The Toolbox Blog

Google vs. Facebook Ads

In digital marketing, one question is often asked and debated: What’s the best strategy for placing ads online, Facebook or Google? Both have pros and cons. When looking at posting ads, determine your goals first. Are you trying to increase conversions or boost brand awareness? Who are you trying to reach? What’s your budget? Or if using both, which should you use more? Ad buying can be a tricky process but, when done correctly, it can grow your business exponentially.

Facebook ads may be the most versatile advertising platform of the two. They continue to be effective on improving brand awareness, engagement, as well as promoting events. Facebook ads are cheaper too, costing $0.28 per click on average in comparison to Google ads which run for $2.32 per click on average. The interesting thing about Facebook ads is that you rely completely on a person’s impulse to become a potential lead or customer.

To ensure your best chances for turnover, the ad should be visually appealing. A person doesn’t normally go on Facebook as a consumer but rather as a visitor not looking to shop on social media. But Facebook has a certain trick up its sleeve: they allow the person placing ads to find and reach a very specific demographic by allotting them more detailed information about who is going to see the ad. Demographics like age, gender, marital status, location, interests, and education can all give very insightful information.

Google ads are also effective. They may cost more, but Google is fifteen times more effective with conversions relative to cost than Facebook. Google ads are more successful with increasing sales and leads. The downside is that they only work when users search for a service or product that utilizes the same keywords as your business. Google ads are a good way to target users looking to make a purchase.

So, of the two, which one is superior? Both can be used in your advertising strategy. Although both have good and bad attributes, at the end of the day if you have the money to do both, you should. The key is to find the happy medium between recognition and conversion. Find your consumer and give them what they want to see. When planning your strategy, assume you will use both platforms to advertise, and focus on what the data tells you what the consumer wants. It isn’t always crucial to find the right platform. Concentrate on finding the right imagery and message that will drive your audience to conversion.