Do you want to make the most of the potential of online advertising? Do you want to effectively reach new audiences who will become your customers? Wondering what to budget for in order to achieve your promotional goals? Google Ads and Facebook Ads campaigns are hugely popular among businesses. Which tool is better for your business?
How does Google Ads work, and how does Facebook Ads work?
Today, advertising on the Internet is very popular and there is no indication that this trend is about to change - on the contrary: more and more business owners are realising that online promotion will bring them a range of benefits. Traditional forms of communication, such as brochures, leaflets, posters or billboards, are slowly being consigned to the past. Marketers are focusing mainly on online promotion when developing the most effective strategies. To this end, they use, among other things Google Ads oraz Facebook Ads .
Google Ads is simply a paid advertising system that allows you to display sponsored links in the search results of the Google search engine, which is used by more than 95% of Poles on a daily basis. It also gives you the opportunity to advertise on ad networks (apps, videos, or websites). Advertising will be displayed on the basis of keywords typed in by an Internet user who happens to be searching for information on the web. It is worth mentioning that the user does not pay for the advertisement itself, but only for clicking on the link and going to the advertised website.
Facebook Ads, on the other hand, is an advertising system with which we create an ad on Facebook, Instagram or Messenger. The promotion will thus reach the users of the aforementioned social networks and applications. In Facebook's advertising tool, we will develop the campaign by precisely defining the target group, so it will only be displayed to people who fit the indicated criteria. The ad will appear on the user's wall along with other posts. It is worth noting that Facebook is currently used by more than 17 million Internet users in Poland.
Google Ads vs. Facebook Ads - fundamental differences
How do we know which tool to choose? Is it better to allocate the budget to a Facebook ad or a Google Ads campaign? There is no clear answer to these questions. Both systems have many advantages and will help us achieve satisfactory results. However, it all depends on what objectives we want to achieve and which users we want to target.
- when it comes to Facebook Ads the campaign will only be displayed to people with a Facebook (or Instagram) account - so it is a closed advertising platform. With Google Ads, it is different - the ad will be able to reach anyone using a search engine where they type in relevant key phrases;
- Google in Facebook are two completely different places - on a search engine, people are looking for information on a particular topic or for a solution to a problem. Therefore, Google Ads is the place to meet demand. Social media has a different function: it is more for entertainment and contact with friends, so here we are trying to generate demand, and that is a significant difference;
- Google Ads in Facebook Ads differ in terms of reach, impact and audience;
- when we advertise our products or services on Facebook, we select the group ourselves who may be interested in our offer. A campaign on Google Ads will be displayed to people who are actively looking for a particular solution - so they are more purchase-oriented;
- The costs in Google Ads are higher than in Facebook Ads. However, it is mainly a matter of targeting a particular ad. Costs can vary depending on the target group.
Facebook Ads vs. Google Ads - which to choose?
Both of the advertising solutions presented will help us win new customers. In order to solve the dilemma of choice, we must strictly define our objectives. Facebook advertising will be most effective if we can precisely define our target group. With Facebook Ads, we can create a campaign addressed to users according to their interests, which will significantly increase the chances of them checking out an offer and making a purchase. It will also be ideal when we want to show more images of our goods and place emphasis on branding.
Google Ads will work best when we offer products that customers are familiar with - e.g. everyday items: shoes, clothing, cosmetics, healthy food - or for services that we need to use in an emergency. We can therefore successfully advertise hair and beauty services, a local restaurant or a mechanic. When it comes to the Google Ads system, we do not specify our target group. Only people who have typed in the key phrases we have selected will be advertised.
In order to advertise effectively online, we should develop an appropriate strategy. This may involve combining a Facebook campaign with promotion using Google Ads.
