Media outlets have often dramatised the rivalry of Facebook and Google, resulting in many Warwickshire businesses feeling that they must make a choice between the two online giants in their advertising.
However, don’t let this mislead you. Despite being positioned as competitors, this couldn’t be further from the truth.
To achieve maximum visibility and increase conversions, local businesses need to leverage the strengths of both Google and Facebook.
Let’s begin by understanding the key differences between the two advertising platforms. Google AdWords, the popular older brother of the paid advertising family, has become synonymous with the term ‘paid search’ – and is used extensively with by businesses throughout the region. Using text-based ads to target keywords entered by Google users, businesses hope that their ad will be displayed above search results. Each time a user clicks an ad, the advertiser is charged a certain amount of money.
Facebook advertising, on the other hand, is what is referred to as ‘paid social.’ With the highest number of monthly active users of all the social networks, Facebook has been harnessed by digital advertisers as a potentially lucrative platform and local marketeers have enjoyed the fact that getting started is extremely straightforward. In contrast to Google AdWords, Facebook targets users based on their interests and behaviours. The best way to think of it is that Google helps you find new customers, whereas Facebook helps new users find you.
Now, let us examine the strengths that each one has to offer. Google has more than 3.5 billion searches each day, offering advertisers unprecedented access to thousands upon thousands of potential customers. No other search engine has the reach of Google, and the huge potential source of customers makes this a great addition to your digital strategy. The result is that even the smallest Warwickshire business can be confident of being found by potential customers from anywhere in the world.
Moreover, Google offers the widest range of ad formats, in comparison to its paid advertising counterparts. AdWords is split across two networks- Search and Display. The search network encompasses the entire search engine with text ads, using keywords to target prospective customers. The Display Network offers visual ads to appear on related sites, to raise brand awareness whilst also assisting conversions. Ad-extensions, call extensions, user reviews, location targeting and shopping ads, offer unparalleled customization for advertisers.
Facebook, although being a newbie in the advertising field, has been slowly refining its solution for years. It’s not quite Google in its reach, however it does boast an incredible 1.55 billion monthly active users. Advertisers are presented with a unique opportunity to adapt promotions, as users share their interests, beliefs, values and consume branded content every single day.
Facebook adverts make the Google Ads look particularly boring, using vibrant and powerful visuals to lure customers. The video and image ads blend seamlessly with user’s News Feeds, leveraging the power of persuasion without frustrating audiences with obvious advertising.
Harnessing the power of ‘paid search’ and ‘paid social’ is the most advantageous strategy, and both should be viewed in a complementary way. The two platforms have evolved independently of one another, despite some initial similarities, which shows that AdWords and Facebook should be used simultaneously by all Warwickshire businesses and not in competition.
To learn more about how AdWords and Facebook Ads could work for you, get in touch with us at firstname.lastname@example.org or call us on 01926 732044.