When you promote your business, you will no doubt utilize various websites and services in an attempt to reach the largest possible audience. Two of the biggest platforms which bear consideration for your advertising approach are Google (whose advertising service is known as Google Adwords) and Facebook.
Each of these platforms, which have now become household names, can and should be leveraged to maximize the impact of your advertising strategy. But what are the differences between the two? Where should you focus your energy and how should you structure your ads for each service?
In this guide, we will break down 3 of the most important distinctions between Google Adwords and Facebook ads in order to ensure that you use your advertising money and effort as efficiently as possible.
- Google ads reach those who know what they want; Facebook ads reach those who might be interested.
When the average person performs a Google search, they have a specific goal in mind: to find the product, service, or answer they need. Google searches will often contain phrases such as: “men’s t-shirts” or “pull up bars”. Upon searching these phrases, companies that provide the service or sell the product in question will appear in the customer’s search results. So, the customer knows what they are looking for, searches for it, and Google Adwords provides a suggestion to meet his or her needs.
With regards to Facebook, users aren’t generally searching for a specific product or service. Rather, they are watching entertaining videos, catching up on life updates from friends and family, or using one of Facebook’s other features. Facebook understands this, and therefore targets their ads toward users who seem to gravitate toward certain interests. Thus, if you watch a lot of cute baby videos, don’t be surprised if you start getting Facebook ads for bassinets.
To put these strategies in context: if a user is looking for a new pair of jeans, they will likely perform a google search for “jeans” or a similar search term. But Facebook can also recognize that a user is interested in purchasing a pair of jeans based on their complex algorithm that tracks users’ interests. Facebook also combines interests with demographics when targeting ads. This means that someone who is in their mid-twenties, likes to exercise, lives in the city, and seems to be interested in buying jeans is more likely to see ads for “body-builder jeans” than they are to see jeans made for farmers.
Based on this fact, your Google ads management strategy should be markedly different than your advertising approach on Facebook.
- Pay Per Click rates can differ significantly.
Pay Per Click or PPC rates are the amount of money an advertiser pays to the service that runs their ads every time a user clicks on said ad. Depending on the product, service, target audience, and many other factors, the PPC rate can vary widely. Between Facebook and Google, Facebook tends to cost less in terms of PPC in general. However, this fact alone should not cause you to abandon Google ads as part of your advertising strategy.
While the money you have to commit for PPC may seem like more than you want to spend, it’s crucial that you recognize the value of reaching more customers. For example, if you spend 15 dollars on PPC for Google ads, but generate 15 leads as a result, your return on investment is going to be incredible. Again, each platform will reach a different type of customer, so you’ll want to strongly consider using both platforms for your advertising campaign.
You’ll need to crunch the numbers yourself and determine what makes the most sense for your business, but always balance ROI against PPC when considering your online advertising strategy. A good PPC management company can help you navigate these issues and ensure that your advertising dollars are spent in a way that will benefit you most.
- Formats are specific to each service.
For Google Adwords, ads cannot contain anything other than text. This means that your advertisements must be well worded and compelling so that the customer can’t help but click on your ad to find out more. Keeping in mind that many other businesses are competing with your company and will also have ads come up when customers search for your product, you may want to enlist the services of a skilled copywriter or marketer for your Google ads. Wordsmith skills are essential for effective ads on Google!
Facebook ads, on the other hand, allow businesses to use photos and videos in their advertisements. This fact alone doesn’t necessarily make Facebook ads better than Google ads, but the phrase “a picture is worth a thousand words” certainly comes to mind. If users see a product displayed in a picture or video, they often linger on the ad longer. After all, our attention spans and free time are limited: we all want to get the message and decide quickly on whether we will sign up, buy the product, or support the cause in question.
Neither type of advertising format is easier to implement than the other per se, just as neither type of advertising will guarantee leads or sales. But both are extremely powerful tools to have in your arsenal and should be used effectively to give you the best possible chance in this highly competitive world. This is where a Facebook ads consultant or a Google Adwords consultant can come in handy.
Where Can I Turn for Help with My Online Advertising Campaign?
There’s no shame in looking for help in this area of your business. Your product or service may be excellent but you might not have the advertising skill or knowledge to reach the maximum number of customers possible.
That’s where we come into play. We are Julien Consulting, and we are experts in online advertising. Whether you need help with Google Adwords, Facebook Ads, or advertising on any other service, we can advise and transform your online presence into a force to be reckoned with.