Your business needs to tell its story. Getting your brand out there is tough and getting fast results from your marketing strategy can be difficult.
Digital advertising is a cost effective way to guarantee growth for your brand. Online advertising is pay-per-click, therefore, advertisers get guaranteed website traffic and impressions for their budget. Plus, with targeting options available on popular PPC marketing platforms, advertisers can easily reach customers in their target audience who are likely to purchase their product and sign up for their services.
That’s why digital advertising is able to give businesses a great return on investment. And you’ve probably heard about the two advertising platforms proven to have the best return on investment: Facebook and Google.
The massive social media company and search engine giant both will both provide results. But each platform has specific benefits that will guide your marketing strategy. Today, we’ll break down the differences between Facebook and Google Ads and how each can be used for your business.
Why use Facebook Ads?
Brand awareness
If your business goal is to increase brand awareness then Facebook Ads will serve your goals. Click-through-rates are much lower on Facebook Ads but Facebook Ads have the ability to make an impact on users with relevant content.
If your brand has high-quality video, product photos or great content, your Facebook Ads will catch the attention of customers. You’ll gain brand recognition and create new customers for your brand.
Powerful targeting options
Facebook ads offer powerful options for targeting and tracking that can help make your campaigns successful. The Facebook Ads platform uses data from Facebook and Instagram to build interest groups and demographic segments you can target.
If you customers are commonly interested in golf, Facebook Ads has an interest group available.
Facebook Ads also has the ability to create custom audiences. Your Facebook Ads can reach people who have previously visited your website or people similar to your loyal customers.
Placement options
Facebook Ads offer a wide range of placement options all within one platform. With one Facebook Ads campaign advertisers can place their message on Facebook, Instagram, Facebook and Instagram Stories, Reels, Facebook Messenger, Facebook Marketplace and more.
Facebook Ads will let you create the perfect marketing mix by giving you multiple options for placements. Include a mix of photo and video formats and track the best performers. The result is a winning strategy guaranteed.
Why use Google Ads?
Keywords
Google Ads guarantees a highly relevant audience by serving your ads on search terms. You or your Google Ad specialist will research commonly used search terms for your industry. Then, create a corresponding message to serve in Google Search results.
Google’s ad auction system will then determine your placements. If you have created a relevant advertisement with a strong landing page your ad will be placed on top of the organic search results.
Buyer intent
The click-through-rate of Google Ads is typically much higher than Facebook Ads because users have a strong buyer intent. On Facebook or Instagram, customers are typically in the discovery stage. In this stage, the customer might be searching for new brands or products but might not be ready to buy.
For some keywords in Google Ads, the customer has intent to buy. An ad on a high-intent search term will be more expensive but will likely offer more immediate results and return on investment.
Bidding strategies
Google Ads offers a variety of bidding strategies to help your ads reach the right customers and increase your return on investment.
Smart bidding strategies use Google’s data and your provided conversion actions to improve the impact of your ad. Smart bidding automatically tracks the types of customers more likely to convert and adjusts your ad accordingly. With help from a professional PPC manager, smart bidding and maximize your ad spend and return on investment.
