Which Ad Platform Wins? Google vs. Facebook Ads – A Deep Dive

Are you a business owner? Have you you used any of the advatising campaigns before? Or you are about to venture into it?  Have you ever wondered how businesses promote their products and services online with these two platforms? It all begins with online advertising, and two major players in this game are Google and Facebook.

You might have heard about Google Ads and Facebook Ads, but which one is better for your business or goals? We're going to break it down in simple terms to help you make the right choice.

Google and Facebook are one of the most popular platforms. In terms of search engines, Google owns over 85% percent of the share of the search engine market, as reported by StatCounter. This means that over 85% of the world's population uses it for their search-related stuff. In addition, it also has other platforms that dominate the internet like YouTube.

On the other hand, Facebook is the most popular social media platform with over 2 billion users worldwide, and also has other platforms that are also well-known like WhatsApp and Instagram.

With these elegant statistics from both platforms, you will agree with me that they are an ideal place to run an advertising campaign. Right?

Meet both contenders - Google & Facebook

Think of Google Ads as digital billboards that pop up when you search for something online, catching your attention much like a roadside billboard. In contrast, Facebook Ads resemble personalized suggestions from a trusted friend; they appear in your social media feed, aiming to cater to your specific interests and preferences.

Why people use them 

Google: Google Ads appear when you search for something on Google. They're great for businesses that want to show up when people are looking for their products or services. 

Facebook: Facebook Ads, on the other hand, show up while you're scrolling through your Facebook feed. They're like ads tailored to your interests and demographics.

How Google and Facebook make their ads appear on their platforms

Google: With Google Ads, it's a bit like Google playing detective. When you type something into the search bar, it keeps an eye on what you're looking for, and then it shows you ads related to that. With their robust search engine, Goole can display advertisements based on what a user searches across their various platforms like YouTube, Nest, Waze, etc.

Facebook: Now, with Facebook Ads, it's more like having a virtual friend who knows you really well. Facebook pays attention to what you like, what you post, and the stuff you're into, all based on your profile. Then, it shows you ads that match your interests and who you are. It's like having a personal shopper for ads right on your social media page. These ads are placed on various parts of their platform. For example in Facebook App, these are shown on Newfeed, Videos section, and others. This extended to other of their platforms like Instagram, Threads, etc

Google Case study: Displacement of ads by Google when streaming videos on Youtube >Displacement of ads by Google when streaming videos on YouTube

 

 
Google Case Study 2: Making a search on YouTube

As you can notice, Ads that are related to what you are searching for on their platform will be displayed by Google. 

 Facebook case study: When users browse the Facebook feed Ads are displayed

Facebook case study 2: When users are watching videos on Facebook, Ads are shown to them.

Similarities

Similarity	Google Ads	Facebook Ads
1. Ad Targeting	Offers precise targeting based on keywords, interests, and user intent.	Provides advanced targeting options, such as demographics, interests, and behaviors.
2. Ad Formats	Supports a variety of ad formats, including text, image, video, and shopping ads.	Offers diverse ad formats, such as image and video ads, carousel ads, and lead ads.
3. Ad Bidding	Uses an auction-based bidding system where advertisers bid on keywords and pay per click (CPC) or per impression (CPM).	Also employs an auction-based system, allowing advertisers to bid based on their objectives, such as clicks or impressions.
4. Ad Campaign Objectives	Supports various campaign objectives, including brand awareness, website traffic, lead generation, and e-commerce sales.	Offers campaign objectives such as brand awareness, reach, engagement, traffic, and conversions.
5. Performance Tracking	Provides detailed performance metrics, including click-through rate (CTR), conversion tracking, and cost analysis.	Offers insights into ad performance, engagement, and conversion metrics for effective campaign analysis.

Some Differences

Difference	Google Ads	Facebook Ads
1. User Intent	Users search with specific intent; ads are shown based on search queries.	Ads target users based on their interests, behaviors, and social connections.
2. Ad Placement	Ads appear on Google search results, partner websites, and YouTube.	Ads display on the Facebook platform, including the news feed, Instagram, Messenger, and Audience Network.
3. Ad Format	Supports text, display, video, shopping, and app promotion ads.	Offers image, video, carousel, slideshow, and lead generation ad formats.
4. Bidding Model	Uses a keyword-based auction system where advertisers bid on specific keywords.	Employs a bidding model based on objectives, such as clicks, impressions, or conversions.
5. Audience Targeting	Primarily targets based on keywords and search history.	Offers detailed demographic, interest, and behavior-based targeting options.

Which should you choose?

Choosing between Facebook Ads and Google Ads really depends on your specific goals and who you're trying to reach. Below are some reasons you might consider:

Target Audience

Choose Google Ads if:

People Are Searching for You: Google Ads are like a digital billboard when someone's looking for something. If you want to show up when people are searching for what you offer, this is the way to go.

Text and Keywords Are Your Things: If your ads are more about text and keywords, like what you'd type into a search bar, Google Ads are your best friend.

You Need to Be Found Locally: Google is great for local businesses. It's like putting up a sign right where people are looking for your type of shop or service.

Choose Facebook Ads if:

You Want to Connect Socially: If you want to connect with people socially, Facebook Ads are like talking to friends. They understand what you like, who you are, and what you do on social media. So, it's great for reaching people based on their interests.

Visuals Matter: Facebook is perfect for ads with images and videos. It's like showing off your products or services in a cool way.

You Need Diverse Campaigns: If you want to run different types of campaigns, like getting more likes on your page, promoting an event, or selling products directly, Facebook gives you lots of options.

Aside from the target audience, there are several other factors to consider when choosing between Facebook Ads and Google Ads. Here are some important reasons:

Advertising Goals:

Consider your specific advertising objectives. If your goal is to increase brand awareness and engagement, Facebook Ads may be more suitable. If you're looking for direct conversions or leads, Google Ads might be a better choice.

Ad Format and Content:

Think about the type of content you want to use in your ads. If you rely heavily on images, videos, and interactive content, Facebook Ads offer a more visual platform. Google Ads are well-suited for text-based ads.

Keyword Relevance:

Consider the importance of specific keywords in your advertising strategy. If certain keywords are critical for your business, Google Ads allow you to target those keywords directly. Facebook Ads rely more on user interests and demographics.

Ad Placement:

Evaluate where you want your ads to appear. Google Ads can be displayed on Google search results, YouTube, and partner websites. Facebook Ads primarily show on the Facebook platform, including Instagram, Messenger, and the Audience Network.

Budget and Cost Structure:

Review your budget and how you want to allocate it. Google Ads often operate on a pay-per-click (CPC) or pay-per-impression (CPM) model, while Facebook Ads offer various bidding options based on your objectives. Consider which aligns better with your budget and goals.

Local vs. Global Reach:

Think about whether you want to reach a local or global audience. Google Ads can help local businesses target specific geographic locations effectively, whereas Facebook Ads can be used for broader or more targeted global campaigns.

Audience Behavior:

Assess how your target audience behaves online. If they actively search for products or services, Google Ads may be more effective. If they spend significant time on social media, Facebook Ads might be the better choice.

Competition:

Research the level of competition on both platforms in your industry. If one platform has a lower competition level for your specific keywords or audience, it can influence your decision.

Ad Tracking and Analytics:

Consider the analytics and tracking capabilities of each platform. Google Ads provides extensive data on search terms, clicks, and conversions. Facebook Ads offers insights into user engagement and demographics.

Ad Creatives:

Think about the type of ad creatives you have. If you have visually appealing creatives, Facebook Ads can showcase them effectively. If your creatives are text-heavy or focused on search intent, Google Ads may be more suitable.

Final Note

In conclusion, Google Ads and Facebook Ads are two powerhouse platforms in the world of online advertising, each offering unique strengths. Google Ads excels at reaching users actively searching for products or services, while Facebook Ads thrive in delivering personalized content to users based on their interests and demographics. The choice between the two should align with your specific business goals, target audience, and the nature of your advertising content. By understanding the nuances of these platforms and tailoring your approach, you can maximize the impact of your digital advertising campaigns, ultimately leading to greater success in the online marketplace.