with your traits. This function may be unwanted for some, but the chance of spotting the interested ones weigh more in reality.
With Google Ads, on the other hand, expose users to marketing advertisements relative to what they search using Google itself. Google allows the pop-ups of ads with the tag “Ad” at the start of each search engine result page along with the other promoted listings invested and financed by online marketers. This function, I can say, is a great help in finding specific things you want. Shoes? Smartphone? Shirts? Google Ads have that.
Facebook Ads lets the online marketer determine their target users by looking at social information purposely. Through the social media giant’s features, they have better sightings of demographics, likes, dislikes, preferences, and activities, to name a few.
Google Ads, meanwhile, offers a subjective ad service to marketers by utilizing the search queries which contain data on the most search words — which gave rise to keywords. Furthermore, the platform allows the promotion of products and services in a more targeted way through correlational functions from search query data. You wouldn’t necessarily want, for instance, for your professional services that require physical interaction to reach the other side of the world, am I right?
Returning and Returns
Looking back at the time when printed ads were the only ones available in the market, we can say the advertisement industry has come a long way from engaging with the audience. Marketers indeed do not have to wait with uncertainty if their ads were distributed to the mass with them now have the more convenient option of using digital advertising technologies. These let them efficiently spread brand awareness while hitting the correct prospective clients. Now, it isn’t a matter of the ads being able to reach the customers, but will the ads turn this attention into money?
Engaging in such digital ventures can be somehow quite handy, especially if you are not tech-savvy. But these platforms serve analytics and outlook on the performance of your business effectively and intuitively. These come almost anytime; check it whenever and wherever you are, the information is always ready to be served. I don’t know about you, but I think that’s one of the most convenient things I could have with these digital advancements. Instead of expressing gratitude to the technologies, it would be better and a lot more appropriate to give your thanks to those who are behind it.
The Verdict on Facebook Ads vs. Google Ads
Google Ads showcases its efficiency as an advertising tool. It yields more respectable returns compared to other related platforms. This google function relates to higher sales as it reaches the vast majority of online users connected by only keywords.
Nonetheless, it is also worth noting that an online marketer should not be entirely dependent on Google Ads features; they too have roles to play. First, it is vital to have a reputable design of Ads, mainly if it uses graphics. Keep in mind that graphics serves as the first impression of prospective customers. So make them count. Second, make your marketing collateral substantive. Graphics just by itself would not fully move the customers to commit to availing your products and services. You need to tell them a concise and precise description and features of what you can offer. After all, it is an advertisement. Google would likely dissolve their interest in online marketers who lack both. As the leading search engine, it needs competitive affiliates that can advance with them. And you, being a marketer, should satisfy that.
On the other hand, Facebook Ads are also not a wrong choice if you’re looking for an ad tool that targets specific individuals to invest their interest in your products and services. It does its job excellently in determining the audience’s social behaviors, likes, and dislikes, which is an excellent facet in leveraging your business. Furthermore, Facebook Ads expands the business horizons as it grows a social neighborhood that may one day benefit the totality of the business development.
The social media giant is also a great way to build a more interactive and fluid community. Facebook Ads, in return, aids your business to be continuously active and engage towards customers, which, unknown for some, would likely create loyal relationships between the buyers and sellers. The ROI from Facebook Ads may be lower than Google Ads, but it indeed paves its way in integrating rich connectivity with the prospective clients.
The market evolves nonstop, so are businesses and the consumers. Nothing is obsolete. From this view, we should see things differently from one another. What may work for some may not work for another.
To the marketers and business owners, I recommend having more than generating returns, which could significantly help your business grow. Indeed, advertising strategies take a considerably large part of bringing the value of one’s business up — Google Ads and Facebook Ads have witnessed that. Google Ads, running mainly its function by search query and keywords, lets customers instantly be reached by your advertisement. Facebook Ads, on the other hand, offers more wholesome and objective assistance for your company by allowing your presence to be felt.