Google Ads vs. FB Ads: Which Paid Advertising Channel is Right for Your Business?
Facebook and Google Ads dominate the digital space, accounting for more than 60% of all online marketing spend. So when business owners ask us if they should be using Google Ads or Facebook Ads to give their online presence a boost, we respond by asking where they are in the sales cycle and what business goals they are trying to accomplish.
The best way to consider these two distinct advertising channels is in traditional marketing terms. Think of Google ads as the cold call, and Facebook advertising as the warm lead. The two work best hand in hand if you use them correctly.
Google and Facebook are at the head of the demand curve for different reasons. Google capitalizes on search queries, while Facebook is able to target based on interests. Each ad channel has a purpose and can be maximized for your company’s benefit.
Google Ads
Google Ads provides one of the best ways to drive traffic to your website or landing pages, generate leads and get customers into your sales funnel. Why? Google dominates 71% of the search engine market, processing more than 40,000 search queries every second, more than 3 billion searches per day, and over a trillion each year. If you want to be found online, you want to show up in Google’s search results.
- 71% of Internet users use Google to search
- 90% of users see Google Ads
- Google Ads convert 50 percent better than organic traffic
- Most businesses earn back about double their ad spend
Google Ads is the most popular pay per click advertising platform. Ads appear at the top of search results and advertisers pay only when a user clicks on an ad. If someone is searching for fitness or weight loss tips, for example, they are more likely to click on an ad that pops up in search results because they are looking for an answer to a specific question or need. They click on the ad that captures their interest and end up on a landing page or website. Even if they don’t become a customer right away, you now know they are interested and can use social media advertising as a retargeting tool. They’ve seen your Google Ad and visited your website. They’re becoming familiar with your brand and values. Now you have a warm lead.
Facebook Ads
Why is a warm lead important? Advertising to a warm lead can have more long-term benefits than throwing money to the wall and hoping it sticks because you already know this potential customer is interested in your service or product. For many small to mid-sized businesses with limited budgets, it helps to know how best to spend your advertising dollars on digital media.
Facebook ads account for 25% of all online ad spend, but even more valuable than that is the amount of data Facebook collects. It’s the ideal channel for small to mid-size business owners to reach their target audience and only advertise to people who are likely to show interest in your product or service.
Using the fitness company as an example again, people need to understand the business and that it’s a real company with values and a mission. You need relevance. Without people being familiar with your company is, you’re just paying for ads and hoping someone will click on it or respond favorably. A sponsored ad appearing in someone’s news feed who has never heard of your company will likely get skipped over. Once they get to know your business, they’re more likely to give your Facebook ad some attention.
Working Together for Success
Should you choose Google Ads over Facebook Ads, or vice versa? It goes back to what we said at the start. Where are you in your sales cycle? Are people familiar with your company or are you just getting your brand presence established?
Established, well-known brands can often jump right into paid social advertising. For new businesses, a Google Ad campaign is a great way to generate leads. While running Google Ads, take the time to establish a relevant social media presence by optimizing your Facebook business profile and sharing informative and valuable content. Then use Facebook ads to retarget potential customers who have visited your website or landing page from Google search.
The experienced team at Brehm Media is always happy to help small to mid-sized businesses maximize the benefits of their digital marketing budgets. Contact us today for a free marketing planning session.