In this article, I will explore Google Ads vs Facebook Ads. That sounds a very complex proposition, but for you, the entrepreneur, all you really want to know is how to get the best results for your advertising dollar, and which platform will produce the best outcome. What I am not going to do is focus on the mechanics of placing an advert on either platform.
The first thing to realize when comparing these two platforms is that they are very different, they work differently, and they produce different results. To think of Facebook and Google Ads as just two versions of the same thing misses the point.
Start From Here
When considering any form of advertising, it is vital that you have a picture of who your potential customers are. There is no point in blasting out adverts for skateboards to those aged over 65! Fortunately, both Facebook and Goole Ads allow you to direct your advertising budget at particular demographics.
Next, you need to have a clear understanding of what you are trying to achieve. Are you advertising to make a sale today, or are you extending the reach of your brand by making the public more aware of what your company does?
Advertising on Facebook
For example, not so long ago, General Motors switched a $10 million worth of advertising from Facebook. They did this after they realized that people do not go onto Facebook to buy a car. Consequently, the FaceBook campaign was just not producing the results they hoped for.
Facebook is about building a rapport with potential customers; it is about increasing brand awareness. If you were going to buy a car, what would you do? You would probably go to Google and research different types of vehicles. You are clearly in a more advanced stage than someone on Facebook who happens to see an advert for a car and dreams about buying one.
Facebook is very good at brand awareness and creating a sense of community. There is a place for this in your advertising budget, but if you aim to sell x number of products this week, then you will achieve better results with Google Ads.
Advertising on Google Ads
Google advertising is broken down into two primary types. Adverts within search results (sponsored search results) and display advertising. If you searched for the “Best Small Car” on Google, at the top of the results will be sponsored adverts which people have purchased from Google, through bidding for keywords. Many people tend to ignore the first couple of results in a search because they know they are ads, but if your Snippet is well crafted, you may attract clicks. If someone clicks on the advert, you know that they are looking for information on “the best small car” and are quite possibly someone in the process of buying a car. If you click on one of the other results and the website that opens has adverts from Google your Google Display advert might appear. Once again., people visiting this website are actively looking for information that may be connected to a purchase. How many people do you know who think “I want to buy a car, I must go search it out on Facebook?”
So we have now established that FaceBook is for brand awareness, and Google Ads are for selling to people who have expressed an interest in your product. Both critical parts of the marketing for any company, but with this new understanding that they are not competitive advertising platforms but complementary platforms, you can plan your campaign accordingly.
Now you understand this we can move on to the best ways of maximizing you spend on both platforms.
One feature that both platforms offer is to target your adverts at specific demographics. As a professional you should have an understanding of what your average customer looks like. You will know their gender, age group, and so on. When placing an advert on either Google or Facebook, use this information to target your adverts so your adverts are not displayed to the wrong people, and you maximize your results.
(1) Google Ads and Facebook are two complementary platforms that you can use together to cover all aspects of your marketing needs.
(2) It is crucial that you understand who is your potential customer and that you target your adverts (on either platform) to this demographic. It really is that simple.
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