With Google processing over 40,000 queries, every second and Facebook boasting 1.13 billion daily active users, both Google Ads and Facebook ads are obvious choices for PPC campaigns. Combined, these companies are responsible for 85 percent of all online advertising dollars.
But which one is worth your time and money? Is it better to concentrate on one or both?
These are both completely different yet similar at the same time, and they are both very effective. It does not matter whether you use Google or Facebook to market your business. Both platforms give you instant access to hundreds of millions of users while also making demographic targeting easier.
Let’s have a closer look at what platform you should choose to market your business in 2022.
Digital Advertising Budget & Acquisition Costs
Be very clear about your budget before you invest any money. Know how much you can afford to pay to gain a customer. Without knowing this, you’ll spend a lot of money on platforms with no direction.
Look at your entire budget, and then prioritize your retargeting first, then move the leftover funds to higher in the funnel.
In this way, you’ll make sure you’re getting the best return, which will then allow you to reinvest further into the customer journey.
Your Industry & Your Competition
With Google’s Keyword Planner, you can research your likely costs according to your industry.
From a cost-per-click perspective and ad budget perspective, some industries or sub-industries are very expensive. For instance, law-related keywords are very expensive. You might want to reconsider pursuing searches in that area if you don’t have an insanely large budget.
In contrast, Facebook ads are more affordable and can provide powerful targeting capabilities for many industries if you’re tight on budget.
Defining Your Objective
Once you have determined what your organization can afford and have looked into the industry and the competition, you need to decide what you want to achieve with this marketing strategy.
A Facebook advertisement may be more economical for you if your goal is to increase brand awareness or generate demand.
Google Ads might be a better option for your business if you’re trying to generate sales or leads (i.e., demand capture).
Stage in Buyer’s Journey
You can also choose which advertising channel to use based on where the user is in the buyer’s journey. It may simply mean that both platforms are suitable, just at different times.
Google Ads will be your best bet if you want to capture users when they’re ready to make a purchase because of the level of intent from your audience.
However, if you want to bring more awareness to your offering or influence ongoing consideration, Facebook ads can help you reach those in the moment of need or those who are not aware they need it.
These are the ways in which both channels can complement and drive business growth for your organization.
Demographic-Sensitive Product or Service
Next, if you are selling products or services that strongly correlate with specific life events or are targeting very specific audiences, then Facebook is probably your best bet.
If you target life events on Google, you are still targeting people who are searching for those terms. However, because it’s not widely searched, demographic targeting isn’t useful in Google Ads.
Bottom Tip – Which to Choose?
Choose the one that makes the most sense for your business. Ideally, both companies would be best, but the most important thing is to know exactly what you want to achieve through your advertising. Google Ads is best for brands looking for immediate sales, whereas Facebook is perfect for brands looking for fans/followers and lead generation.
If you need help determining which platform will work best for your business, feel free to reach out to PLYXIO Digital Marketing Agency. Here we will help you set up the ad campaigns according to your business needs!