For any business startup to reach its peak of success, there is a key aspect it needs to invest in apart from its product, team, and customer acquisition. Let’s look at it squarely — businesses can’t make money without customers. So, that’s where marketing and advertisement come into the equation.
Evolution of Advertisement
Advertisement has evolved from what it used to be in the past to what we have presently. In the early 20th century, print was the main form of advertisement for individuals and businesses. Companies used to spend huge sums of money on publishing companies to showcase their products and services in newspapers and magazines. But the story is now different.
With the birth of the internet, advertisement strategies have gone to another dimension. This technological advancement brought with it digital marketing. When you talk about digital marketing, two things come to mind; search engine (paid search) and social media (paid social).
Both small and big business brands are leveraging the internet as a way to acquire new customers, make sales, and create awareness. Google and Facebook are the two giants when it comes to digital marketing. There are 4.66 billion internet users in the world today, which accounts for 60% of the global population. Also, the average internet user spends an average of almost seven hours online each day, making the internet the best place for businesses to be.You will find more infographics at Statista
Out of these internet users worldwide, Facebook has 2.45 billion monthly active users as of 2020. While Google is the most used search engine on the World Wide Web (92.16%), with 5.4 billion searches every day as of December 2020.
Facebook Ads vs Google AdWords
With a large share of internet users attributed to both Facebook and Google, it makes them the most sought after platforms for business, both small and big, for their advertisement. But many businesses get confused about which of these two to utilize in their digital marketing campaign. The question is, should you choose one over the other? If yes, then why?
Before you conclude on which is better, here are some statistics you must know:
- Facebook ad revenue mostly (almost half) comes from the US and Canada
- India has the largest Facebook ads audience, followed by the United States, Indonesia, and Brazil
- Hootsuite’s The Global State of Digital in 2019 Report found that a large portion of the Facebook ads audience falls into generation Z, specifically people between 18 and 24.
- Ninety-four percent of Facebook ad revenue is from mobile.
- Hootsuite also found that video posts get more engagement than other types of posts. Compared to video engagement at 6.04%, photo posts are at 4.36%, link posts at 2.78%, and status posts at just 1.66 percent.
- Hootsuite reported that the potential reach of Facebook ads is 1.9 million people: 43% women and 57% men.
- Google delivers an 8:1 return on investment (ROI) — or $8 for every $1 spent
- 63% of people say they would click on a paid ad in Google search results
- The Google Display Network reaches 90% of online consumers
- 33% of people click on search ads because of how relevant the ad is to their search
- Google owns the world’s largest online display advertising network.
The first thing you should know is that both platforms are different. And they give results depending on the marketing goals set by a company. Now, to understand both Facebook and Google ads, let’s take a look at how they are both unique in their own ways.
Unique Features of Facebook Ads vs Google Ads
Google Ads is a text-based form of advert that targets keywords search. What this means is that the ads target specifically those in search of what your business offers. The advantage of this is that it gives your business the opportunity to be seen by prospects in the “buy mode”.
Facebook Ads is also known as paid social, targets prospects using information such as interests, location, gender, marital status, behaviors, etc. Facebook is able to have access to all this information because it is a platform where people interact and express their lives. Almost every Facebook user has all the information about their lives online. So, Facebook ad grants you the opportunity to streamline the target audience for your ad.
Watch: Facebook Ads vs Google Ads — Which is Better?
Google Ads is based on pay-per-click (PPC). Advertisers are charged a specific amount of money when their ad is clicked on. Facebook on the other hand charge advertisers once they place the ad and it is running.
Whichever you choose, both kind of adverts have their own specialties and peculiarity. And it is best to be seen as complementary rather than competitive. Learn the scope of both and identify which aspect of your business will each benefit.