Google Ads vs Facebook Ads: What You Need to Know
In the current digital advertising landscape, there’s no shortage of channels for connecting with customers and getting in front of their shopping decisions beyond organic strategies. Paid ads are designed to give you a leg up in ultra-competitive markets like Toronto, bringing you closer to more customers at the start of their shopping journey.
Two of these channels are Google Ads and Facebook Ads. Both ad platforms offer a massive advertising audience, with customers known to make shopping decisions based on the personalized ads they interact with, accurately targeted to their needs. But, for many brands, the question is, with set marketing dollars, which platform should they choose?
Let’s find out.
Google Ads vs. Facebook Ads?
Having to make this choice is actually one of the biggest misconceptions in digital marketing. Simply, it shouldn’t be Google Ads vs. Facebook Ads, but Google Ads and Facebook ads. The best approach is blended.
That is, your brand needs both Google Ads and Facebook Ads. With both search and social media two of the most common starting points of the customer journey, both paid search and social media ads are essential to your bottom line.
Google Ads vs. Facebook Ads in a Nutshell
Google Ads appear as paid search results at the top of the page, allowing you to more easily beat competitors on crucial keyword searches, and get in front of organic search. Depending on the format, Google Ads can also be shared across Google’s display network, including YouTube. Most notably, Google Ads allows you to target searches related to their needs or interests and your product offerings.
Meanwhile, Facebook Ads are distributed both on the platform itself and on Instagram. Facebook Ads typically appear on social news feeds as a result of extremely precise targeting. Facebook Ads allow you to target customers based on their location, age, gender, occupation, interests, and other characteristics.
As you can see, Google and Facebook advertising offer vastly different, but complementary experiences. With a blended approach, you can reach customers on their two most visited online spaces—search engines and their social media feeds.
What are Google Ads good for?
Google Ads: A Quick Recap
Google Ads own the unique honour of being the world’s largest and most popular PPC (pay-per-click) advertising platform. As its name suggests, Google’s PPC ads model is incredibly cost-effective, since you only pay for clicks, views, or other target actions.
The most popular form of Google Ads is paid search results. However, various ad formats have since enabled Google Ads to appear on Google’s Display Network, Play Store, Maps, and YouTube. With expert Google Ads management you can easily target potential customers in Toronto based on demographics, location, topics, ad placement and other features.
Google Ads: The Verdict
With the size of Google’s Display Network and the longstanding, unbeatable popularity and ubiquity of its search engine, Google Ads are the perfect way to gain a competitive advantage in the most popular searches.
The best part is, Google Ads have been proven to generate leads that convert. This is because customers who click on paid ads are 50% more likely to convert than organic users—a clear indicator of intent to shop, as opposed to just shopping around.
Google Ads are also good for re-targeting through remarketing. This unique ad strategy allows you to cultivate relationships with interested customers while they browse around, ultimately leading back to your site to complete conversion pathways.
But, a quick caveat on cost: Google Ads. While they’re generally cost-effective, some ads might turn out more expensive than others, especially Facebook Ads, due to the highly competitive nature of paid search, particularly in some industries. However, with Google Ads management, you can keep campaign costs low by targeting long tail keywords. These generally have lower cost-per-click rates, making them less competitive, while still targeting specific customer intent, ultimately resulting in higher ROI.
What are Facebook Ads good for?
Facebook Ads are paid social media ads that appear on users’ feeds. These are typically marked “sponsored”, or can appear in Instagram Stories, depending on your desired format. These are displayed across the Facebook ecosystem, which also includes Messenger, Instagram, and the Audience Network, with placements in the News Feed, Marketplace, and Suggested Video. Instant Articles, Stories, and more.
Facebook Ads display seamlessly as users interact on the app, providing an overall productive experience by motivating shopping decisions. These are also highly visual, with formats including images, video, carousel, Instant Experience, and slideshow.
Facebook Ads: The Verdict
Facebook Ads allow you to reach customers where they’re constantly hanging out, exploring content, and are motivated to make shopping decisions. These Ads enable that, thanks to Facebook’s ultra-precise audience targeting based on location, demographics, and connections. Most importantly, Facebook Ads are behavourial and interest-based, allowing your ads to appear in front of potential customers who are already interested in similar things your business offers.
This makes Facebook Ads the perfect tool for brand awareness and new lead generation. And while not all Facebook ads are designed to convert, you can still cultivate potential customers through other conversion actions, such as following your page, generating traffic to your website, engaging with posts and attracting video views, and getting direct messages. All of these are conversion pathways, making Facebook Ads a great connection point.
Finally, Facebook ads are generally less expensive compared to Google Ads. The cost-per-click typically ranges from just a few cents to a few dollars, depending on your industry. This means, Facebook advertising may cost less overall, although it’s important to consider the impact of Facebook Ads and ROI goals.
Facebook and Google Ads Management: A Seamless Blended Approach
So, should you advertise on Google or Facebook? As we’ve learned above, it’s a trick question. The answer is both. The best digital marketing strategy involves expertly leveraging both advertising channels to achieve optimal ROI.
It’s important to remember that Facebook advertising and Google Ads are complementary approaches. You need both channels to reach as many customers as possible, wherever their shopping journey begins—whether it’s on their social feed or search. Both platforms offer similar, but ultimately unique features and placements, for unique results. Keep in mind that you need to consistently target both brand awareness and conversion, so running both Facebook and Google Ads is your best bet for launching a successful campaign, and ultimately meeting revenue goals.
At Consultus Digital, we specialize in both Facebook and Google Ad management. Our team of advertising creatives and strategists offer a full-service approach to every campaign, from ideation and launch, to constant optimization. With our Facebook and Google Ad agency, you’ll be able to leverage the strengths of each platform, and run cost-effective and successful campaigns that are fully aligned with your marketing goals.
Are you deciding between Facebook advertising and Google Ads? Get both! Let’s launch your multi-channel campaign with dedicated Facebook and Google Ads management. Contact Consultus Digital in Toronto today.