Categories: AdvertisingBusiness Practices

Google Adwords vs Facebook Ads: The Best Paid Online Advertising Service for Your Business

Google Adwords vs Facebook Ads: how can you tell which is the best paid online advertising service for your business?

In this article, we will discuss the advantages and disadvantages of each one. Plus, we will give you clear guidelines on how to choose between the two depending on your business and your goals.

Google Adwords: Best Paid Online Advertising Service among Search Engines

The very first platform that comes to mind when thinking about the best paid online advertising service for your business must be Google Adwords.

Google is, without a doubt, the most important service on the internet, with billions of searches every single day. Google is a huge platform that dominates almost 91% of the search market.

Search Market Share: how people find what they’re looking for, by Visual Capitalist

There are 2.3 million Google searches every single minute. How can your business use paid advertising on Google to capture new leads? Google Adwords.

Google Adwords is the best paid online advertising service among search engines for two reasons: it is based on Google’s traffic and it is extremely straightforward to set up and use.

When using Google Adwords, your entire strategy should be based on keywords. Although SEO and backlinking are great tools to improve your website’s ranking for organic traffic, paid ads on Google Adwords will put your business in the very first places for searches of specific keywords.

Identifying the keywords related to your business and creating attractive ads is not an easy task, of course. But Google Adwords is extremely simple to set up. What’s more, by using Google Adwords you know that users who go to your website are actually looking for the products or services your business offers.

Google Adwords lets you target different keywords and direct leads to your own website’s landing pages, so the actual conversion is entirely up to you.

Facebook Ads: Best Paid Online Advertising Service among Social Media Platforms

We established Google Adwords is the best paid online advertising service among search engines. What about social media?

People use search engines to find answers to their questions and solutions to their problems. But they use social media for entertainment. This would put Facebook closer to traditional services like radio and TV. How do Facebook Ads compare to traditional advertising methods?

Cost to reach 100 people through different types of advertising platforms, by MOZ

As seen in the graph, Facebook Ads are much less expensive than traditional advertisements and even Google Adwords when considering the reach of the ads.

With more than 2 billion monthly active users, Facebook is the world’s largest social media platform. It reaches people all over the world and in every demographic.

Unlike Google Adwords, Facebook Ads integrate smoothly in the Facebook news feed. When done properly, users can find real value in those advertisements.

Plus, Facebook Ads offer numerous options to set when, how, to whom and with which goal the advertisements show up. The following is a screenshot of the Facebook Ads objective setting.

Marketing objective setting screen, by Facebook Ads

Social media platforms are constantly evolving, and advertising in social media is a rather new service. Nonetheless, it is clear that Facebook Ads are worth investing in, given their low cost to reach large audiences.

Google Adwords vs Facebook Ads: The Best Paid Online Advertising Service for…

Targeting Leads Ready to Purchase

With Google Adwords, your business will be the first result when people search for a specific keyword. If the keywords you are targeting match what potential customers look for before purchasing, then you will be their first choice.

On the other hand, Facebook users rarely use Facebook to search for products and services. Although your Facebook Ads could make them think about purchasing from you, they are unlikely to do it right away.

The best paid online advertising service for targeting leads ready to purchase is Google Adwords.

Targeting Buyer Personas

Buyer Personas are the cornerstone of a successful marketing strategy. Google Adwords allows your business to be the top result for certain keywords, but you don’t have any control over who searched for those keywords.

With Facebook Ads, you can set a series of characteristics to define who the users that see your ads are. By targeting the right audience, based on who your Buyer Personas are, you will make sure your ads are displayed to people who will find value in what your business offers.

The best paid online advertising service for targeting Buyer Personas is Facebook Ads.

Targeting Locals

When coming up with target keywords for Google Adwords, you can include geographic words that correspond to your business. For example, if you are in the plumbing industry in Chicago, the keyword ‘plumbing in Chicago’ will put your business in front of locals.

Facebook Ads are slightly more difficult. Although you can target locals with your ads, it is harder to know whether they are in need of a particular product or service.

The best paid online advertising service for targeting locals is Google Adwords.

Creating High-Quality Ads

Google Adwords offer very limited options regarding design. You can only add text, and even the text you select is limited to a certain number of characters, so you need to focus on your keywords and try to attract users with plain text.

Facebook Ads give your business great freedom for creating high-quality ads. Of course, you can add text, but you can also post photos, graphics and videos. Facebook Ads are much closer to what traditional TV advertisements look like.

The best paid online advertising service for creating high-quality ads is Facebook Ads.

Interacting with Customers and Leads

Google Adwords is extremely direct in the way it works. People search for something, your business shows as one of the first results, and if someone clicks on your link, then they end up on your website. The rest is up to you.

With Facebook Ads, you have several interaction possibilities. You can talk to your leads and your customers, answer their questions and guide them through their Buyer’s Journey. Facebook Ads gives your business the possibility to engage with people in a much more direct way.

The best paid online advertising service for interacting with customers and leads is Facebook Ads.

Google Adwords vs Facebook Ads: The Best Paid Online Advertising Service for Your Business

Ultimately, what is the best paid online advertising service for your business: Google Adwords or Facebook Ads?

As we explained, both Google Adwords and Facebook Ads have advantages and disadvantages that you need to consider before choosing one or the other.

Google Adwords is a great service to target local leads in your area and people who are ready to make a purchase. All you will need to define are the keywords that those two groups are most likely to search, and you can set up your Google Adwords strategy.

Facebook Ads are best when it comes to creating high-quality ads for specific people, and then interacting with them. It can be more of a hassle to set up a Facebook Ad strategy, but you will end up reaching larger audiences.

If you can’t choose between Google Adwords and Facebook Ads, maybe the best solution is to invest a few dollars into each service. You can then keep track of the results and focus on the one with the best return on investment.

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Kaizen Sigma, LLC

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