Many businesses today choose to advertise on both Facebook and Google to achieve the highest possible reach for their ad budget. However, small, budget-conscious businesses may be wondering which of the two platforms will perform better for them. Both Facebook and Google ads offer unique advantages that will benefit each business differently. Let’s explore them below!
Facebook Ads: What you need to know
Facebook ads provide a multimedia ads platform for businesses to reach people on Facebook, Messenger, Instagram, Audience Network (Facebook’s family of apps). By targeting people based on their interests and demographics, Facebook can put your ads in front of the people most likely to appreciate and engage with your brand.
Google Ads: What you need to know
Google Search Ads helps businesses appear at the top of search pages for users searching for their goods or services. While most Google Ads bid to appear atop search engine results pages (or SERPs), businesses can also place text ads, video content, and product listings across the extensive Google ad network, which includes Gmail, YouTube, Google Display Network, and more. Google Ad Exchange helps brands capture the attention of users at the height of their interest, as they search for what those brands offer.
Facebook Ads vs Google Ads
Cost is impacted heavily by a business’ industry, but overall, the cost-per-click of Facebook Ads tends to be slightly cheaper, while cost-per-action is lower for Google Ads. This can be further explained by the comparisons below.
Facebook Ads are passive, meaning that users aren’t actively searching for ads when they appear. Google Ads, however, are active, meaning that users are actively searching for relevant keywords when the Ads appear. This helps to explain why Google Ads are better for driving conversions, but the passive reach of Facebook Ads makes the social platform typically better suited for brand awareness campaigns.
Social media is a dynamic space, an arena where a barrage of posts competes for your attention. Facebook empowers businesses to compete in this space by allowing a variety of media formats, including single images, videos, slideshows, carousels, and more. This makes Facebook Ads a great option if you have professional photography, video, or other attractive media available for your ad campaigns. Google Ads allow text, call-only, and Shopping ads for specific product placements.
Facebook targets users based on both listed and inferred interests and demographics, such as location, age, gender, relationship status, job, education, buying factors, and other considerations that are aggregated to inform ads performance. Google targets based on keywords that appear in search queries, matching users with ads that best meet the content and intent of their search.
Advertising for local small businesses
Both Facebook and Google are practical advertising solutions for small local businesses. Facebook ads can target people within a certain distance of your location in real-time, showing them ads when they are best positioned to visit your store. Google Ads can help you optimise your business website with localised keywords (“bakeries Auckland,” for example) that can help you compete in localised search results.