When you are looking to advertise your business online, you are faced with two giants. Facebook  Ads and Google Ads are the two largest internet advertising platforms available right now. The questions most business owners ask is which one is better and which one should you use. The answer to these questions is dependent on each company’s needs. 

Here is a breakdown of the pros and cons of both platforms to help you pick the right one for your advertising needs.

How Facebook Ads Work

Facebook ads work much like any other post you would put on your account for family or friends to see. The difference is that when you set up your ad, you can choose your targeted demographics.

Facebook ads are an interest-based ad that targets the demographics you choose. For example, you might decide to have your ad shown to women between the ages of 25 and 40 in your local area or nationwide. You set the perimeters of your targeted audience. You also select how much you want to pay daily for your ad, which with a starting minimum on $1.00 a day the fees are not too much in comparison to some advertising avenues.  

You will design your add to include: videos/pictures, your message, your tagline, and any other information you want readily available to your prospective viewers. Once someone clicks your ad, they will be redirected to the page of your choosing.

It is recommended that you direct them to a page that gives them information about your product or your company, not directly to your sales/product page. Most Facebook users are looking for things they are interested in, not necessarily what they are looking to buy. Directing them to your product page could have adverse effects and lower your conversion rate. Therefore it is better to build their interest in the product first.

Facebook Pros

There are many Pros to using the Facebook ad platform. The following are some of benefits provided.

● Ability to target your ideal customers.

● 2 billion possible viewers (dependent on your perimeters)

● Price Per Click (PPC) is lower than most other advertising platforms

● The audience is more open to clicking on posts than traditional ads

● Great for the long term customer base

● Creates a social following

● Great for B2C ( Business to Consumer ) advertising

● Allows for video implementation to entice viewers

● Has a broader possible audience

Facebook Cons

Like anything else, Facebook Ads have some cons; you will need to consider. Here are a few of the drawbacks to advertising with Facebook.

● Interest-based viewers (Looking to further their interest, not necessarily buy)

● Viewers take longer to convert into buyers

● Average Click Through Rate (CTR) is around 0.9%

● The learning curve to successfully getting format right to create a conversion generating ad.

How Google Ads Work

By contrast, Google Ads is an intent-based advertising platform. Simply put, this means that the people who view your ads were looking for something specific, which also means that your ad needs to be using the best SEO practices to get you seen by your potential customers.

For example, if you have a children’s clothing store, you would want to make sure your ad is seen by people looking for children’s clothing, clothing for kids, and other related terms.

When you place an ad with Google Ads, you will include your taglines, company name, website address, and any pertinent information you want potential customers to see. When viewers click on your link, they will be redirected to your product page or landing page. This product or services is what they were searching Google for, so it is best to take them directly to it.

From your product page or landing page, your new customers or future clients will be able to explore your website, so it is wise to make sure that your product page or landing page is connected to your website.

Google Pros

Google Ads provides an excellent benefit in the advertising spectrum. Here are some of their pros to consider.

● Intent-based viewers (looking for something specific)

● Generates sales/leads immediately

● Great for B2B and B2C advertising

● Provides short term and quick results

● Boasts an earning potential of $2.00 for every $1.00 spent

● Higher conversion rate compared to other advertising platforms

Google Cons

Again, like its competitors, Google Ads also has some cons. Some are listed here.

● PPC rate is slightly higher and varies depending on the keyword

● The learning curve is usually higher than other ad platforms

● Can be extremely costly if you do not know what you are doing. 

Conclusion

Facebook and Google Ads are both great advertising platforms, for different reasons.

If you are looking to sell your products right now, you’re better off using Google Ads. However, if you aren’t in a hurry to get to the sale and are willing to take the time to build a following, Facebook is the better option.

Considering what both of these advertising giants can do, it is often better to use them together. Doing so will enable you to benefit from those viewers who are looking for specific products as well as generate an informed following for the long haul.

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