Google AdWords vs Facebook Ads: What Should I Choose?

This is a question we get asked quite often here at Idunn. Most people know they have these two big options that they can invest their ad budget in. So naturally the AdWords vs Facebook ads question pops.

You see, when you ask a digital marketing expert to help you make the choice between Google AdWords and Facebook ads, you expect a straightforward answer: go with Google – they are the best. Or go with Facebook – they are the best.

Given the long-standing rivalry between the two companies, this attitude was to be expected. However, the answer is not as straightforward as most business owners expect.

Both Google AdWords and Facebook ads can deliver excellent results. You have to choose which one is best for your business. How do you make that choice? That’s what we’re here to answer.

Before we dig into this dilemma, let’s take a look at what both platforms have to offer and how they differ from one another.

What Is Google AdWords?

The name pretty much gives it away – Google AdWords is Google’s ad platform. I know this doesn’t explain much, so let’s take a closer look at this.

As the world’s largest search engine, Google handles more than 80% of the online searches.

Image via NetMarketShare

Every day, there are more than 3,5 billion searches on Google. If you know a marketer or business owner who wouldn’t like to capitalize on some of those searches, please point them out to me. I have no knowledge of such a mythical creature.

So how can you tap into that enormous potential?

Well, you have quite a few options:

1. Search Network

This allows your ad and your landing page to appear in the search results for a certain query.

Naturally, both your landing pages and your ad need to be optimized for the keyword you want your ad to run for.

2. Display Network

If you choose the display network option, your ads will run on websites and in apps that are connected to your industry and to the topic of your ad. The ads appear like this:

Image via AdLeg

Your ad can appear in the form of a photo, text ad video and more.

3. Google Shopping

This is a category of AdWords dedicate to e-commerce stores. Its functioning principle is pretty straightforward: when someone is searching for a certain product, your ad can be one of the sponsored results:

Image via AdNabu

4. Video Ads

Through AdWords, you can have your ads displayed in YouTube videos or on other video platforms (Display Network included).

Image via Kissmetrics

5. AdWords Retargeting

If someone visited your website, but didn’t make a purchase or turn into a lead, retargeting ads give you the option to remind them of what they left behind. They are a great way to target people who are still interested in your products, but didn’t have the time to complete the purchase the first time around.

Image via Vizion Interactive

These are the five most popular types of Google AdWords.

Will they work for you?

Most likely, if the campaign is properly set and if your landing page meets Google’s criteria and is written by the right conversion copywriter.

Google says that advertisers typically make $2 for each $1 they spend on AdWords. This is not a bad return on investment, but you have to consider the fact that this is an average. With a poorly managed campaign you could lose money. On the other hand, with the right campaign, your ROI could be much bigger.

That being said, let’s get back to the point of this article for a bit: Google AdWords vs Facebook ads. Should you go with AdWords? The numbers do look impressive.

Briefly put, I always advice our customers to choose AdWords if they want to market to an audience that is in the decision stage of their buying cycle.

If their audience already knows what they want and they are searching for a provider or seller online, then AdWords is the way to go. It can help you cut your work in half – you don’t need to educate people on why they need your product. You just have to get it in front of their eyes and prove it’s better than what your competitors offer.

Again: only if your customer has already decided on making a purchase.

Now let’s see how Facebook ads differ from Google AdWords.

What Are Facebook Ads?

Facebook is a social network. (I bet you didn’t know that, right?)

In fact, it’s the biggest social network, having surpassed 2 billion users.

Image via BigCommerce

So if people on Google are searching for things, what are people doing on Facebook? Herein lies the answer for the Google AdWords vs Facebook ads question.

Facebook users are there to converse with friends and family, stay up-to-date with news, join their peers in group chats, play Candy Crush Saga, and, of course, procrastinate.

The truth is there are so many things that people can do on Facebook that it’s hard to pinpoint just a few of them.

One thing is certain, though: they are rarely searching for products or services.

They are not actively looking to buy something. And this is the main difference between Google AdWords and Facebook ads.

Of course, this doesn’t mean that you can’t sell on Facebook. It just means that you need to look at user intent a bit differently.

So how can you get Facebook users to click on your ads and convert them into customers?

As with Google AdWords, you have a few options.

Image via PostMM

The options are pretty clear and they are all designed to help you meet your marketing goals.

You can drive brand awareness if you’re a brand new business or if you’re looking to expand. You can have your very own landing page right into Facebook and convert leads. You can easily drive traffic. And, of course, you can sell your products.

Here’s one thing you can do better in Facebook ads than in Google AdWords: targeting. You can create custom audiences using hundreds of parameters: age, occupation, income, location – and that’s just to begin with. Want to sell luxury cars? You can target someone who, according to Facebook algorithm is in the market for a luxury car. Want to get even more specific? You can target people who are in the market for a Mercedes or a Lexus.

What about the costs of Facebook ads, you ask?

They depend on the niche you are targeting and on how “crowded” things are during your campaigns. For instance, if you want to sell toys around Christmas, expect your CPC to be much higher than it was in June.

In other words: the cost of Facebook ads depends on how many people are trying to get their ads in front of the same audience you are. It’s that simple.

The average CPC and cost per impressions for Facebook ads is very low. Typically lower than those of Google or LinkedIn.

But are Facebook ads right for your business?

Yes, most likely.

Why, you ask?

Because (almost) everyone is on Facebook. Yes, that includes B2B clients as well. It’s a common myth that Facebook ads aren’t right for B2B audiences.

But think about it: what are businesses made of? That’s right – they are made of people. And those people are most likely on Facebook.

Does this mean that you should ditch Google AdWords and focus on Facebook ads no matter what you are selling?

Not really.

You see, the Google AdWords vs Facebook ads dispute can’t be solved by simply picking “the best one”. There is no such thing.

There are, however, a few criteria to help you make this decision and get the best ROI out of your PPC ads.

Let’s take a look at them.

Google AdWords vs Facebook Ads – How to Make the Right Choice

Yes. We finally got there. Google AdWords vs Facebook ads and how to make sure your choice comes with a big, fat ROI.

As always, I recommend you start with an in-depth look at your buyer persona.

Who are they?

Why do they need what you’re selling?

Where do they live?

What else do they like or need?

Finally and most importantly: are they ready to make a purchase?

If the answer to the last question is yes, then the Google AdWords vs Facebook ads is solved: the former is your best bet.

Unless, of course, you want to invest in both.

There’s no rule that says you have to make a choice. No matter how big or small your marketing budget is, you can always divide it between the two.

Test, test, test, then test again.

You may be surprised at what works best.

After all, both platforms attract billions of users from all over the world. You’re bound to find your “crowd” if you know how to target them.

You will find businesses in all industries that swear by either AdWords or Facebook. Don’t do what others say. Do what works best for you.

This means you have to test both platforms to find out which of them brings you the best ROI.

Need a starting point?

Here are a few ideas.

Google AdWords vs Facebook Ads – a Quick Guide for a Quick Choice

Again, you should never settle the Google AdWords vs Facebook ads dispute based on the opinion of someone who doesn’t know your business.

I don’t know your business (but feel free to fill in the form below if you’d like to change that), so please treat this as a guide to get you started.

1. Are you an e-commerce company? – Try both.
2. Do you want to generate traffic to your blog/website? – Facebook is much cheaper, but has a lower CTR.
3. Do you want social fame? – Go with Facebook ads.
4. Looking for lead magnets (e-book sales or newsletter sign ups)? – Facebook ads are your best bet.
5. Selling products that don’t qualify for “impulse shopping”? – Go with Google AdWords. Auto parts are a great example here. No one buys them because of a cute photo on Facebook. AdWords helps you get discovered by those who truly need them.
6. Want to target very specific people? – Go with Facebook. You can even create “lookalike audiences” that mirror your existing customers.

Got any questions or need help in making the Google AdWords vs Facebook ads choice? We’re here for you! We can’t wait to learn more about your business so we can offer you the advice you need. All you need to do is fill in the form below. We’ll take it from there!