As a digital marketing agency, we’ve been asked this question by almost every client. “Which is better for my business? Google Ads or Facebook Ads” And every time we have the same response – it depends on your goals and objectives.

Both are great but depends on your business, goals, and audiences. Let’s take a look, shall we?

In this article, you will read about the different aspects of both Google Ads and Facebook Ads and will know which one to use and when to use.

What are Google Ads?

Formerly known as Google AdWords, Google Ads has become one of the largest and most popular pay per click platforms. Advertisers only pay when they get clicks thus called pay-per-click. Other search engines use similar techniques for their advertising platforms as well. But Google is so commonly used by consumers and advertisers alike the term paid search is most famously associated with Google Ads.

When someone searches on Google for a particular search term, Google would throw a list of results for you. But you will notice if look closely that both the top and the bottom results are generally ads.

There are following types of Google Ads: –

  1. Search Ads
  2. Display Ads
  3. Shopping Ads
  4. Video Ads
  5. Universal App Campaign

What are Facebook Ads?

There are a lot of good reasons to invest both time and money into Facebook Ads. All those options they offer, are highly measurable, easy to understand and is a good skill for the long term.

Want to target parents of a toddler interested in pets? Want to target these people only if they’re already connected to your Page or business? You can do both. The targeting and retargeting options available through Facebook Ads are extremely good.

Facebook Ads are also connected to Instagram Ads. You can run a single campaign for both platforms, connecting you to audiences on both platforms. Since the goal of Facebook Ads is to put your content in front of many users as possible without them to come find you is a great advantage over Google Ads.

Setting an example for why Facebook ads are so popular among advertisers and business owners. Boasting such impressive user data, it is of no surprise that last year alone, Facebook Ads accounted for 25% of all online ad spend.

Yes, Facebook collects a lot of data. Facebook has whole world data. The pages you like, the topics you are interested in, your friends, your birth date, your current location, your vacation in recent years and so on.

For this reason alone, Facebook Ads remain popular among many small business owners as they offer the ability to pinpoint your target customer and only advertise to people who are actually likely to purchase your product or service.

Google Ads vs Facebook Ads

Google’s advertising platform is split across two primary networks – the Search network, and the Display network.

When a user searches for something on Google, the list of ads that appear above the top organic page is called Google Search Ads.  For example, when a user searches for “Best Digital Marketing Agency”, he will get some ads at the top and list of the organic listings start from there. The listings that are displayed after the user’s search is the promoted listings that advertisers have paid to showcase when that particular keyword is searched.

The second one is Google Display Ads, which offers advertisers more visual ads such as banners, has the reach of approximately 98% of the World Wide Web, making it a great choice for advertisers who want to accomplish marketing goals that aren’t necessarily as conversion-driven as those of PPC ads, such as raising brand awareness on a large scale using banner ads. 

The other types of ads that come under the Display network are Shopping ads and App Campaign. Shopping ads are usually run by online sellers having a retail shop. As the name suggests shopping ads are used only for selling products of your local shoppers. App Campaign as the name says is used to increase downloads of your App. Many businesses use these ads to grow their app reach.

After the campaign set up, your ads compete in the auction with advertisers who have selected similar or exact same keywords. And finally, Google will show the ad that has the highest bid.

Unlike Google Ads, Facebook Ads doesn’t work on keywords. Facebook Ads, on the other hand, lets you target your ad to people based on the behaviors and interests you choose as a targeting while creating ads. Similarly to Google Ads, Facebook has a vast global audience. Facebook has no rival when it comes to the size of its audience. Not only it provides a wide range of targeting options based on demographics and location but it also lets advertisers target users based on their behaviors, interests, likes, and dislikes.

Help of Advanced Technology

Today business owners and advertisers have advanced digital tools at their disposal. The newer advertising technologies let them promote their businesses in different ad formats all while targeting specific customers.

Data analytics has made it possible to track these campaigns and count conversions down to the very hour that they occur. It is wonderful how advertising platforms tag each and every visit to your website that happens through the ads. By tagging these visitors they create a data set for retargeting which is crucial for any business.

The ability to retarget those past visitors is when the real ROI gets rolling. Because now, you are not only sending out touches to users once and hoping that they purchase from you. Instead, you are retargeting everyone who visited your website but did not convert.

Which one is better?

Both Google Ads and Facebook Ads are incredibly powerful advertising platforms that are used by every type of business. When evaluating each solution’s strengths and potential applications, it’s also apparent that the two platforms should be viewed in a parallel, rather than a single platform. Some people insist on comparing Facebook Ads to the Google Display Network, and while the two platforms share some similarities, the ways in which the two platforms have evolved independently of one another shows that AdWords and Facebook should be used in unity, not in opposition.

If your decision is going to be based on return on investment, Google Ads has proved to be better than Facebook Ads in terms of overall ROI.

Using the power of both Google Ads and Facebook Ads is a notably effective advertising strategy. Although marketing messaging can – and arguably should – remain consistent across both Google Ads and Facebook Ads, it’s important for you to understand how best to use each platform for maximum ROI and greater business growth.