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The climate of online advertisement is rapidly changing.
As emerging marketing platforms eclipsing outbound marketing’s, multinational and national companies are looking for opportunities to grow.
The lure of online marketing platforms is almost irresistible. Leveraging the power of the web, and sophisticated online marketing tools can help boost your audience and customer base in a dynamic way.
As more and more businesses are going social, and looking for ideas to pitch their products to new customers; several online, and social media platforms are providing them with an excellent foundation. Those platforms are boons to business owners — who have now wider choices available.
Google AdWords and Facebook ads are two such platforms online that help businesses introduce their products and services, generate a brand’s awareness, and drive sales.
Each of them is found to be beneficial to certain individuals who used their services.
Google AdWords and Facebook ads are locked in fierce rivalry for a long time.
Which platform is better question resulted in hair-pulling melancholy for many businesses?
However, there are subtle aspects I would like to address that discern quality, and choices in terms of service between these two, and will explain why Google AdWords is in the lead.
Reaching More Customers
When it comes to reaching customers, Google AdWords eclipses Facebook ads by a landslide.
Google responds to more than 40,000 search queries every second and is constantly improving its architecture, technology to make searching more accurate than ever.
Google’s ability to offer potential customers is second to none. And this giant’s child Google AdWords can deliver your ads to 90% of all Internet users who uses google or websites where Google Adsense is enabled.
With Facebook, you could reach only 43.8% of Internet users. Due to Google’s prospects of reaching more people, any business desires to be found on the first page of Google, at the top with highlighted and eye-grabbing colors.
Google offers more opportunities to convert
Google AdWords has become so popular that it became the proprietary eponym for PPC.
Google gives you more opportunities to drive leads.
With Google intuitive tools, you will be able to track conversion rates, and other metrics efficiently. The intent marketing technique of the big G can build positive interaction, which amplifies the prospect of conversion.
Just building up a decent following does not ensure conversion on Facebook.
That is why Facebook’s conversion rate is relatively lower than Google’s. Google’s conversion rate is 2.35%, while Facebook’s is almost 2%.
Google AdWords is far more accurate than Facebook ads.
Facebook ads Manager does not offer much accurate information like what google provides about Leads and Purchase.
Google’s most powerful accuracy deciders are the exact keyword selections, negative keywords filtering features, device based ads setup system and pin-point demographic segmentations.
So, check the image above; your right website for the right keywords at right on the top. Right?
Where Facebook show ads based on the demographics, interests and lookalike data to the location based Facebook users.
Facebook has no partner sites; so your ads only on one website, to the same type and kind of people; all the day. 🙂
Variety of Ads Format
While Facebook is very strict on their ads format; Google come up with variety of Ads targeting to all the apps, websites and looks that an advertiser can image.
Currently Google are dominating the market with the Ads type of Text Ad, Image Ad, Responsive Ad, App Promotion Ad, Shopping Ad, Dynamic Search Ad, Video Add, Call only ads.
Facebook’s current Ads type are – Mobile News Feed ad, Desktop News Feed Ad, Right Column Ad and Instagram Ad.
Since you can keep data log for anytime, you can also switch to any date of your whole campaign. Your reports sometimes have to include time evolution of the performance for evaluation. Google’s date range also allows you to compare time periods.
It is imperative that you follow up on all the metrics, such as – CPC, CTR, clicks, etc.. That is why Google AdWords introduced date range panel for comparing time periods.
But, Facebook does not have this vantage in their Custom Conversion Panel.
Google AdWords included Custom Columns, so you could divide column metrics, and get more detailed and better insights about your campaign.
Since all conversions are not equal, associating conversions with values allows you determine factors affecting your conversions in a good way or bad way.
You can also adjust conversion values for ROAS bidding strategy. For much detailed data analysis, you need opportunities for customizing conversion. With Google, you have unlimited opportunities, but with Facebook, you have only 20 custom conversions.
Deleting a Custom Conversion
You can delete a custom conversion if you want.
You can also alter the conversion value whenever you want.
But, Facebook does not allow you to delete a custom conversion. So, whenever you feel the need to junk a conversion, you just have to write it all over again.
Conversions% & CTR%
Though the ads costing on Google Adwords is way more pricey than Facebook Advertisement; the conversion rate and CTR% actually made the adjustment.
Ultimately, for your business the conversions is the only matter.
If you spend 100 dollars then you will get 2% conversions on GA and 1 or less% of conversions in FB.
Check the image below for better understanding –
Sophisticated Targeting – the premise of effective marketing is built by the ability to talking to the right people.
Facebook filters ads by a user’s previous interaction, such as likes.
But, Google AdWords displays your ads by the relevant words used in searching.
Google AdWords also removes negative keywords to increase your brand’s appeal to reach the target audience.
Google’s intuitive technology optimizes text ads, so they can be accessed by any wap enabled phone, iOS, and Android devices, while Facebook only optimizes for iOS, and Android devices.
Google AdWords allocates budgeting ratio for mobile and tablets.
Google AdWords bags 46.8% ad revenue from mobile, while due to lack of mobile-friendly tactics, Facebook earns only 21.7% of its revenue from mobile.
Here are the sizes of Ads that Google are offering for Mobile & Tablet Ads:
- Mobile phone: 320 x 50, 300 x 250, 336 x 280 Interstitial
- Tablet: 300 x 250, 728 x 90, 468 x 60, 336 x 280 Interstitial
The Wrap Up – as the debate heats up over Google AdWords or Facebook ads; you have got to admit both have certain aspects that could prove vital for marketing. However, detailed measuring tools, immediate sales and traffic, and ROI make Google AdWords the pioneer.
Hey, Its Shamim – the man behind this blog. Thanks for reading the article above and glad to see that you just have come so far below this page. 😛 I work late at night for LateNightBirds as my IM team works at day. 🙂 Subscribe to get SEO & Marketing resources & hacks once a week to your inbox (Find the box somewhere :D). Follow me on Facebook, Twitter and on YouTube.