Well, in digital marketing , we have a similar element: Ads , that is, online advertisements . Similar concepts, however, more powerful!
There are several channels (called “paid media”) that you can use to advertise your ads. In this article, we’re going to focus on the two main ones: Facebook Ads and Google Adwords . Both of them are top performers thanks to the coverage they have, the resources they offer, and the results they guarantee.
However, if you need to choose just one, which one would be best?
The answer to this question requires a bit of analysis, as Facebook Ads and Google Adwords have some characteristics that make them different from each other. Each has strengths and weaknesses.
In this article you will understand the particularities of each one in depth and discover which one is the most suitable. Shall we continue?
What is Facebook Ads?
Facebook is the most widely used alternative when it comes to “ paid social”, i.e. advertising on social networks. Although there are ad services on other social networks such as LinkedIn, Twitter and Instagram, Facebook is considered the channel with the highest return.
The reason is the huge reach potential. Look at the numbers:
- Facebook has the highest number of monthly active users: over 1.28 billion .
- And it reaches 1 trillion views per month.
- Reaching a total reach potential of 43.8% of all internet users in the world!
How Facebook Ads Works
Facebook Ads allows you to create ads with text and photos , which can redirect to your company’s Fanpage or directly to an external website.
An interesting feature of this tool is the high segmentation of the audience that will view your ad.
Facebook manages to accomplish this feat with the help of its users: after all, most people fill out their profiles on the network with a wealth of details.
In this way, you can determine in your ad factors such as sex, location (city, state, country), age, relationship status (which can be used if the public’s marital status is a relevant factor), profession and even personal interests.
In fact, Facebook Ads has simplified the task of segmentation with the “lookalike audiences ” resource.
This feature allows advertisers to upload information about active customers from their system to Facebook.
Facebook then applies filters by combining the information.
The result is that the ads produced will reach users with a profile similar to that of the company’s clients, increasing the possibility of success.
Another feature of Facebook Ads is the visual factor . Images and videos can be used in ads, making them better integrated into users’ news feeds.
The result is therefore softer and, at the same time, more persuasive than text-only ads.
Facebook Ads can work with payments per click or per view. Payment per view, also known as CPM (Cost per thousand), is made for every thousand displays of the ad.
Finally, there are two different types of Facebook ads that you need to know about:
- Sponsored Story: A type of ad that is shown to friends of people who already follow your page. This option shows the interactions users are having with your page, such as sharing a post or voting in a poll. It’s a kind of virtual word of mouth .
- Boost Post: Did you know that an organic post only reaches, on average, 16% of a Page’s followers? With a boosted post, instead of creating an ad, you can boost an actual post . It will go to the top of your followers’ news feed, gaining more visibility among users who already follow the Page.
Who does Facebook Ads reach?
In Facebook Ads, ads are displayed to people based on the profile you determine and the behavior they exhibit online.
That is a point that needs to be highlighted because, as you will see later, it is a completely different system used by Google Adwords.
With Facebook Ads, a user can see your ad even if they haven’t shown any interest in anything related.
That is, you’re going to be reaching a lot of people who are in the discovery stage . So, in order for conversation to happen, your ad (and the offer it brings) needs to be very attractive.
What is Google Adwords?
Google Ads is a digital marketing tool that has been well established for quite some time. It was launched in 2000 with just 350 advertisers.
Over the years, the tool has become synonymous with “paid search .” However, it is important to remember that other search engines, such as Bing, also offer similar services.
The big advantage of Google Adwords, compared to the competition, is its reach. Basically every internet user in the world uses Google on a daily basis.
Let’s put that into more precise numbers:
- That’s more than 40,000 searches performed on Google every second.
- 180 billion searches per month.
- With Google Adwords, 2.6 billion searches per month display ads from advertisers.
- Thus reaching a potential reach of 90% of all Internet users in the world!
However, that is not the only advantage. Google is also becoming more sophisticated with its use of machine learning artificial intelligence.
Therefore, it has the potential to become, increasingly, an integrated element in the life of the population.
And, through the use of ads, any advertiser can embark on that integration between people and the digital world.
How does Google Ads work?
Google Ads allows you to create text ads redirecting to your website, a hostsite, or a social media page. Here’s how it works: you create an ad and it gives you a link on the chosen keyword .
When someone searches for the same keyword you used in your ad, your ad will be displayed next to the results, in the top positions.
With Google Adwords, you pay for effective clicks . In fact, that’s where the name “PPC Advertising” comes from: pay-per-click, that is, cost per click. Remember that Facebook has the CPC option and also the CPM option.
Between your ad and your competitors’, what defines which one will be displayed to the user?
The amount you’re paying is a factor, for sure. But not everything is decided based on “who has the biggest marketing budget.”
In fact, Google Adwords takes into consideration, first of all, the quality and relevance of the ads.
This ensures the longevity of Google itself: when the user makes a search, he receives a relevant ad, which increases the quality of the experience with the search engine.
One of the main factors used to measure the relevance of an ad is the click-through rate itself . If it is high, it indicates that the ad is more attractive and of higher quality for users.
Search Network vs. Display Network
Before finishing, it is necessary to make a final explanation about how Google Adwords works.
Google Adwords has two networks.
The display network allows you to place ads on various sites that participate in the Google affiliate program , as well as on YouTube .
Ads served through the display network may be more visual.
To determine which affiliate sites your ad will be displayed on, Google takes into account the segment of activity, trying to position the ads on sites compatible with the offer being made.
Who does Google Adwords reach?
As we explained, Google Adwords reaches people who search for the same keyword used in your ad.
This is why it generates a higher conversion rate compared to Facebook Ads. The reason is that the displayed ad is always aligned with what users are searching for (and needing) at that moment.
But there is another side to this coin. If the user does not search for the keyword , he will never see your ad on Google Adwords.
Many people may be there, unaware that they have a problem and that your product or service can solve it. Google Adwords will not be the most effective option to reach that group.
Which is more appropriate?
So, back to the Facebook Ads vs Google Adwords debate. You probably already sensed it: we can’t say that one isn’t better than the other.
Both are very powerful channels of communication. The truth is that each of them is more appropriate depending on your company’s objective.
For those looking for a direct improvement in sales results , Google Adwords is the most suitable option. The first reason is that it has a higher conversion rate.
The second reason is that the user who clicks on the ad was already searching for the subject. Therefore, they are at a stage of interest , closer to making a purchase.
On the other hand, if you are looking to build or consolidate your business brand and develop a relationship with the public, then you should choose Facebook Ads.
It is a good advice to use the ad to direct users to your Fanpage , and not to your site.
Your goal should be to get your user to follow your page, to receive updates and content.
Keep in mind that this is the beginning of a long-term effort; these users probably won’t buy anything right away.
Combining Facebook Ads with Google Adwords
And here’s the final trick: you don’t need to choose just one option. Facebook Ads and Google Adwords are not rivals! Since both channels serve different objectives, you can mix the use of both.
The first will attract potential consumers to generate new demand; the second will meet a demand that already exists.
And, combined, they will guarantee maximum visibility for your business.
If budget allows, use both. If not, experiment with each for a while. See which one brings the highest ROI for your business.
And, speaking of ROI…
How to optimize campaigns to increase?
Now we are going to talk about what advertisers are most concerned about: ROI, that is, Return on Investment of Facebook Ads and Google Adwords ads.
ROI is a way of tracking the value that ads generate for your company, compared to the investment made in them. This relationship is not always direct or immediate.
For example, if an ad generates leads that are going to enter your sales funnel, those leads may only make a purchase months from now. Still, the ad undoubtedly generates value for your business.
It’s clear that you want to get the highest possible return on your investment. So, here are some important tips for campaign optimization.
First, a tip from Shuki Mann of LIXFIX: the optimization process needs to be aligned with the goals you are trying to achieve.
This means that an ad focused on generating sales will be optimized differently than an ad focused on generating brand awareness.
In each case, you need to work on different elements of the ad to get the best results.
How to optimize ads in Google Adwords?
Quality relief
For Google Adwords, optimization begins with the “quality score” .
According to Google’s Chief Economist, Hal Varian, this score is made up of three items: CTR, relevance and quality of the redirecting page.
CTR – Click Through Rate is the rate at which your ad is clicked. As we said before, this KPI is the most important to ensure the visibility of your ad in relation to the value of your keyword bid.
Think of CTR as feedback from users themselves about the quality of the ad.
Relevance is analyzed through the language and context of the ad. This must be closely related to the keyword of the search.
The quality of the redirect page determines whether the ad is useful. What does the user find when they click on your ad?
You need to find the information you are looking for. For that, excellent content and easy navigation on the site are necessary. In addition to that, transparency about the site’s policies is also important.
Keywords
Working on these three elements of quality score will guarantee good positioning of your ads in Google Adwords. But don’t stop there!
Keyword selection is also a key factor for success, and needs to be carefully considered.
Very broad keywords generally have very high competition, which means the cost per click will be higher.
In addition, it is recommended to use “long-tail” keywords . These are made up of several terms . They have fewer searches in the end, but the user who searches for them will be more aligned with your offer.
Redirecting ads
So far, we’ve talked about how to optimize the position in which your ads appear in search results. But how do you improve the performance of those ads?
A common mistake is to create ads that redirect to the home page of the company’s website. Although this “strategy” may yield results, you are not taking full advantage of the potential of the ad.
Think carefully: you already know exactly what that user is looking for, the search that led them to find your ad. Take advantage of that information and redirect the ad to a specific reference page , a landing page .
This way, you can capture more information and generate a lead before the user starts exploring your site (or simply leaves).
Metrics analysis
Our last tip for optimization is to link AdWords with Google Analytics . This will make it easier to monitor relevant indicators while testing your ads.
Since we’re talking about metrics analysis and ROI, Value Track parameters are an important resource. They allow you to track the keywords that generate the most sales (rather than just those with the highest conversion rate).
It is even possible to link it to the company’s CRM, although a template usually works as well.
This way, you will be able to determine which keywords and ads are generating the most money for your business, and compare the investment you are making in each of them.
How to optimize ads on Facebook Ads?
While Google Adwords optimization began with philippines mobile database a “quality score” made up of three elements, in Facebook Ads, optimization can be summarized in two factors:
Segmentation and design
We already discussed a bit about targeting for Facebook Ads at the beginning of this article.
You have already seen that it is possible to use a large number of criteria , both demographic and user interests , and make different combinations between them.
However, that’s not the only type of targeting Facebook Ads offers. You can also separate your ad groups based on the “position” in which they will be displayed.
You can create ads to be displayed on desktop or mobile devices. When the ad appears on a desktop, it can be placed in the news feed or in the sidebar.
Each of these groups is optimized differently. Consider what the user would expect to find and what they would search for in each of these four rankings.
Now, let’s talk about image, a point that raises questions regarding optimization. However, in the end, it all comes down to A/B testing .
Use at least 2-3 different images for each ad, and see which ones generate the best results.
At the same time, it is important to have consistency across all your ads. That is, they all need to be aligned with your business’s visual identity .
Images must be of high quality .
If you’re creating an ad to display in the news feed, that detail is even more important. Make sure to use images that are at least 600 pixels long.
A/B Testing
A word about A/B testing on Facebook Ads: it can get complicated quickly! Between different combinations of image, title and text, you can end up with dozens of ads in test.
Therefore, try to be organized from the beginning, creating well-defined ad groups .
Metrics analysis
If metrics are important in Google Adwords, it is clear that they cannot be forgotten in Facebook Ads either.
And it’s worth remembering that Facebook Pixel is also of personalizing the sales stages your own resource for monitoring ad performance .
Still, it’s worth linking Facebook Ads to Google Analytics. The pixel doesn’t track how ads interact with your site’s metrics , such as average time spent on the site.
Ad fatigue
One final tip: On Facebook Ads, ads face what we call “fatigue.” They end up becoming obsolete and only generating the same results after some time.
It is very different from Google Adwords, where a good ad can be maintained for years.
This fatigue effect is related to the very nature of Facebook. On a social network, information passes and is replaced quickly. Users are always looking for something new.
Therefore, to maintain the performance of your ads, it is necessary to review and modify them regularly.
What do you think about our article on fax database Facebook Ads and Google Adwords? In this reading:
- You learned the basic functioning of each one.
- You identified the characteristics, strengths and weaknesses that differentiate them
- You understood that, if possible, it is worth investing in both – with different objectives, of course.
- You learned various ways to optimize ads to obtain a high ROI.
Despite the length of this content, it does not cover everything you need to know to master the art of ads in Digital Marketing.