Facebook Ads and Google Ads are the two top players in PPC advertising. Although the two have a lot of common ground, no two platforms are exactly alike and no matter how small these differences are, these could be your determining factors as to what platform your business should invest in.
Facebook Ads vs. Google Ads: What's the difference?
Before we get into specifics and strategies, you should know where your money is going and what it will be used for. Facebook and Google are both advertising platforms working on a pay-per-click basis. Upon creating an ad on either, you enter a bid on how much you want to pay for an ad space. Then, you will be charged a certain amount of money whenever someone clicks on your ad.
Google Ads is paid search. Paid search means that you're paying to have your listing featured on a search engine result page (SERP). With paid search, your ads are placed on top—at the exact moment a consumer needs you— of a SERP based on the keywords you have made a bid on instead of a specific audience based on interests and demographics.
Facebook Ads, on the other hand, is paid social advertising. With the continuous development of the platform, businesses get a hard time putting their brands organically in front of consumers over the years. With Facebook Ads, you can get your products and services in front of potential customers—even when they don't need it yet—in a faster and easier way.
Awareness or Conversions?
If you are looking into introducing a new brand to the market or simply wanting to expand your customer base, Facebook Ads might be the right medium. If you are a seller of retail items or services, launching ads on Facebook might just be the best marketing effort to grow your business.
Facebook Ads are passive. These are displayed even without a user's need for a specific product or service. However, this type of ads spark interest that can eventually convert a user to a customer in the long run. Once your ads have been shown and awareness has been established, users will more likely resort to your brand once their need for it arises.
On the contrary, Google Ads are active ads. This platform has been proven to work effectively because people are searching for something that they need at the exact moment. Thus, the high chances of getting a conversion rather than passive advertising.
For example, if you need a tailor, you are probably going to "Google" one in your area rather than scroll on your Facebook feed in hopes of finding one. Services work well with this platform since customers are already looking the business instead of the other way around.
Which one works best?
I would say that depends on your personal preference. There is no specific situation where in one platform is better than the other. It is important for businesses to know their options and goals before investing into either platforms in order to get desirable and aligned results.
While both Facebook Ads and Google Ads prove to be excellent choices for PPC advertising, they are also found to work best when they are used together.
If you'd like to know more about Google Ads and other marketing strategies, you may follow CPC Ninja on Facebook. If you're interested in getting an agency that could help you get better ad results, shoot us a message.