For every business, communication with consumers about the products and service is a critical part. Internet and social media ease the communication process by reaching the target audience in simplified manners. All kind of companies (start-ups & corporations) uses online advertising extensively as part of their marketing strategies.
Sometimes it becomes very confusing which platform is better and how to uses these platforms effectively to start advertising online. Undoubtedly, Facebook and Google are the two big giants of internet marketing, both have different advertising models. Both the platforms were in direct competition with one another, and thus it was a difficult decision about which platform you should choose. With Facebook Ads, you can have low cost and high conversion campaigns. You have the same scope with Google AdWords too.
Millions of people are using Facebook for communication, entertainment, information search. Facebook ads have its advantages and limitations that should be considered before starting using Facebook as your SMM platform.
Let’s list down some pros and cons for both Facebook and google adwords platforms.
Benefits of Advertising on Facebook
Facebook is the most popular social media network with 1.86 billion monthly active users (MAU- which is a 17 percent increase year over year), which gives you and your business good scope for potential clients.
On Facebook, it is very easy to track all your campaigns. Smart measurement helps you see what's working and what's not, so you can prioritize the right strategies every time. You can easily find out how your media spend impacts your brand by measuring advert awareness, advert recall, brand awareness and brand perception.
Facebook has a great variety of targeting options. You can choose the location, age group, gender, hobbies and interests, marital status and many more specific points that you might need according to the uniqueness of your business. The greatest aspect of that is that this allows users to target the specific group of people, who will be most likely interested in your posts and your business and you can also target the specific audience by covering the radius of minimum 1 km.
Low minimum costs
Cost-Per-Click is relatively cheap which generally depends on upon your industry. The benefit of Facebook is that the minimum required daily budget is $1, which means that you can advertise with minimum investments and still getting good results.
In Facebook, it is very easy to track all your campaigns. The benefit of Facebook is that it allows you to build relationships with your fans, interact with them, which helps to build brand image and customer loyalty.
Facebook offers image-based ads and additional character length for ad descriptions, which gives you a better flexibility for ad creation. Moreover, Facebook can track behavior across mobile devices, where cookies don’t work, and allow advertisers to understand offline behavior.
Variety of Campaigns
Facebook team constantly develops the platform, trying to ease users experience and improve the opportunities for businesses. You can run different types of campaigns according to your business objectives.
Limitations of advertising on Facebook
Lack of Organic views
Facebook algorithm limits the visibility of brand messages. This means that in many cases only about 1% to 2% of your fan base is going to see your posts. It is understandable that users get frustrated, as no one wants to pay for something that they used to get for free.
If the campaign is set-up in an incorrect way, it can surely affect your budget. There is no option to target your audience on certain days of the week unless you choose a lifetime budget.
Also, there is no option to target your audience on certain days of the week unless you choose a lifetime budget.
Overall, Facebook is a great place for your business promotion and marketing. As any platform, it has its pros and cons. Nevertheless, Facebook provides with better understanding of interactions with ads and customers, it is quite easy in use and very affordable for any business. The remarkable thing about Facebook is that it’s “all-in-one” place for entertainment, communication, and sharing of information with others, making business, advertising, networking etc.
But Google is the leader in online advertising as it has more than 3.5 billion search queries every single day in the world. Google AdWords is Google’s pay-per-click advertising platform. It’s specifically made for website owners to promote their company or business via paid advertisements that appear within the Google search results and are commonly viewed on the top, right hand, and even bottom of the pages. Google will also place these advertisements on affiliated sites such as YouTube and Gmail. The program allows you to set limits on your “ad spend” including cost per click (CPC) and your daily spend to control your expenses.
Benefits of Advertising on Google
You can be up and running on AdWords in a very short period of time. The vast majority of people who carry out online searches never look past page one of the results. Again, getting your website to page one can be a process that takes months or even longer. There is the possibility that you will never get your website on page one. On the other hand, Adwords can bring people to your site from day one.
Now, there is certainly a lot more to AdWords than just campaigns, ad-groups keywords and ads, but these are the building blocks. So, you do a bit of keyword research, decide on your budget, set up a campaign and a few ad-groups write some catchy ad copy, and you are off to the races. Your ads will appear as soon as they’ve been approved.
Google has the largest potential audience. Google AdWords advertisements are indexed according to the keyword(s) you choose. When those keywords are in a search, your advertisement will appear. The result is that any traffic visiting your site via your AdWords link will be targeted. In other words they are interested in the goods and services you are providing; they are not just random visitors. The conversion rate should increase – less traffic will leave the site without making a purchase. Moreover, Adwords allows you to target specific geographical areas and use other targeting parameters, allowing you to have a high level of control over who sees your advertisements. Also, you can target based upon the region and pin-codes.
Google provides a different advertising option which includes Remarketing, Display Network, and Search Network.
Cost Control and Cost Effectiveness
Since you decide how much you will bid for the keywords, the budget is within your control and is reasonably manageable. The key is that Google only charges you once a person clicks on your ads. Also there is no minimum cost requirement for you to enjoy using this tool.
AdWords, when managed effectively, is a very cost effective advertising solution. Targeted traffic means targeted sales and higher conversion rates. The objective is that those clicking on the links will generally make a purchase. So, the more well-managed your AdWords account is, the more cost effective it becomes as the average cost per click will be reduced.
Google Adwords provides a complete range of analysis tools to help you determine how your campaign is performing, so you can get instant feedback. Adwords also allows you to continually modify your campaign details. This means you can change the wording, experiment with different phrases, and other aspects of your advertisements, continually fine-tuning to achieve the best results.
Limitations of Google Ads
Clicks don’t equal conversions
Unfortunately, no matter how much traffic you receive, there’s no guarantee that any of those visitors will buy something from you or become customers. You might pay for 500 new leads to come to your site, but if those leads aren’t interested in what you’re selling, you’ll be out that money with nothing significant to show for it. Conversion optimization is a second process, and PPC is dependent on it for success.
The cost of PPC is increasing. Google has grown in popularity, both for searchers and for advertisers. it’s simply not cost effective to proceed with a Google AdWords campaign unless you have a significant budget to put forth. Even lower-budget options like Bing and Facebook have prices slowly on the rise, making PPC tighter than ever and more difficult to achieve a positive ROI.
Limited number of characters – It has limited Text characters in your ad space.
Optimizing ads takes time and research
There’s a hidden cost for PPC that may compromise your ROI entirely: the amount of time you’ll invest in learning your audience and best practices for PPC placement. Without this research and effort, your ads will be rendered ineffective, and your audience won’t be likely to convert.
Both Google AdWords and Facebook Ads are incredibly powerful advertising platforms.The biggest difference is Search Intent vs. Awareness.
Mr. Vivek Tomar
Mr. Vivek Tomar is an expert in Performance Marketing, Digital Strategy, E-Commerce and Fintech. He is an Engineer with 6+ years of experience across Internet, Mobile, Technology & Fintech. His work involves Digital Marketing, Growth Hacking, Performance Marketing, Product Management, Customer Analytics, & Social Media Marketing.