Google and Facebook both offer targeted ad placement, using metrics to place your ad in front of people who are likely to be interested in what you have to offer. In both cases, the ad campaigns are pay-per-click (PPC), meaning that you will only pay for ads that viewers click on.
Despite these similarities, Google and Facebook ads are not interchangeable, and understanding the difference between them can help you decide which will be right for your needs.
Why Are You Running the Ad?
Before you start any ad campaign, it’s a good idea to consider your goals. Are you trying to boost traffic to your website or promote your brand in general? Do you want visitors to take a particular action? Do you want to test keyword performance or boost SEO rank? Or do you want to broaden your potential audience for future campaigns?
Take a little time to decide on your goals. Also decide on a budget at this stage. Not only will this information help you choose the right venue for your PPC campaign, it can help you to better plan your campaign so you can get the most out of it.
Benefits of Facebook
Facebook ads are, in general, less expensive than Google ads – which means that you can run a longer campaign on the same budget. Where Facebook really shines, though, is in targeting. You can choose to filter your audience by demographics, interests or geography, allowing your ad to be targeted only by users who fit the profile you choose. The degree of specificity, especially with the interests of the audience, is much higher through Facebook than through Google.
Benefits of Google Adwords
Google ads are based primarily on keywords, which makes them a good testing tool for SEO purposes. For example, you can run two Google ad campaigns with two different keywords and see which performs better; this will give useful data for what keywords to focus on throughout your site.
The other big benefit of Google is that it can get your site in front of searchers immediately while you gain organic SEO rank. It’s better for driving traffic to a website than Facebook, and it can give a new website a much-needed boost until the site is indexed for search.
Which is Right for You?
If you want to improve the performance of your next PPC ad but aren’t sure how to go about it, give us a call! We can help you decide the best campaign for your needs and budget and give you a reasonable idea of what you can expect.