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Is Facebook advertising worth it?
Facebook advertising or Google advertising? How good are Facebook ads compared to Google ads? We’ll show you the pros and cons so that you know in the end which is better for you.
Where should you place ads?
If you run a business or operate as an online retailer, you certainly know about the possibility of drawing attention to yourself with various advertisements. Depending on which platform you are active on, different ads come into question. You should keep in mind that each platform has its own advantages and disadvantages. For example, if you look at Google ads and Facebook ads, you have to take a completely different approach to each. Realizing this aspect is important, because what works well on Facebook will certainly go differently on Google.
Customer Buying Cycle
This is primarily due to the customer buying cycle. The Customer Buying Cycle is a relationship model that systematically depicts the customer buying process in a sequence of different phases. Here, it depends on which phase the potential customer is currently in. If you look at users on Facebook, they are primarily interested in looking at funny videos or photos of friends, for example. There is no interest in buying a product in the first place. With Google Adwords, users usually go into it with an intention to buy. So it may be that a user is already close to making a purchase and just needs some final information. Therefore, with Google Adwords, there is no need to produce long product introduction videos and provide endless information. Both channels function completely differently and must therefore address the potential customer differently. People search specifically on Google, but are more likely to be found on Facebook.
Comparison between Facebook Ads and Google Ads
Google Ads Search offers certain advantages to an online store, because it is mainly qualified visitors who are actually interested in making a purchase who search here. You can enter exactly which visitors you want on Google. In addition, the willingness to buy is also very high with the right keywords. The disadvantage, however, is that popular keywords are highly competitive and you have to pay a bit more for them. Also, it is difficult if you have achieved the top ranking on Google for all keywords. Your marketing options are then exhausted and you cannot scale further in this area. Exactly at this limit, a point is reached why advertising on Facebook can become exciting. Of course, you should keep in mind that Facebook’s traffic will not be as qualified as Google’s. However, here you are able to scale as wide as you like.
Google Ads is broad
Even though you can’t scale further with Google Search beyond a certain point, there are other options. The Google Display Network, for example, works similarly to Facebook. Here you can scale independently of search queries and push banner ads and even YouTube ads in addition to text ads. This generates new traffic. However, you should also look at how qualified this traffic is and whether it will actually get you ahead. For it to be worthwhile for you as an advertiser, you must already offer a broad product. Nevertheless, you have a lot of opportunities, because Google Ads do not only include text ads. The offer is wide. Facebook certainly has a large community, but does everyone really have a Facebook account? On Google, anyone can enter a search term, so given the size of the community, Google definitely wins.
Define precise target groups with Facebook Ads
Besides all the benefits of Google Ads, Facebook Ads can also give you advantages. On Facebook, you can deliberately promote people based on an analysis of their profile information. Ads by exact target audience is possible on Facebook in several categories. A search by age, a geographical restriction or interest-based advertising campaigns based on Facebook likes. This means that you can advertise to a more specific audience on Facebook than on Google. For example, if you have a product in the sleep section, you can put “stress” as an interest on Facebook. Facebook then collects information about people who have something to do with the search term. When it comes to scaling, Google Ads is usually not enough and you need Facebook Ads as a 2nd pillar.
Summary
So it’s hard to say which platform you’ll actually end up generating more traffic with. Both sides have advantages and disadvantages. In the end, it always depends on what store you run and what product you offer. Which target group do you want to address and how differentiated should it be? In the end, only experience can tell what will be more profitable for you. If you have a small budget available, you can start a test run on both platforms and see which works better for you. Once you have that figured out, you can put your focus on that and only in the 2nd step use other channels and scale them.
Successfully place advertisements
You are still unsure which platform is the most suitable for you? We will be happy to help you find the optimal solution. We analyze and optimize your current ads or create new success-oriented ads for you.
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