Google Smart Shopping v. Facebook Ads
Which ad platform should you use?
Some eagle-eyed merchants out there might have noticed a new feature within the Shopify platform: The ability to launch Google Smart Shopping ads through a proactive outreach from Kit. While the ability to launch these ads in the Shopify dashboard has been available for a while, Kit’s ability means they’re recommended for a wider group of our merchants.
Okay. But Why use Google Smart Shopping over Facebook Ads?
The key here is the way Facebook and Google understand people. Facebook understands the nature of people. Their loves, their fears. The weird bands they still follow from their Emo days. The data points they collect give a good idea to the user’s interest and can build ads to target folks on those interest.
Google, however, understands immediate demand. When you’re shopping for a washer/dryer set online, you don’t go to Facebook — you search for your immediate need on Google.
Google understands the immediate need, while Facebook understands the general character of people.
Clear as mud, I guess. How does this help the average Shopify user?
Both Google ads and Facebook ads are a solid method to generate traffic, Understanding the way your sales cycle works will inform you which is the better platform for you.
Use Google Ads if you sell:
- One-time-purchases
- Seasonal events
- Services
- Appliances
- Travel
Facebook Ads is better if you sell:
- Lifestyle brands
- Subculture interests
- Sports teams
- Music Genres
- Fashion
And so on…
Ideally, you need to figure out where your potential buyer looks for your specific product (Search v. Facebook Newsfeed), and choose the appropriate platform.
One exception to the rule
Anything that takes live browsing data and serves a unique advert for the individual — like Facebook Dynamic Product / Retargeting Ads, as well as other retargeting ads platforms — will always be a solid choice to use. In these instances, the audience is already a qualified lead, so they’re always a safe bet.
The takeaway
Whether you use Facebook ads or Google Smart Shopping ads will depend on the products you sell and who you’re trying to reach. Whatever you choose, Kit is there to help make the process easier for you so you can spend your time doing the important things that can’t be automated.
