So you have a website and you want to advertise online. What is better – Google Adwords or Facebook Ads? Well here’s my answer based on client results and knowing something about how these all work.
First of all, a bit of a disclaimer. Facebook, Google, and Bing are constantly changing their advertising products, so what is true today is not likely to be true tomorrow.
What is Google Adwords?
Google Adwords is the ad program that creates ads when seen during a Google search, or within website containing Google Ad boxes. For the purpose of comparing with Facebook, we will assume that the ads are only showing up during an active search.
Facebook ads are ads that show up when someone is on Facebook. Sounds limited? Well there are over 1 Billion Facebook users and the amount of time spent on Facebook is incredibly large. So there is lots of time for ads to show.
Question: So which is better for marketing my small business???
Answer: That depends…
The Google search ads are meant to satisfy a searchers immediate need. “I need a plumber because my house is flooding” or “where can I find an autobody shop”. Google is great for this. The ads that show up are based on what you are looking for. There is some dependency on what websites and what searches you’ve done in the past to help Google determine what you mean exactly.
Facebook on the other hand knows your interests, hobbies, internal searches, home address and what you are doing on a day to day basis. Ads in Facebook are therefore tailored to who you are. So an 18 year old female student will have different ads showing than a 50 year old male banker.
Depending on your business, you may want to market to the 18yr old female student. Maybe you are selling hair products. Or maybe you are selling a luxury item where a decision is made over a course of a long time. Maybe it’s a vacation home you are selling. Then Facebook is a great place to advertise. Other areas where Facebook is great is for Branding. People can see your ad many times before clicking. Great thing is that you are paying per click, not impressions (each time your ad appears on the screen). Politicians are a great example that should advertise on Facebook – just before an election.
If you need a quick answer, then go with Google. Selling a widget? Providing a service? Google is a great place to advertise.
So to summarize, Facebook is great for targeting particular demographics and for branding. Google is likely better for items where people will be needing a product or service right away.
Now there are other areas I didn’t cover (LinkedIn Ads, Bing Ads, Remarketing such as Adroll). All have their merits and all have their weaknesses.
Best thing is to speak with someone about online marketing to determine what is best for your small business.