Introduction
In this dynamic digital marketing space, small businesses need to use all the available tools only to remain competitive. Paid advertising is an integral part of driving traffic, increasing brand visibility, and most importantly, increasing sales. Two of the most used platforms for paid advertisements are Google Ads and Facebook Ads. Each of these has its unique advantages, but which one would be better for your small business?
In this article, we will go into a detailed comparison between Google Ads and Facebook Ads to help you choose the one that best suits your business needs.
What is Google Ads?
Google Ads is a powerful advertising platform that allows businesses to display ads on Google’s search engine results pages (SERPs) and across its Display Network. Whether you’re looking to target people searching for specific keywords or advertise on websites that partner with Google, Google Ads offers numerous ways to connect with your ideal audience.
One of the greatest features of Google Ads is the fact that it is based on a pay-per-click model, which really means you are charged only when someone clicks on your ads. This makes it very appealing for businesses with tight budgets, as you can be sure that your spend will directly correspond to user engagement.
One of the most prominent intent-driven targeting characteristics of Google Ads is that people usually have a straightforward intent when they search on Google, whether it be to purchase or find a solution for something. Therefore, Google Ads will be much more efficient for businesses that seek leads already in the decision stage.
Not sure how to get started with Google Ads? Let Kiri Visual help you craft a strategy that maximizes your ROI.
What is Facebook Ads?
Facebook Ads is an excellent advertising platform that helps businesses reach users on Facebook, Instagram, and its Audience Network. Unlike Google Ads, which is search-based, Facebook Ads are driven by user interests, behaviors, and demographics. The platform supports several ad formats, including image, video, carousel, and others, so any business can create highly engaging content for the audience.
The most obvious upside of using Facebook Ads is in the huge number of users it has, along with its advanced options for targeting. With a user base of over 2.8 billion monthly active users, Facebook provides you with the ability to reach a very wide audience while simultaneously being very specific regarding demographics, interests, and behaviors. From targeting people who have liked your competitor’s page to people who have shown interest in a related product recently, the possibilities are endless with Facebook Ads.
Besides, compared with most advertising platforms, Facebook Ads is relatively cheap, making it a very attractive solution for small businesses just getting their feet wet in the world of digital advertising. The budget flexibility of the platform means you can run campaigns that fit within your financial limits yet still bring substantial results.
If Facebook Ads sounds like the right fit for your business, at Kiri Visual, we can assist you in creating customized campaigns that engage your audience and help conversions.
Google Ads vs. Facebook Ads: Key Differences
Both Google Ads and Facebook Ads are very unique business opportunities, but they do differ quite a lot. Here is a breakdown of the main differences between them.
- Targeting: Google Ads targets users based on their search intent—meaning they only show ads when someone types in an active search for a keyword that relates to your business. Facebook Ads, on the other hand, targets users based on their demographics, interests, and behaviors—before they even realize they need your product in many cases.
- Ad Formats: Google Ads is more focused on text-based search ads and display banners, whereas Facebook Ads provides a greater variety of formats, including image ads, video ads, and carousel ads. This gives Facebook the edge when it comes to creative flexibility.
- Cost: The cost structure for Google Ads is driven mostly by competition for keywords and the cost-per-click (CPC) model. Facebook Ads tend to be more affordable, with costs driven by engagement (e.g., likes, comments, shares). Facebook may be a better option for businesses looking to test ads on a smaller budget.
Need help choosing between Google Ads and Facebook Ads for your small business? Contact Kiri Visual for expert guidance and tailored solutions.
Targeting Features of Google Ads
One of the best features in Google Ads is keyword targeting. You can build entire campaigns around individual keywords relevant to your business, products, or services. If you’re continuing from the example above and happen to sell running shoes, you’ll bid on keywords like “best running shoes” or “buy running shoes online.”
Google Ads also supports location targeting—meaning you can decide to show your ads only to users in certain regions, cities, or even zip codes. Combined with device targeting, Google Ads can ensure that your ads reach the right audience at the right time.
One of the most powerful features is the ability to run remarketing campaigns. You use remarketing to target people who have visited your site or have been in touch with your business before, pushing them to come back and convert.
Targeting Features of Facebook Ads
Facebook’s targeting capabilities, thorough in narrowing down the audience for a business to interests, behaviors, and demographics, are amazing. Target even specific users on the pages they like or groups they are part of, or even events attended by those users. Facebook’s “lookalike audience” feature allows you to target people who resemble your existing customers, increasing the chances of conversion.
Facebook also allows targeting that’s incredibly broad geographically, down to the options to hyper-target people in a specific neighborhood or those with very particular job titles.
Cost Comparison: Google Ads versus Facebook Ads
When it comes to cost, Google Ads and Facebook Ads are quite different. Google Ads can be more costly because of competitive keywords. For example, such industries as insurance or legal services are more likely to have a higher cost-per-click due to great competition.
With Facebook Ads, there’s a little more flexibility. The cost structure of it is more in terms of engagement, so you’re going to get more impressions or clicks at a lesser price.
For small businesses with limited budgets, Facebook Ads can be an easier platform to start with, especially for brand awareness and engagement campaigns. However, if you’re looking to capture users with high purchase intent, Google Ads may yield faster results.
It all comes down to what you want to do with your business: if you want an active lead search of your products, then go for Google Ads. However, if you need to create awareness of your brand or engage users at an earlier stage in the buying cycle, then Facebook Ads is a great choice.
You also need to look at your budget. Yes, Google Ads brings results fast, but it can also be very expensive. For a starting business, Facebook Ads gives them a more affordable way to test their digital marketing efforts.
Real-Life Case Studies
Many small businesses have used both platforms to drive traffic and sales. Continuing with this example, a local coffee shop might use Google Ads to target the term “best coffee near me” so that they ensure the ads reach people explicitly looking for coffee shops.
On the other hand, a fashion brand could use Facebook Ads to reach out to people who have shown interest in fashion trends and engage them with compelling visuals and drive them to their online store.
Conclusion
Google Ads and Facebook Ads bring different advantages to a small business. Google Ads does great at capturing high-intent traffic, but Facebook Ads really excels at building brand awareness and engaging users early in the buying cycle. Knowing your business goals and budget is a good starting point in determining which one to go with.
The right platform for your digital strategy is the key to success. Here at Kiri Visual, we make the intricacies of Google Ads and Facebook Ads manageable for small businesses. Our expert team will craft customized strategies that will ensure your campaigns deliver results. Let’s grow your business together!
FAQs
Which platform is better for driving immediate sales?Google Ads would be better for driving immediate sales since it targets users who have high purchase intent.
Is Facebook Ads cheaper than Google Ads?Yes, Facebook Ads are generally cheaper, particularly for brand awareness ads.
Can I run ads on both platforms simultaneously?es, many businesses benefit from running campaigns on both Google Ads and Facebook Ads to reach different stages of their customer journey.
How Do I Optimize My Google Ads Campaigns?Focus on keyword targeting, ad relevance, and A/B testing to improve your Google Ads performance.
Can Kiri Visual help me with my ad campaigns?Yes! Kiri Visual specializes in building custom ad campaigns to help small businesses scale.
Source : Wordstream