Pay-per-click advertising has become a popular advertising avenue for businesses in the digital age. There are many types of pay-per-click (PPC) ad services, but the two most common ones are Google Ads and Facebook Ads.
Google Ads appear when people search for things online using the search engine, Google, and Facebook Ads are ads that appear in Facebook users’ feeds.
In today’s blog post, we will cover the benefits of both platforms and when you should utilize Google Ads and when you should be using Facebook Ads if you can’t utilize both.
Google Ads is the world’s largest PPC advertising platform. Google Ads is so widely used it is often referred to as “paid search” even though the search engine Bing has Bing Ads, which is just like Google Ads only the ads appear on Bing.
Google Ads deals with selected keywords and are largely text-based. Advertisers bid on keywords, which are either specific words or phrases users put in the search query, in the hopes of their ads appearing in the search results, either at the top of the page or at the bottom.
Every time a user clicks on the ad, which brings them to either the advertiser’s website or a curated landing page, the advertiser is charged a certain amount. At its core, advertisers are paying for the potential of finding new customers and/or clients based on the keywords and search terms they enter into Google.
Facebook Ads are referred to as “paid social.” In Facebook Ads, advertisers market their products or services to Facebook users based on their target demographics, behaviors, and interests. At its core, advertisers are paying for the potential of finding new customers on Facebook based on targeting features.
In Google Ads, advertisers are able to advertise to users in their search network and display network. The search network is the search engine, Google, and the display network are the banners you see when you’re surfing the web. Google’s display network spans 98% of the World Wide Web. Their display network is great in that it enables you to spread brand awareness to those who haven’t converted while they are using the Internet.
Another benefit of Google Ads is the number of people who search with Google. Google is the most popular search engine in the world with more than 40,000 Google search queries every second!
A misconception PPC newbies have with Google Ads is they think the advertisers with the biggest budgets are the only ones that perform well. The ads that perform the best aren’t necessarily the ones with the biggest budgets behind them, but the ones that are the most relevant to the users. You need relevant keywords on your landing page and ad copy. If your ad is getting a lot of clicks and conversions, you will see it appear higher in the search results over time. It’s important to note one of the only ways you can continue to improve your ads is to do A/B testing.
Just like Google, Facebook has an impressive number of users. Facebook has more than 1.55 billion monthly active users. That is more than ⅕ of the entire world’s population!
Facebook users share a lot with the social media giant. Not only do they share the biggest moments of their lives, but they consume, like, and share content that aligns with them, which enables advertisers to really market to their niche audiences.
Advertisers can also use Facebooks Ads to create lookalike audiences, which allows advertisers to input deals of their existing audience into Facebook to reach new people who fit that mold.
With Facebook ads, advertisers can also upload photos and videos to peak the interest of users.
The last great benefit of Facebook Ads is fairly affordable. You can be a small business with a budget and competitors that are household names and still meet your goals.
Based on the passages above, it’s clear Google Ads and Facebook Ads are both very useful advertising outlets. But which one should I use? Well, it depends.
You should use Facebook Ads when you really know your ideal audience since Facebooks Ads allow you to target people based on their demographic, behaviors, and interests.
You should also use Facebook Ads if you don’t have a big budget if you are small fish and your competitors are sharks. We always advise our clients Google Ads aren’t favorable if they have a small budget. If your budget is under $500 a month, you can still do well on Facebook.
Facebook Ads are great if you have an event coming up or a special offer as Facebook has ads that are meant just for these types of specials.
Through Facebook Ads, you can also put the ad on Instagram. So if the picture sharing app does wonders for your brand already, it may be worth putting most of your marketing dollars to Facebooks Ads.
Google Ads should be used when you’re trying to increase sales. When people utilize Google, they have a problem and are looking for answers. People don’t scroll through Facebook because they have a specific problem. They want to catch up with their network so with that in mind the intent to buy is much higher with Google Ads.
You should also consider Google Ads if you have used it before. Google likes giving preference to businesses with experience as they have more insight into the user experience.
All and all, when it comes to marketing, it’s always important to evaluate your goals. Call Sperling Interactive today at 978-304-1730 to learn more about how we manage our clients’ ad campaigns.