When choosing a marketing strategy to boost the leads and sales for your business, two popular options include Google AdWords and Facebook Ads. Understanding the differences and advantages of using each platform can help you leverage the strengths each one provides in an overall digital marketing strategy.
Understanding the Differences Between Both Ad Platforms
It's essential to know the primary differences between Google AdWords and Facebook Ads before learning about their unique benefits.
Facebook Ads: This platform is used on the Facebook social platform. Its primary objective is to assist Facebook users in finding businesses that are based on their interests. You're able to target specific demographics that fit the profile of your target audience.
Google AdWords: This platform, which is also referred to as PPC Advertising, is used in Google's search engine and matches up the keywords users are searching for with businesses that are advertising on the platform. You'll bid on specific keywords and phrases that people might use when searching for your services or products.
What Are the Benefits of Utilizing PPC Advertising?
Google is the most popular search engine in the world. Placing ads on this platform can help your business locate users who might be interested in shopping at your local retail store or buying an electronic gadget from your website. You're able to utilize their Display network and Search network to find prospective customers.
Offering a Significantly Large Audience
One of the main benefits of using PPC ads is the significant reach it provides. Google's search engine receives trillions of searches from users who are looking for solutions to their problems. Tapping into the full range of prospective customers makes incorporating this platform into part of your digital marketing strategy and almost a requirement. Their proprietary algorithm uses AI to provide you with the reach you need to generate highly targeted traffic to an ad for your brick-and-mortar business or online shop. You won't find another search engine that offers the type of traffic that Google can provide reliably and efficiently.
Rewarding Relevant Ads
You can choose a specific budget to use for PPC Ads on this platform. Their cost is based on quality and relevance, which is why it's essential to have each ad created by an expert. By providing a relevant ad, Google knows that their users will have the best experience possible. Getting this aspect right on the platform can help reduce the cost you pay for each click, which helps level the playing field. Highly optimized ads that are based on the right metrics, such as click-through rate, will do best on this platform. Optimizing ads correctly and providing a fantastic user experience will help boost your Quality Score, which is the system Google uses to evaluate the quality of your ads.
Providing Several Different Ad Formats
This platform offers several different formats that you can take advantage of to get more leads and sales for your business. Features, such as location targeting, user reviews or sitelinks, provide you with a high level of customization. While the ads shown to users are text-based, Google has included several different types of ad formats that should fit your specific needs. You'll find elements, such as interactive map data or high-resolution images, that create a helpful and pleasing experience for Google's users. Google continues to implement different types of performance, which can help make it easier and more efficient to reach that type of audience that resonates with your business.
Exploring the Benefits of Facebook Ads
Facebook became the pioneer of letting businesses utilize ads in the social space. They have become a popular choice for companies that want to target specific demographics.
Diving Deep into Demographics
Facebook also offers a massive audience reach. More than 20 percent of the earth's population uses the social platform frequently. Like Google, no other social platform matches the type of audience that's available on Facebook. However, this platform allows you to dive deep into the demographics of each user. For example, using their "lookalike audiences" feature allows you to upload data and try to find matches related to a user's beliefs, personal interests and values. Utilizing this popular platform allows your business to get closer to a new audience who shows the same type of behavior and interests as your current customers.
Allowing Rich Visuals
Facebook also allows you to provide images and videos to entice potential customers. These are placed in the News Feeds of users on a platform and allow you to leverage rich visuals that convey the message you'd like to send to your audience. Like Google, Facebook is continually evaluating how its marketing platform is operating so that it provides the best experience possible for each of its users. Having the ability to provide stimulating visuals to prospective c