For a business, it is crucial to keep up with marketing and communication trends to promote and sell its products. With the internet, they can use powerful advertising tools like Google Ads and Facebook Ads. But which of the two should you choose to reach the maximum number of prospects?
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| Facebook & Google ads |
The Google advertising platform
Formerly known as Google AdWords, google ads is an advertising channel administered by Google. It grants the creation of advertisements that generally link to targeting by key phrases or keywords.
According to research conducted by Internet users, google ads post advertisers' ads at the top of search results, in the same proportion as regular results. With its format similar to the usual Google search results, the ads can then become embedded and can be seen by Internet users without distinction.
Worldwide, Google is gaining the top spot in search engine rankings. This allows google ads to reach a large number of searchers and Internet users. Indeed, Google can publish mass advertisements on its network such as Google Maps, Google Play, YouTube Ads, or even Google Shopping.
For companies that have conversion goals, relying on advertisements on google ads is then a very captivating method.
Google: ads in various formats
Since the implementation of its advertising tool, Google has not stopped evolving by creating new types and formats of advertisements. On the one hand, it allows Google to respond effectively to user needs, on the other hand, it offers the opportunity to attract more visitors in a different way.
Although the majority of ad types are text-based, advertisers have the option of exploiting the many features to deliver ads that are more compelling and pleasing to the eye for both Internet users and future customers.
Today, Google allows advertisers to post these ads:
- On Google Shopping in the form of a product sheet to highlight its products and simplify the purchasing process for buyers.
- On YouTube in a video format.
- On the classic Google search engine in the form of a text.
- On the Display Channel in the form of static, animated banners or even in the form of videos.
To meet the needs of certain specific businesses such as hotels, car manufacturers, and even travel agencies, Google has implemented more suitable ad formats. These are different from ads in the form of text and have visual components such as the opportunity to be able to make a hotel room reservation directly from Google advertising or to receive user reviews in order to improve the company's quality. In fact, user comments are displayed on advertisements in Google to reassure future customers.
Facebook ads: for visuals rich ads
Unlike text ads from google ads, visual content is clearly favored on a social network. As soon as you launch a Facebook advertising campaign, you benefit from many options such as:
- Photo: to insert an image in your ad
- Video: to embed a video in your post
- Carousel: to insert several photos and videos in your publication and scroll through them,
- Collection: to more easily display your products or services to users.
Before 2020, social networks such as Facebook refused to post ads that contained text that exceeded 20% of the post's visual. Today, it is now possible to post ads even if they contain a lot of text. However, the value between image and text must be properly proportioned to attract more customers.
According to Facebook, a business no longer needs to present a text to persuade its customers once it has decided to bet on a visual and video format. This principle makes it even more interesting than the Google search string.
Why publish your ads on Facebook ads and google ads?
Targeting and goals are differentiating factors between Google's search chain and Facebook's.
- Google: ideal for advertising your products and services
When it comes to meeting the expectations of Internet users, Google is always ahead of Facebook ads. As a result, Google would then be the perfect platform if your targets are used to doing research on the internet before buying. In addition, with Google, your advertising is placed at the top of search results on the search engine, which will put your business in the eyes of potential buyers when they need it.
It should be noted that ads in Google are the most suitable for effectively transforming customers because of their ability to meet the expectations of Internet users and advertisers.
- Facebook: to target well-defined customers
For reaching specific targets, Facebook ads are extremely effective at searching for them. Therefore, it is necessary to choose your audience on the platform and to configure it correctly during the creation of your campaign. Indeed, you can, for example, configure gender, age, geographic location, behaviors or even centers of interest.
What are the differences between Facebook Ads and Google Ads?
Unlike Google, which favors ads in text formats, even if it contains videos and banners, Facebook has instead opted for ads rich in visuals.
- Google: what are the advantages?
By opting for google ads, you benefit from many advantages such as:
Targeting by intention: this type of targeting is one of the most effective for targeting a customer according to his desires.
The viewing percentage of google ads Video is much higher than that of Facebook ads. It is then easier to present a short advertising video of a few seconds to present its products or services.
With Google, it is possible to carry out unprecedented targeting during its prospecting campaigns in order to target more precisely customers with specific keywords.
• Finally, its main asset is the high traffic generated by the search engine itself. Indeed, it is the best way to attract targets to your website. It also offers intuitive and smart features that are suitable for advertisers with no online publishing experience. The implementation of advertising is therefore done very quickly.
- Facebook Ads: what are the advantages?
Just like Google, the use of Facebook ads also allows advertisers to enjoy several advantages:
A lot of information is available on this network in order to accomplish demographic communication.
Ads are preferred with Facebook mediums. Indeed, almost in all broadcasts, Facebook ads are on the same level as non-commercial publications.
It is possible to transform posts from one format to another with the many types of mediums in Facebook. As a result, it is possible for you to be visible in several different placements, just with a single photo.
It is much easier to access Facebook and it does not require a lot of time to create its posts.
• It is beneficial to those who wish to control their online advertising budget. Thanks to its multiple offers, Facebook allows advertisers to define their daily budget. On this platform, you can choose your target and monitor the performance of your publications.
Nevertheless, it is difficult to assess its audience in advance. In addition, this platform is mainly suitable for BtoC and generally excludes BtoB.
Facebook Ads vs. Google Ads: Which Is The Best Choice?
Facebook and Google's digital marketing tools are essential platforms for companies to develop the sale of their products or offer their services.
To make the choice, it is therefore imperative to clearly define the company's marketing objectives. Google advertising for its part uses the search powers of the Google search engine. Facebook advertising on the other hand allows creativity and a personalized visual aimed at reaching a well-defined target. Thus, if your campaign aims to act on brand awareness, Facebook ads are recommended. If, however, you are aiming to meet a specific need, opt for Google Ads. If you hesitate between the two, you can also use them at the same time, which is in no way prohibited. You can also test both platforms and see what best suits your goals.