Facebook Ads vs. Google Ads – Which One Should Your Business Use?

Most big brands are using both Facebook Ads and Google Ads now. The two companies have a long-standing rivalry in the online advertising industry. Which is completely understandable! Both are competing for more eyeballs and users on their platforms.

You probably use Facebook and Google every day. Before you ask yourself which ad platform you should use for your business, ask yourself about your ideal customer. Where are they spending time online? What Facebook pages do they like? What are the typically searching for on Google?

Once you have these questions answered, create a customer avatar (or a few). Here’s an example:

Our Sample Customer Avatar

  • Age range: 25-50
  • Location: Major cities in the United States and Canada
  • Occupation: Business owner or director of marketing operations
  • Interested in: Marketing tactics, business growth, hiring
  • Time spent online at work: Emails, checking Facebook, researching, chat with their team
  • Problems we can solve for them: Lack of internal team to manage digital ad campaigns

Once you’ve created a rough outline of what your customers do online, consider a few other things:

  • Is my business a niche or highly competitive?
  • Am I targeting nationwide or hyperlocal?
  • What am I selling?
  • Where do people buy it? In-person? On Amazon?
  • How do people hear about my product?

Taking the time to brainstorm and write out this information will leave you more prepared to make a decision when it comes to choosing between Facebook Ads and Google Ads.

What are the main differences between Google Ads and Facebook Ads?

It’s important to note that both Google Ads and Facebook Ads are like their own language. They have some similar vocabulary, but the structure of your campaigns can sometimes hardly be comparable.

Facebook’s Advertising Features

Think of Facebook Ads as “paid social”. You’re reaching people while they are using a social media platform (like Facebook or Instagram). This is very different from trying to reach someone while they are searching on Google.

First, Facebook Ads serve as a great way to discover new customers, or for them to discover you! They might not know they needed your product or service, but once you get their attention, you may have a new customer coming your way.

Goals on Facebook Advertising

Here are some good goals to have when using Facebook Ads:

  • Reach new potential customers
  • Announce a new product
  • Drive retargeting traffic back to your website to make a purchase
  • Run a promotion or sale for a limited time
  • Target a specific email list segment with a custom message

Google’s Advertising Features

Google Ads (formerly called Adwords) is the largest PPC “pay per click” advertising platform today. When most people are talking about PPC, they’re talking about Google Ads. Even though Google Ads now includes YouTube Ads, which are great for discovering new customers.

  • Google Search Ads – High intent, people searching for your product or industry (competition is an issue)
  • YouTube Ads – Get more eyeballs on your video content
  • Gmail Ads – Reach people directly in Gmail
  • Google Display Network – Reach people around the web

The Final Word on Facebook Ads vs. Google Ads

Both Facebook Ads and Google Ads are immensely powerful tools for your business to reach its target market. Look at both platforms as significant options for your paid media strategy. You’re never married to one platform and you can easily move budget away from one and towards another.

Using both platforms can give you the upper hand in your industry. This is why it’s so important to build a strategy to use both Facebook Ads and Google Ads. You should also coordinate these efforts with your sales promotions, email marketing, and organic social media.

This is why we recommend many of our clients to use both Facebook Ads and Google Ads. Usually, we recommend starting with Facebook Ads (but this depends on your business), and adding in Google Ads once you’re ready to diversify your budget across multiple ad networks. Read more about our Facebook Ads Suite and Google Ads Suite on our services page.

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