Facebook and AdWords Are Not “Either/Or”
Today we’re explaining the differences between Facebook Ads and Google AdWords and providing specific examples of which solution is best for which types of businesses.
But first, let’s be clear: You don’t have to choose between Facebook Ads and Google AdWords.
Most smart advertisers can use both platforms to maximize their digital advertising.
What is Google AdWords?
Google AdWords is an advertising platform owned and operated by Google which allows advertisers to display ads to people online.
Most people associate Google AdWords with the text ads you see when you search Google for things. That’s a big part of AdWords, but not the whole enchilada.
1. Google Search
Google Search campaigns show relevant text ads in response to search terms entered into Google.com and Google search partners like Ask.com.
2. Google Shopping
Google Shopping campaigns show product listing ads (product image, title, price, details, and link to product page) in response to search terms entered into Google.com and Google Shopping search partners like Walmart.com.
3. Google Display
Google Display campaigns show text, image, and video ads to people browsing the 2+ million websites (reaching 90% of the people on the internet) that belong to the Google Display Network.
4. YouTube
YouTube campaigns show video ads (and sometimes related banners) to many of the billion people searching/watching videos on YouTube.
5. Gmail
Google Display campaigns target Gmail users, placing ads that look like emails at the top of some Gmail user inboxes.
What is Facebook Ads?
Facebook Ads is the advertising program Facebook uses to display ads on its social media platforms (Facebook and Instagram) and partner apps.
1. Facebook Feed
Most of Facebook’s ads appear in the news feed, interspersed between posts from friends, updates from pages you follow, and news stories.
Facebook ads also appear on the right-hand sidebar for desktop users.
2. Instagram
Facebook owns Instagram and is turning the photo-centric social media platform into a money-making machine. Ads appear in the feed between photos from people you follow.
3. Audience Network
The Facebook Audience Network is a grouping of mobile apps that allow Facebook to serve ads.
4. Instant Articles
Instant Articles are speed-optimized articles hosted by Facebook for publishers like National Geographic and The Washington Post. Facebook ads appear within the content in Instant Articles.
5. WhatsApp
The messaging app that Facebook purchased in 2014 doesn’t serve ads yet, but Facebook is using WhatsApp user profile information to beef up its user info on Facebook, and Facebook will likely bring ads to WhatsApp eventually.
Use Google AdWords to Reach People Looking for Something Specific, Now
Google AdWords’ strength is in identifying and answering user intent.
People who are searching Google are looking for something:
- Answers to problems: “how to remove acne”
- Products to buy: “Kate Spade pocketbook”
- Businesses to visit: “Home Depot near me”
- Services to purchase: “best lawn care company”
- And so much more
With Google AdWords, you can solve their problems.
Google Search and Shopping campaigns let you meet a need at the moment it is expressed, which is why conversion rates for Search and Shopping campaigns are usually many times higher than “push” advertising methods like Display and Facebook ads.
You can certainly use Google Display, YouTube, and Gmail to effectively reach people who aren’t searching for something in the moment, but when we compare Google and Facebook’s unique strengths, Google’s advantage is very much centered on its mastery of Search/Shopping.
Google AdWords Is Great for . . .
Nearly any business where people are searching for the product/service you sell or for information about the problem you solve.
Example #1: HVAC Companies
StubGroup is headquartered in Texas, so we think about air conditioning a LOT. What’s the first thing you do when your A/C unit dies? You probably pull out your phone or laptop and search Google for an A/C company. Smart HVAC companies target those keywords to get your click and business.
Example #2: Online Electronics Retailer
The internet provides you with all the info you need to learn about that new Canon camera you want to buy. As you prepare to purchase and look for the best price, smart ecommerce sites will use text and Shopping ads to get you to their site and capture your order.
Example #3: Debt Reduction Agencies
Many of the 44 million Americans with student debt search Google for ways to consolidate their debt and reduce payments. Smart debt reduction agencies reach them with ads providing a solution.
These are just a few examples of the MASSIVE number of businesses that can profitably use Google AdWords to acquire customers.
If you can identify the right audience for your business based upon the words they’re typing into Google, Google AdWords is probably a good fit for you.
Use Facebook Ads to Reach the Right People
Facebook Ads’ strength is in reaching the right people.
Unlike Google AdWords, people aren’t usually searching Facebook for a solution to a problem. Instead, their Facebook news feed is a conduit for advertisers to reach them using the myriad of data Facebook collects about users.
These are just a few of the data points you can use to target people on Facebook:
- Age
- Job title
- Spending methods
- Home ownership status
- Education level
- Family size
- Interests
Facebook Ads Is Great for . . .
Businesses that know the types of people WHO might want/need their product or service, even if those people aren’t proactively searching to have that need met.
Example #1: Skill-Teaching Companies
Lots of people want to get better at lots of things, but searching for a method to learn isn’t always top of mind. A smart online advertising course provider can identify marketers interested in Facebook and Google advertising and pitch them a program that teaches how to write ad copy that increases conversion rates by 300%.
Example #2: Car Dealers
Many college students coming home after the fall semester are thinking about getting a car. Smart car dealers can anticipate that, identify them on Facebook, and show them cool video and image ads to get them to a car lot for a test drive.
Example #3: Customizable Pillow Retailers
Birthdays mean gifts, but how can advertisers cost-effectively reach prospective gift-givers at just the right time? A smart customizable pillow retailer (offering pillows with monograms, photos, art, etc.) can advertise on Facebook to close friends of women with upcoming birthdays.
Again, Facebook is amazing at helping you reach the RIGHT people, whether or not they are actively looking for what you are selling.
Use Google AdWords and Facebook Ads Together
Like we said at the beginning of this journey through Google AdWords and Facebook Ads, the two platforms are not an “either/or” proposition.
Advertisers can use Google Adwords and Facebook Ads together to effectively reach the right people at the right time.
Example #1: Restaurants Expand Reach
A teenager on the go who’s Googling “restaurant near me” is a potential customer.
So is a tired mom sitting on her couch at 4:00 p.m., avoiding making dinner by scrolling through her Facebook news feed.
Smart restaurants can meet demand using Google AdWords, and create demand (or at least encourage/channel demand) using Facebook Ads.
Example #2: Provide Information, Then Upsell
A mulch service can advertise a free cubic yardage calculator to people Googling “how much mulch do I need”, then use Facebook Ads to remarket to the people who reached their website and offer those Facebook users an exclusive 10% discount on mulch delivery.
These are just two examples of how to leverage Google AdWords and Facebook Ads together to better achieve your advertising objectives. You can probably come up with many more strategic tandem uses for your own business, too.
Are You Curious How We Know So Much about Google AdWords and Facebook Ads?
It’s because pay-per-click advertising is what we do. PPC advertising on Google AdWords and Facebook ads is our specialty.
We would love to talk with you about Google AdWords and Facebook Ads to help you decide which one (or both) is best for your business. Click here to start a conversation!