A majority of brands & marketers struggle to make a clear decision, whether to invest in Google Ads or Facebook Ads & almost every time one would get the same answer, which is, "One Size Doesn't Fit All"
While it is true, people need to have an understanding of the platforms their algorithms first. Google is a Search Engine & Facebook is a Social Networking site.
Having said that, let's get down discussing the difference, covering 5 aspects:
Pricing, Advertising Costs
Facebook Ads is generally considered a low-cost, pay-per-click platform with an average cost-per-click, or CPC, of $1.72. Facebook Ads has an average CPC of $1.72
Google Ads has an overall average cost per click, or CPC, of $2.69. Google Ads does not have a minimum ad spend, though the average small business sets a daily budget of around $30 to $75 per day google Ads’ average CPC is $2.69. This varies greatly as CPCs can be as low as pennies and as high as $30.
Facebook currently has six different ad types, or ad formats, that advertisers can choose from. These include image, video, slideshow, carousel, collection, and instant experience (formerly canvas) ads.
Google Ads currently has three main ad types or ad formats. These include text-only ads, call-only ads, and shopping ads. Text-only ads appear on search results pages in a nearly identical format as organic search results.
A lack of audience intent is a weakness of Facebook Ads. The platform’s users are not actively searching for your product or service like they are with Google Ads. Instead, users are generally on Facebook to connect with other users or browse entertaining content.
Active audience intent is a key benefit of Google search ads. Whenever a user searches a keyword, related ads appear at the top of search results. This allows advertisers to capture users’ attention, often when they’re intending to buy a product or service.
Facebook’s uses demographic information, interests, browsing behavior, location, political affiliations, life events, and dozens of other parameters, giving advertisers the power to pinpoint the exact people they want to see their ads.
Google Ads are displayed primarily based on the alignment of keyword searches and keywords used in ads. However, there are basic targeting parameters available, including age, gender, location, and device type.
Ad Placement Options
Ad placement is where ads are displayed on the Facebook platform, they can be placed in user feeds, in the right column, in stories, in the marketplace, and in streaming videos, as well as on Facebook Messenger, Instagram feeds and stories, and through the Facebook Audience Network.
Google Ads currently offers two main ad placement options: Google search results and display within the Google Display Network, which includes well-known company sites like Amazon, The New York Times, The Washington Post, and over 2 million others.