Facebook Ads vs Google Ads: How to Strategize?

Facebook Ads vs Google Ads: How to Strategize?

Thinking of firing some ad campaigns? Facebook ads or Google ads? The debate rages on as marketers remain confused on which strategy to use that won’t make them a small fortune.
Businesses, small or big depend largely on digital marketing strategies like advertising through Facebook and/or Google to generate revenues. Advertising through both these channels have advantages, which differ according to the type of business, its budget, the target audiences/users etc. As per researches conducted in 2015, there are 2.92 billion internet users around the world. Here are some interesting data that might help you on deciding which marketing platform would suit best for your business:

Facebook Ads:

  • Facebook has 1.28 billion monthly active users.
  • It receives 1 trillion page views per month.
  • Around 44% of all internet users have the potential reach of Facebook.
  • It targets users/consumers based on where they live, their interests and Pages liked on Facebook.

Google Ads:

  • It can reach over 2.6 billion searchers every month.
  • 180 billion Google searches are performed every month.
  • Google is within the potential reach of 90% of all internet users.
  • It targets users/consumers based on the place where the customers are located at that particular time when they search for the product or company and by relevant keywords prospects used during the search.
  • Now let’s discuss the reasons why your Facebook ads may not be performing like Google Ads.

  • As stated earlier, Google ad is search related. This means your potential customers are searching for something which they are ready to buy now or researching about, in most cases. But very few people are actually searching products on Facebook.
  • Many people using pay-per-click or PPC think that companies with the biggest advertising budget will somehow win at Google ads. Not going by this misconception, it can be said that Google Adwords puts the focus on the relevance and quality of ads, not on the advertising budget. That is the reason advertisers with relevant, high-quality and improved ads rarely need to bid as highly as those with irrelevant, repetitive or boring ads. Sometimes some keywords cost more than others.
  • Sometimes Facebook ads target static audiences/users leading to a much higher ad fatigue rate.
  • Google gets a thumbs up again due to its local business factor.
  • Google has a wide range of ad formats. Also, it is constantly executing new ad formats so that marketers can reach new audiences.

With Facebook ads, a marketer needs to choose the right bidding option and create click-worthy, high-quality ads. However, since there is no single marketing strategy for PPC campaigns; optimizers need to research both the advertising platforms to get the best.