What Ad Platform Should You Choose? Google or Facebook Ads?
Investing in online business marketing is now necessary in today's business world. The platforms available for paid online advertising are becoming more accessible. However, it's difficult to know which one to choose. It's not like you can run ads on both of them and just wait to see what happens.
Targeting Your Audience
Facebook ads have the distinct advantage when you want to target a precise demographic. You can get incredibly (slightly scarily) accurate about who you target. You can add images, videos, or graphics to your ads to make them more appealing. According to AdShark Marketing, "in general Facebook ads have a lower cost-per-click than Google Adwords."
Anyone who sees your ad on Facebook can interact and engage with your brand online, which in turn increases the reach of your ad and other posts. If you ask The Daily Egg, "Facebook advertising allows for leveraging of word-of-mouth and social proof, which are powerful tools in advertising." In other words, even if you only reach 1,000 people with your ad, those people will potentially mention your business through word of mouth, thus extending and increasing your Return on Investment.
Find Them Anywhere
Google ads are ideal for mobile devices. They work well on desktops, but the main attraction about Google Ads over Facebook ads is the ability to see them when your customer is searching for specific products or services on their phone or iPad. A larger audience will potentially see your ads published through Google than Facebook (depending on settings). The Google platform utilizes targeted keywords, phrases, and pixel tracking to push ads out to potential clients and customers.
AdShark also talks about Google Adwords and how it allows for relevant ads in front of searchers who are looking for your product or service. They share how easy it is for your targeted audience to see your ads, as "Google’s Display network covers over 2 million websites and can be seen by over 90% of the people on the internet."
Using one or both of these advertising venues will increase your following. Picking the best one for your business depends on your goals and information you have available. According to Wordstream.com, "AdWords [Google Ads] helps you find new customers, while Facebook helps new customers find you."
Facebook is great when you want to increase brand awareness, lead generation, or are offering something with visual appeal to a well-defined audience. Google is amazing when you want to stand out from the local competition, be different, and want to make some immediate sales.
Plan out your advertising goals, and what you need to accomplish them. Depending on what you're working on, the decision may be clear cut. Worst case scenario, you spend a few months A/B testing
(test A and B simultaneously), then compare the data from each ad campaign. The data (analytics) about users who interact with your ad will let you know what platform you will likely choose. Don't be surprised if your company utilizes both platforms. Follow the data!