Google AdWords is the most popular Pay Per Click advertising platform. It allows you to advertise to the potential customers at the exact time they need your product. Facebook ads, on the other hand, can help you reach prospective customers at a more competitive price than Adwords. The former can help you drive sales fast while the latter can help you create awareness affordably. So, if you have to choose between the two which one should you settle for? The answer to this question depends on several factors including the purpose of advertising and the size of your budget.
Advantages of Google Adwords
Google has immense reach (it receives more than 40,000 search queries per second) and continually becomes sophisticated due to its reliance on machine learning and artificial intelligence. Additionally, its amazingly accurate search results mean it is a valuable addition to your marketing strategy. Google Adwords, therefore, gives you an opportunity to advertise to a large number of new customers.
It enables your brand to show up at the exact time a potential customer is searching for keywords that are related to your product. It is the most appropriate method of advertising when you want to tap into the massive search traffic.
The Google Display Network feature is a great choice for advertisers who wish to achieve marketing goals that are not necessarily conversion-driven (creating brand awareness). It provides visual ads such as banners that are very effective when reaching out to new markets.
Advantages of Facebook Ads
Facebook ads are affordable, and some keywords cost as low as one dollar. This allows businesses working on tight budgets to advertise and increase their sales. It has a lower cost per click but the conversion is comparable to that of paid search.
It helps businesses test various target markets to identify the most profitable one. All a business has to do is run campaigns featuring different targeting. The audience that will be active in engaging with the advert is the most viable.
It provides granular targeting because Facebook tends to group people according to factors such as
income, age, and relationship status. This knowledge database comes in handy when creating ads allowing you to get more granular in your targeting.
Google Adwords is ideal when you are trying to find new customers while Facebook enables new customers to find your business. As is clear above both have distinct advantages. Unless your primary purpose of advertising favours either of them, you should consider using both as your digital marketing strategy.