Facebook Ads Vs Google Adwords

Originally Published at: http://www.saurajohnston.com/facebook-ads-vs-google-adwords/

What are the differences between Facebook Ads and Google Adwords? Are Google Adwords still relevant? Is Facebook better than Google for Ads?

In this post, the differences are uncovered between Facebook and Google so that you can make intelligent decisions about where to spend your marketing budget. This post also explores how to use each advertising platform to get the best results. If you are looking to grow your business in 2017, this post should help you to find new customers and gain more awareness for your business.

What is PPC Advertising?

PPC stands for Pay Per Click. Most platforms where you can perform a search also offer a PPC advertising platform. Advertising allows you to show an ad to anyone who is searching for certain information on that platform. You might be the best result for that search, and so the person searching will click on that ad.

You can advertise using PPC on sites including: Google, Facebook, Instagram, LinkedIn, Twitter, Pinterest, Bing, Yahoo, and more. Notice most social networks, and media platforms have a PPC offering.

With PPC, you are only charged when a person clicks on your ad — hence the name Pay Per Click. This allows you to only pay for those leads who show interest in what you have to offer.

How are Google and Facebook different?

The biggest difference between Facebook and Google is the mindset of the person that is using the platform. Users go to Google to ask a question. On Google, users are searching for a solution, a place to eat, or for a phone number. Google might also be the go-to place to compare different products before a purchase is made. Facebook is the platform where people check what their friends are up to. It is a social network, that is primarily used to connect and communicate with friends and family. Searches in Facebook are primarily to find a person, interest or business page.

When it comes to advertising, the key difference between Facebook and Google is how each recognizes the user and collects data. Google recognizes a user based on IP address and Google account. This profile connects with a rich history of that profile’s search and browsing history. This means Google knows what that user has searched for, as well as what websites that user has browsed. This data has many flaws. Google is not great at connecting search history across devices unless the user is logged in. Also, if a new user starts to use the same device, Google won’t know unless that person logs out of a Google account, and into a new one.

Facebook has profiles based on what an individual volunteers. This is completely different from Google, because Facebook has day-to-day updates from posts, profile information, searches and interactions that a person has shared with Facebook. The downside is that Facebook is not the go-to place to search for answers. Facebook has less data than Google about real-time purchase research. Facebook has what you shared; Google has what you searched.

Which is better?

Sorry to cop out — but the truth is, it depends.
Facebook ads are fantastic for building an audience, growing your email list or raising attendance at an event. Facebook has created a suite of tools for large retailers, app developers and local businesses that give flexibility that no other platform currently offers. Google seems to be much more affordable for site retargeting — which is when you show an ad to a person who has recently visited your website, in hopes you can get them to come back and make a purchase.
Another key difference is audience. On Google, you can just plain reach more people. However, well made ads just seem to get more response on Facebook. This is because many people have trained their brain to ignore Google Ads all together. This led to Google completely eliminating the right-hand rail. This was HUGE news when it happened.

Should We Quit Google Adwords?

As Facebook gets better and better at optimizing their ad platform, some marketers and business owners wonder if they should quit Adwords all together. Many have rolled back their ad spend there, or left all together. Abandoning Adwords is a mistake. Adwords is delivering advertising to consumers who are searching and researching in order to make a purchase. Advertising on Adwords can produce immediate results and ROI and you should be there. Each platform should be used for it’s unique strengths, and you should be adapting your tactics as these platforms change. The primary tactic that we are using on Adwords right now successfully is site retargeting. You should be constantly testing what is working, and stop doing things that do not work. Does that mean you stop using Adwords? No, you just stop using Adwords poorly.

Is Facebook Better than Google Adwords?

Facebook and Google are two different steps in a path to purchase. Facebook might be the place where your customer first hears about you. You might show an ad on Facebook and get the potential customer to like your page or join your email list. You then continue to educate and build a bond with this potential customer in content marketing. You then might use Google to show a product sale, or retarget that same person to revisit your website and make a purchase. Google is right at the end of the path to purchase, and you can use Google Adwords to capture a potential customer right when they are searching and right about to buy. Smart advertisers design the customer journey, understand the behaviors of their potential customers, and use all the tools available well to increase brand awareness and drive more purchases.

Short answer: Use Both.