Google AdWords vs. Facebook Advertising
If you are like most small businesses you probably don’t have an infinite marketing budget, which means you need to focus your efforts on the areas that are going to bring you the biggest rewards. While paid advertising can be highly effective when it comes to increasing the reach of your business, the costs can mount up very quickly.
For businesses that are looking to implement some form of pay per click advertising, it’s usually a choice between Facebook and Google. While they both work in a similar way – by displaying ads and then charging you a fee when someone clicks on them, Facebook’s advertising platform is actually very different from Google’s and it won’t suit everyone.
Here are a few of the differences between the two:
- People tend to spend longer on each Facebook session than they do on Google.
- There are more in depth targeting options with Facebook advertising. You can choose who will see your ads down to very fine detail.
- No retargeting options – ads will only be shown when users are on Facebook’s site. While there is a Facebook retargeting option, you are limited to displaying your ads on Facebook only.
- Facebook shows ads to users based on their profile and interests, not on keywords. This means you get more control over who will see your ads and only show them to people who are likely to be interested.
- Facebook ads are cheaper than Google AdWords.
- The average Google search session is shorter than the average Facebook session.
- You don’t get to choose who your ads are displayed to, they are shown to anyone who searches the relevant keywords.
- You get a wider selection of sites to display your ads on than just one platform.
- Google allows for retargeting where users who have visited your site previously can be shown your ads when they visit other sites, giving you more opportunities to connect with them.
- AdWords is usually more expensive per click than Facebook.
Deciding which platform is best for your business may take some trial and error. Facebook is generally considered to be the most effective for building brand awareness while AdWords can be better for attracting customers to your site when they are ready to make a purchase (people usually don’t go on Facebook when they are looking to shop online).
If you can make use of both platforms you can get the best of both worlds and create integrated campaigns that make use of the strengths of both platforms to get great results for your business.