FACEBOOK VS ADWORDS: WHICH PAID CHANNEL IS BETTER FOR MY BUSINESS

Many advertisers look at Google Ads and Facebook Ads as marketing tools. Different technology media outlets often dramatized these two companies as competitors. Furthermore, you’ll see some people supporting facebook ads, whereas some say google ads are best for advertisement. The truth is that there isn’t a “best” when comparing them because they are different and have different specifications. So, instead of asking others, you should ask yourself, which platform is better for MY business? Which one fits better for MY budget? The reason is only you know about your business better!

After choosing the advertising platform, hire a digital marketing agency and pick a plan for digital marketing services. They will further guide you according to your business.  

But first, Let’s dig deeper and evaluate which platform is better according to your situation.

Your Budget:

Before spending a penny, let’s clear this point!

First, understand your budget. How much can you afford to gain a customer?  If you have no idea, you’ll spend too much money on these platforms and have no direction. For example, you can afford $40 to gain a customer, but you’re paying $20 to get someone to your website. This means you must convert 50% of your visitors to break even.

So, look at your entire budget, and go backward from the highest intent. First, maximize your retargeting and allocate the remaining cash to lower the funnel. You may then reinvest further back in the client journey knowing that you’re getting the highest return possible.

Your Industry:

Consider your industry first, then use Google’s Keyword Planner to investigate your likely prices. Some sectors or sub-industries are astronomically expensive in terms of cost per click and ad budget. For instance, Law-related keywords (lawyer,  attorney) are costly. If you are pursuing searches in that area and your budget is comparatively low, you might have to think twice.

Consider that your daily budget is $500, but your typical CPC is $200. You will only get 3 to 4 clicks every day. You should have hundreds (or ideally thousands) of impressions to understand which keywords, advertising, and landing pages are most effective for your business. So, when you have a limited budget but an expensive keyword it will take a while to get there. In this situation, Facebook advertisements might be a more cost-effective option with potent targeting possibilities for many businesses. One approach is using Google Advertisements’ RLSA feature to only display ads to users who have already visited your website. This approach may be sector-specific, but it still enables you to show your most hotly pursued prospects when they search.

Your Goal:

Once you’ve understood your industry and the budget, you should assess what you hope to accomplish. Facebook ads could be more cost-effective if your objective is to increase brand awareness or demand generation. On the other hand, Google Ads can be a better option for your company if you’re trying to produce leads or sales (also known as demand capture). 

In that case, a user is looking for the products your business sells. As a result, you will be able to target customers who usually have a considerably higher purchase intent. However, you’ll need to take into account your overall Google and Facebook ad spending once more. People frequently observe Facebook Ads have a lower cost per conversion (or cost per lead). To succeed, you must evaluate the quality and determine your cost per reliable, qualified lead according to your business. 

To determine the more beneficial route, make sure you do the math up to your ultimate goal!

Your Product’s Search Volume:

Your product or service search volume is also a critical thing to notice, but most businesses don’t consider it. If your product or service has a high search volume, it may be a good idea to advertise on AdWords because it allows you to target people who are actively searching for what you’re offering. On the other hand, if your product has a low search volume, it might be more effective to advertise on Facebook, where you can target a wider audience through interests and demographics. 

Let’s say you own a store that sells handmade pottery. The search volume for “handmade pottery” might be lower than the search volume for rare records, so it might be more cost-effective to advertise on Facebook. You could target people who have expressed an interest in handmade or artisanal products, or you could target people in a specific geographic area where handmade pottery is popular.

Your Stage in Buyer’s Journey:

The stage in the buyer’s journey can also be an important factor to consider when deciding which platform to use for advertising. Google AdWords is generally more effective for reaching people who are further along in the buyer journey, such as those who are actively searching for a specific product or service. This is because AdWords allows you to target people based on their search queries, which can indicate their level of intent to purchase.

On the other hand, Facebook is generally better for reaching people earlier in the buyer journey, such as those who are in the awareness or consideration stages. This is because Facebook allows you to target people based on their interests, behavior, and demographics, which can give you a sense of their needs and preferences.

That being said, both platforms can be effective at different stages in the buyer journey, and the best choice for your business will depend on your specific goals and target audience. It might be helpful to test both platforms and see which one performs better for your business.

Demographic-Sensitive Product or Service:

If you offer a demographic-sensitive product or service, it’s important to consider the demographics of the platforms you’re advertising on.

For example, if you offer a product or service that is primarily of interest to a certain age group or gender. You’ll want to make sure that the platform you’re advertising on has a significant number of users in that demographic. Facebook tends to have a more diverse user base than AdWords, so it may be a better choice if you need to target a specific demographic.

On the other hand, if your product or service is not particularly sensitive to demographics, either platform could be a good choice. In this case, you should consider other factors, such as your advertising goals, budget, and the stage in the buyer journey.

Conclusion!

Both Facebook and Google AdWords can be effective advertising platforms, but they cater to different audiences and have different targeting options. Ultimately, the best platform for your business will depend on various factors, for example, your goal, product search volume, and budget e.t.c. Google Ads is generally better for reaching people actively searching for a specific product or service.  Facebook Ads are better for reaching people earlier in the buyer journey and targeting a wider audience based on interests and demographics. So, It’s better to test both platforms and see which one performs better for your business. Additionally, you can hire a creative digital agency that can specifically analyze your brand and guide you accordingly.

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