Best Online Advertising: Google, Facebook or Both?

20⁰⁴
2017

Google:
With a large online network spread across search, image, remarketing, video and shopping ads, the possibilities are endless. Google tries to help companies by allowing an all encompassing platform to be used for their online marketing efforts. They allow access to numerous statistics that help in optimizing each type of account. The goal of AdWords is to develop strong campaigns that have high returns. By combining multiple advertising channels, it helps with lowering cost per clicks along with seeing which ones provide the highest rate of return. Testing is vital to ensure money is spent properly and not wasted. Through testing, a companies AdWords account can be optimized and grown in terms of improving ROI, click through rates and finding more qualified customers.

Facebook:
Facebook is an incredible tool for companies that are trying to find the ideal ad targeting match. Just like with Google AdWords, companies can easily target specific user types but Facebook takes it a step further. The targeting options are endless allowing for demographics such as income level, interests, age, gender and much more. They take interests for example to a further level allowing for specific pages on Facebook’s network to be targeted. While the cost per click is usually lower, this does not always mean more conversions. In this instance, Facebook advertising should be tracked to a further extent making sure that all codes (pixels) are set up on your companies website. While conversions do happen on Facebook, with the proper testing and updating, due to the cheap cost per click it is great for creating offers, generating awareness and audience sizes.

The Difference:
The major difference between Facebook Ads and Google AdWords is how users find the ads. AdWords targets both image and search ads where one focuses on brand awareness while the other based on users typing in specific words. Search ads on Google are more expensive per click but have a higher rate of conversion. Facebook tries to focus on putting company ads with people’s interests. They are all based around high quality images with a specific message set out by the company. Each of the two, while there are some similarities, are used to achieve different business goals. To put it in simple words, Google users are looking for something specific while Facebook users are “browsing” and being shown ads based on interests.

Working Together:
As it can be seen, both Google and Facebook have large networks that can reach massive amounts of people per day. While there are differences, the idea is similar. Both allow you to select targeting whether for image ads, promos and much more along with paying when your advertisement is clicked on. You are able to adjust what advertisement people see and split test to get the best results. Both platforms offer in depth statistics that easily allow for understanding what is working and what needs to be improved.

Your Companies Need:
The goal of online advertising is to tailor your approach and segment your customers into groups allowing for easier ways to achieve your goals. For instance, a goal of increasing revenue by 15% in 6 months can seem like a large task, depending on what the value of 15% is. In most cases, companies have something in mind but then lack the execution. By breaking down the goal, for example increase a certain product/service stream by 15%, might be easier than an overall goal. When defined properly, the task becomes less of a challenge as your company can determine which platform(s) should be used to find, target and close the right customers that will help in achieving the goals set out.