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Google Ads vs Facebook Ads: Which is best for your business?

With the constant evolution of search engines' algorithms, and with more and more businesses opening shop online, being found organically on the web has become increasingly difficult.
Google Ads vs Facebook

Anyone interested in dominating search must know that it can take many years to build up authority and content to rank effortlessly for specific keywords. So, what is the alternative for businesses that want to be found online faster?

Enter pay-per-click (PPC) advertising. PPC is an online marketing model used to drive traffic to websites, in which a business pays a publisher when its ad is clicked on by a searcher. Google Ads and Facebook Ads are the two major platforms that fall under this type of advertising. 

Choosing between Google Ads and Facebook Ads can be a tricky decision. Deciding which is most suited for your business can depend on a large range of factors, including budget and time available to manage ad campaigns. As a result, it is best to consider all the aspects of these two platforms to make an informed decision on how to best grow your business online. 

Online marketing: Your guide to Google Ads and Facebook Ads

How does Google Ads work?

Google Ads allow you to create and share ads that will show up on both mobile and desktop when a user searches for a specific keyword in Google. 

For example, if you own a hair salon in Cape Town and a user searches for the keyword “hair salon in Cape Town” your business will show up on the search engine results page (SERP) if you are using that specific keyword. Google Ads are an effective online marketing tool because it targets users when they are most looking to buy your product or sign up for your service. 

The pros of Google Ads

  • You can reach a wide audience.
  • You can target users who are ready to make a purchase.
  • You can bring any budget to the table.
  • You can see results through Google’s easy-to-use analytics dashboards.
  • It allows you to increase your leads and sales.
  • You can maximise your ROI with different bidding strategies.
  • You can retarget and reconnect with visitors of your website.
  • It enables you to tackle your competition better.

How does Facebook ads work?

Facebook Ads is a form of social media marketing that allows you to target audiences that have shown interest in your specific product or service over time. 

For example, if your business sells handcrafted furniture and a Facebook user has shown interest in this type of product, your ad will be displayed to the user while using Facebook. The biggest advantage of Facebook marketing is its ability to reach your ideal audience.

The pros of Facebook Ads

  • You can reach a large audience.
  • Your audience can engage with your business. 
  • Targeting capabilities allow for targeting by a wide range of lifestyle characteristics, including behaviours, interests, and hobbies.
  • You can target users who have indicated competitor brands as their interest.
  • It offers many ad formats, including image and video ads.
  • You can drive traffic directly to your website. 
  • You can measure your ads’ performance via Facebook’s analytics tools. 

The differences between Google Ads and Facebook Ads

The biggest difference between Facebook Ads and Google Ads is the intent of the user. Google Ads targets users who search for something specific on Google, while Facebook Ads matches users’ interests. This means that the two platforms differ in what business goals they’re most suited for. Facebook Ads are effective for building brand awareness, while Google Ads work well for placing a product or service your business offers in front of a user when searching for it.

Which platform is best for you?

Your business goals will determine the right platform for you. If your business aims to reach new customers who are interested in buying what you offer, Google ads management may be more suited for you. However, if you’re looking to build brand awareness and compile a strong audience, Facebook Ads can be a better fit for you. If you’re still unsure which platform is best for your business or want to try out Google Ads or Facebook Ads, talk to the expert team at Web Guru. We will work with you to identify your needs and business goals and help you to set up and manage your ad campaigns.