Google Ads vs Facebook Ads is a hot topic to discuss. Sometimes there are people who are confused about the difference between the two. Which one do you think is better?
You must have had a limited budget for advertising. You also must have felt that you have spent a lot of money no matter how much, but it turns out that the advertising results are not optimal.
In this article you will understand how Google Ads and Facebook Ads work. You may also notice that Google Ads and Facebook Ads have different priorities.
So you should read this article carefully so that any information is not missed.
The Origin of Google Ads and Facebook Ads at a Glance
From the very beginning, Google Ads and Facebook Ads have been in different roles. When Google focuses on finding information, aka search engine. While the focus of Facebook is social media.
You must be aware that search engines focus on helping people find information. Meanwhile, social media helps people connect with each other regardless of distance and gas.
Over time, Google displays ads on its search engine through Google Ads. Then finally extended to the Google network network. Such as Google.com, YouTube.com, and various other platforms.
Things that happen to Google are also quite similar but different from Facebook. Because finally Facebook Ads appeared after many social media users suddenly sold goods.
Then finally Facebook Ads became the choice of providers of goods and services to market their products. Moreover, social media at that time became very loved by the people of Indonesia.
In 2022, Facebook Ads is currently under the auspices of the META company which has the largest social media network reach in the world. Later in this paper, this matter will also be discussed so that it is comprehensive.
Facebook Ads vs Google Ads
Below is a special summary. Hopefully it can make it easier for you when managing business activities. Here are 6 things Google Ads vs Facebook Ads! Who is weaker?
1. Ad Publisher Network
Some people say that Facebook Ads is weaker than Google Ads. Because the ads network (ad publisher network) in Google Ads is wider than Facebook Ads.
Is that true? The answer is clearly not that simple. We recommend that you first take a look at the list of ad publisher networks below.
Google Ads Ad Publisher Network:
- YouTube
- Gmail
- Google Maps
- Search Engine Google
- Website Partner
- Application Partner
Facebook Ads Ad Publisher Network:
After seeing the list above, don’t immediately conclude that Google Ads is better. All of this depends on your goals in placing business ads.
If you expect your restaurant to come to you because you see ads on YouTube. Chances are you will feel heavy on the cost.
So the best choice is on Facebook or Instagram which is the center for people to gather. The strategy must also be adjusted to make it more optimal.
Does that mean that Google Ads is weaker for the restaurant business? Yes, if your restaurant business is still in one branch and immediately puts ads on YouTube.
Facebook Ads is also weak if your goal is to reach customers who need a specific solution. Because people who need specific solutions must run to Google search engines.
After discussing the ad publisher network, next we discuss how to target the audience for business products/services.
2. Complicated Targeting?
Google Ads and Facebook Ads allow you to be able to target ads to people who match the features of your product.
Google Ads is famous for its targeting complexity, considering that Google also has data analysis platforms such as Google Analytics and Google Data Studio. Plus Google also has a browser that is widely used by the world community: Google Chrome.
Meanwhile, Facebook Ads makes targeting simpler. Based on biodata on social media and likes on social media.
Below are the points of Google Ads when targeting specific people:
- Keyword searched
- History owned
- Languages used
- There is much more
Below are the points of Facebook Ads when targeting specific people:
- Profession
- Marital Status
- Most preferred topics The most popular
- types of information most viewed
- There are many more
3. Tracking and Attribution
Google Ads has a fairly complete tracking and attribution system. Moreover, Google itself also has a tag management platform such as Google Tag Manager for a better tracking system.
If you run multiple ads at once, and want to know how they affect the number of incoming conversions, then Google Ads provides a variety of conversion attribution.
You can choose one of six options provided by Google, ranging from first click, last click, linear, position-based, time decay, and data driven.
While Facebook Ads only has one attribution system, namely last click. This means that no matter how many times the client interacts with the ad, the last ad will get the conversion attribute.
Facebook tracking system is also quite difficult, because it only relies on pixels. Fortunately, the Facebook Pixel is equipped with a pretty good interface, so users can define the conversion directly without the need to do any coding.
It’s just that, if there are two different buttons on one page, then you can’t track each button without doing manual coding.
4. Qualified Reporting System?
Both Google Ads and Facebook Ads have equally good reports. Although there are some people who are more suited to reading reports than one of them.
The weakness or failure of the reporting system in Google Ads and Facebook Ads is how the reported data can form a conclusion on your advertising strategy.
However, Google Ads has much higher reporting flexibility. Given that Google Ads already supports auto tagging and can be integrated with Google Data Studio for visualization needs.
You also don’t need to install UTM Tracking, because visitor reports from ads can already be seen clearly in Google Analytics.
While on Facebook Ads, you are required to install UTM Tracking to find out which ad performance is better. Especially if you use more than one marketing channel.
Keep in mind, even in Facebook Analytics itself, you can’t get information on which ads are more influential without UTM.
5. Bidding
You must have heard what bidding is? Yes, bidding is an auction system in order to achieve stability in line with expectations.
It’s not always the most expensive that wins, and it’s not always the cheapest that wins the most.
In Facebook Ads, the bid strategy provided is much simpler and easier to understand than Google Ads. Facebook only provides 4 types of bid strategies:
- Lowest Cost
- Cost Cap
- Bid Cap
- Target ROAS
While Google provides a very complex bid strategy option, which has advantages and disadvantages as well.
The good thing is that you can control your strategy to be as specific as possible towards the goals you want to achieve (such as target CPM if you want to make sure that your ad is seen by a certain number of audiences).
Google Ads offers many bid strategies, such as the following:
- Target CPA
- Target ROAS
- Maximize Clicks
- Maximize Conversions
- Maximize Conversions Value
- Target CPV
- Much more
6. Convenient Optimization Options?
In Google Ads, delivery optimization options are pre-made along with your chosen bid strategy. This means that you choose a bid and delivery strategy at the same time.
While in Facebook Ads, the two are made separately. There are various types of delivery optimization provided by Facebook Ads, depending on the goals you choose.
Of course the selected delivery optimization option will affect the performance of your ad. So make sure you have chosen the right partner.
Conclusion
After you read this article, can you conclude who is the weakest? If so, please read again from the beginning. Because that’s the wrong thing, each has its strengths and weaknesses.
You can take advantage of each of the advantages and disadvantages for the benefit of achieving goals in advertising.
After this you will definitely be more confident in using advertising strategies. Especially for your business, which in the future is widely known through digital marketing.
