Is it better to pick one of the two big advertising platforms?
Advertising has always been close to the heart of every marketer because it gives them access to their customers' hearts. It is a marketing strategy that has been rapidly developed in accordance with the times and the technologies, ranging from cheering on the streets to printing in newspapers to broadcasting on TV or radio to digital campaigns for the internet. Recent advertising or Digital advertising refers to the process of promoting a product and/or service through the use of paid and organic marketing on the internet. Campaigns like these are designed to increase brand awareness and wide web traffic. Google and Facebook ads have been running side by side since the beginning of paid campaigns. Marketers always struggle with which ad to choose between Google ads and Facebook ads. Before diving into the problem, let's first take a closer look at both platforms individually.
Google Ads: Paid Search Campaigns
Google campaigns are the world's largest and most popular PPC campaigns. These ads are entirely focused on the targeting of keywords. When the marketer settles for a few keywords, they have to pay a bid amount for those keywords to rank their ad on a higher rank than others who are also using those same keywords in their campaign. It is vital that keywords are used in these campaigns since they help find new customers for the brand. Each time the user clicks on the ad, the advertiser is charged a certain amount of money. Google paid campaigns give marketers two choices to run their campaign as a Display ad network (In which the graphics are used in the campaign) and a Search ad network (In which the advertisement is text-based and shown on the google search engine result page). These advertisements are prioritized on the basis of CTR(click-through rate), the relevance of the ad, and the experience of the landing page. Remarketing is much easier, marketers can re-engage users as they search on google, watch a youtube video or navigate a site within google’s display ad network.
Facebook Ads: Paid Social Campaigns
Facebook Ads are the most renowned platform for digital campaigns on social media. Facebook is the social media platform consisting of 2.4 billion Monthly Active Users (MAUs) and 7million advertisers, with highly competitive and potentially lucrative elements. For these campaigns, reaching out to the users is entirely based on demographics, behaviors, life events, and interests of the users and things always become in favour when they are based on interests. The platform allows customizing the potential audiences by specifying demographic features like gender, age, career, interests, and locations. market to reach a higher audience with over-the-odds profits by applying relevant and suitable digital marketing strategies. The campaigns are prepared in the form of Single images, videos,s, and carousels which are presented in the feed and messenger of the user. Facebook is the most reasonable as the ratio of reach, leads and conversion are very high on a limited budget when compared to other advertising platforms.
What to choose between Facebook ads and Google ads?
Just as a wise investor suggests never invest your entire capital into a single investing tool. Instead, invest your capital across several investing tools since each investing tool has different attributes and, when blended strategically, can yield the best results. Similarly in this marketing situation, rather than choosing between Google Ads or Facebook Ads, blend both the platform as per their uniqueness and specialty to reach the users at a different level of the social marketing funnel. A few points on how these two platforms are compatible with each other:
● Facebook ads help new customers find you as your campaigns reach them based on the demographic and interest of your potential customers and Google Ads helps new customers find you as google exactly knows what people are looking for at the very moment through the keywords they’ve searched.
● Integrating campaigns and marketing lines across both platforms, and ensuring that creatives are interrelated because Google search isn't always visual, but with retargeting through Google, you can target website visitors coming from Facebook with more relevant advertisements.
● Facebook Ads are a great way to reach a large audience and generate traffic at a lower cost, whereas Google Ads charges the marketer only if the customer clicks the ad link on the landing page after searching for certain keywords.
● Use a remarketing list for Google ads and integrate it into your campaigns, so that you can customize your ads and your bids. In addition, by tagging your Facebook traffic in the appropriate way, you can retarget them based on the fact they clicked on a Facebook ad.
● When the audience is large and to raise awareness about the brand or product, Facebook Ads are most beneficial, followed by Google Ads when your audience is generic and has a clear understanding of what they want.
● When the campaigns are integrated properly on both the platforms helps to identify which Facebook campaign is able to pull the audience through google analytics and view which campaigns are working well.
While there is no truth to the claim that using one platform will not be beneficial, it will somehow limit the reach and the budget may also be affected. Both Google Ads and Facebook Ads provide special features to a brand's marketing strategy, however, advertisers can reach users at different points in the marketing funnel using a blended approach at a price that is affordable while increasing effectiveness and efficiency.