Google AdWords includes a range of different channels targeting different stages of the marketing funnel. Most businesses and users will be most familiar with Search Ads, which are displayed when a customer enters a Search Query into Google’s search engine. In addition, Google also has a Google Shopping Ads for eCommerce stores and the Google Display network where advertisers can target audiences and relevant content with banner ads or video.
Let’s assume for this post that the comparison is Google Search Ads and Facebook Ads.
Facebook Ads are shown in the Facebook News feed, in the sidebar on desktop devices and alongside content or within apps across Facebook’s network. Targeting options are many and varied, suitable for targeting huge, broad audience campaigns, but also awesome for local businesses targeting local customers with niche interests. For businesses marketing events, Facebook’s local targeting options combined with interests present a powerful opportunity to create awareness and interest in those events. Advertisers looking to increase trust and confidence in their brand or product can also create niche, interest targeted campaigns to gain engagement, fans and traffic.
With Facebook’s lead cards, Facebook can be a powerful channel for capturing leads – names, phone numbers and email addresses which can be followed up with email marketing messages or phone calls. But these are ALL interruption strategies. The targeting options are without doubt, among the most comprehensive of any digital platform, but advertisers are still interrupting an audience that didn’t ask for the ads – creating a campaign with a great response is tough and achieving direct sales with Facebook Ads is rarely a successful strategy.
The market-leading Pay per Click product for many years, Google AdWords Search ads put an advertiser’s business or product in front of an audience right when they’re searching. Unlike Facebook Ads, Google Search Ads are shown in direct response to a customer’s need. They need a local car repair company, ads are shown for that query. Searches for wedding planners show ads for wedding planners. Searches for products show relevant product ads. These ads are much more welcome, create a much greater click through rate than Facebook Ads and almost always produce a better conversion rate and a lower cost per lead or cost per sale. Why? Because customers searching for what they need right now are more likely to buy than customers who are interrupted with an offer, no matter how compelling.