Facebook or Google Ads – Which Should your Business use?
There are endless options to advertise a business online, with Facebook and Google Ads being the largest players. Many business owners and marketers alike wonder if their business should advertise on Facebook or Google; many also wonder if paying for ads are a good investment. Both allow you to target local audiences to achieve different marketing goals. Below is a quick overview of the advertising platforms, use cases and capabilities of each of them.
Advertising on Facebook and Instagram
Facebook advertising has a wide range of ad types and offerings. The simplest way to advertise on Facebook is to boost (or sponsor) posts that allow your organic posts to be seen by more people who do not follow your Page. Because Facebook also owns Instagram, these ads can be shown on that platform as well.
Facebook Ads Manager tool is very useful to reach local audiences with a robust amount of targeting options. When creating a campaign, Facebook allows you to optimize towards many marketing objectives under the pillars of Awareness, Consideration and Conversion with different ad options for each:
Awareness Ads allow you to optimize towards metrics of Brand Awareness and Reach (number of people who see your ad).
Consideration Ads allow you to run ads with objectives designed to drive users off Facebook to your website.
To drive engagement, you can:
- Promote a Post to drive Engagement.
- Promote the Page to gain more followers through Page Likes.
- Promote an Event to get responses.
Consideration Ads also give you access to:
- Video Views
- Lead Generation (collecting emails or phone numbers for follow ups)
- Messages (start conversations between users and the page through Facebook Messenger)
Conversion Ads allow advertisers to track the return on investment (ROI)of their ad by tracking online actions, catalog sales or even visits to a physical store!
Targeting options on Facebook and Instagram
The targeting options on Facebook are very robust. You can target specific geographic areas, age groups and interest/ This allows you to be very efficient with your ad spending. This is great for an advertiser like a beauty salon that specializes in hair extensions, as they can avoid spending money showing their ads to men who would not pay for their service.
You can create Facebook ads using text, photo or video posts with the liberty to be as creative as your imagination, leaving a lot of freedom in what you can show to potential customers.
Advertising on Google
Advertising with Google is cost affective and scalable. Most ad formats are bought on a Cost-Per-Click (CPC) basis where advertisers only pay when they ad is clicked on (meaning you don’t pay if someone sees your ad but does not click). Google ads can be broken down into three categories: Search, Display and Remarketing. Here are the details of each:
Google Search Ads:
Search Ads are text ads that appear at the top of search engine result pages (SERPs). These ads are targeted by the keywords included in search terms and allow businesses to show their ads to people who are actively searching for their product or service. A search advertising campaign should target many keywords related to your product, service, brand and competitors, with different ad copy written relating to each search term.
Google Display Ads:
Display ads are visual banners that appear on websites (not in search) and are triggered by keywords on pages and other factors such as the users’ past searches, interests, location and demographics. These are great for building awareness of your brand ,as even if people do not click on the ad they subconsciously see your brand and will potentially remember it when the time comes that they need your product or service.
Remarketing ads are the ultimate way to nurture prospective customers. Once a customer has visited your site or landing page, display banner ads will follow the users around the internet to remind them of your brand over time. An ideal Google Ad campaign will include all three elements above and will work together to build awareness of your brand, drive leads from people searching for your service and remind them of your brand afterwards.
So which advertising platform should you choose – Facebook or Google?
Both! Facebook will build awareness of your brand while Google will allow you to target people searching for keywords similar to your brand. If your business is looking to start advertising online, Web Geeks can help by crafting a marketing strategy that will build awareness of your brand and drive conversions to meet your business goals! Schedule a meeting to discuss your business needs and how we can help you grow today!