When you hear about online marketing we are sure your brain makes an association with Facebook Ads, and we don’t blame you! Facebook is one of the biggest and best platforms to get exposure, we’ve talked about it before (insert link of first blog post) but what about Google AdWords?
Let’s start with a little bit of context: Google AdWords is one of the world’s biggest and most popular PPC (pay per click) advertising platforms, this means advertisers who use this channel only pay when a user clicks on their ad.
70% of online users use Google as their primary search engine and according to Lyfe Marketing, Google processes more than 40,000 search queries every second, more than 3 billion per day and a little over a trillion every year.
Unlike Facebook, where you reach your audience by location, interests, and demographics; on Google Adwords the scene is other. Let’s start by saying that on Facebook the focus is on the “social”, people are not expecting ads, the ad pop-ups in front of the user while he is doing something else and not related to the brand. When advertising on GoogleAdWords you will appear on Google searches, YouTube, Google Play and Display Network (banners on the sites you visit).
Google AdWords works by searches based on targeted keywords, here is more likely for the customer to go and search for an advertised content and not vice versa. So users here are ready to make a purchase decision because they are looking for something already, they just need a little push to click on the “buy now” button.
This is the ideal platform for you if you are looking for immediate sales and leads or if you have services and products with high buying intent during the search.
Said that, which one it’s better? Facebook ads or Google AdWords? What is the best option for your business?
Before creating a huge battle, you need to understand that these are two different platforms with different purposes and different benefits, so instead of making a versus, together, they can be your best allies to achieve the maximum exposure possible.
If you are looking for direct sales, leads and immediate results, your best option will be Google AdWords. This can work better for B2B business where corporate communication is the path, and especially if you are looking for fast results. Google AdWords will get you to your goal but you will probably miss the engagement factor with your customers.
If you are more into brand awareness and dynamic content Facebook is your fighter. Facebook is more flexible when it comes to content creation, you have a lot of formats like video, carousels, GIFs, which will help you to make your communication more dynamic.
If you have the budget, the best option for you will be investing in both platforms in parallel so you can build up your online reputation by engaging with your customers paying for social while you are getting retributions and sales (the dream of every business) paying for search.
But remember, in this digital era not everything is about sales. Customers buy more experiences than products, keep that in mind… We cannot lie, millennials love Facebook (and so we do)!
Some disadvantages of Google AdWords
- It has keyword targeting and not a specific audience targeting.
- Even if the chance of retributions is bigger, the cost per click is way higher than on Facebook.
- Customer loyalty: since Google AdWords is focused on direct sales and leads, you don’t have the opportunity to engage with your customer.