AdWords vs. Facebook Ads

When comparing Facebook advertising to Google ads there are many commonalities in the functionality of those ads including;

• No minimum budget requirements
• User targeting tools to reach specific demographics and psychographics
• Both platforms offer flexibility, adaptability, and quick access to metrics to make advertising decisions and shift marketing strategies

While the overall functionality offerings are similar the platforms are very different. According to the Google AdWords tutorial, 8 out 10 internet users view AdWords each month. With Google AdWords you are at the mercy of the user’s search terms. If your keywords do not match the terms you have selected your ad may never reach your intended market. With Facebook advertising your ads are targeted based on demographics and psychographics so you are able to more effectively reach your target market.
One of the other advantages of Facebook ads is the power of word-of-mouth marketing. With the Facebook ads platform you may choose to only target friends-of-friends which will show your ad to consumers who are more likely to be interested in your company because their friends have shown interest in your company.

Another value added of Facebook marketing is the ability to share unique content and images. With Google AdWord’s you are limited to a certain number of characters and a hyperlink, while Facebook has continued to expand its advertising options for companies to enhance their marketing and gain more exposure. Facebook’s new mobile marketing functionality has drastically improved CTR for ads. “With the highest click through rate (CTR) 1.037%, and the second highest conversion rate (CVR) of 65.76%, Facebook’s mobile ads are the best bang for your buck” (Constine, 2012).

Facebook is also the preferred platform for conversation. If you want to get consumers talking about your brand, Facebook is the place to be. Google AdWord’s will help users discover your brand but it does little to promote engagement. Facebook is also the place to be for building brand awareness, as users tend to spend more time on Facebook then on Google search. It is also a good place to get across a specific message. Larry Kim, CTO of online marketing firm WordStream says “That's even more true if that message is intended for a very specific audience, such as a university alumni group or people that like True Blood. Such specific, people-oriented messages would be more difficult to do with AdWords, Kim said, though not impossible” (Casey, 2011).

Both platforms offer unique advantages and depending on your companies goals, one may be better than another for your business. Deciding your goals first and then choosing the right platform will help companies to maximize their ad dollars online.

References

Casey, K. (2011, September 28). How To Choose Between Google AdWords And Facebook Ads - Smb - .InformationWeek. Retrieved November 12, 2012, from http://www.informationweek.com/smb/services/how-to-choose-between-google-adwords-and/231602311


Constine, J. (2012, September 27). Facebook Mobile News Feed Ads Are Popular And The Best Way To Buy Fans, Ad Tech CEOs Confirm. TechCrunch. Retrieved November 12, 2012, from http://techcrunch.com/2012/09/27/cheapest-way-to-buy-facebook-fans/