- 1. Audience – Search intent or friends and fans?
- 2. Message – Needs or areas of interest?
- 3. Budget – Keywords or campaigns?
- 4. Metrics – Media or Social?
- 5. Customers – B2C or B2B?
- 6. User Intent – Inquire or Buy?
- 7. ROI – Return on advertising investment?
- Conclusion on Google Ads versus Facebook Ads
1. Audience – Search intent or friends and fans?
According to the Moderator’s Blog , Google processes about 6.9 billion queries every day (80,000 per second). Search engine ads therefore reach billions of people every day.
Facebook has nothing to be ashamed of with its 2.2 billion members connected each month.
These 2 numbers make me dizzy, don’t you?
On the other hand, the intentions of the intentions on these 2 platforms are not at all the same:
- A user on Google is always looking for something in particular,
- While a user on Facebook seeks to find out what his acquaintances are doing and/or saying.
Google is therefore very contextual and very precise, while Facebook is less so, but has the advantage of knowing a great deal about its users.
To take an analogy, Google is a “shotgun” and Facebook is a “fishing net”.
2. Message – Needs or areas of interest?
With a search on Google, the user asks a question and seeks an answer.
Google tries to answer it from the keywords you type:
- Its algorithm finds and ranks web pages that talk about these keywords,
- And as the advertiser on Google Ads, you bid on those keywords to get your ad to rank well on the search results page.
On Facebook, it’s different.
Users share almost their entire lives there. They also consume the content present on the social network which deduces our centers of interest.
This is why on the Facebook advertising platform, you have the possibility of very precisely targeting Internet users .
3. Budget – Keywords or campaigns?
Posting an ad on Google Ads or Facebook Ads is very affordable.
Indeed, the 2 advertising platforms charge according to the cost per click (CPC).
In other words, it doesn’t matter how many people see your ad on Google’s results pages or on their Facebook news feed. If none of them click on it, you pay nothing.
Google Ads campaigns are based on keywords and the bid for those keywords. Google even indicates the optimal bid per keyword to reach the first position.
You are autonomous to set your bids, there are nevertheless a few parameters to optimize your advertising investment and above all not to pay too much.
On Facebook, you very simply set your daily budget and your goal.
Do you want to :
- Gain visibility?
- Have more conversions?
- Recruit more fans? …
As with Google Ads, you control your total budget on Facebook Ads. But you must first decide the objective of your campaign.
4. Metrics – Media or Social?
The measures of the effectiveness of your campaigns are different on Google Ads and Facebook Ads.
To measure effectiveness, Google Ads uses traditional metrics like:
- Impressions which are the number of times your ad has been displayed,
- The clicks . This is the number of clicks on your ad,
- The click-through rate (CTR) . It is the ratio between the 2 previous numbers that gives the proportion of users who saw your ad and clicked on it,
- And conversions . This is the number of people who click on your ad and then take the action you’ve defined (like contacting your business).
You will find all these explanations on the Google Ads glossary .
Facebook has defined its own metrics for social interactions as:
- The reach which corresponds to the number of people who have seen your advertisement at least once,
- The commitment . _ This is the number of interactions gained with your page or post,
- Page views . This is the number of Internet users who came to see your page,
- And the “Likes” . This is the number of “Likes” you have received following this ad.
Facebook also has its glossary , much less well done for my taste.
Note : both platforms measure conversions. But on Google Ads, you can also manage multiple conversions per ad.
5. Customers – B2C or B2B?
Internet users log on to Facebook several times a day to see what their friends are up to.
And even if they connect at work, with professional concerns in mind, Facebook is essentially consumer-oriented, therefore B2C.
Google is oriented “consumer” (B2C) and “professional” (B2B). Indeed, Google Ads is based on keywords that represent a need, regardless of the B2C or B2B target.
6. User Intent – Inquire or Buy?
There are mainly 2 categories of user intents :
- The Internet user wants to be informed . He wants to learn more about a given subject,
- He wants to buy something described by a keyword.
As Facebook knows better the centers of interest of Internet users, its advertising solution is more effective in providing information.
For its part, Google Ads, based on keywords, is naturally more focused on the needs related to an act of purchase.
To develop your brand awareness and/or generate interest around your product and/or service offering, use Facebook Ads. To generate turnover or qualified prospects, Google AdWords seems more appropriate.
And ROI – Return on advertising investment?
Whether on Google Ads or Facebook Ads, the 2 platforms follow your visitors by measuring:
- The display of your advertisement,
- Visits to the landing page,
- And the number of clicks on the call to action (CTA) inserted in this page,
- The conversion rate…
You will therefore know how many Internet users make a purchase after seeing your ad.
If you do it correctly, you know precisely and easily the return on investment of your ads on both Facebook Ads and Google Ads.
FAQ – 3 questions on the differences between an advertising campaign on Google Ads and another on Facebook Ads
What is the main difference between advertising on Google and advertising on Facebook?
The main difference lies in the way the products/services are presented to consumers. Facebook serves ads to users based on their interests. Google serves ads that are relevant to those who are specifically looking for a product. Simply put, Facebook tends to focus on building awareness for your brand, while Google focuses on converting your leads.
Which is the best online advertising platform: Facebook Ads or Google Ads?
If your goal is to increase brand awareness and/or generate demand, Facebook Ads might be the most cost-effective approach for you. However, if you are looking to generate sales or leads (i.e. capture demand), Google Ads is a better choice for your business.
Is it better to start by advertising on Facebook than on Google?
A campaign on Google Ads is quicker to start and has a wider potential reach than Facebook Ads. On the other hand, Facebook Ads offers much finer targeting with its pixel. Its tracking statistics are also potentially much more powerful than Google Ads.
Conclusion on Google Ads versus Facebook Ads
Google Ads offers all the means to reach Internet users when they are ready to make a purchase.
Ads get a bit more expensive, but you know exactly what people are looking for when they see your ads.
This is enough to go further on all the many options offered by Google Ads.
Facebook gives access to a very large audience for an extremely competitive price.
To reach the Internet users who interest you, you can precisely target:
- Depending on age, location, profession, family situation, income level, interests…
- But also from your customer data and the interactions of your visitors on your website by creating personalized and/or similar audiences.
For me, Facebook Ads is an ideal complementary solution to generate more visibility and generate interest in your product and/or service offer. In short, ideal for finding new opportunities.
Choosing between Google Ads or Facebook Ads : given the low level of budget required to start a campaign, I advise you to test them both and thus compare their effectiveness in relation to your needs.
The Nec Plus Ultra : combine these 2 platforms to implement an advertising strategy to boost the performance of your business on the Internet.
Engage your prospects with Facebook, then “sign off” sales with Google Ads when people start looking for solutions to their problems.
Have you ever tried Google Ads or Facebook Ads? Do our criteria seem judicious to you? Did they allow you to decide which of these 2 platforms is best suited to your needs?