GOOGLE ADS VS FACEBOOK ADS: WHICH AD NETWORK TO CHOOSE FOR PAID SEARCH?

Google Ads (formerly Google Adwords) is the advertising network of the search engine Google. It allows you to create and manage online advertisements on the search engine and on its network of partner sites. It is possible to create different types of advertising :

• Text ads that will appear in Google search results
• Product advertising in search results pages
• Image-based ads on Google partner sites
• Video advertising on Youtube

The principle of Google Ads is based on an auction system ; You choose the keywords on which you want to position yourself, and bids allow you to be more or less visible for your ads. It is possible to strongly segment your audience according to the interests of Internet users and what they are looking for online.

Facebook Ads is Facebook's advertising network. It allows you to create and publish image or video ads on Facebook, Instagram, Messenger and on partner sites of the social network. The strength of the tool lies in its ability to strongly segment its target audience thanks to the data collected by Facebook from users' interactions. 

The main advantage of Google Ads is that the targeting is done by intention; on Google, it is considered that an Internet user has a precise intention when he searches. Therefore, a paid campaign on Google Ads will allow you to target Internet users who are looking for the product/service you offer.

With Google Ads, you can precisely carry out keyword targeting campaigns. Depending on your budget, you will be able to position yourself on specific keywords and see the results for each of them. Google Ads will allow you to target online behaviors.

Moreover, Google Ads has a network of partner sites that is larger than that of Facebook. Therefore, you will be able to reach more people if you want to make image or video banners, which will be displayed on Google's partner sites.

Facebook draws its strength from the amount of data that the social network has on its users. Thus, this platform will allow a very precise demographic targeting; you will be able to target the people who really interest you, according to their data, their likes, their interests...

Advertising on Facebook Ads also has the advantage of being very well presented. The ads are at the same level of visibility as your friends' publications. The ads in image format that you can set up on Google Ads are much more impactful than ads in text format on Google. In addition, the click rate is 10 times higher than Google Ads in terms of advertising.

Another advantage is that Facebook Ads has multiple mediums; with one image, one ad, you can be present on many placements. Your ad can be easily set up to be seen in the stream of publications on computer or mobile, on instagram, in stories or even on Facebook Messenger.

Finally, Facebook Ads is much easier to use than Google Ads. In just a few clicks, you can publish your ads from your Facebook page. Thus, this advertising network can be used by everyone, even if your knowledge is limited.

If Google Ads and Facebook Ads are very different, they are no less complementary. Both advertising platforms have their own characteristics, which is why your advertising campaigns can benefit from being present on both networks. 

Choose Google Ads if you have a good idea of the behavior and requests of your target on the web. You will have the big advantage of being able to choose the keywords on which you want to position yourself, and to have precise and relevant results for your campaigns.

If you know your target, but don't know their behavior, Facebook Ads is a credible solution for your advertising campaigns. You have the opportunity to precisely target your audience based on demographics, interests, location and more. The budget allocated to your advertising campaigns can also help you determine which network to choose, especially if you work with a web agency; advertising campaigns are easier and faster to set up, and therefore require less budget.

On the other hand, with a good advertising budget, you might consider Google Ads as the best solution to promote your business. This method will allow you to precisely and efficiently target Internet users according to keywords and queries they make.

In conclusion, there is no better platform than the other, Facebook Ads and Google Ads complement each other depending on your objectives, your target and your budget. At Dubuc Marketing, we can help you set up a Google Ads or Facebook Ads campaign according to your needs. For over 13 years, we have been specialists en paid SEO,and accompany SMEs in Montreal and on the South Shore (Brossard, Sainte-Catherine, Saint-Constant...). We also accompany you in SEA in Pau, France, for small businesses.

Do you want to know more about paid SEO or create an advertising campaign to promote your services?

 Contact the experts of Dubuc Marketing today  for your Google Ads or Facebook Ads campaigns!