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Facebook Ads vs. Google Ads: Here’s What You Need to Know


We all know the power of social media when it comes to brand awareness and marketing, in general. You will see many successful Facebook ads marketing campaigns every year and it is easy to understand why this is such a popular strategy when deciding where to focus your marketing budget.

One question you might have is how Facebook ads compare to Google ads. The two platforms are usually seen as rivals where you have to choose between the two, but it makes sense to leverage the strength of both in order to achieve the highest level of visibility.

Here are some key points to consider so that you understand what both have to offer.

What are the fundamental differences?

A good starting point would be to appreciate the fundamental differences between Facebook Ads and Google Ads.

Google ads are the leading pay-per-click advertising platform. Their paid search service is focused on targeted keywords and text-based adverts. You would use a set of specific keywords to target users who are entering specific queries in a search engine. You are paying to get your business ad displayed amongst the search results.

Facebook ads operate differently and this platform is the leading example of what is referred to as “paid social”, which is the term used to describe advertising on social networks.

The key difference between Google and Facebook is that paid social is designed to guide users toward relevant businesses based on the things they have shown an interest in. Google is directing customers to businesses based on keywords in search terms.

Both platforms have a huge audience

The audience numbers for Facebook and Google are staggering. Google processes in excess of 3.5 billion search queries every day and that means the search network enjoys a global coverage of about 98%.

If you want to reach out to anyone on the internet with your marketing message Google has the tools to let you do that. However, you will need to get your strategy right if you want to be able to stand out amongst such a large crowd of rival advertisers.

The audience numbers for Facebook are no less impressive.

Facebook claims that a staggering 1.5 billion people are active users of this social media platform on a monthly basis. There is no question that Facebook has no equal when it comes to dominating audience share. This unrivaled audience granularity means that your business can target Facebook users thanks to powerful demographics and personal data insights.

Facebook can create a list of targets using audience profiling that matches the data and information parameters that align with what you know about your typical customer.

As you can see, there are clear distinctions between Facebook and Google in terms of how they reach out to their audience and how you can use them to create a successful marketing campaign.

With the right strategy and marketing know-how, you can embrace the power of social media via Facebook ads. Or you could target customers using Google keywords. Many companies decide to do both so that all of their marketing bases are covered.

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