Are you finding it difficult to draw in clients and increase your sales? Let’s explore how small and medium businesses are turning to Google Adwords vs Facebook Ads to get results.
We know organic search can be great for ROI when you land in the top three search engine results, but it often takes a lot of time and effort to get there.
While unpaid search is tempting, it comes with its own set of challenges – mainly the time it takes to learn SEO best practices and the potential sales you might be missing out on while you build your authority. Climbing to the top of search engine results isn’t a quick fix; it usually takes months or even years.
If you’re unsure where to start with paid advertising or if your current campaigns aren’t delivering the results you hoped for, this article is for you. We’ll break down Google Adwords vs Facebook Ads, discuss why you should use them in your digital marketing strategy, and weigh their pros and cons to help you decide which is the right choice for your business.
Let’s dive in!
Table of Contents
Google Adwords and the Power of Paid Search
With 5.9 million searches happening every minute, Google remains the top search engine, capturing 91.47 percent of search traffic (Statista Research Department, 2024). This aligns with Australian behaviour, with 86.34 percent of desktop search traffic coming from Google (Statista Research Department, 2024).
It’s no wonder Google Ads (formerly Google Adwords) is a top choice for businesses of all sizes. With its extensive reach, your ads can appear at the top of search results, and Australian spending on search advertising is projected to hit $6.01 billion (Statista Research Department, 2024).
Google Ads lets you tap into this vast audience by showing your ads to people actively searching for products and services like yours.
How does Google Ads work?
Google Ads provides various ad formats for paid search, by targeting keywords and mainly focusing on text-based ads. Advertisers bid on keywords – the words or phrases users enter into Google’s search bar. Your ad shows up alongside search results based on keyword relevance and bid amount, and you only pay when someone clicks on your ad.
In addition to search ads, Google offers display ads, video ads, app ads, shopping ads, local ads, discovery and demand gen ads, performance max ads, and smart ads.
What are the Pros and Cons of Google Ads?
Pros of Google Ads
- Pay-Per-Click Control: Google Ads allows you to set a daily budget, so you only pay when someone clicks on your ad.
- Precise Targeting: Target your ads based on location, demographics, interests, and past search history for high intent reach.
- Wide Reach: Your ads can appear across Google’s vast search network, reaching a large audience.
- Quality Focus: Google Ads prioritises the relevance and quality of ads over the size of the budget, making it fair for all businesses.
- Enhanced Ad Features: Ad extensions, sitelinks, user reviews, location targeting, and shopping ads provide a high level of customisation and control.
- Detailed Analytics: Google Ads offers detailed tracking and analytics, helping you understand and improve your ad campaigns.
Cons of Google Ads
- High Cost-Per-Click: Each click can be pricey, especially in competitive industries.
- Expertise Required: Managing Google Ads effectively requires know-how and time, which can be challenging without prior knowledge or experience.
- Competitive Environment: It’s tough to snag top positions without a well-optimised campaign.
Facebook Ads and the Power of Paid Social
Facebook remains the leading social media platform with 3.065 billion users globally (Statista Research Department, 2024). As the second largest online advertising platform next to Google, and with 85.02 percent of Australians using Facebook (World Population Review, 2024), it’s a great place to find your audience.
Facebook Ads offer a fantastic opportunity to enhance your digital marketing efforts. You can personalise your ads to target specific groups and create various ad types to see what resonates best with your audience.
How does Facebook Ads work?
Facebook ads use visually engaging content to attract users on Facebook and Instagram. High-quality videos and graphics are key to grabbing attention and driving action.
Through highly visual content such as videos, images, carousels, stories, dynamic, and instant experience ads, Facebook advertisers initially attract their potential customers and lead them into trying out a service or product.
Pros and Cons of Facebook Ads
Pros of Facebook Ads
- Advanced Targeting Options: Facebook Ads allow you to target users based on demographics, interests, and behaviours, and even create “lookalike audiences” to reach new potential customers similar to your existing ones.
- Active User Traffic: Ads drive traffic from Facebook’s active user base, increasing the chances of reaching an engaged audience.
- Visual and Engaging Formats: Facebook Ads are highly visual and can blend seamlessly with users’ feeds, making them more appealing and engaging.
- Easy Setup: Setting up Facebook Ads is straightforward, and you can see results quickly.
- Cost-Effective: Facebook Ads are budget-friendly, with lower cost-per-click (CPC) compared to Google Ads, making them ideal for small businesses with limited resources.
- Customisable Ads: You can create ads that cater to varied audiences with different formats, including images, videos, and carousels.
Cons of Facebook Ads
- Lower Intent: Facebook users often have lower purchase intent compared to Google searchers.
- Compelling Creative Needed: Successful Facebook Ads need engaging and high-quality content to capture users’ attention.
- Ad Fatigue: Audiences can quickly tire of seeing the same ads, requiring frequent updates to maintain engagement.
A Quick Comparison of Google Adwords vs Facebook Ads: 4 Key Factors to Consider
Audience Targeting
Google Adwords vs Facebook Ads target audiences differently. Google Adwords targets based on high-intent keywords, making it ideal for reaching users actively searching for products or services.
Facebook Ads, on the other hand, use demographics, interests, and behaviours for targeting, making them great for building brand awareness and engaging users who aren’t actively searching.
Cost and Budget Considerations
Comparing the cost-per-click (CPC) and overall budget of Google Adwords vs Facebook Ads can help you make the most of your marketing spend. Google Adwords generally has a higher CPC but can be effective for high-intent traffic.
Facebook Ads are typically more budget-friendly and offer a better ROI for brand awareness and engagement.
Ad Formats and Creative Control
Each platform offers different ad formats and creative possibilities. Google Adwords provides text ads, display ads, shopping ads, and more. Facebook Ads offer a range of visually engaging formats like images, videos, and carousels, giving you more creative flexibility.
Performance Tracking and Analytics
Both platforms offer robust tools for tracking your ad performance. Google Adwords provides detailed keyword performance and conversion tracking, while Facebook Ads offers insights into audience engagement and behaviour.
Identifying Your Goals and Choosing Between Google Adwords vs Facebook Ads
Rather than seeing Google Adwords vs Facebook Ads as competing platforms, think of them as complementary tools that can each provide unique benefits at different stages of the customer journey.
We’ve summarised the three key things you need to consider if you need to choose between going with Google ads or Facebook ads.
Business Goals and Objectives
If your primary goal is to capture high-intent leads and drive immediate conversions, Google Adwords may be the better choice. For brand awareness, audience engagement, and nurturing prospects, Facebook Ads could be more effective.
Target Audience and Customer Journey
Understanding your target audience and their journey is crucial. Use Google Adwords to target users actively searching for solutions. Use Facebook Ads to introduce your brand to new audiences and engage them with compelling content.
Budget and Resources Available
Consider your budget and resources. Google Adwords can require a higher investment but offers high-intent traffic. Facebook Ads are more budget-friendly and allow for creative, targeted campaigns that can stretch limited budgets further.
Ready to boost your business with the right marketing strategy?
Reach out to us today to discover how we can tailor a digital marketing plan that fits your needs and maximises your results.
