Key differences between Facebook and Google advertising every marketer should know to master digital marketing

Facebook and Google are the biggest players in the digital advertising industry. Have you ever wondered what the differences between Facebook and Google advertising platforms are? Maybe you have done ad campaigns on Facebook but you are thinking of venturing into Google ads or vice versa, but you’re not so sure which one would suit you more.

We see you scratching your head furiously. Don’t panic just yet! We’ve laid out all the differences between Facebook and Google advertising in this article – just for you. Read on to find out more.

First, let’s dive into what Facebook ads and Google ads really are!

First up, we have… Google Ads!

As we all know, Google is the world’s largest search engine in the world. In every second, there are 2.3 million searches done on google, and most of the search results pages will feature Google Ads.

The keyword-centric world of Google Ads

The key thing about Google Ads is that it’s focused around keywords. To put it simply, you’ll come up with a list of keywords that you are interested to target, words are related to the products or services your company is offering.

For example, you’ll use the keyword “basketball” if your business sells equipment catered towards basketball players. This keyword can be expanded upon into “basketball shoes”, “best basketball shoes”, and “basketball for beginners”. When someone searches for these keywords, your site or store will appear at the top of the search results page or as a display ad.

The benefits of hopping on the Google Ads train

One benefit of advertising on Google is that you’re reaching out to an enormous amount of traffic. We are talking about 2.3 million people, at each and every second! It’s crazy!

The other huge benefit of using Google Adwords is that you will be targeting users who are highly interested in your product. Here’s the thing: when people conduct Google searches, they are out on a mission to look out for the best solution to their questions or problems. For example, they’re searching for the “cheapest Italian restaurant in Singapore.” If you are able to offer them that (by ranking high on the search result page), then you have a potential customer! Audiences on Google often know what they want, especially when it comes to the answers they’re looking for. So if you advertise your product that matches their search intent – voila! Their click will be yours!

Some downsides to using Google Ads

The downside of using Google Ads? You are probably not the only company that is marketing that product or service. Hence, if you want your ad to appear on the top of the search engine, you’ll need to bid against other marketers. The more you are willing to pay-per-click, the more likely your ad will appear in the search results. At this point, it might occur to you that using Google Ads is somewhat difficult – since whoever has the bigger wallet ultimately wins!

Introducing… Facebook Ads!

Decided that Google Ads wasn’t for you? Have no fear! Here comes the other huge giant in the advertising industry. Meet Facebook, a social media platform that is able to reach 2 billion people across the globe.

The magic behind Facebook Ads

On Facebook, you can have options to create different ad campaigns based on your advertising objectives. So, are your objectives to:

  1. Generate interest and raise awareness on your products/services
  2. Get increased conversion and engagement on your websites?
  3. Or get people to be interested in your business and look for more information ‘bout it?

After you have pretty much decided on your marketing goals, you can customize your target audience based on their geographic location, interest, age etc. The narrower your target audience is, the greater the impact of your advertisement. You can then create your advertisement and choose your ad placements before firing away!

Why you totally should be using Facebook Ads

What’s in it for marketers who use Facebook ads? Facebook ads are great for companies who are looking to build awareness. With 2 billion active users in a month, you are definitely going to reach a large number of people and get the limelight you deserve.

The other thing is that Facebook allows you to do this awesome thing also known as split testing! Digital marketers can test different versions of a campaign to see how variations of a campaign can lead to difference in conversion rates. You can then refine your ads accordingly. Bang for your buck!

Aside from that, you bet that there’s a lot more room for creativity when you are creating your advertisements on Facebook. With visual content, you will get an opportunity to appeal and showcase your products visually to your audience.

Facebook isn’t a perfect unicorn

The downside of Facebook? Needing a lot of time and resources. Gaining thousands of likes and followers doesn’t happen overnight (unless you’re a super hot influencer and expert content creator); you’ll need attractive advertisements and creatives to stay in the game. You’ll also have to diligently answer comments on your page and constantly engage your followers to get them to stay. (Baby, come back!)

The big showdown between Facebook and Google advertising

We know that you’re screaming internally, “Tell me how to choose between Facebook and Google advertising!

Hang on, calm down. The answer is here: It really depends on what type of results you want to achieve.

If you are looking for immediate sales, growth, and increasing your revenue quickly, go for Google Ads. Your audience is already using that keyword actively, and interest in your product is high. Even better if your company belongs to a niche industry! That helps you to narrow your keywords, which is cost-effective. For example, if you are working in an aircraft servicing industry, you can expect to use a lot more technical keywords in your ads, which also means that there would be less competitors bidding for that very same keyword.

On the other hand, if you are looking for brand awareness and are focusing on lead generation, Facebook will be your go-to platform. With its ability to target specific demographics for your advertisements, Facebook is an ace at matching your products/services to people who have never heard of your brand. They’ll surely check it out after seeing the advertisement.

Knowing the difference between Facebook and Google advertising will help you to know how to best leverage each platform to get the best results for your company. After all, you want to get the most out of each dollar you spend on advertising.

With that said, if you have a company that is able to afford budget, then you may want to use both to complement each other. While Facebook and Google are no doubt rivals, harnessing both advertisement platforms will produce a kick-ass advertising campaign. This requires coming up with a game plan that is catered to the strengths of each platform.  

Now that you are have leveled up in the world of digital marketing, go put your new knowledge to work!

If you are reading this because you are interested in digital marketing but you are not officially a marketer yet, click here to head over to our Glints platform to search for jobs relating to marketing. You never know if you never try!

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