Wednesday, August 26, 2020

Facebook Ads vs Google Ads - Who Wins?

Facebook Ads vs Google Ads - Who Wins?

Paid ads are a crucial part of digital marketing.

There are two major players for paid advertising. One is Facebook Ads and another one is Google Ads. And as a digital marketing expert, this question keeps getting in my mind over and over again.

Which is better?

Facebook Ads or Google Ads?

Some marketers say that they are getting good results from Facebook Ads. And some of them say they are performing well with Google Ads.

But who is the real game-changer?

Let's dive in this topic and explore both of them. I will explain the major differences between both, in this article. It will give you clarity about both ad platforms.

Facebook Ads:

Facebook is a social media platform. So, people do not login Facebook to find any product or service. They login Facebook to consume content (images & videos) inside the platform. 

We all know, Facebook has a lot of information about their users' gender, age, location, interests, demographics and so on.

When you start advertising on Facebook, people may or may not be interested in what you are offering. But you can easily reach your target audience for what you are offering your products or services.

Let me make you understand my point with an example:

Let's say I am offering my Digital Marketing Services for people looking for marketing consultation and online marketing services. People may be interested in it or maybe not. I have no way of knowing for this information.

As per my experience, I run Facebook ads for only those people who are most likely to be interested in service instead of showing it to everyone on Facebook.

I majorly selected age group of 25-40 and majorly focus on business owners. People who are interested in the topic of "Digital Marketing". It gets the good targeting right, but it still not intent-driven (where they are looking for me).

When I run Facebook Ads, here are the points what I experience:

  • Low CTR (Click Through Ratio)
  • Lots of Impressions
  • Low cost of impressions

This is the hidden truth that people who are interested in what you are offering might be less but the cost is also low. It means you can filter out the highly interested people from a large group of potentially interested people.

If you are trying to reach an audience who doesn't know the existence of your product, then Facebook Ads are really good for you. Normally, people might not be searching for it proactively. It is also good for the branding and recall of your product and service.

Facebook Ads is the outbound marketing strategy where you are reaching out to people instead of people reaching out to you.

This is all about my experience with Facebook Ads. If you want more information, then read Facebook Ads guidelines.

Now let's compare it to Google Ads.

Google Ads:

As you all know, Google is a search engine. People search on Google when they want something.

In Google Ads, you cannot get much information about who the audience is but you can get information about what they are searching for.

There is the better term of what they are searching for, that is called keywords.

So, they are making their intent very clear with the search keyword. We do not worry about their demographics and interests so much. But we have to do keyword research very carefully according to search competition, volume and maximum bid.

Since you are going to look at what people are searching through keyword research and you are going to show ads to them. So, age is not a barrier for potential customers.

(Please note - I am not talking about display or Youtube advertising, I am talking about search engine ads when I say Google Ads here.)

Let us take an example to understand:

Let's say people are searching for "best digital marketing agency"

The search intent is very clear.

People who search for the best digital marketing agency are looking for a solution. I can run an ad for this and let Google tell them about my Best Digital Marketing Services Packages.

Here is the thing, what I get with Google Ads:

1. Higher CTC - Why high CTC? Because only the people looking for me, are seeing my ads on Google.

2. High CPC - Why high CPC? Because I am getting high-quality targeted traffic.

3. Higher cost per acquisition or cost per lead but higher quality.

Many people think that Google Ads are costly hence they don't want to use it. But it's my personal experience that Google gives better quality leads than Facebook.

You should not worry about the CPA, just think about ROI (Return on Investment)

In Digital Marketing terms we call ROI to ROAS (Return on Ad Spend).

And that's the difference between the two platforms.

Conclusion:

I wouldn't say that Google Ads are better and Facebook Ads are better. Both work effectively in their own ways. But if you need quality, firstly consider your business niche and then choose an ad platform. I generate more than 200 leads from Facebook and more than 500 leads from Google Ads.

Keep yourself updated with Digital Keshav on Instagram @digitalkeshav1

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