Advertising is essential. Without it, you lose potential sales, visibility, and maybe even your business altogether. Internet advertising is the norm because 59.9% of the world’s entire population is online. That’s 4.66 BILLION eyeballs, potentially looking for YOUR product or service.
The average person experiences between 6,000 to 10,000 online ads per day, and your business is fighting for a place within those thousands of ads. To reach those potential customers, Facebook is a great place to start. In Q1 of 2021, it had 2.85 billion active users with an advertising reach of 2.14 billion.
However, Facebook isn’t the only option to advertise on the internet. Google ads are another way to reach those customers, serving up 29.7 billion impressions per day. Both options have great numbers, but how do they match up? We’ll give you a ringside seat for the blow-by-blow on which one can make you the prizefighter of advertising on the web.
Round 1
As boxers enter the ring, fanas and competitors alike are thinking intent. Will the match be a fast knockout or a long bout for entertainment value? What’s your advertising intent? Obviously it’s to make money, but for long term growth, you want more than just a quick buck. One objective is to build a relationship with your audiences and customers that lasts. Facebook paid ads take a more subtle approach through storytelling. This works great for customers who don’t know about you or your product, let alone if they need your product yet. Google ads have a more one-two punch intent. A customer clicking on a Google paid ad already knows what they need and is ready to buy.
Round 2
Fast jabs can go anywhere, but slow sparring can lead to a targeted takedown. In this round, Google ads have the advantage of speed. Ads can be set up quickly and get your business and brand message out to billions of users who will potentially see your ad. Google works for those who don’t know who their ideal customer or audience is or are looking for an audience segment that isn’t on Facebook.
Google ads also react better to keywords searches. Facebook ads may not be as fast in setting up. Still, Facebook gives you the tools to find your ideal customers with targeted audience building based on concentrated demographics specific to your business and product.
Round 3
Professional boxing needs a purse bid to plan and schedule a match. Paid advertising is much the same. Upfront costs for paid ads depending on how much you want to spend. Google ads cost considerably more per click, averaging $2.69 per click (CPC) for search ads and $0.67 for display ads. Facebook ad CPC averages $1.97. By CPC alone, Facebook is a veritable bargain.
A customer clicking on a Google paid ad already knows what they need and is ready to buy.
Round 4
Whether you paid through the nose for ringside seats or sat at home with pay-per-view, the real question is: did you get your money’s worth? The proof is in Return On Ad Spend (ROAS). Although Google ads cost more in CPC, their conversion rates rank higher than Facebook because customers search for specific keywords and have more intent to buy, instead of Facebook’s more passive brand relationship-building strategy.
As a result, Google ads ROI averages 200%, and customers average 2:1 ROAS because they are farther along in the buyer’s journey. On the other hand, Facebook’s average ROAS hovers between 3:1 to 4:1, depending on the industry the ad represents.
Round 5
Ads have many different styles and types, much like boxers and boxing styles. What ad you choose depends on your intention, aside from making money. Facebook ads have the edge of creativity and variety: video, stories, photos, collages, slideshow, and endless options. These options are great for generating brand awareness and customer loyalty.
Facebook ads may not be as fast in setting up. Still, Facebook gives you the tools to find your ideal customers with targeted audience building based on concentrated demographics specific to your business and product.
However, one drawback to Facebook ads is when your ads swarm the customers, relentlessly battering them until ad fatigue sets in. Google ads are more limited in style but more purchase-driven with direct links and phone numbers that connect immediately to your business or point of sale (POS). In addition, Google ads slug it out with one punch, leading to more sales with Google Shopping ads, site links, and direct call-to-action (CTA).
While there is is no clear winner in the match-up between Facebook paid ads and Google paid ads. Facebook paid social ads can reach targeted audiences, brand awareness, increase interest, and foster current customers’ loyalty with various visual ad types. On the other hand, Google paid ads work better for direct sales and customers ready to purchase. So instead of duking it out, why not just use BOTH ad platforms?
Both ad strategies complement each other when used together, along with a robust organic SEO campaign. In addition, the combination of different ads reaches a variety of audiences for various reasons. With some fancy footwork, a solid right jab, and a good left hook, you could be the heavyweight champion of the Facebook VS. Google paid ad match-ups by taking advantage of everything these ad options have to offer both the business owner and the consumer.