Are you looking for effective ad platforms to boost your Internet marketing efforts and target your message towards a specific audience?
If you want to advertise your business online and looking for some great options, then you might want to consider Facebook ads or Google Adwords. But the real dilemma can be to choose the best online advertising platform that can provide higher returns on your ROI with increased business exposure. It may be worthwhile to spend your time and efforts in evaluating both these options carefully as they have their own pros and cons.
Here we’ve discussed about both these pay per click marketing options to help you in making an informed decision about advertising on these two platforms.
Key facts about Facebook advertising and Google Adwords
Google Adwords and Facebook Ads are excellent methods for getting your marketing message across to a targeted audience. This means you only pay when any website visitor clicks on your ad which makes them an easy and efficient method for tracking and measuring your ad expenditure.
Both these methods are extremely effective and versatile way for driving targeted traffic to your website and providing with instant access to millions of users. Google Adwords and Facebook ads are unique marketing channels that share some similarities and have differences at the same time.
With over 3 billion Internet users, Google Adwords and Facebook ads are the most popular social media platforms for targeting this huge audience. There are over 1.55 billion users per month who actively access the Facebook ads platform, which results in about 1/5th of the population around the world.
This means you can potentially target 50% of the users using Facebook advertising alone. Besides, Facebook and Google adwords are fully optimized for the mobile advertising platform. There are ads for IOS and Android on Facebook with over 21.7% of their ad revenue being generated from the mobile users.
On the other hand, you can assign your budget and proportion on Google across multiple platforms through mobile, desktop and tablet devices. The mobile revenue generated by Google is approx 46% which can be great for marketers.
Difference between Facebook ads and Google Adwords
Google Adwords is one of the largest pay per click advertising platform which is widely used by many online marketers to publicize their products. It’s also a great marketing tool for reaching across to people who are actively searching for your products or services on the search engines. This works great for businesses offering certain kinds of services to the people such as web design, plumber, construction, technicians etc. Most website visitors who use Google adwords intend to purchase your products or choose certain services.
1) Advertising methods
The main focus of Google Adwords is to target specific keywords using text based advertisements, which means it is essentially keyword based advertising. This means you bid on specific keywords based on certain keyword phrases and search queries that may be used by your website visitors, where your ads may be displayed in the search results to them.
Facebook advertising is advertising using social medium for marketing your products or services. With the highest number of active monthly users, Facebook is one of the most widely accessed social networks across the world. Facebook ads provides lucrative opportunities to advertise and reach across to a large number of potential customers. It’s a prime example of paid social network where visitors can find companies depending on their interest or the manner in which they behave online.
2) Brand awareness and publicity
Most people use Facebook primarily for the purpose of social communication. This means Facebook ads are meant for people who may not be proactively searching for products or services. At times, they may not be even aware that certain products exist, which is where Facebook ads comes into the picture for creating awareness about the brands in the market. Google Adwords helps your business to find new customers, whereas Facebook ads assist customers in finding about your business.
3) Cost effectiveness
Google Adwords has been around since a long time and it can be quite competitive for companies to establish their brand presence using this pay per click marketing platform. The cost per click in Google Adwords can be quite high depending on the type of industries, whereas Facebook can be used to work on smaller budgets and suitable for both small and medium sized companies. They can be a great way to generate new leads for your business and reach out to your target customers.
4) Lead generation
It’s possible to generate higher quality leads using Google Adwords as most visitors who have a specific interest in your products may be viewing your ad after doing their search. This means they are in a ready state of mind to buy your products. On the contrary, most people clicking on Facebook ads may show interest in the products that you might be selling, but they may not necessarily be ready to make a purchase right away. This may not be able to lead to higher conversion rates at the end.
Benefits of using Google Adwords
1) Possibilities of reaching a wide audience
With over 40,000 search queries that are generated per second on Google and over 1.2 trillion web searches conducted every year, Google Adwords is the single most platform that can help your businesses in targeting a niche global audience, With its vast search capabilities, Google offers a huge potential to get access to new customers. Google Adwords can make an excellent addition to your digital marketing strategy by providing you with the most accurate results using the most sophisticated technology.
2) Targeted ads for higher engagement levels
The primary focus of Google Adwords is to display ads based on their quality and relevance to the users, which means the more your ad is relevant to the user the better their user experience. Most smart advertisers rely on using ads that are high quality, search engine optimized to engage their audience. The cost of certain keywords could be higher than the others, based on the industry but the bid cost is mainly determined by the quality and relevance of their ads.
3) Provides access to quality features
There are many interesting features that are offered through Google Adwords for advertisers along with the text based ads including sitelinks, ad extensions, shopping ads, location targeting, to name a few. You can customize your ads in the most efficient manner using this PPC platform and some of the ads can also be tailored to suit specific business requirements. For example, boutiques, hotels and car owners can combine visual elements including high resolution images or even interactive maps to entice their target audience.
There are different ad features and formats that are available through Google Adwords that can be used to make your ad more appealing and captivating to your website visitors.
4) Get accurate and measured results
You can gain access to many customized options that makes tracking and measuring your campaign more effective and easier through a single dashboard. With Google Adwords, you can set your goals for ROI, boosting brand awareness or increasing your website traffic volume. Besides, you can also track the results of Google Adwords through your ad groups to measure metrics and find out high performing keywords, headlines that can get your better click through rates, best times for your ad performance among other metrics.
Advantages of using Facebook Ads
1) Create lookalike audiences for better targeting
Facebook offers huge social networking opportunities with the ability to share personal milestones and achievements on a regular basis with your family, friends and colleagues. Most of them also look out for allied content that matches with their personal interests, values and beliefs that allows marketers to target their messages across a specific audience in different ways. The best part about Facebook ads is that they can be used to target users by uploading customer information using their database to Facebook.
You can use a filter based on this data and the information that is offered by third party data agencies that can match with the information of the users that you choose to upload. This can help in generating lookalike audiences which allows you to increase your ability to reach more number of potential customers who display similar interest and behavior as their existing customers.
2) Enhance your email marketing efforts
Facebook ads allow you to maximize your email marketing reach using your email list to help retain your valuable customers or provide them with exclusive offers. Now your email list could include your existing customers with whom you keep in touch through monthly newsletters using a good CRM service. The contact list of your business could match with the users on Facebook which the ad tool allows you to take the input. Facebook can get those details and combine them with the information of the list of users whom you already know and think would be interested in your offerings.
The ad tools also allow you to save imported lists that exist within the CRM so that you can retarget your target audience in the list using different methods everytime. Thus, you can nurture your existing leads using Facebook ads to boost your conversion rates.
3) Create a strong USP for your products
You can create compelling ads with some rich visual images unlike the text based ads to convey your marketing message easily using Facebook ads. Most of these ads can be used to seamlessly integrate with your existing videos, images or any other content in the newsfeeds. This can help in creating persuasive ads to make your ads more visible to your target audience and lend them maximum exposure.
Facebook is constantly looking for different ways to help the advertisers provide an enhanced marketing platform where they can offer a truly unique and rewarding experience to their users. Earlier, there were restrictions placed on the text that they must not occupy more than 20% of the complete advertising space which was relaxed later. Facebook advertising offers a visual social marketing platform for advertisers to boost your campaign efforts.
4) Scope for boosting your ROI
The ability of Facebook ads to target their audiences using different tools is quite impressive along with the ability to create visually appealing ads. At the same time, it offers better scope for increased ROI even for advertisers who have limited budget for their marketing campaign. As Facebook ads are more affordable along with their ability to reach a huge target audience, it provides an attractive option for small advertisers who can use this tool to gain a competitive advantage in the market. This means not just the big brands but even small companies can leverage their marketing efforts using this powerful social medium to boost their ROI.
It’s hard to pinpoint which of the two methods can be ideal for your business as both have their own advantages and disadvantages. The best approach would be to combine the positive features of both these methods to make the most of your marketing efforts. There are advantages of low cost and effective targeting using Facebook ads and uses the word of mouth marketing approach. Google Adwords on the other hand is based on the search intent of the user and it can be a more expensive for small and medium sized businesses.
Google Adwords allows for keyword and demographics based targeting but with Facebook ads, you can target locations and keywords with far more greater precision which makes it more lucrative for advertisers. This could also result in higher click through rates and possibilities of more conversion for your business.
Both these platforms have a strong focus on building your brand equity in different ways but Facebook is far more superior in creating more opportunities for interaction with your target audience. On the other hand, if you want to gain access to wide variety of ad types and are operating as a large industry, then Adwords would be a more suitable option.
Which of the above methods do you think can provide better exposure to your marketing campaign? Share your experiences and comments below
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