Google vs. Facebook: Who claims pole position in online ads?

Google Adwords and Facebook Ads are two easy to use online advertising platforms that have been made available to individuals and businesses. Both platforms have distinct advantages and disadvantages, which makes the task of deciding on a provider that much more difficult. Below I will outline a few important advantages of each platform.

Background

•  In 2012 it was reported that Google had a global advertising reach of just over 2 billion users, while Facebook has a reach of 900 million.
•  The average unique visitor spends about 100 minutes on Google per month, and over 400 minutes per month of Facebook.
• Google boasts a 2% clickthrough rate while Facebook’s is only .05%.
•  Google charges an average of $1.60 per impression, while Faceboo charges $.15.
• Google Adwords produces $2 in revenue for advertisers for every dollar spent while Facebook produces $3 for every dollar spent. (E-telligence, 2013)

Google Adwords

Consumer Intent

This is one of the more obvious concerns for advertisers. While consumers are on Google, they are actively searching for something. Whether it is a product, service, or location, Google users have the intention of finding what it is they are looking for. The argument here is that Google users are farther down in the sales funnel, and thus more likely to click on an ad and make a purchase.

Keywords

In Facebook ads you enter phrases that match with interests listed on a profile page. However, in Google Adwords, you choose likely combinations of keywords that will be entered into the Google search engine. These are specific products and services that are being actively sought out by consumers. To many, this seems like an easier sell than the Facebook approach. And contrary to typical SEO, where listings can get lost in secondary pages, Adwords can guarantee that your ad will appear. (Barton, 2012)

Maintenance

In Google Adwords, the user has the ability to continuously manipulate ad copy as you monitor the progress of your campaign.

Facebook Adwords

Demographics

One of the biggest advantages of Facebook ads is the ability to better target your audience on the basis of demographics, psychographics and geographics. You can target specific age groups, or key in on interests and lifestyles (Carter, 2010). By carefully examining ad results you can get to know your audience in very valuable ways.

Liking

With Facebook Ads, you get the added bonus of “likes.” Likes basically equate to extra exposure for your page. If someone happens to like your page through your advertisement then that will be displayed via the newsfeed for all of the liker’s friends to see.

Detail

In Facebook Ads you have the luxury of more room for ad copy, and the opportunity to incorporate a picture into your advertisement This gives you a little more bang for your buck when it comes to ad presentation.

Due to its low cost, and advanced targeting capabilities Facebook advertising is compatible with smaller advertising budgets. If you have money to spend, Google Adwords can get your ad in front of consumers farther down on the sales funnel, and potentially more ready to buy.

Carter, B. (2013). Facebook advertising vs. Google adwords. Retrieved 11 November 2013 from http://www.searchenginejournal.com/facebook-advertising-vs-google-adwords/25532/

E-telligence. (2013). Google Adwords vs. Facebook Ads [Infographic]. Retrieved 11 November 2013 from http://visual.ly/google-adwords-vs-facebook-ads

Barton, D. (2012). Four Advantages of Google AdWords Over Search Engine Optimization. Retrieved 11 Novemer 2013 from http://www.southernwebgroup.com/2012/01/google-adwords-vs-search-engine-optimization/