Google Adwords vs Facebook Ads

There are varying forms of online digital advertising, from banner ads on websites to advertising on social media, but what do we recommend between two of the most popular; Google Adwords or Facebook ads?

We wrote recently about the rise in digital advertising and the fall in print media promotion. Digital advertising is growing rapidly, so how can your business get on board this lucrative advertising opportunity and target more customers?

Google Adwords

The advertising platform created by Google, Adwords, is worth an estimated £60 billion and is only 16 years old. The advertising platform allows you to promote your website on Google’s network to target your key demographic.

You are able to advertise on Google’s ads section of their search results along with search partners. Your website can also feature on the display network with banner adverts or on videos on YouTube. The vast array of advertising opportunities with Google is incredible and if targeted correctly, can produce exceptional results.

Facebook Advertising

As the largest social media platform, Facebook has a lot to offer businesses when it comes to advertising. Turning over billions of pounds annually, Facebook has positioned itself as a valuable resource in marketing campaigns and certainly excels when it comes to social media advertising competitors, like Twitter or LinkedIn.

With its extensive targeting opportunities and customised campaign objectives, Facebook can help your business drive profitable sales from your marketing activities.

Facebook ads still have their flaws, as an example, text on images for adverts can’t fill more than 20% of the picture. There are tools to avoid this problem, but sometimes you like to have text on your adverts, instead of just in the post.

But, undoubtedly, Facebook ads allow you to reach your target audience and customise your message to encourage them to take the necessary action.

Google vs Facebook Advertising

It’s estimated that both Google and Facebook will make $106 billion in advertising revenue in 2017, which is around half of all digital advertising spend. It’s a promotional channel that can’t be ignored.

But, what’s better Facebook or Google Adwords?

Well, the answer isn’t that simple and for many marketing strategies the answer will be to use both simultaneously.

Facebook is ideal for advertising to a targeted audience. You can show your adverts to people based on their location, age, gender, family dynamic, estimated worth, recent history, relationship status and many more demographics. It’s also a very cost effective marketing medium to generate leads or boost your followers.

Google Adwords is great because as long as you’re targeting your keywords appropriately, you can get exactly the traffic you want – people ready to purchase or enquire about your service.

Facebook will show your product to people that are in your target audience and on a social media platform which allows them to take a suitable action. However, people may not be in the buying process. They could be at work, on the train or ready to go to bed and not be in a position to engage with your advert. Whereas, Google Adwords is people searching for information and to buy or enquire about your product / service.

Where I like Facebook is the targeting mechanism. You no longer have to wait for customers to come to you as with Facebook you can go to them! You know your audience and with Facebook ads you can target your message directly to them.

In an ideal world, you would split your marketing budget across multiple channels and segmented into a variety of digital media platforms to trial and test which works best for your brand. It’s the difference between push and pull advertising which both encapsulates the difference between Google and Facebook. Consumers don’t ask for the advertising message on Facebook so they are being pulled into the conversation. Whereas, Google Adwords is primed for consumers looking for your product or service so your advert is being pushed towards them.

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