For every business, there are marketing strategies that will work better than others. It tends to be a mix of social media channels, email marketing, ads, and content marketing.
When it comes to ads, two of the largest paid advertising platforms are Google Ads and Facebook Ads. So, it is hard to know what the best marketing strategy is to get the best visibility and target potential clients. Let’s look at these two ad platforms and get a better idea of what strategy is best for you.
PPC (Pay-Per-Click) Advertising
Both Google and Facebook ads fall under the broader term of PPC advertising. PPC is when advertisers (businesses) are charged for their ad once it has been clicked on. Associated with search engine and social media advertising. Once the ad is set up, you can begin ranking immediately.
This is where you have to consider your advertising budget. This will depend on the industry you are in, the audience you are targeting, and other factors. The two ad spaces have planning tools that can help you determine your budget.
Google is the most popular search engine, with over 3.5 billion searches a day. Google Ads lets you place targeted ads in the search results in front of your target audience.
It is where you the advertiser can choose specific keywords or phrases that you’d like to target based on the unique service or product you offer.
Google Shopping is a little different as you don’t have the ability to target particular keywords, but rather you upload information about any of the products that you wish to advertise. It is only fitting for advertising actual products. It is not for classes or training courses.
In addition to keywords and product data, there are several targeting options that you can take advantage of. These are:
- Demographic Targeting – The ability to target users based on age, gender, income, parental status and more.
- Location Targeting – The ability to target users who are in a specific country, state, city, or zip code.
- Ad Schedule Targeting – The ability to control whether ads show at particular times of the day or on particular days of the week.
- Remarketing – Website visitors who have previously visited your website over the past 30 days.
- Similar Audiences – A type of audience auto-generated by Google, which creates a group of users with similar characteristics to your existing remarketing audiences.
- Affinity Audiences – Users grouped together based on their habits and interests, i.e. fitness fanatics.
With all of these targeting options, it is easy to see how Google Ads can be an effective way to find new customers for your business. Google Search and Shopping are both used by individuals already in the buying mindset. It is the ability to reach the right user at the right time.
Facebook Ads Manager allows you to place ads on Facebook and Instagram. If you personally have been on either of these social media platforms, you have seen ads pop up while you are on. Facebook Ads help users find businesses based on who they are. Facebook offers extensive interest and behavior targeting options.
The difference between Facebook Ads and Google ads is user intent. They may be on social media to check on family, friends, read news, not necessarily with a shopping intent.
Facebook is a great platform for users to discover new brands, products, or services.
Which Should I Choose?
The question should not be which I use, but how can I use each in my strategy and use the advantages of each to get the best results.
Your existing level of brand awareness, the industry you operate in, the product or service you are promoting will impact your approach to advertising on both of these platforms. Facebook Ads can raise awareness of your brand or showcase new offerings. Google Ads has the volume of users and opportunities. It is the perfect place for capturing users who are already searching for relevant products and services. They are ready to purchase.
In the end, they are both platforms that you need to utilize in your digital marketing strategy.