Depending on your budget and goals, both Facebook Ads and Google AdWords can be beneficial forms of paid media for your business. We’re breaking down your need to know on all things Ads and AdWords so you can determine the best method for you.
What are Facebook Ads and Google AdWords and How do they work?
It’s exactly what it says on the tin. Facebook Ads are posts you pay to be shown in your target audiences news feed. Being the largest social media platform in the world, paid ads help users to find businesses based on the things they’re interested in and how they use the internet.
Facebook Ads can be placed in people’s newsfeed (both desktop and mobile), right hand side of the homepage (on desktop), Instagram, Facebook Messenger or as an ‘Instant Article’.
I’m guessing you’ve used Google? Do you see the top few results that have the little ‘Ad’ icon in your Google search results? That’s Google AdWords. The world’s largest and most popular PPC advertising platform focuses on the targeting of keywords and the use of text-based advertisements.
Advertisers bid on keywords specific to your business or brand, every time a person searches, your Google placement will show within the top few Google results. When a user clicks on an ad, the advertiser will be charged a certain amount of money (Pay-Per-Click)
With 1.94 billion monthly active users (as of March 2017) https://newsroom.fb.com/company-info/ it’s fair to say the platform has accumulated a lot of personal information and marketing data. Facebook Ads allow you to drill down to a very precise audience to ensure your ads are being shown to the right people.
With Facebook allowing you to target, Demographics (Life Events, Relationship Status, Work Life), Interests (Food and Drink, Hobbies and Activities, Technology), Behaviours (Device User, Digital Activities and Travel) and more. As well as the introduction on the Facebook Pixel, an analytics tool the helps you to measure the effectiveness of your advertising. With all of this you are able to build definitive adverts to determine where your budget is being spent.
With Google being the most powerful search engine in the world, you can build campaigns and ad groups centered around specific keywords that are relevant to their actual search queries. Keyword targeting is what differentiates search advertising from paid social. Targeting options for Google AdWords include Location, Keywords, Device, Demographics and Language as well as being able to exclude keywords you don’t want to be associated with.
Facebook Advertising allows you to target your audience, Google AdWords puts relevant ads in front of your audience when they search for your product.
What’s best for my budget?
If you’re just here to find out how to get the most out of your money, you need to figure out what your objective is.
Adwords is essential for business growth, and if you avoid mistakes, that can drain your budget, it can become extremely profitable. If people are searching on Google they know what they’re looking for and AdWords puts you at the top of their list.
Facebook Ads are also useful for increasing sales, however Facebook Ads are better at increasing brand awareness whilst connecting with your audience at the same time. When you open your Facebook app, you’re not looking to buy something but to see what your friends are up to and catch up on the latest goings on.
There’s no way to know in advance which is the most cost effective platform. They’re both used for different objectives and the one you think is cheaper may end up costing you more in the long run.
I still don’t know which to choose.
Try both? They can be used at the same time and as both come with good analytics and ways to measure the outcome, it’s worth your money to trial them both. It’s good to bear in mind that AdWords results can come faster than Facebook. So it may be worth understanding your market through AdWords, then tailoring your Facebook Ad for this market, therefore creating more ROI.