According to recent studies, businesses spend approximately 28% of their marketing budget on social media advertising. Social media is also said to be the most effective way of marketing online, according to engagement, numbers of clicks and conversions. But what about Google advertising? Let’s break it down into the key considerations and see how they stack up.
Set up and timespan
Facebook is arguably more intuitive and quick to set up for those who are unfamiliar with paid marketing campaigns, and requires less ongoing management. Both Facebook and Google advertising offer an immediate influx of traffic.
Adwords targets people who are already actively seeking out your product, and therefore more likely to purchase. On the other side of the coin, Facebook advertising can target people earlier in the buying process, and so is effective at boosting brand awareness and recognition, though may sacrifice conversion goals. Where Facebook gets left behind is in marketing to the B2B community. Here, it might be better to seek out Adwords or professional social platforms such as LinkedIn.
This is where Facebook takes the lead. While Google offers you options in regard to regions, time of day, days of the week and using specific websites, Facebook can take this to the next level, offering options to select age, likes and interests, income and more. What it doesn’t do is target times of the day or days of the week, unless you choose the ‘lifetime budget’ option over the ‘daily limit’.
Advertising is made up of words and images, right? Not necessarily. Unless you are using special Google forms for advertising, such as Shopping or YouTube, you cannot include image or video. Search ads allow three lines of text only, and so the right wording is everything. By contrast, Facebook allows both images and video to grab attention.
If mishandled, Google Adwords can cost you a fortune, more so than Facebook. While we know both have daily limits, the cost per click for Adwords can be significantly higher, depending on the campaign.
Tracking and budgeting
Google Adwords and Facebook have more in common than you might think. They both offer trackable tools to monitor your campaign, and complete control over your daily budgets and maximum cost per click. Further more, both tools give you ROI figures, determining figures for cost per conversion to see your immediate profits.
It is clear that each offers its unique advantages, but hopefully by going through each point in detail, you will be able to understand more clearly how each would track for your individual campaign. It is also worth considering social media outside of Facebook, which is another topic entirely.