Google AdWords & Facebook Ads

Google still dominates the search engine sphere with their market share. Facebook, however, does not seem to be far behind. Google Adwords and Facebook ads hold similar functionalities; most importantly, their large audience. Both are primarily pay-per-click advertising channels, despite the fact that they both offer additional advertising options (Casey, 2011). Both offer free marketing tools, like Facebook Pages and Google Places, that do not require an ad buy (Casey, 2011). The two are also similar in that they both allow users to run campaigns that target specific market segments. 

In order to determine which platform is best for one's business, then the goal of the campaign must first be identified. This is because Internet users do not necessarily search Google and check their Facebook pages in the same way. Facebook ads may be a better match for building brand awareness or to relay a specific message, considering that the Facebook session usually lasts longer than your average Google search (Casey, 2011). This especially holds true if the message is also targeted to a specific, unique segment of viewers; for instance, those who watch a certain television show or belong to a specific group. This specific criterion, which is more people-oriented, would not be as easy with AdWords. 

When it comes to straight web searches, Google takes the advantage. They are more effective at driving clicks and conversions around certain products (Casey, 2011). People typically log onto to Facebook to check their pages, post photos, or update their status', while those who search on Google are have a more specific goal/product that they are looking for. If a business is in the videogame market, for instance, then it would make more sense to buy certain keywords, versus targeting these consumers on Facebook. 

Because Facebook holds lower click through rates than Google, their ads are more traditional, but with more precise targeting. Facebook ads seem to be better designed to build a brand or relay a certain marketing message over a longer period of time, whereas Google does a better job at reaching those consumers that are wanting to buy right then and there, which is why the click through rates are so high (Casey, 2011). Advertisers are able to secure their intent at the right time. In terms of usability, both platforms have been touted as having about the same level of complexity. Facebook may pull in an advantage just because most everyone is familiar with the interface. Google AdWords seems to be more challenging in that it offers so many features and functions that have to be learned and some smaller businesses may find Google AdWords overwhelming.

Google now seems to be offering more demographic-specific options through its Google Display Network. There is now more of an emphasis on retargeting, or behavioral marketing or remarketing, where ads are shown to users based on their past Web activity (Casey, 2011). The implication here are that these ads can actually follow the intended audience through the particular company's partner sites. In comparison, Facebook ads will stay within Facebook. Through Facebook, one specifies exactly where they went or what they like and on Google, it is basically inferred based on one's Internet behavior (Casey, 2011). 

 

 

 

 

References:

Casey, K. (28 September 2011). How To Choose Between Google AdWords And Facebook Ads.

http://www.informationweek.com/news/smb/services/231602311?pgno=2.