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What is the difference between advertising on Google vs Facebook?

What is the difference between advertising on Google vs. Facebook?

What is the difference between advertising on Google vs Facebook

This is a question that we hear on a regular basis within the circles of digital marketing. 

The difference between advertising on Google vs Facebook can be summed up in three key points:

  • Longevity
  • Financial Cost
  • Customer engagement

 

The big difference: Search Engines vs. Social Media Ads 

 

Google 

Google is the world’s largest search engine, and its ads are an online advertising service that allows advertisers to reach billions of people every day.  

Through Google Ads, advertisers pay to display brief announcements, service offerings, product listings, and video content within the Google Ad network. Their goal is to show an ad that matches precisely what the user is searching for.

Google AdWords system is based partly on cookies and on keywords determined by advertisers. This is why understanding the principles of Google is essential to success with your strategy. 

When you decide to advertise on Google, it doesn’t matter how much you invest. Instead, what matters is the Google marketing strategy based on keywords that match with your landing page and the user search.  

Facebook: 

Facebook has the largest market share among the many social media platforms and it owns both Instagram & WhatsApp, making it a giant in this space. 

So, when referring to social media ads, we will be quoting Facebook for the rest of this article.

Facebook advertising appears on your:

  • Facebook newsfeed (desktop or mobile)
  • Right­-hand column
  • Facebook audience networks
  • Instagram feed (which Facebook owns)

When you advertise on Facebook, you can reach people who are not necessarily searching for your product. As a result, you can generate brand awareness and target people who don’t even know your brand exists. 

Moving to another big difference, Facebook charges on a cost per 1000 impressions method. But Google charges on a cost per click method, letting advertisers spend sometimes more than $100 per click. 

The cost per click on Facebook is also different. There is no minimum, but it can be sometimes lower than $0.25 per click. 

 

A few more differences between Google vs Facebook 

Businesses organically attract audiences on Facebook by having Facebook pages, either by personal advertising or by others promoting their pages via Facebook (brand communities).

Google requires businesses to be listed by the rank of relevance to the user’s search. This is considered ‘Pull Marketing’, where a person has to search for a business to appear. 

For example, suppose you type in ‘Plumbers Sydney’. In that case, Google will pick a company that best relates to what they are looking for, based on how valuable Google considers that company to provide correct information to the marketplace. It is like the ‘Yellow Pages’ of online marketing.

Facebook, however, is considered ‘Poacher’ advertising. Advertisers and businesses advertise to people based on their interests to create brand awareness.

 

Key takeaways about advertising on Google vs. Facebook

Google Adwords has become a highly competitive market where ROI is hard to come by. The main restriction is the limited page real estate. 

Google has a bidding system. This means that the company/business with the deepest pockets generally wins out. It becomes challenging for boutique or smaller businesses to compete in industries with big players.

Facebook rarely places ads next to competitors in the same industry. Therefore the competition for page real estate is lessened. 

Facebook offers a more engaging platform where businesses can curate a sales process more readily by interacting and engaging with audiences.

If you’ve read to this point, you’re likely very interested in the above and should give us a call for a strategy session. Our number is (02) 8069 9796 (02) 8069 9796 if outside Australia), or message us on Facebook at www.facebook.com/attentionexperts. 

You can also book a meeting with us via our website at www.attentionexperts.com – I would be very happy to run through some of the above strategies with you in more detail.

 

If you’re interested in keep learning, make sure you download this free guide with the pros and cons of hiring a social media agency vs. hiring an internal team. 

Attention Experts