Facebook Ad Vs Google Adwords – Who wins?
Hi, Cody here from web 360 and we get a lot of questions here about Facebook PPC and Google AdWords in which one is better than the other, and today I’m going to address that. Now the answer to that question is, neither one of them are better than the other. They’re both very good but they’re both very different and they’re used in different situations.
So to explain this, there are basically two different types of campaigns that you can run with pay-per-click and that you can run to push campaign or you can run a pull campaign.
Now whether you run a push campaign or a pull campaign, it’s going to be determined by the level of buyer sophistication that your audience has.
Now what I mean by that is, is the buyer educated about your product, do they know what they want and they’re just looking for a place to buy it or do they actually need educating about the product, your potential audience not yet now about your product.
So let’s look at a push campaign and this can basically be looked at as an outbound campaign.
So this works really well when you want to target a specific group of people who don’t yet know about your product, when your customer base needs to be educated about what it is that you do or what it is that you’re offering, or it’s just a brand new offering that nobody’s heard about.
So in that situation Facebook Ads, Facebook pay per click, is going to be `really really good in the way to go just because of the targeting options that are available in Facebook. In Facebook PPC we can target behaviors and demographics and stuff like that, so a good example would be the iPhone before it was launched, the Apple iPhone. Now nobody was searching for an Apple iPhone before everybody knew what it was and when they first launched the iPhone, they had the problem of the fact that it was a brand new product and nobody knew about it, so they couldn’t rely on people searching in Google for Google iPhone, because nobody was searching for it, nobody know about it yet.
Now this would be a perfect example of a push campaign where you would use Facebook Ads to target certain audiences that would be likely to be interested in your product, for example, people that have shown interest in smartphones or have shown interest as an early adopter or various groups of technology using stuff like that. People that are going to be most likely to be prospects to use your product or buy your product and they are easily targetable through Facebook.
Now the next example is a pull campaign and we can look at this essentially as an inbound campaign. Now this is where your end user, your client or customer has a very high level of buyer so that is basically when the prospect knows exactly what it is that they want
already and they’re just looking to acquire it or they’re looking for more information on that product or service.
Now great example of this would be a search term like, emergency 24 hour plumber or emergency plumber, something like that, where the potential client, the potential customer knows exactly what they’re looking for, they know exactly what they want. They have a very high-level of sophistication regarding what it is that they want and they’re just looking for a service provider. So in this instance Google Adwords is definitely going to be the way to go with this, because with Google AdWords we’re able to target specific intent of the user and not the behavior so much, so obviously with a search term like emergency plumber or emergency locksmith, 24 hour locksmith or something like that, Facebook is not going to be a very good way to go with that, because your audience on Facebook is not going to be interested in a 24-hour emergency plumber.
If somebody has a plumbing emergency going on or they’re locked out of their house or their car, they’re not going to be on Facebook looking for services or talking to their friends. So in this case people are generally going to go to Google and they are going to search for that specific service right away. So again in that situation Google AdWords is going to be the way to go.
So hopefully you can see the difference here, if the user has a high level of sophistication then Google Adwords is the way to go. If they have a low level of sophistication or it’s a brand new product or a product that’s entering into the marketplace for the first time then Facebook Ads is going to be the way to go.
So hopefully that clears that up for you, neither one is really better than the other. Both are really really good, both are highly effective and very good if used in the right way.