Looking to grow your digital marketing strategy in 2019? Got a boost in budget and wondering where to spend it effectively? As you weigh your options, you may be left with one of the most common dilemmas companies across many industries are facing:
Is it better to advertise on Facebook rather than Google Ads or vica versa?
The hard truth is it depends on your company. Although it seems like a 21st century problem, this “one advertising outlet versus the other” question has been an issue for decades.
Newspaper vs radio? Commercial vs endorsement? The list goes on — an episode of Mad Men would prove that. So how do you decide which outlet is best for your company?
Before choosing which channel to invest in you first have to consider how your target audience will interact with your ad and how your goals align with where you’re spending your advertising budget.
However, unlike traditional outlets, digital marketing channels allow you to delegate your advertising dollar across different types of ads and make quick changes if things don’t pan out how you thought they would.
Paid digital marketing gives you a flexible strategy open to evolution and change so you don’t have to feel stuck in your decision — you can constantly find what works and drop what doesn’t. Test a few different features of Google Ads and Facebook to determine which ad types and targeting brings you the most return!
A combination of Facebook Ads and Google Ads could actually help you reach your audience in different phases of their buying journey to create maximum awareness. In fact, choosing multiple outlets and leveraging insights from both has even been shown to boost conversions and return on ad spend.
Both Facebook and Google present promising opportunities
The good news is people are looking for information about products and services through Google, and they’re open to casual advertising as they scroll through their daily social feed.
- 60% of consumers click on mobile ads at least weekly
- 75% of people who find helpful information online are more likely to visit the store
- 81% of companies asked reported an increase in website traffic with as little as 6 hrs per week of social media marketing
- Customer conversion is 129% higher when social media is part of the buyer’s journey
With opportunity out there it’s up to you to determine a strategy that uses the right features from each outlet to effectively meet your goals, while maximizing your advertising budget.
How to use both Facebook and Google Ads to get the most bang for your buck.
This is where the research comes into play. Both digital marketing channels offer ad formats with beneficial features and targeting that can help you meet your company’s demands. The trick is to outline the metrics you want to see (i.e. return on ad spend, increased e-commerce purchases, more qualified calls, etc.) then work backwards to understand what type of ads, messaging, and user targeting will resonate most with your audience.
What does the strategy look like in action?
Let’s use the example of a car repair service looking to book more appointments. What are their options?
Google — can show ads to targeted users directly during their research for more information on repair services or similar issues.
- Google search ads can put your services at the top of a user’s feed based on the detailed targeting (i.e. location or demographics) and specific keywords they type into the Google bar.
- Google’s display network can show ads to users who have previously visited your website as they search other sites — even those related to car repair!
Facebook — can show ads to targeted users waiting for the best deal or stalling on car repair because their issue isn’t immediate.
- Facebook ads can be shown to users based on psychographic traits like lifestyle, interests, and entertainment preferences. As they scroll through their social media for daily news, they’ll come across your ad and remember “Oh, I should do that!”
- If they don’t book right away, your Facebook campaign can send a different specified ad the next day. That already-interested user will get more details about your services, which acts as a second “reminder” to book.
Depending on your product or service, it’s less about Facebook vs Google Ads and more about how your marketing team can use both channels to gain the competitive advantage in your industry.
The main benefits of Google Ads and Facebook ads.
To develop a strategy that is effectively centered around your goals, consider the main benefits of each platform.
Benefits of Google Adwords
The biggest impact Google can have on your advertising is getting your products and services in front of interested people searching for them in real time. This means in the 63K Google searches per second someone is looking for information on your products or services, and you could be right there in front of them.
- Data you can take to other advertising outlets
- Google Adwords is all about data. This is where you can begin to develop a strategy, messaging, and targeting. Previous performance data can be applied to future Google campaigns and other traditional and digital advertising channels.
- Waste less from the start
- With Google Ads it’s easier to structure tests with smaller budgets and still see significant results. As messaging and targeting insights roll in you can expand your campaigns, ads and budget with an informed strategy by using what you know is performing well.
- Awareness you can use for a competitive edge
- Get your brand in front of users searching for terms you may not rank for organically, and keep your brand as the first result under your own brand name. You’d be surprised how many companies fall a few Google search results behind #1 for their own name simply because a competitor is using paid search ads targeting their brand name.
- Display advertising that meets customers where they are
- Google’s display network helps you advertise to users currently searching for products similar to yours to get them interested when they’re already in the right mindset.
Benefits of Facebook Ads
Facebook’s biggest advantage is that it takes the guesswork out of your hands. Facebook users have already told you who they are, what they do, where they’re going and what they like. This means all you have to do is determine the correct messaging, imagery, and ad types that will grab the attention of your target market.
- Native ads to avoid “ad-blind” users
- Facebook’s ads look “friendly” since they blend in with the feed as just another post. You can even choose to boost one of your company’s organic posts, so it shows up in your targeted users’ feeds more often.
- Targeting that doesn’t exist in other marketing outlets
- Robust behavioral and psychographic targeting allows you to uniquely market to members based on job title, relationship status, interests, income, industry and more.
- Segment users through a single ad
- Facebook’s carousel and slideshow formats allow you to promote multiple products in one ad. So you can send follow-up ads to specific users who interacted with certain products from your original ad and give them more information on a product they’ve already shown interest in.
- Opportunity to be shared
- Facebook ads can be shared just like any facebook post or sent as a personal message. This free word-of-mouth potential from your own target market can become a huge opportunity to gain awareness and expand your market share.
Just getting started?
Outlining a new paid digital marketing strategy or testing new channels can be intimidating. Get direction from our certified Facebook and Google Ads experts. We provide clear communication while walking your through the learning curve that comes with fast-paced digital marketing channels — so you can make confident marketing decisions every step of the way.