With the boom of small and medium-sized businesses, the online advertising space is swiftly changing. The market giants and big brands dominate with the majority of the market share whereas the new brands with limited marketing budgets still need to thrive. Amidst such cutthroat competition for sales and return, marketers need to be smart with the budgeting part so as to reap maximum benefit.
There are several platforms and channels to advertise brands so as to ensure complete social media marketing and reach. This further complicates the situation because one needs to carry out research on the channels and platforms that will fetch more engagement & ROI, besides understanding how the networks function for the business.
While strategizing digital marketing ways to approach the market as well as achieve the most of it, marketers tend to narrow down on the two big names, Google and Facebook. They are the two leading platforms for online pay-per-click advertising, brands depend on them for sales, lead generation and ROI measurements mostly.
Let us discuss the advertising scopes and facilities provided by them and analyse what works best for brands.
What is Google Ads?
Google ads previously known as Adwords is the largest online advertising program that allows users to create online ads to promote their products that reach the people right when they are interested in them.
This is an online product that allows marketers to promote a business, sell services/products, create awareness among audiences and drive traffic to desired websites. The advertising is managed online and the ad campaign can be changed anytime involving the texts and budgets along with other important settings.
The best part about google ads is that it is completely independent of any budget limits because users can set their budget as per their need, customise the audience and choose the ad placement. Marketers can also study the impact of the ad campaign easily through the same setup.
It is basically a “paid search” that is dependent on the keywords and phrases. Marketers using Google ads work on these keywords that are basically the words or phrases that can be included in web searches by internet users. Every time the user clicks on the ad, the advertiser is charged an amount depending on the bid. It is just paying for the potential to find new customers based on the keyword searches entered into Google.
What is Facebook Ads?
With the highest number of monthly active users that continues to grow as we read this blog, Facebook is the largest social media platform with attractive market spaces and development for business. The platform is well developed to provide the right surrounding to grow digital marketing strategies for business benefits.
Facebook ads work based on the concept “paid social” where the platform uses the interests of the members to match with business and advertise to them. These ad campaigns are available in many forms and can be used as per business needs only. The Facebook paid ads are just paid messages placed by brands by considering the relevant interests. Marketers can target any particular demography to achieve the most of it.
Budgeting for Facebook ads can be categorised into three types, the whole amount, daily budget and cost per result. Now depending on the set goals for the business, one needs to finalize how it will be billed.
One of the major features of Facebook ads is that it allows complete customisation of audience search by adding filters like age, gender, job, location, interests and others. This helps in cutting customer acquisition costs and helps get the right people to the page.
Significant differences between Google ads and Facebook ads
The most basic difference between both the ad types is that Google displays relevant ads to the users searching for them using keywords and phrases while Facebook shows ads depending on user interests. This separates their functioning and it is understood that while Google helps with lead generation, Facebook is more about the rand outreach.
Google Ads are text-based searches that are visible to users as promoted results when they enter keywords resonating with the brand’s ad campaign. Here the users searching for the product are recognised for the advertiser so that they can further target the potential customer for conversion. The initial results shown after a search consists of the promoted listings mentioned as ads.
On the other hand, Facebook ads are behaviour observing formats that watch out for the user interests and other attributes to recognise them as relevant to the brand’s offer. It provides a wider scope for audiences by not just targeting them specifically based on their other features but also observing the pattern of activities on the platform such as likes, dislikes, shares, and other engagements.
In order to decide what form of advertising and platform suits the business better or yield better ROI, one needs to analyse a few questions:
- What suits the marketing budget?
- What kind of buyers need to be targeted?
- Which platform network suits the product and offers?
- How dense and competing in the market for the product?
- What is the brands objective?
- What type of business is it? B2B or B2C?
There can be more selected questions that can be figured out before considering to choose one of the two. Marketers need to carefully examine the aspects of the business and determine their needs along with setting the budget for the same.
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