For many small to mid-size businesses, the question always arises, should I spend my advertising budget on AdWords or Facebook Ads? Maybe both? This is a tough question when you have a limited to small budget. Most articles you read are probably geared towards marketers but really don’t guide you in the right direction as to what you should do for your business.
What is the difference between Google AdWords and Facebook Ads?
It’s important to understand the difference between the two platforms and what they provide.
Google Adwords – Paid Search
Google Adwords Paid search is one of the largest and most popular pay-per-click (PPC) advertising platforms in the world. It is so widely used that when most marketers and businesses talk about paid search, AdWords is what they are likely referring to. However, there are many other search engine platforms that provide the same service like Bing Ads.
So let’s discuss the question at hand, how can Google AdWords help your business. AdWords focuses on targeting keywords. Those keywords are specific words and phrases included in search queries searched by Google users. When someone searches those keywords, the idea is that your ad will display alongside those search results. The goal for marketers is to optimize your ads at the best cost per click for your target market.
Here is the caveat with AdWords, the bid optimization is complex and depending on the market and how competitive it is for that keyword, you can spend a lot for a few leads. However, with the right keywords, ad and user friendly landing page, you could see a substantial return because you know those you are targeting are searching for your service or product. They are looking for you!
Google AdWords Runs Like a Popular Convention
Google AdWords works much like a popular convention. Like a convention, it targets a certain crowd/market. This brings in businesses who want to promote their services and products to that market. Conventions are very targeted and are aimed at attendees that are interested in what the convention has to offer. The businesses are there to showcase the products and services they offer. Attendees generally have a good understanding of what they are looking for when they attend those conventions. This is the same for Google users, they have a goal in mind when they search queries and businesses using Google AdWords are tailoring their ads to catch those users and draw them in as a new lead and potential customer.
Facebook Ads – Paid Social
Facebook Ads is just one example of paid social. Like Google AdWords, Facebook is not the only paid social platform, but they are the biggest. Instagram, Twitter, LinkedIn, and Pinterest are some other paid social platforms. The benefit with running a Facebook Ad is that you can also run those same ads through Instagram since Instagram is now owned by Facebook and between the two platforms they have the biggest social networks in the world.
So how can Facebook Ads help your business? Facebook has the highest number of monthly active users and collects lots of information on it’s users from what the users are interested in, how they behave online and users’ demographics. This information makes it easy for you to target and locate your market. Facebook offers you multiple ad placements on their platform such as home feeds, ad columns, and ad placement on redirected articles from Facebook. Though Facebook Ads are becoming highly competitive because of how lucrative it has become, the cost to run paid social ads is a lot less expensive than running paid search ads.
Facebook Ads Acts Like a Billboard
We tell our clients all the time. Facebook is like those billboards you drive by every morning along the interstate on your way to work. You put up the right copy, you target the right territory, hoping to get in front of the right commuters. Those commuters may not be buying now, but they are going to drive by your billboard enough, that if your business is something of interest and your copy catches the commuter, when they do have a need for your business, they will remember you.
Overall, when deciding what platform to run ads on, know that the main difference between Google AdWords and Facebook Ads is this, paid search helps you find new customers, while paid social helps customers find you.