When running ads for your eCommerce business, you’ve got several options at your disposal. Two such options are Google Ads and Facebook Ads. But many store owners struggle to choose between Google Ads vs. Facebook Ads and aren’t sure which direction is best. If that’s you, you won’t want to miss the rest of this post!
Google Ads Vs. Facebook Ads
Today, we’re going to tell you everything you need to know about Google Ads vs. Facebook Ads, including:
- The advantages of both options (and their potential downsides)
- The main differences between Google Ads and Facebook Ads for eCommerce stores
- Strategy differences for both
- The importance of understanding your industry and which platform suits it best
…and much more!
Google Ads Advantages
We’ll begin by taking a look at Google Ads’ advantages. Google Ads is great for those looking for a low cost-per-mille (CPM). This means that you’ll be able to get your ad in front of more people without having to spend as much money as you would with other marketing methods or platforms. Additionally, Google Ads offers a lot of creative control. You’ll be able to test different ad copy and visuals to see what performs best with your target audience.
Google Ads also poses visual advantages. You’ll have all kinds of graphics and design options to choose from so you can create truly eye-catching and effective ads. Google Ads is also helpful for building brand awareness. When people see your ad on Google, they’ll begin to associate your brand with keywords that are relevant to their needs.
Facebook Ads Advantages
Now, let’s move on to Facebook Ads’ advantages. Facebook Ads are great for those who are looking to target people based on purchase intent. This means you can create ads specifically designed for people in the market for what you’re selling. Additionally, Facebook Ads offers keyword control. You’ll be able to target specific keywords, so your ad is only seen by people who are interested in what you have to say.
Facebook Ads also has YouTube and video capabilities. You’ll be able to create video ads that can run on both YouTube and Facebook, giving you a wider reach than Facebook alone. Additionally, Facebook Ads offers bid control. This means you can set the maximum amount you’re willing to spend on an ad campaign, ensuring that you don’t overspend. Finally, Facebook Ads offers landing page experience and testing. This means you can test different landing pages to see which ones perform best with your target audience.
Main Differences Between Google Ads and Facebook Ads
Now that we’ve taken a look at the Google Ads advantages and Facebook Ads advantages, it’s time to take a look at the main differences between Google Ads and Facebook Ads.
- Keywords vs. audiences
- Targeting options
Let’s start by breaking down the differences between keywords and audiences. Google Ads relies heavily on keywords. You’ll need to choose the right keywords for your ad, so it appears in search results when people are looking for what you’re selling. Facebook Ads, on the other hand, rely more on audiences. You’ll be able to target specific groups of people based on interests, demographics, and behaviors.
When it comes to targeting options, Google Ads offers more options than Facebook Ads. With Google Ads, you can target people based on their location, language, device, and more. Facebook Ads provides fewer targeting options but does allow sophisticated targeting options for your audience based on purchase intent.
Both options can effectively help you target people based on purchase intent and get great results. If you’re not sure which platform is right for you, it’s essential to understand your industry and what type of advertising will work best for your business—topics we’ll explore in a moment.
Google Ads vs. Facebook Ads: Strategy Differences
Now we’ll explore the key strategies that differentiate Google Ads and Facebook Ads.
A funnel approach is encouraged when it comes to your Facebook Ads strategy.
- Awareness (top of the funnel): In this stage, you’ll create ads that generate awareness for your brand or product. This could be in the form of a video ad, image ad, or even a short story. You’ll need to create ad copy and visuals that stand out and grab attention to do this effectively.
- Interest/consideration (middle of the funnel): In this stage, you’ll target people who have already shown an interest in your product or brand. This is where you’ll start to get more specific with your ad copy and target your audience more carefully. You can use interests and demographics to target your ads so that they’re more likely to be seen by people interested in what you’re selling.
- Purchase (bottom of the funnel): In this final stage, you’ll target people close to making a purchase. This is where you’ll want to get really specific with your ad copy and offer something that will push them over the edge. You can use dynamic and custom audiences to target your ads so that they’re more likely to be seen by people who are considering making a purchase.
On the other hand, an effective Google Ads strategy largely relies on mastering purchase intent. This means you have the ability to bid on keywords that people who are ready to buy are searching. To do this effectively, you can utilize Google’s Keyword Planner tool to research which keywords are most likely to result in a purchase.
You can also use Google’s Display Network to reach people who are interested in what you’re selling. This network includes websites, apps, and videos that Google thinks your target audience is interested in. In addition, you can use this network to show your ads to people who are already interested in what you’re selling, which can help increase the likelihood of a purchase.
What About Instagram Ads?
Along with Google and Facebook Ads, you may also be wondering about Instagram Ads. While Facebook owns Instagram, the platform does have some differences when it comes to advertising.
Instagram Ads are great for building brand awareness and reach. The platform allows you to target people based on interests, demographics, behaviors, and even specific locations. In addition, you can use a variety of ad types to reach your target audience, including video ads, carousel ads, and even Stories ads.
Understanding Your Industry
You’ll also want to keep in mind that specific industries perform better on different platforms. For example, the beauty industry performs well on Instagram, while the fashion industry performs well on both Instagram and Facebook. So if you’re selling expensive and high-end products, Google Ads is a powerful platform to reach people who are interested in making a purchase.
To find out which platform is best for your industry, you can look at benchmarks or case studies. Benchmarks will give you an idea of how your industry is performing on each platform. Case studies will show you how other businesses in your industry have succeeded (or failed) with Google Ads or Facebook Ads.
Google Ads vs. Facebook Ads: Marketing Budget
Another important consideration regarding the question of Google Ads vs. Facebook Ads is your marketing budget.
Considering the industry information we shared, Google Ads is typically more expensive than Facebook Ads. This is because Google Ads operates on a pay-per-click (PPC) basis, which means you’ll be charged every time someone clicks on your ad. On the other hand, Facebook Ads operate on a cost-per-impression (CPM) basis, which means you’ll be charged based on how many people see your ad.
While Google Ads is often more expensive, it also has the potential to reach a larger audience. Google is the largest search engine in the world. So if you’re targeting people who are interested in making a purchase, Google Ads is a great platform to reach them.
Facebook Ads is less expensive, but it has a smaller potential reach. However, Facebook’s targeting options are more sophisticated than Google’s, so you can target your ads to people who are more likely to be interested in what you’re selling.
But let’s say you’re working with a generous marketing budget. In this case, we recommend using both Google Ads and Facebook Ads to reach the largest audience possible. That way, you can take advantage of Google’s reach and Facebook’s targeting options.
Google Ads vs. Facebook Ads: FAQs
Before we go, let’s go over some common questions about Google and Facebook Ads.
Are Google Ads better than Facebook Ads?
As we mentioned, the answer to this question largely depends on your budget and goals. Google Ads tend to be more expensive, but they also have the potential to reach a larger audience. Facebook Ads are less expensive, but they offer more sophisticated targeting options.
Are Facebook Ads still effective in 2022?
Absolutely, Facebook Ads are still effective in 2022. In addition, Facebook’s targeting options are more sophisticated than ever, so you can target your ads to people who are more likely to be interested in what you’re selling.
To ensure your Facebook Ads are as effective as possible, here are some best practices to follow:
- Use high-quality images: This means using clear, well-lit, and relevant images to your product or service.
- Use persuasive copy: This means using headlines and descriptions that will grab people’s attention and persuade them to click on your ad.
- Go for video: Video is a powerful way to grab people’s attention and show them what your product or service is all about.
- Target your ads carefully: Facebook offers a wide range of targeting options, so you can ensure your ads are being seen by the most likely to be interested in them.
- Test different ad formats: Facebook offers a variety of ad formats, so it’s important to test different ones to see which ones work best for your business. For example, you might experiment with carousel ads, video ads, or lead generation ads.
- Monitor your results: It’s important to keep an eye on your results to see what’s working and what isn’t. You can do this by using Facebook’s reporting tools.
Which is cheaper: Google Ads or Facebook Ads?
Google Ads tend to cost more per click than Facebook Ads. However, remember that Google’s potential reach is much larger than Facebook’s. So, if you’re targeting people interested in making a purchase, Google Ads is an effective platform.
Do Google Ads work for eCommerce?
Yes! Google Ads can be a fantastic way to reach people interested in making a purchase. If you’re selling expensive or high-end products, we recommend using Google Ads to reach your target audience.
Google Ads vs. Facebook Ads: Conclusion
The answer to the question “Google Ads vs. Facebook Ads?” largely depends on your budget, goals, and industry. Google Ads is typically more expensive than Facebook Ads, but it has the potential to reach a larger audience. If you’re selling costly or high-end products, Google Ads is a terrific platform to use. Facebook Ads is less expensive, but it has a smaller potential reach.
However, Facebook’s targeting options are more sophisticated than Google’s, so you can target your ads to people who are more likely to be interested in what you’re selling. If you have a large budget and want to reach people interested in making a purchase, we recommend using both Google Ads and Facebook Ads.
If you want to make the most of your eCommerce ads and you’re looking for expert guidance, we can help. Blue Water Marketing is a full-service eCommerce marketing agency. We specialize in helping businesses grow their online sales. Contact us today to learn more about our services and how we can help you reach your eCommerce goals.