Oreo’s or Tennis Biscuits?
The answer remains the same –
As a digital marketing expert I’ve had many people ask me on numerous occasions “So Facebook vs Google, who wins in the ROI battle for my business?”
Both are great, and yes one can be better than the other but that depends on your business, and your goals. Let’s take a look, shall we?
The way we search for answers has fundamentally changed because of smartphones.
These days, “Googling it” is so common that it’s been added to our vernacular and daily routines.
And according to a recent study, the average person will spend more than five years of their life browsing on social media.
Before we go on, what is Google Ads? Google is the world’s largest search engine.
Bing and those other ones are a distant second, third, and fourth.
There are now, according to internet live stats, 5 billion Google searches each day.
Now that would be a great place to start by plugging yourself in to the behemoth volume of search traffic. Direct some of that traffic to your e-commerce business that sells the best sandals in Northcliff and you’ve got a winning formula.
And I’ll tell you why. The intent is strategically aligned. Here, you’ll find the simplest way I have ever described the customer journey on Google and Facebook.
The person who’s searching on Google for the “best plumber near me” is most likely to call the first few they find. They want to solve a problem – and fast. Great for middle-to-bottom of the funnel, converting high intent unknown traffic in to leads and customers.
They want to solve a problem - and fast
Flip side of that, why do people use Facebook?
Recent research says that people will spend on average 5 years of their entire life consuming content on social media
Facebook has more than two billion monthly active users. You can find almost any target or niche market on the platform.
But are they looking for an Electrician to fix their wiring problem or the best deal on Mediterranean Sandals?
No… Facebook is a social network. Which means most (sane) people aren’t going there to find plumbers.
Or sign up for services. Or buy products.
You’ll need to warm your audience up with content that attracts your ideal client before you launch a right hook to secure more market share.
Get them to know, like and trust you first and you’ll be in position to make an offer. We have another article that covers this topic on how to increase revenue by respecting people online.
Make sure to use the tactics described in that piece of content and feel free to let us know what significant change you see in your CPC.
Facebook is a social network. Which means most (sane) people aren’t going there to find plumbers.
So. Google Ads vs Facebook Ads. Two very different advertising platforms, with different benefits. So what’s the deal? Is one better than the other? Obviously, the answer is highly dependent on your unique scenario. However…
What is your end goal? What are you looking to get out of this?
If your answer is sales, leads, consultations, or anything of that nature — both platforms will be perfect for that.
If your answer was brand awareness or social following, Facebook is the place to be. If you want to sell products or just about any other category, both platforms can do the trick. Our final verdict is to use them both, not either or, and we have 3 strategies you can deploy by:
- Building you brand with Facebook and Closing with Google.
- Optimize your Facebook Audiences with Google Ads data
- Create similar Audiences on Facebook to boost both platforms traffic quality
Your task is to find creative ways to mix and match your Facebook and Google Ads to build them into a paid search dream team.
Build awareness and nurture leads with Facebook. Then, close the deal on Google Ads when people start searching for solutions.
It’s not an either/or question. It’s both at the same time.
You’re the driver, so take the wheel and steer it in the direction you want to go.
Resources: AdEspresso, Wordstream and Lyfe Marketing