Choosing Between Google and Facebook Ads

Whether you are brand-new to online marketing or have an established website with multiple sources of traffic, many opportunities exist for growth. Two of the most popular pay-per-click (PPC) options are Facebook Ads and Google Ads. Either one can offer many opportunities for you to succeed online when you partner with a great Google Ads agency.

How do you decide whether you should focus on the most popular social media platform or the biggest search engine?

Essential PPC Steps for Successful Ads

At their core, Google and Facebook ads function the same way. They are both PPC options intended to reach a specific, targeted audience and drive them to your website. 

You pay a small amount every time someone clicks on the ad in the search engine or social media page. This makes targeting extremely important, which is one of the main tasks a reputable agency will handle for you.

But to prepare, keep the following in mind:

1 – Know your audience. If you do not know exactly what the people you want to attract are looking for, you will have a hard time getting their attention. 

To find your target audience, start by looking at your current customer base. Consider who they are, what they need, and why they chose your product or service. You can also use demographic information to target specific groups of people. 

Once you have a good understanding of who your target audience is, you can create ad campaigns that are tailored to them.

2 – Determine your budget. PPC ad costs can add up quickly if you do not manage things well. How much are you willing to spend to get the types of results you need to succeed? 

To determine your budget for PPC ads, start by looking at your overall marketing budget. Then, calculate how much you’re willing to spend on each click. Once you have a general idea of your budget, you can start researching different PPC platforms and compare prices. Keep in mind that the amount you spend on PPC ads will vary depending on a number of factors, including the competitiveness of your keywords and the size of your target market.

3 – Use retargeting. Retargeting is sending ads to people who’ve already visited your website. It often takes more than one time for consumers to take action on any type of marketing. These digital strategy efforts ensure that your ad reaches people who are already interested in what you have to offer, making them more likely to convert into customers or clients.

Google Ads Agency Pros and Cons

Paid search advertising on Google is the foundation of many PPC campaigns. You pay to get clicks and improve your position in the search engine results pages (SERPs) so more people from your target audience notice your brand. 

Setting it up is quite easy on the surface, but there are many different options to choose from that can benefit from the experience you’ll find at a top Google Ads agency. Things like negative keywords, flexible bidding, and retarget segments all need an adept hand to make them effective. 

Basic setup entails the following:

1. Log in to your active account at Ads.Google.com (or have your agency rep do it)
2. Choose a type of campaign, such as search, smart, video, or display
3. Select what type of results you want from the ad, such as site visits or phone calls
4. Fill in the ad settings for your target audience and location
5. Set up an overall budget and individual bidding options
6. Choose effective keywords for the different ad groups
7. Finalize ad creation and activate them to start getting traffic

Within each of those items on the list are many subtasks and decisions that can affect the overall efficacy of your advertising campaigns. A Google Ads agency with a track record of success understands the ins and outs of all the details needed to get the best results for you.

Major benefits of using the search engine’s PPC platform include exceptional targeting, ultimate control of your budget and expenses, a wealth of data to track and analyze, and many optimization options.

Facebook Ads Pros and Cons

Facebook PPC ads work by targeting a specific audience with keywords that the advertiser believes their target is interested in. The ads are then served to the target through Facebook’s ad platform. 

Cost for these ads is determined by how much you are willing to pay per click and the competitions’ budgets. This is, of course, ultimately the same as how search engine paid ads work. However, there are some differences that you should be aware of or hand over to your chosen Facebook and Google Ads agency for management.

Today, this popular social media platform offers a lot of targeting options when it comes to attracting the type of audience who is most likely to enjoy what you have to offer. You get a lot of data to determine what ad copy or graphics work the best and whether you should raise or lower your bids. 

Unfortunately, Facebook ads tend to be more expensive than Google Ads overall. The cost per click may be lower, but advertisers generally get lower conversion rates there. Also, you only reach the demographics who commonly use Facebook instead of having access to the wide variety of groups on Google. 

Nevertheless, competition is fierce for the most popular keyword phrases. However, this type of issue exists everywhere you want to expand your digital marketing efforts these days.

If you want to truly boost profits with PPC, a combination of Google and Facebook makes sense. The right digital marketing agency can help you make these decisions based on your specific brand identity and goals. It is impossible to give one piece of advice that suits all businesses.

Summing Up

Ultimately, the decision to use Google Ads or Facebook Ads depends on the factors specific to your brand and marketing strategy. Many companies use both with great degrees of success. If you want to learn more about how to create the perfect solution for you, you need help from the experts. Contact Digital Authority today to get started.