A bit about Google and Facebook

Both Google and Facebook are the biggest players in the digital advertising space. The platforms are used by billions of people around the world. Chances are you used both this morning! Even though they are often seen as the biggest rivals, they both serve a different purpose. Users go to Google to find information, items and learn about things. They go to Facebook to socialise, look at photos, gossip and do business. This is the main reason why it is so tricky to say which of the platforms is better. They are simply completely different. And advertising on both of them is different, too.

What are Facebook ads?

Facebook ads allow you to create and run ads campaigns. Using the Facebook Ads Manager, you can reach your target audience and decide which of Facebook’s channels to use: Facebook itself, Instagram, Messenger, or Audience Network. Once the ads campaign is ongoing, you can also track and analyse the performance of your ads and see whether they help you reaching the goal you are after. Before you start your campaign, you can even create a user persona, which will be then used by Facebook to find people who match your description. This increases the chances your ads will be seen by your target audience, likely to be keen to do business with you.

With roughly 2.89 billion monthly active users and 3 million businesses actively advertising on Facebook, it is a great platform for any company. Facebook Ads are effective for increasing brand awareness and engagement, generating leads, and driving traffic to your website. The more people look at your Facebook profile, the more will remember your brand and will take it into consideration when making important decisions.

What are Google Ads?

Google Ads allow you to create and display ads on the most popular search engine. When creating an ad, you need to decide on the keywords and on how much you are willing to pay for each of them. Every time a user digits a keyword that corresponds to the keywords you decided on, the system compares the bids made for each keyword and displays the ads.

Google Ads are a great way to drive traffic to your website or online store. They are also a fantastic tool for remarketing – they allow you to reconnect with the users who interacted with your brand before.

Facebook Ads vs. Google Ads: which one is better?

Let’s come back to the question we asked at the beginning. Is it at all possible to decide which of the two is better? Every year researchers create reports with the aim of answering this question and every year the results are different. In 2019 it was Facebook Ads that offered the highest ROI; in 2021 it was Google that achieved better results. The conclusion? Between the two, there is no such thing as the better platform.

According to the best marketing specialists, there is no point in deciding between Facebook Ads and Google Ads. They work in a similar way, there are some differences between them, but the important thing is to know which one of them will be better for your particular business. And in many cases the answer is: both. Each of them offers unique options that may be beneficial for your company’s marketing plan, and they may complement each other.

“Facebook and Google are the biggest players in the field of digital communication in terms of the number of people using their tools. Facebook currently has about 2.8 billion users globally, while in June 2021 Google in Poland was used by almost 27 million users. These numbers are impressive. However, when asked which of these systems is better, my answer is “it depends”. It depends on several variables, such as the characteristics of the target group, the context of advertising, and the types of products or services offered. It also depends on the project you are working on. When creating our global lead generation campaign for the CEO for One Month project, which we carried out together with the Growth Makers team, we launched it on both Facebook and Google. After detailed analysis of conversions, it appeared that in case of a campaign addressed to students and graduates of Polish universities, a better ROI was provided by the campaign implemented on Facebook Ads. Thanks to it, we achieved 30% better results than in the corresponding ads campaign on Google.”

At Growth Makers, we are highly experienced at delivering the most effective campaigns both on Facebook and Google. Contact us today to discuss your needs and decide which of the two channels will be better for your business.