As a new business, one of the decisions that you are going to have to make regards whether to advertise on Google or on Facebook. Both platforms appear, at face value, to be equally attractive. Google is one of the world’s biggest Search Engines. Should you decide to go the Google Ads way, you will get access to millions of websites that have signed up for Google AdSense. Facebook, on the other hand, boasts of having over 2.3 billion monthly active users. These are drawn from a wide range of demographics and interest groups across the globe. So, which platform should you choose when it comes to your first foray into the world of digital marketing? First, let us begin by looking at some of the similarities and differences between the two; 

Google Ads is all about paid search

Google Ads operates similar to an auction house. What happens is that advertisers bid for favorable position on web pages. When someone carries out a relevant search on Google, ads from Google Ads appear at the top of the page, alongside organic search results. This system is what is referred to as paid search. You are paying to circumvent the dictates of Search Engine Optimization (SEO). So, instead of waiting years for your SEO efforts to begin bearing fruit, you can begin benefiting immediately by paying for pole position on Search Engine Result Pages (SERPS). Of course, you will be competing with others. There are a number of ways through which you can stay ahead of the pack, including raising your bids, working on your copy and increasing your quality scores. 


Paid Search vs Paid Social

On the other side of the spectrum are Facebook Ads. They are what can be thought of as “paid social.” What happens is that you take advantage of the fact that Facebook has such a high number of users to reach out to your target audience. So, what are the differences between paid search and paid social? Facebook Ads and Google ads are, to an extent, similar in that they are both forms of digital marketing. 

However, there are key differences that you need to understand if you are looking to advertise on these platforms. For one thing, Google Ads is all about keywords. As a business, the keywords that people use when making searches allow you to find new customers. Paid social, on the other hand, rely more on understanding your prospects’ interests and behaviors. 

Google Ads is HUGE

The really appealing thing about advertising on Google is that the platform fields so many search queries on a daily basis. How many? Well, every second that passes, Google gets in excess of 63000 queries. This translates into over 5.6 billion queries per day! Such a figure is clearly astounding! It is also what makes Google so appealing from an advertising point of view. 

Facebook Ads offer greater visual appeal

Google CPC text Ads, it has to be said, tend to be rather dry. There are, nevertheless, a number of things that you can do to increase their appeal, including through the use of ad extensions such as Seller Ratings. If you carry out a search for a product on Google today, you will notice that some of the CPC text ads that appear will have a five star based rating system. This is derived from the reviews that you get from your customers and can, according to Google, increase your CTR by as much as 17%. You also get more visual appeal through Google’s Display Network. 


However, Google Ads do not get anywhere near to Facebook Ads in terms of visual appeal. This tends to be rather important for particular businesses. Real Estate firms, as an example, can run CPC text ads on Google. However, they are likely to generate more interest through Facebook Ads. Here, they can create ads featuring images and videos of their listings as a way of appealing to the visual nature of humanity. 

Facebook Ads offer more intimate targeting options

Both Google and Facebook are used by billions of people across the world. This provides unparalleled advertising opportunities for new business. However, one of the things that you need to understand is that Facebook tends to be much more intimate when it comes to audience definition. That’s because the platform collects such a wide range of information from its users on a daily basis. 

As a Facebook user, you have probably shared information about you accomplishments, interests, beliefs, values, ideologies and much more. This makes it possible for advertisers to really zoom in on the right kind of audience. Facebook Ads, as a result, tend to have higher conversion rates than Google Ads. The conversions rate for Google Ads stands at around 3.75%. That is lower than the conversion rate for Facebook Ads, which is at about 9.1%.  

Facebook Ads can be cheaper

One of the things that newbies want to know when it comes to the Google Ads vs Facebook Ads debate is; which of the two platforms is cheaper. The thing to note is that you can get started with Facebook Ads for as little as $5! Facebook also offers a great ROI potential. That all has to do with what we have just been discussing above; Facebook allows you to be precise in your targeting, meaning you will be able to get more from less. 

Which one should new businesses use? 

A lot more can be said about advertising either on Google or on Facebook. However, as a new business, the thing that we need to point out to you is that there is nothing stopping you from using both Facebook Ads and Google Ads. Indeed, this is something that you should actively do. Both platforms are powerful ways through which you can get the word out about your existence. So, rather than viewing them as adversarial, you actually need to look at Google Ads and Facebook Ads as complimentary. That way, you can maximize on the strengths that are offered by both platforms.