Digital advertising is a broad term that covers numerous advertising platforms, but at the top of them sit two names: Google and Facebook.
Google advertising comprised 38.6% of the United States’ total digital ad spend in 2017. That same year Facebook came in second with 19.9% of total US ad spend. Each of those percentages equates to billions of dollars of revenue for each business.
Yet they aren’t the only ones profiting. The reason Google and Facebook earn so much in advertising is that their platforms work. Users are gaining ROI beyond what they saw through most traditional marketing means.
So which should your business tap into? Should you advertise on Google or hop onboard with Facebook? From the statistic above, some may say Google is the way to success.
However, the best answer isn’t one or the other. Rather, it’s both.
Before we dive into why this is, it’s important to understand the uniqueness of each platform. We’ll start with Google.
How Does Google Ads Work?
Google Ads is the quickest way to get found on the search engine by prospective clients or customers. If you aren’t familiar with this platform, pull up Google an type in “social media marketing.” When it populates, take a glance at the first few listings on the page.
Notice something unique about these results? Beside the first page’s link, a small box labeled “Ad” should appear. These are ads created through Google’s platform known as Google Ads.
Google Ads creates various types of ads seen across the web, including:
- Search Ads
- Display Ads
- Video Ads
- App Ads
These ads can be geared toward locals near your business or anywhere across the globe. Its versatility lends itself to almost any business.
But how do you pay for ads that populate based on a user’s search or activity? The answer comes in the form of a term called Pay-Per-Click, or PPC. This method of advertising allows users to bid on search terms and then pay that bid amount each time a user clicks on their ad.
This efficient system allows users to pay only when their ad entices a user enough to take action. This helps prevent unnecessary spending while helping you gauge the effectiveness of your ads performance.
If your ad is seen numerous times but only garners a few clicks, it’s an indicator that your ad isn’t enticing users. Yet unlike traditional advertising campaigns, Google Ads and other digital marketing platforms allow you to edit your ads throughout your campaign.
That means you can continually optimize your ads to improve their performance.
Why Do Businesses Advertise on Google?
Businesses use Google to convert users who are looking for products or services that align with what they offer. In order to better understand this, think about the most common things people type into Google.
Typically, they’re shorthand inquiries, such as “Restaurants Near Me,” “What is Digital Marketing,” or the name of a recent news story or event. People turn to Google for answers or solutions.
When you advertise on Google, you target specific keywords people type into the search engine. This helps you narrow down who sees your ad to individuals searching for something relevant to your call-to-action.
This method combined with Google Ads’ adaptability has made it the top digital marketing platform on today’s market. Users, on average, experience a $2 ROI for every $1 spent.
When combined with a large budget, this strategy can lead to an exponential growth in revenue.
What is Facebook Advertising?
Facebook advertising is a different beast. It’s the behemoth of social media advertising. Their platform places your ads on Facebook’s newsfeed, Instagram, and even outside platforms.
Your ads can take on various formats, but their placement is primarily within user newsfeeds. In order to create the ad, you need to answer these questions:
- What is your ad’s objective?
- What is your audience?
- Where do you want your ad to run?
- What is your budget?
- What is your ad format?
Your ad can have various objectives, from brand awareness to increasing your website’s traffic or selling products.
You target your audience by various demographics and interests. This includes age range, gender, location, education, relationship status, or specific hobbies, careers, and interests.
You can choose to run your ad solely on Facebook or expand its reach by adding Instagram or display advertising opportunities. However, part of this depends on the format your ad takes.
Facebook offers many advertising formats, including:
- Photo Ads
- Carousel Ads
- Video Ads
- Slideshow Ads
- Canvas Ads
Each of these formats has their unique advantages. Carousel ads work well because you can feature multiple items. Video entices viewers and is great for branding.
Which you choose is up to you and your objective.
How Do Facebook Ads Differ From Google?
Facebook and Google differ in many ways, from how their platform works to wear your ads are placed. However, one of the most significant differences isn’t technical, but rather your ad’s environment.
Google Ads is a more direct form of marketing. Your ads offer solutions to inquiries and problems. Facebook is different.
People log onto social media for entertainment purposes. They aren’t looking to be bombarded with advertisements, which is why this advertising method requires a different approach.
Facebook tends to be a place for brands to grow their awareness and build an audience. While there are no rules that you can’t market directly, you’re going to have better odds of fulfilling your objective if you target your audience’s temptations instead.
Clickbait, humor, video testimonials, or enticing product photos with coupon codes are just a few examples. Most ads will lead to either engagement on Facebook (Brand Building), traffic to an external website (Increased Traffic), or product sales (Conversions).
Facebook and Google: Why They’re Both Better
So if Google Ads places your ads in front of a massive audience and reaps a significant ROI, why use Facebook Advertising? Especially when Facebook isn’t always about direct sales and conversions.
Simply put, Facebook and Google enhance your digital marketing strategy when they work together. Here are a few reasons why:
1. You Can Grow Your Prospects and Your Conversions
Facebook is a low conversion but high prospect advertising option while Google is the opposite. Google Ads yields high conversions but through limited prospects. By combining these two, your ads can feed off of one another.
But how, exactly? Through Facebook advertising, you can increase your brand’s awareness and thus it’s Google searches.
By garnering curiosity through Facebook, users will search for the things they saw in your ad via Google. If you include the headline of your Facebook ads as part of your Google Ads keywords, you can make it easier for users to find you later.
Essentially, you’re gaining interest with Facebook and gaining the conversion with Google.
2. You Can Retarget Missed Leads
The “rule of 7” states that a consumer or prospect has to see your message about seven times before they buy into your offering. By retargeting your ads through both platforms, you can optimize on this approach.
As you retarget users who visited specific pages on your site using a pixel, you can follow-up on your Google Ads campaign. This will ensure your ads follow the user onto common social media platforms and websites, reminding them of the deal they’re missing out on.
3. You Can Create Lookalike Audiences on Facebook with Google Ads Traffic
Want to broaden your reach to relevant prospects? Create a lookalike audience for your Facebook platform. This awesome tool allows you to create a brand new audience that is similar to your website’s visitors.
This amazingly simple tool can not only expand your audience but also increase your conversion rate. Because it targets similar individuals who are drawn to your site, those people are more likely to take an interest in your content.
In fact, some users have seen their conversion rate double as a result of this one feature!
Beyond web visitors, lookalike audiences can also generate new audiences based on fans of your Facebook page or even your existing customers. While Facebook ads can only use these new audiences, the symbiotic relationship you create with Google Ads will generate a circle of life effect.
Team Up with the Pros for Digital Marketing
If you don’t know how to advertise on Google or whip up a highly successful Facebook ad campaign, don’t try to tackle the task alone. Make the most of your advertising budget by bringing in the professionals.
Here at Sunbay Marketing, we know digital marketing. In fact, we’re trained in Google Ads, Facebook Advertising, and Bing Ads. As a Google Partner, we also receive tools and resources to help our clients succeed.
Take a look at our Digital Advertising Services to see what we offer, then set up a consultation to discuss the best strategy for your business. With a proven record of providing a 32% increase over clients’ prior agencies, we think you’ll love working with us.
Consultations are free, so don’t be shy. Let’s talk about an actionable plan that brings your business a satisfying ROI.