Google Ads or Facebook Ads: Which is better for your business?

Advertisements have become a boon with the advent of the internet. There are many channels for the promotion of your business; be it of any scale. Both Google Ads and Facebook ads excel in concerting your business and give amazing results when it comes to online marketing. Moreover, these two platforms dominate the online marketing industry. They are often considered as tough competitors of each other. Hence, when you are considering options for online marketing platforms, you are bound to get dubious between these two. You might even consider investing partly on both platforms. Well, do not burden yourself with over-thinking, and let us help you with your decision. Let us look at some of the main differences between Google Ads and Facebook Ads which will prove to be helpful to you in deciding the platform for your business ads.

1.     Online Marketing Budget

Both Google Ads and Facebook Ads require some budget. It has been observed that Google Ads are way costlier than Facebook Ads. There was a difference of almost 80% in their costs in 2016. The difference is still fairly present. Therefore, it is advisable that if you have a smaller budget assigned for online marketing, you should go with Facebook Ads over Google Ads. Mostly, you are supposed to pay per click on the ad. Facebook costs much less for one-click than Google. Although the number of users on Google is fairly higher than on Facebook, the number of Facebook users is not very small. There is a trade-off between the cost and the audience. You need to give up on one of these. So, based on the requirements of your business, you can go with either.

2.      Define your goals

An aimless journey will not lead you anywhere. Having objectives defined is a must. Talk with your team and decide the objectives you want to achieve via the online marketing spree. If the objective is to make people aware of your brand and see that some information reaches the audience, then Facebook Ads will be a smarter choice; hands down. On the other hand, if you want to increase the number of leads and get more sales via the ads, then Google Ads is a more suitable choice as it has a potential audience. People never to Facebook if they want to purchase something. But they surely go to Google with that purpose. Moreover, Google has AdWords that will provide the users with exactly what they are looking for. So, purchasing becomes easier for them. Hence, decide your goals and then decide the platform.

3.     Maturity of Product

This is a very important factor but is often overlooked. The maturity of the product or service must be considered while deciding the platform for its marketing. If your product is very new, and you are introducing it in the market for the first time, then, Google Ads might not give you desirable results. People will not search for the product on Google unless they already know about it. As we saw earlier, for the introduction of something new, Facebook Ads are hands down better than Google Ads. Even if you go with Google Ads in such a situation, you have to take the utmost care in deciding the set of keywords. Try to include the problems that this product or service solves. That will help to gather traffic. On the other hand, advertising an old product on Facebook does not make much sense. Contrarily, it will appear redundant to the users and they might start to ignore your ads. So, choose the platform wisely based on the maturity of the service you are promoting.

4.     Stage in Buyer’s Journey

You should reckon the stage at which a user is in the promotion process. If the user is to be only made aware of the product or service, then spending a lot on Google Ads is not going to do any good. In such a situation, Facebook Ads work the best. Moreover, people scroll through the feed on Facebook just to pass time mostly. On the other hand, if you want the user to buy your product or service, it is better if you resort to Google Ads. People do not generally trust purchasing from Facebook. And more than that, they do not use Facebook as a medium to purchase things. So, Google Ads are better in such cases. So, depending on what stage your user is in this promotion, you have to select one of the two platforms.

5.     Industry and Competition

Before you come to a decision it is necessary to consider the industry of your business and how your competitors are dealing with their marketing strategies. First of all, Google AdWords charge based on the type of keywords you choose for your advertisement. So, if your industry is such that it requires some of those very costly keywords, then you might have t reconsider your idea of going with Google Ads depending on your budget for online marketing. Some fields are very competitive and so it is difficult to succeed in your Google Ads Campaign in such fields – higher education, l\healthcare, finance, etc. That does not mean it is not good to use Google Ads. You just need to make a wise decision that is in correspondence with your budget, business requirements, and goals. Remember, whenever you have a problem with the budget, no matter which industry you are related to, Facebook Ads will do some help. And, keep an eye on what your competitors are up to. That will also help in molding your decisions faster.

Conclusion

Having read these points, you would have understood that there is no clear winner between the two. Rather, they are both suitable based on the type of business and business requirements. So, do not rush into a decision, analyze the possibilities, and see what works the best for you. There will be times when deciding one would be very difficult. In such cases, you can go with both platforms if your budget permits.

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