With over 5.6 billion searches being made every day on Google and over 2.8 billion active monthly users of Facebook, it's no wonder that your business needs these powerhouses included in its online marketing arsenal.
In this article, we'll cover each platform's unique features, the key differences to keep in mind, and the factors to consider when deciding which ad platform to use.
Let's get started.
Needs vs Wants
One might think these two options are mutually exclusive, but that's not always the case when it comes to business decisions - especially with Facebook and Google as examples! Google caters to needs by responding to searches that the user has decided to make themselves, but Facebook caters to wants by putting your brand in front of an audience who may want your product or service.
Consider the audience you are targeting when developing your ad campaign. The messages that work well on one platform may not necessarily be successful on the other. So it's important to know which sites will platform reach those who want or need what you offer. Both Google and Facebook can be used to help redirect visitors to your website but why they choose to click on your ad is dependent on how you can cater to their needs or wants.
With Facebook's powerful targeting metrics, you can get your product in front of a very specific audience. You could direct users who have clicked on one post or advertisement to visit your website for more information about what they are interested in buying! You can also retarget that same audience, reminding them to finish the purchase later.
Google has similar display & remarketing campaigns that target users as they browse the web, emphasizing a given brand or reminding them of something they may have left in a cart. For brand awareness, Facebook will most likely be more effective, as it’s harder to ignore something that appears in the middle of your newsfeed.
Why does Google have a higher conversion rate?
While the conversion rate will be different depending on which industry you operate in, you’ll generally see a higher conversion rate on Google compared to Facebook. Why? The answer may be as simple and straightforward: the intent behind my search. For example, when I look up "electrician near me" on a computer or mobile device, I am most likely looking for an electrician right now! This means that those advertisements have high chances of getting our business because we're most likely looking for electricians who can help us out right now with whatever issue I have.
For Facebook, I may see an electrician advertise their business, but it will be likely that I don’t need their services at that exact moment. If you’re looking for an immediate return on investment, Google may be a better option.
Use both for best results
While we have talked about the differences between Google and Facebook, there are many benefits to using Facebook and Google together. They help each other grow by feeding each other data to become more precise and discover deeper insights. Once you start a branding campaign via Facebook, you are likely to see a subsequent increase for those brand terms on your Google ad campaigns. Using Facebook and Google ads together will help you generate the greatest results for your business.
One of the most important things to remember when you want to be searched is you need to be known. And if you want to be found, you have to be visible.
To be competitive in today's market, you must learn how each platform works and use its features effectively. Create a brand that is recognized on both Google search results pages (SERPs). Also, make sure you are visible on Facebook so people are aware of your business when they need you. It may not be at the time of discovery, but in the future, when they do need you, they’ll know you are here.
Whether you want to reach your audience through SEM or social media marketing, The Recipe can help. Contact us whenever you want, we are ready to help you.