Marketers are often daunted with questions concerning which marketing platform is the best for their brand or company, and which platform yields the most return on investment. Since marketing budgets are almost always limited, marketers have to make the tough decision regarding which platforms to spend money on for marketing purposes, or how to devise budgets between multiple platforms. Facebook ads and Google Ads are by far the biggest competitors in terms of ROI on marketing spend, and more often than not Google comes on top in its marketing efficiency due to multiple platforms that can be used under it – YouTube, Google Maps, Gmail Promotion and Social tabs, etc. For more information about Google Ads and how they can apply to your company, visit https://firstpage.com.au/google-ads/. Listed below, however, are ways how companies can decide which marketing platform suits them the most:
1. It depends on your buyers’ intent
While deciding whether you need to run paid ads on Google or on Facebook, companies need to understand which part of the marketing funnel they are looking to target. If companies are looking to build brand awareness, they should opt for Facebook ads as Facebook gathers a lot of in-depth data about its users. When marketers are looking to create awareness amongst a large chunk of their target population, they should opt for Facebook ads. However, if you are targeting individuals further along in the funnel, Google Ads are better for targeting such individuals with purchase intent. This is because the popular search engine platform attracts traffic from users that are actively searching for something with an intention to make a purchase. This is also because users who are looking to purchase something already turn to Google to do some research or read reviews about the given product or service.
2. It depends on the audience you are targeting
Facebook ads allow marketers to target their audience on a granular level with very precise options and characteristics. By using Facebook ads marketers can ensure a lot of control over who gets to see their ads since Facebook has tons of in-depth data about its user base which includes their demographics, interests, life events, history, behaviors and interests. Companies can hence take advantage of this entirety of data if they know exactly what type of audience they are looking to target. However, Google Ads are great for companies who aren’t yet sure who their audience is. Since Google Ads primarily work with the keywords that individuals may type into Google’s search engine, marketers don’t really need to know the exact characteristics of their target audience.
3. It depends on your budget
Your marketing budget is a very important factor when deciding between Facebook ads and Google Ads. The platform you may ultimately choose to spend on would decide how much you are willing to pay to acquire each additional customer. While Facebook ads are generally affordable and Google Ads work on a PPC basis, it is important to remember that both of these platforms can be cost-effective if your marketers are smart about their digital marketing strategy. In order to make Google Ads cost effective marketers should focus on long-tail keywords and in order to make Facebook ads cost effective they should focus on the campaigns they run.
