Google Ads Vs. Facebook Ads: Which Is Better?

Choosing the right online advertising platform for your business is a crucial part of your overall marketing strategy. You will have to pick the right one that will work for your business among a plethora of choices out there. But there are two that dominate the pay-per-click (PPC) advertising market—the Google Ads and Facebook Ads. 

In this article, we are going to compare both paid media in terms of compatibility with your marketing goals. As both are the biggest players in PPC advertising, we will be dissecting each one’s strengths. This is to help you find the one that will help you achieve the following marketing goals:

    • Promote brand awareness
    • Boost the spread of information
    • Reach the right buyers
    • Remind curious buyers
    • Convert leads into customers
    • Create various purchase platforms
    • Generate a high return on investment (ROI)

What is Google Ads?

Google Ads has been in the online advertising industry since 2000, and is synonymous with “paid search.” It was initially launched as Google AdWords but rebranded in 2018. It is a PPC advertising platform that dominates its market since Google is the most visited website, with over 3.5 million queries every day.

Google Ads concentrates on keyword targeting and the creation of text-based ads. When advertisers bid on keywords, their ads will appear on the search results pages (SERPs) when the said keyword is typed in the query. And when a user clicks onto an ad, the advertiser will be charged for it. 

Ads are not limited to popping up on SERPs; they also appear to the following areas:

    • YouTube Popup
    • Google Play
    • Display Network
    • Gmail
    • Google Maps and the Maps app
    • Google Shopping

 What are Facebook Ads?

Another powerful PPC model, Facebook Ads is an excellent example of “paid social” or advertising through social media sites. With over 1.73 billion active users daily, Facebook displays great potential for online advertisers. 

Similar to Google Ads, FB Ads are pay-per-click ads that appear in its domain. Facebook Ads are highly visible in the eyes of a user. It has vastly strategic ad placeholders, which consist of the following.

    • Facebook Newsfeed
    • Instagram Newsfeed
    • Facebook Marketplace
    • Ad Carousel
    • Messenger Inbox
    • Video Feeds
    • Right-hand column
facebook ads google ads

How Google Ads and Facebook Ads work

So how do these two work in giving advertisers successful campaigns? Here’s a quick breakdown of what happens in each approach to dissect how they match your needs. 

Starting off with Google Ads, it lets advertisers make use of keywords in finding their target consumers. When a user types in the exact match of the keyword in the Google search bar, an ad that matches the keyword will display on the SERPs.

Among the results, an ad may appear at the top of the list—pushing down competitors.  In addition, Google Ads lets advertisers target a specific geographic region to maximize its paid clicks. 

Once the campaigns are ready, marketers will bid for the specific keywords they want to target. Whoever has the highest bid and relevant content will win the bidding round and have their ads displayed on Google. 

Meanwhile, Facebook Ads lets advertisers target users based on their social media patterns and behaviors. Contrary to Google Ads that targets its audience based on search queries, Facebook Ads has a vast range of targeting approaches based on a user’s demographics and behaviors, which include engagements. 

That said, if you want to utilize Facebook Ads, you need to know who your customers are. You need to identify their demographics, social media behavior, and interests to penetrate their feeds. 

What to consider in choosing between Google Ads and Facebook Ads

In deciding the right advertising platform for your business, here are some factors that will help you gauge the platform’s compatibility with your business. 

How specific you want your targeting to be

Facebook allows advertisers to access available audience information. These data help you to get a hold of your audience way more easily because of the user information. Whereas Google only bases its ads on keywords and behaviors.

So if you are after the specific targeting, Facebook Ads has the upper hand on this one.

The content you are advertising

Although Google has a broader reach and far more seniority level in the industry, Facebook competes with that with its interactive ad types. When your ads are meant to be fun, enticing, and engaging, Facebook is the way to go as it has the ability to interact with the audience. Users can comment, ask questions, like, and share posts. 

However, if your business is more of a B2B remarketing, Google is more appropriate for you. The gist is if your product or service has viral potential, Facebook is definitely a better choice to place ads. 

The industry

Estimate first your budget and business capacity to start PPC advertising. There are bigger competitions on Google, which makes bidding for related keywords expensive. So if you are a beginner looking into making your first online ad campaign, Facebook Ads can help you save on costs while having lesser competition. 

If you think your industry poses a tight competition, especially in ranking keywords in Google, then Facebook can be a better choice to start out. 

google ads facebook ads

Strengths of Google Ads and Facebook Ads

To simplify what Google Ads bring to a business, here’s a list of its strong points:

    • Massive audience reach
    • Relevance and quality are rewarded over high biddings with poor ads
    • A vast range of ad formats

On the other hand, here are the strongest points for Facebook Ads:

    • Audience granularity
    • Impressive ROI even with a limited budget
    • Visual platform

The verdict

It’s clear that both platforms have their own highlights and downlights. However, one should have the upper hand in this breakdown. It really comes down to what your objectives are, the nature of the business, and cost capabilities. 

To be more specific, both platforms are better off with a business that aligns with its features.

Google Ads is the best for immediate generation sales and leads. It is the better choice if your services or products have high buying intent during a search query.

Whereas, Facebook Ads is the best PPC model if you want to create brand awareness, grow your audience, and introduce new and innovative products.

Want to know more about how you can utilize Both PPC models in marketing your business? Why not take online classes to fully immerse yourself with how Google Ads and Facebook Ads work. Here are some highly recommended classes to take at your own pace:

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