There quite a few differences between Facebook Advertising and Google AdWords.
- While users search using words and phrases called keywords on Google, Facebook only provides information about the likes (or perhaps dislikes) of individuals.
- While searches on Google are more active in nature, Facebook likes are more passive. When a user searches on a specific phrase, say ‘buy camera online’ they’re most likely looking to make a purchase. Compare that with Facebook, where users may simply like ‘photography’ or ‘cameras’ but that doesn’t really tell us if they already own a camera or if they’re looking to buy one.
- Since Facebook ads are relatively new, the competition is lesser, which means you can still get quality traffic on the cheap. AdWords can be prohibitively expensive for businesses in certain niches. That’s not to say you can’t do well with AdWords. You can, but it requires a lot of clever optimization and strategy.
- With Facebook, you’re gonna have to get creative when targeting a certain demographic. For instance, if you’re selling a travel package, you probably want to target people who love ‘the lonely planet’ show. And this is where the advantage with Facebook is. With Google, you don’t know who’s searching for your product. Is it a young person, or an older one while Facebook gives you the precise demographic.
- The final word on both, however, is that you’ll need a lot of experimentation, testing and tracking to really understand what works for your business and go with that strategy and continuously optimize
If you’d like to find out which advertising platform is best for you, contact us now.