Facebook and Google Ads are both top pay-per-click (PPC) ad systems, but have quite different use cases. For businesses, items, or services like plumbers that your audience is actively looking for, Google Ads works best. Facebook Ads, often referred to as Meta Ads or Meta for Business, are most effective when used to promote products that your target audience is likely to be interested in but is not necessarily actively searching for.
Actually, Google Ads and Facebook Ads are used to be seen as competitors by many advertisers. The long-standing rivalry between the two companies, which was frequently dramatized by technology media outlets, was interpreted as indisputable proof that the two platforms were directly in competition with one another and that businesses of all sizes had to make a difficult choice regarding which platform was best for their needs. This false dichotomy is still perplexing and misleading to those who are unfamiliar with online advertising.
But then, despite the fact that the two platforms are sometimes positioned as rivals, this could not be further from the truth in a practical sense. Many companies are still combining the benefits of Google Ads and Facebook Ads to enhance visibility, boost leads and sales, and attract new clients. By using various tactics that complement the features of each platform, they are experiencing impressive returns on their advertising investments.
Perhaps you have always used AdWords for PPC ads and are unsure how Facebook Ads stack up. Or perhaps you have tried running Facebook Ads in the past but had poor success, and do not know how Facebook advertising has evolved in the last several years. Therefore, understanding the key differences between Google and Facebook Ads will help you make the most of each platform and maximize your business’ performance. Continue reading to learn more.
What are Facebook and Google Ads?
This might actually be helpful in distinguishing the differences between the two — Facebook helps new consumers find you, whereas Google Ads helps you find new customers. They both run pay-per-click (PPC) advertisements, but they do so on different channels and frequently target users at various phases of the buying process.
Google Ads: Paid Search
Actually, the biggest and most well-known PPC advertising platform in the world is Google Ads. It was formerly known as Google AdWords. And despite the fact that other platforms like Bing Ads function similarly, it is so frequently utilized that the word “paid search” has come to be associated with it.
The usage of text-based ads and keyword targeting are the main components of paid search. In order for their adverts to appear alongside search results for particular search queries performed by Google users, advertisers using Google bet on keywords, which are specific words and phrases. Pay-per-click (PPC) bidding and bid optimization is a complex topic that is beyond the scope of this guide. But essentially, users are paying for the potential to find new customers based on the keywords and search terms they enter into Google. The advertiser is charged a certain amount of money each time a user clicks on an ad, hence the name “pay-per-click advertising.”
Facebook Ads: Paid Social
The practice of advertising on social networks, also referred to as “paid social,” is best exemplified by Facebook Ads. Facebook has emerged as a fiercely competitive and potentially lucrative component of many organizations’ digital advertising strategies because it has the most monthly active users of any social network in the world.
Although Facebook advertising can be compared to Google Ads in that users of both sites are essentially promoting their businesses online, there are no further parallels. Sponsored social helps people locate businesses based on the things they’re interested in and the ways they behave online, as opposed to paid search, which helps businesses find new clients by using keywords.
How Do They Work?
Facebook Ads
Facebook user demographics, interests, activity, and engagement patterns are used to establish the target audience for advertisements published on the Facebook Ad Manager platform. Advertisers decide on an ad budget, ad placement, and a timeline as part of the ad development process.
Because Facebook users are not actively searching for goods or services on social media, Facebook Ads are different from Google Ads in that they use advanced audience targeting. They generate conversions by providing advertisers with extensive targeting choices that closely match ad content and take into account variables like age, gender, income, and interests.
And when carefully designed and properly targeted, Facebook ads pique user interest that is otherwise dormant, increasing brand recognition and boosting sales. However, it is vital to keep in mind that because Facebook leads are not actively looking for your product or service, it could take longer to convert them into paying customers, especially for costlier products or those with a longer typical customer path.
Google Ads
Google is a search engine that offers pay-per-click advertisements for businesses to use on its networks. Advertisers can choose criteria for maximum bids, overall budget, ad scheduling, and location. Ads are targeted using keywords. Users in particular geographical areas, for instance, may see advertisements.
Based on the user’s keyword search and how those keywords correspond with ad content, Google Ads are displayed at the top of search results pages in almost the same fashion as organic search results. Advertisers must first create a Google Ads account before adding text-only ad copy and keyword targeting details.
In fact, Google Ads are most advantageous to companies who market goods or services with clear use cases. By utilizing direct language that people can act upon, it is simple to collect keywords in search and urge visitors to click and purchase. The return on ad investment for more complex campaigns, like those for brand awareness or multi-step interaction, is probably not going to be as good on Google.
Search Intent vs. Awareness
Search intent is one of the most significant differences between Google and Facebook Ads. Facebook users are served adverts based on their interests, whereas Google searchers are specifically looking for something. Facebook is all about brand exposure, while Google uses a pull marketing tactic.
When it comes to Google, users have specific goals in mind. They want to find what they are seeking because they are specifically looking for it. Therefore, it is in the best interest of advertisers to present a match between the ad and the search query. This idea is well understood by seasoned PPC advertisers, who ensure that their ads and landing pages correspond to search intent. On the other hand, inexperienced advertisers commonly make the error of running ads for phrases that are only loosely linked to their product and do not accurately reflect search intent.
Overall, the objective of Google search is to display an advertisement that precisely fits what users are looking for. By doing this, you will potentially improve your advertising’ click-through and conversion rates by matching the search intent.
Key Takeaway
Leading pay-per-click advertising platforms like Facebook Ads and Google Ads both charge marketers for each click that their advertisements receive. While Google Ads is a paid ad search platform that mostly relies on Google users’ keyword searches, Facebook Ads is a paid social ad platform with a wide range of audience targeting capabilities. Even while making a simple ad may be straightforward, both platforms have a steep learning curve for creating great advertising that not only drives clicks but also conversions.
