Google Ads vs. Facebook Ads: Which Is the Better ROI?
Google and Facebook are both known as leaders in the digital sphere but in slightly different ways.
Google has over 3.5 billion searches per day! But Facebook is also a formidable force.
The platform still ranks at the top of the most popular social media sites above YouTube and WhatsApp. It has around 2.8 billion monthly active users.
Both platforms offer advertising opportunities, but where should you start? There are many reasons why digital marketing is a great way to get your business seen.
You might assume that Google Ads and Facebook Ads are competitors. But the truth is that these platforms complement each other when it comes to digital marketing.
Businesses choose to advertise on both platforms but for different reasons and with different approaches. You don’t want to use the same strategies for your Google Ads that you do for Facebook Ads.
Wondering the pros and cons of digital marketing with Google Ads vs. Facebook Ads? Let’s take a look at each platform and which one is right for you.
How Are They Different?
The difference between Google Ads and Facebooks Ads lies in the types of platforms and the intent behind your marketing. Google Ads is a great way to reach customers who are at the bottom of the funnel.
Google Ads use targeted keywords to get in front of people searching for something in particular. They have a specific problem and search for the solution on Google.
Related Google Ads appear at the top of their search results hopefully guiding them towards the resolution of their pain point. This encourages them to click the ad and possibly make a purchase or become a new lead by completing a form.
Social Media vs. Search Engines
Facebook is used for a different stage of the funnel. Rather than getting people to make a purchase, Facebook Ads build brand and product awareness.
Because Facebook is a social media platform (not a search engine), it is a place where users want to engage socially and don’t have a specific problem to solve necessarily. They might be scrolling through their news feed and see an ad that interests them.
Facebook Ads might not get leads to purchase something right away, but they can reach potential new customers by making them aware of who you are and what you offer.
This is an important part of building a strong relationship with your leads and creating a sense of credibility. Growing your following on Facebook (and Instagram which is also owned by Facebook) can lead to loyal customers and repeat sales.
How to Choose Between the Two?
It’s difficult to say which form of advertising is a better ROI since the long-term benefits of building your social media following are difficult to measure. However, if you’re looking to get sales upfront, then Google Ads could be the better option.
As mentioned, Google Ads, when done correctly, result in higher sales more immediately because of the targeted approach to specific keywords and phrases.
For example, if someone searches on Google Ads “best customizable t-shirts” and an ad for your business’ custom t-shirts shows up first, it’s more likely that the people who click on your ad are ready to make a purchase.
That doesn’t necessarily make Google Ads better than Facebook Ads. It all depends on what your specific digital marketing goals are. It also strongly depends on your budget and how far it can go on each platform.
How Your Budget Determines Your ROI
Running ads on Google is more targeted and you are competing for keywords. If your budget and quality are low you may not win bids for certain keywords resulting in a low ROI. This is the case when you are targeting a highly competitive keyword.
For example, if you only have a daily budget of $200 a day and the cost for your target keyword is $50, your budget is going to get used up after only four clicks. That most likely isn’t going to be worth the cost.
In this case, Facebook Ads might help you have a farther reach with the same budget. The key is in experimenting with both platforms to see which one works best for your target audience.
Research Your Competitors
If you aren’t sure where to begin, start by looking at historical and competitor data to see what has proven to work. This is a great way to get insights into successful campaigns before you start spending money.
See what kinds of ads your competitors are running and where. Take note of their messaging and graphic design. This helps you to start somewhere.
What Is Your Buyer’s Journey?
Get a clear understanding of your sales funnel before making the decision between Facebook Ads and Google Ads. Running ads on Facebook might be a better option for your particular goals and what stage of the funnel you are focused on.
Even if your Facebook Ads don’t result in immediate sales, it offers users the ability to spread the word about your business by liking, sharing, and following. This could give you a more expansive reach at a lesser cost.
Facebook allows you to target who your audience is (even more than Google) based on their age, location, gender, and other interests. You can also target lookalike audiences that are similar to people who already are loyal customers.
Depending on your strategy, you can even target friends of people who like your pages.
Which Has the Better ROI?
Figuring out what the best approach to digital marketing is for your business is somewhat nuanced. That’s because the behavior of any given audience can vary depending on many circumstances.
There’s still a lot to learn about the online behavior of consumers. But it’s not impossible to observe which ads are performing best and leading to better ROI.
Studies show that switching your focus from frequency measured in clicks or views to reach and the number of impressions, has a far greater effect on ROI. Supporting the old adage of quality over quantity.
Google Ads vs. Facebook Ads: Ready to Jumpstart Your Digital Marketing?
Improving your reach with digital marketing is an important part of any marketing strategy. Facebook Ads and Google Ads both offer benefits in different ways.
Before you make your own decision about Google Ads vs Facebook Ads, take time to do some market research. More clicks don’t always result in more ROI.
If you’re feeling overwhelmed by the idea of tackling your own digital ads, then you might need some help from the experts. Learn more about how your business can excel with digital marketing. Click here to get started!
