Benefits of Facebook Ads
In a 2019 HubSpot State of Marketing Report, marketers revealed that the paid channel offering the highest ROI was Facebook. Let's dive into some of the reasons why.
For starters, Facebook is the number one social media platform with over 2.7 billion monthly active users, according to a 2021 Statista report. In addition to its large audience base, the platform offers granular targeting capabilities, allowing marketers to reach users based on demographics, behaviors, life events and interests.
Before launching a campaign on the platform, you can create a "lookalike audience," which is essentially your user persona. Facebook Ads will then show your ads to audiences who match your description.
That's one advantage the platform has over Google Ads – it's much more detailed in who you're able to target for your ads.
Beyond that, you may also be able to reach more users and get a better clickthrough rate (CTR) through Facebook Ads. Smart Insights reported found that in Q1 of 2020, the median CTR for a Facebook ad on the newsfeed was 1.11% – compared to .47% for Google Display ads in the same time period.
Benefits of Google Ads
In 2019, Google estimated that for every dollar a business spends on ads, it earns $8 in profit. Let's see why that may be and how the platform can be useful for brands.
Google Ads, formerly known as Google Adwords, initially offered only very simple text-based ads on the search engine. Now, it's evolved to include features that can drastically improve clickthrough rates, such as reviews, detailed contact information, a shopping function, and mobile optimization.
In Q1 of 2020, Smart Insights found that Google search ads had the highest CTR at 1.55% when compared to display ads and Facebook ads. This is likely because Google prioritizes ads based on relevance.
While you do have to bid on keywords, the highest bid doesn't necessarily always win. Your bid gets your foot in the door, your ad's relevance to the keyword the user's search intent gets you in the house.
Remarketing, which is reconnecting with users who have interacted with your brand before, is now much easier using Google Ads. So, let's say someone visited your site and added something to their shopping cart but didn't complete their purchase. You can now re-engage users as they search on Google, watch a YouTube video or navigate a site within Google's Display Network.
In addition, the platform's simple interface and advanced features like search term report, ads editor and auction insights make it easy to build, launch and track campaigns.
With Facebook Ads and Google Ads, one isn't inherently better than the other. Once you account for your goals, budget and target audience, you will find that each one offers unique features that can be useful to your brand at various points in its growth.