Facebook vs. Google Ads

As social media becomes more popular, it can drive marketing plans for even the most conservative of industries. While many retail and high-tech companies have grown quite comfortable with social media marketing, some of the more staid industries have been dragged kicking and screaming into this new medium.  Fortunately for all industries, social media marketing can be customized to fit a variety of parameters and is relatively inexpensive compared to traditional advertising.

Two of the big players in social media are Facebook Ads and Google Adwords. But when should a business use either one or both? Are you trying to promote knowledge of your brand or sell a specific product?

Facebook is a wonderful way to make people aware of a business or a brand. The benefit of Facebook is its “social” element. If a friend “likes” an ad, they pass along the unspoken approval of the product or business to their friends and acquaintances.

What makes Facebook so interesting as a vehicle for catching up with friends and sharing photos of children and pets is also what makes it so attractive for advertisers. Facebook knows us like no other media to date. The demographics that are available to a business customizing their Facebook ad campaign can be astounding: gender, marital status, education, ethnicity, languages spoken, charitable contributions, groups or associations, travel history, pets, birthdays, family connections…the list can seem endless. And, if one friend likes a page or follows a page, it legitimizes the business in their friends’ eyes.

Google Ads are great for customers or potential customers shopping for a specific product or service by searching for a specific keyword or phrase. While there are some specific demographics advertisers can use in setting up a Google adwords campaign, Google Ads are not as customizable as Facebook Ads.

An additional attractive feature of Google Ads is repositioning or retargeting. This involves showing ads to viewers based on their past web activity. Advertisers can follow users and show ads to them across Google’s large network. We’ve all had the experience of going to one website and then seeing ads for that website pop up in our future web browsing.

One good way to decide how to use Facebook and Google Ads in a marketing mix is to consider the end result. Social media marketing is about relationship building. To get people to follow a page, go to a website, or learn more about a brand or product, consider Facebook. To get people actually shopping or researching an industry, product, or service, try Google Ads.

 

By Amy Valentine