Facebook Ads VS Google Ads: Which one suits me best? –

When we advertise online we have a wide variety of different advertising systems, but among the most used are Google Ads and Facebook Ads. In this article we are going to talk about the differences between each one and when it may be convenient to use one or the other depending on the service, product or company that we want to advertise. Remember that to advise you on these issues you can always consult with a

What is Google Ads?

Google Ads is an advertising service offered by Google that allows you to show your ads to potential customers. Although it is usually associated with showing ads in search results with search or shopping campaigns), remember that with Google Ads campaigns we can show ads within YouTube (video campaigns), on other websites (display campaigns) or also within YouTube. of the store with campaigns aimed at app downloads.

Remember that advertisers pay Google for each click that a user makes on their ad. If you are interested in knowing more about Google Ads,

What is Facebook Ads?

Facebook Ads is an advertising service offered by Facebook. It allows you to launch your advertising to potential Facebook and Instagram users with Instagram Ads. Here the main feature is that instead of using audiences focused on keyword searches like Google, we will use audiences or potential audiences according to behavior, age, interests, gender, etc… Facebook Ads allows us to insert ads using image or video resources that they are shown to the potential client when they are using this social network.

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Some questions you should ask yourself first

Before starting to advertise online, I recommend asking yourself a series of questions to better understand which one suits you best:

  • What goal do you have with advertising campaigns?
  • What is your budget?
  • In what phase of the purchase process is your user?
  • What is your user profile?

In this post you have sure to give you ideas.

What suits you better Google Ads or Facebook Ads?

Well, we move on to further explain this question in question. Through different points, we are going to take into account various aspects so that you can decide if one or the other is more convenient for you.

Your sector and competition (CPC)

There are sectors that in Google Ads the CPC or cost per click is very high. This is because there are advertisers with big budgets willing to pay huge amounts of money for a click. If you are an advertiser who is just starting out and you don’t have a big budget, I recommend you try the Facebook Ads option.

With Google Ads you can find out what the CPC of the most relevant searches for your sector is.

If you are in sectors such as insurance, legal services or financial or banking products, among others, it is possible that you are in one of those sectors where CPCs are very high. It is perhaps a good time to try Facebook Ads as an alternative to Google Ads, because the costs per click are generally cheaper.

search volume

Another factor to take into account is the volume of searches that your product or service has. If you offer something that is little known or has hardly any searches, doing search campaigns in Google Ads does not make sense since you are going to receive a very low volume of clicks. This usually happens with advertisers who offer very innovative products. It is much more practical in this case to create a buyer persona and try to reach that audience on Google. In this way you will be impacting potential clients interested in hiring or buying you.

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Moment of the purchase process

If you are interested in impacting users at the right moment when they want to buy or contract, the most possible option is Google Ads. Let’s put a very extreme case, imagine that your service is an emergency service. In that case, I would 100% recommend you go to Google Ads search campaigns, since the user is going to hire it when they are looking for it. Facebook Ads campaigns also work very well to sell but remember that in Google Ads we know what the user is looking for at that very moment.

At this same point we can comment that if what you are trying to do is generate branding or increase the recognition of your brand, it is possible that doing Facebook Ads campaigns is a better option than doing them in Google Ads (Search). Also remember that branding can be worked very well in Google Ads with Display or YouTube campaigns.

Products or services closely related to demographics

Although Google Ads allows you to insert geographical variables, if your campaigns are very targeted to users who have a specific demographic, I recommend Facebook Ads. The same thing happens when we want our advertising to impact certain users who have X professional positions. Unlike Google, Facebook does have this data available in its segmentation. Remember that Google’s audience segmentation also offers an infinity of different variables, from interests to birthdays or if you have children.

conclusion

As you may have read, depending on your objectives, product or competition, it is better to use Google Ads or Facebook Ads. However, there is a maxim that always works for me in online marketing: test, test and test. That is, what we are giving you here is theory based on our practice. It may be that although a priori you think that one may work better than another, in practice the opposite may happen. That is why I recommend that despite the fact that these recommendations are sending you in one direction, do not rule anything out beforehand.

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On the other hand, as you have seen, it is very important to choose one or the other to do that prior analysis of CPCs, searches, buyer profile or other details to be able to choose one or the other correctly.

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