Facebook Ads vs. Google AdWords: Which One to choose ?

Recently, numerous advertiser saw Google AdWords and Facebook Ads in an ill-disposed way. The two organisation are rival to each other in terms of online advertisement, frequently sensationalized by innovation of media outlets, was taken as evident confirmation that the two stages were in direct rivalry with each other, and that it was fundamental for organizations of all sizes to settle on a troublesome choice about which stage was a good fit for their requirements; a false division that remaining parts confounding and misleading to those new to web marketing

Google AdWords vs Facebook Ads




In spite of the fact that the two stages are regularly situated as contenders, nothing could be further from reality in a pragmatic sense.Many businesses are leveraging the strengths of advertising on Google and Facebook Ads in concert to achieve maximum visibility, gain leads and deals, and find new clients, following and adopting various strategies that adjust to the usefulness of every stage and seeing noteworthy profit for their expenditure on advertisement.

In this aide, we’ll look at what sets Google AdWords and Facebook Ads apart, how the two advertisement tools work, and why you ought to consider utilizing both as a feature of your more extensive internet marketing strategy.




Let’s see the Differences Between Google AdWords and Facebook Ads.

Before we look at the various strengths and features of Google AdWords and Facebook Ads, it’s crucial to understand the primary difference between the two ad platforms.

Google AdWords: Paid Search

Google AdWords is the world’s largest and most famous, popular & dominating PPC advertising platform. AdWords is so widely utilized, it has gotten to be synonymous with the expression “paid search.” The two terms are utilized reciprocally, even though other platforms  for example, Bing Ads work comparatively.

Google AdWords vs Facebook Ads AdWords concept illustration

Paid search focuses on the targeting of keywords and the use of text-based advertisements. Advertisers using AdWords bid on keywords – specific words and phrases included in search queries entered by Google users – in the hopes that their ads will be displayed alongside search results for these queries. Each time a user clicks on an ad, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.” PPC bidding and bid optimization is a complex topic, and beyond the scope of this guide, but essentially, users are paying for the potential to find new customers based on the keywords and search terms they enter into Google.




Facebook Ads: Paid Social

Facebook Ads is a prime case of what is known as “paid social,” or the act of promoting on interpersonal organizations. With the most elevated number of month to month dynamic clients of any interpersonal organization on the planet, Facebook has turned into a profoundly aggressive and conceivably lucrative component of numerous business’ digital advertising strategies.

Google AdWords vs Facebook Ads concept

Despite the fact that advertising on Facebook can be considered as like AdWords, in that marketer utilizing both platform are basically advancing their business by means of the Internet, this is where they are different. Unlike to paid promotion, which helps organizations find new clients by means of keywords, paid social helps clients discover organizations taking into account the things they’re occupied with and the courses in which they behave on the internet.

The essential contrast between Google AdWords and Facebook Ads, which can be considered it this way: AdWords helps you find new clients, while Facebook helps new clients discover you.

Since we’ve found the elementary difference between Google AdWords and Facebook Ads (or paid search and paid social), Let’s look at the qualities of each platform and how these internet advertising tools can be utilized adequately.

The Strengths and Advantages of Google AdWords

As the world’s most well known and widely used search engine, Google is viewed as the true pioneer in internet advertising. Handling more than 3.5 billion search queries every day, Google offers advertisers access to an extraordinary and unequaled potential gathering of audience of advertiser who are effectively searching for goods and services online.

Google AdWords vs Facebook Ads Google search engine market share

Google’s advertising offerings are spread across two primary networks – the Search network, and the Display network. The Search networks incorporates the total of the Google as a search engine, and promoters can bid on a bid on millions of keywords and phrases to target forthcoming clients.

The Google Display Network, which offers advertisers more visual ads such as banners, spans approximately 98% of the World Wide Web, making it an awesome decision for advertisers who want to accomplish marketing objectives that aren’t necessarily as conversion-driven as those of PPC advertisements, for example raising brand awareness.

The Large Audience

One of the main advantages of using Google as an advertising platform is its immense reach. Google handles more than 40,000 search queries every second, a total of more than 1.2 trillion web searches every single year. As Google becomes increasingly sophisticated – in part to its growing reliance on its proprietary artificial intelligence and machine learning technology, RankBrain – this amazing search volume is likely to increase, along with the potential for advertisers to reach new customers.

Put simply, no other search engine can offer the potential audience that Google can. This vast potential source of prospective customers alone makes Google an excellent addition to your digital marketing strategy, but when combined with Google’s increasingly accurate search results, it’s easy to see why AdWords is the most popular and widely used PPC platform in the world.

A Level Playing Field

One of the biggest misconceptions among those new to PPC is that whoever has the largest advertising budget somehow automatically “wins” at Google ads. Fortunately, nothing could be more distant from reality as AdWords concentrates principally on the quality and relevance of ads, not the amount spent by the advertiser.

The more relevant an advertisement is to the client, the better the experience that client is likely to have – and, therefore, the more likely they are they are to keep utilizing Google as their go-to search engine. That is why, Google AdWords rewards relevance and quality above all other component. This is why smart advertisers with relevant, optimized, high-quality ads rarely have to bid as highly as advertisers with poorer ads.

Certain keywords may cost more than others – such as those in the financial industry, which are traditional among the most expensive of any professional sector – but how much advertisers have to bid will depend largely on the quality and relevance of their advertisements. Some metrics are more important to Google in its evaluation of quality and relevance than others, such as click-through rate, which is considered a reliable indication of an ad’s overall quality and appeal.

Google AdWords vs Facebook Ads Quality Score diagram

To learn more about relevance and Quality Score, Google’s system of evaluating ad quality, as well as an overview of how Google AdWords works, check out our free learning resources at PPC University.

A Wide Range of Ad Formats

When AdWords first launched in 2000 (with a grand total of just 350 advertisers), the text-based ads that Google served alongside its search results were rudimentary, to say the least – but they did contain many of the same elements that can be seen in today’s ads.

Google AdWords vs Facebook Ads AdWords new hotel ads

Although PPC ads in AdWords remain text-based, advertisers can take advantage of an incredible number of features to make their ads more compelling and enticing to prospective customers. Ad extensions, sitelinks, social proofing such as user reviews, location targeting, Shopping ads, and a host of other features are available to advertisers, offering an unparalleled level of customization and control to advertisers. Google has even introduced ad formats tailored to the unique needs of specific types of businesses, such as vehicle manufacturers and hotels, which go far beyond the typical text-based ad experience and incorporate rich visual elements such as high-resolution images and interactive map data.

No matter what you sell or to whom, the chances are good that there’s an ad format or feature that will make your goods or services more appealing to your target market. Google is continually implementing new ad formats and features, further empowering advertisers to reach new audiences and drive new business.

The Strengths and Advantages of Facebook Ads

Compared to Google AdWords, Facebook Ads (as we know it today) is the scrappy newcomer, but in fact, Facebook has been refining and improving its advertising solution for several years. Today, Facebook Ads is a pioneer in the sphere of paid social and has become a central part of many business’ digital marketing strategies.

Unparalleled Audience Granularity

Similarly to Google AdWords, Facebook boasts a truly vast global audience. With more than 1.55 BILLION monthly active users – more than one-fifth of the entire world’s population, and that’s not counting inactive or infrequently used accounts – Facebook has no rival when it comes to the enormity of its audience. However, rather than exposing advertisers and their messaging to this vast audience, the true strength of Facebook’s immense audience lies in the potential granularity with which advertisers can target Facebook’s users.

 Google AdWords vs Facebook Ads lookalike audience concept

People share almost every conceivable detail of their lives on Facebook. From meeting and marrying partners to the birth of children or the celebration of new career moves, Facebook’s users share the joys and accomplishments of life’s milestones with their friends and networks every single day. They also search for and consume content that aligns with a huge range of personal interests, beliefs, ideologies, and values, presenting advertisers with a unique opportunity to tailor advertising messaging to target audiences in ways previously considered impossible, or even unimaginable.

One of the most powerful applications of this functionality is the ability for advertisers to create what are known as “lookalike audiences.” Advertisers can upload customer information from their own databases to Facebook, which then applies filtering based on its own data and information provided by third-party data brokers to match users whose information the advertiser uploads. This creates the “lookalike” audience of users, allowing advertisers to effectively double the potential reach of their advertisements by targeting new customers who exhibit the same interests and consumer behavior as their existing customers.

Many newcomers to paid social ask the same question, namely “Does Facebook advertising work?” By now, the answer should be clear – yes it does, and remarkably well. However, rather than view Facebook as the world’s largest potential billboard, advertisers should consider Facebook as a way to get closer to their ideal customers than they ever thought possible.

An Inherently Visual Platform

Unlike their comparatively dry, text-based PPC cousins, Facebook ads are powerfully visual. The very best Facebook ads blend in seamlessly with the videos, images, and other visual content in users’ News Feeds, and this enables advertisers to leverage not only the strongly persuasive qualities of visual ads but to do so in a way that conveys the aspirational messaging that makes high-quality ads so compelling.

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