5 Differences Between Google Ads and Facebook Ads

5 Differences Between Google Ads and Facebook Ads

Google Ads and Facebook Ads are two of the most common ways of advertising online. It happens that if you would like to promote, you may be lost on which product to use. On the one hand, both have specific strengths that make them the right methods that you can use to advertise your products online. On the other hand, they have particular shortcomings that undermine their potential to help you realize attractive returns on the investments you make when advertising online. Here are five critical differences between the two products.

1. The nature of the demographics

You place adverts on Google and Facebook because you would like to improve your search ranking as indicated on any SERP tracker tool that you use. For you to achieve this goal, you must target the right groups of people by considering their characteristics. Interestingly, there is an apparent difference between Google Ads and Facebook Ads concerning how you can use demographics to target your audience. Using Facebook Ads enables you to micro-target specific people because Facebook has a lot of accurate data about its users. However, in the case of Google Ads, you cannot access precise and detailed demographic information about your audience because the company does not collect such information from its customers.  

2. The costs

It is more expensive to use Google Ads than Facebook Ads. This difference in costs arises from the actual figures that the two companies use to determine their Cost Per Click (CPC) rates. Although the two methods of advertising are based on the Click Through Rate (CTR) concept, there are fundamental differences between them because of the rates that are used. In general, Facebook uses slightly lower prices than those which Google applies to all the marketing campaigns that users run on its network. Therefore, this difference means that it is cheaper to advertise to 10,000 targeted individuals on Facebook than on Google. Although one must consider many other factors in practice, it is important to note this fundamental difference regarding the costs that are involved in using the two methods.  


3. Levels of engagement

Engagement refers to the extent to which people interact with a product that is being advertised. For example, if you are running a Facebook page for a firm, then the level of engagement refers to the number of people who like your page. Facebook Ads provide help advertisers to build high engagement levels with their clients as opposed to what typically happens when one uses Google Ads. In fact, to establish, track and measure engagement while using Google Ads, you need to use other products such as YouTube. However, in the case of Facebook Ads, you can quickly build and manage the level of engagement that people have in your adverts or products in general by monitoring the number of likes. You can also set engagement as your primary marketing objective when configuring your Facebook advertisement. 


4. Understanding the intentions of the audience

There is a clear difference between the way Google Ads and Facebook Ads function about the plan of the audience. In general, Google Ads are better than Facebook Ads in this regard because they are based on the purposes of the audience. If you place an advert on Google, you rely on the way people conduct various searches online. People usually use specific words to indicate the stage at which they are in the purchasing process. However, Facebook Ads are blind regarding this issue because Facebook does not try to predict the behavior and intentions of its audience. 


5. The use of video ads

Although both Facebook Ads and Google Ads allow users to communicate with their audiences using videos, there are fundamental differences in the way the two methods functions in this regard. For example, you can use video ads on YouTube, which is one of the products of Google. However, in the case of Facebook Ads, you can directly upload your video ads on Facebook. Moreover, unlike Facebook, Google uses the ‘Skip Ad’ feature on YouTube to determine how the audience engages with the videos.
Therefore, these five differences are significant because they show how Facebook Ads and Google Ads function. For you to get the best results while using either of the products, you need to understand these and many other subtle differences between them.

Jean Jennings is the content manager of Serpbook. Serpbook is an online platform that gives you information about everything you need to monitor, automate and report on your keyword rankings. It also provides you with local and global SEO rank tracking in real time for Google, Bing, and Yahoo.