Facebook Advertising vs. Google Advertising
July 20, 2016
In the digital marketing world, there are two advertising frontrunners, Facebook Advertising and Google Advertising. Now comes the question, which one will ensure that you spend your advertising dollars wisely. It’s important to fully understand the difference between the two when deciding what will work best for your business.
Google’s main advantage is, of course, that your ad will appear on a platform where 65% of the world searches. As with any search engine, your prospect is online actively searching for your product or service with a specific search phrase. That’s the key with Google; all ads will be targeted towards active searchers.
Facebook users are aimlessly scrolling through their newsfeeds, not actively searching for your product or service. So what makes this advertising venue so attractive?
It’s the extensive level of demographics available to us as advertisers that is far beyond other platforms. From income to age, you can choose from thousands of demographics and target ads to a very specific audience.
How does Facebook get this information? Beyond general information in a profile, they continually follow user’s habits, collecting and storing information about their “likes” and interests by watching the pages they visit, posts they like, etc. A little creepy, right?
Taking it one step further, Facebook marries their information with demographics from outside “big data” companies, to provide an even more refined prospect list for your advertising.
Comparison using scenarios
Consider this scenario: A 35-year-old man is looking to build a home. While on Google, he may search for “new home builder in the West Chester area.” The ad results he gets are based on his search phrase and geography.
Using that same example of the 35-year old man searching for a new home, on Facebook you can target your ad to show to a male between 30 and 40 years old, married, just had their first child and an income between $100,000 and $130,000. A lot more specific!
Let’s look at another example – A 25-year old woman is searching for a wedding venue. On Google she searches for “wedding venues in Philadelphia.” Your ad appears in the results at the top with other venues. On Facebook, you can select ad parameters such as: a female between 20 and 30 years old, engaged, and living within 20 miles of your wedding hall, etc.
Comparison using pricing tactics
Similar to Google, Facebook ads are bid based (you set the cost-per-click that you are willing to spend). On Google, ads can often be lost in a pool of competitors causing the cost per click to be too high to gain good position. We often see much lower costs per click on Facebook. Adding the opportunity to show photos and images in Facebook ads, it makes it an affordable venue to test.
Conclusion of Facebook Advertising vs. Google Advertising
When it comes to Google, it’s all about the user’s active search. On Facebook, it’s the super-demographics. The difference is why we have found that a mix of both shows the best return for many of our clients to drive a strong and successful lead generation campaign.