Transcript – Facebook Ads vs Google Ads
Facebook Ads versus Google Ads. Facebook knows everything about you, Google knows everything about what you want right now. Both very, very powerful platforms when it comes to marketing, but which one is the best for your business? Well, let’s compare the two. Let’s look at the shortfalls and the benefits of both, and let’s get into it.
Darren: Hey there, guys. Darren Taylor of the bigmarketer.co.uk here. My job is to teach you all about search engine marketing. If that’s what your up your street, you should consider subscribing to my channel. Today, we are looking at the differences between Google Ads and Facebook Ads, and which one your business should focus on or indeed, which one to turn away. Well, let’s get into it. Could you imagine if Facebook and Google merged? That would be crazy, because as I said in the introduction, Facebook knows everything about you. It knows your life’s milestones, it knows about what you like, what you dislike, what you eat, where you went for dinner last night. It knows every minute detail about you.
Google Know Exactly What You Want
Whereas, Google don’t have any of that demographic data. The demographic data they do have is a bit of connecting data points, and of course, a bit of guesswork as well in terms of who you are and what you like as well. But Google’s advantage is they know exactly what you want right now. There’s never a differentiating factor between the two than Google knowing what you want now. If you go to the search results page and you type something in, there is no doubt that you definitely are interested in that proposition you’re looking for. If Facebook and Google merged, it will be a dangerous day for all of us, because they’d know everything about us and what we want right now.
The data points connected would be invincible in the world of marketing. Luckily enough, I don’t think we need to worry about that. However, let’s get back to the main question and say which one is best for your business. Well, like many, many things in the marketing world, it completely depends. Let’s start off with a very obvious B2B service like an accounting practice. Now, if you’re an accountant, the chances are you will want to be on the Google search results page over the Facebook newsfeed. Now, of course, that’s a B2B service based business, and people are looking for an accountant, will go to Google and do a search. Therefore, spending money on Google Ads to find new clients is a very good idea.
Facebook for B2B Services? Maybe Not…
However, if you flip that around and start to think Facebook knows I’m a business owner, therefore, they might know I’m interested in having an accountant. Facebook may have the timing completely off. You already might have a brilliant accountant. You might have a great relationship with them. You might do your accounting yourself using accounting software. Facebook can’t connect the dots in that scenario. Whereas, Google knows exactly who’s looking, and what to put in front of them, and when. That’s a perfect example of where Google Ads wins the first round.
Let’s flip this around and look at the consumer goods side of things. Fast-moving consumer goods. If I’m a perfume company, say, I am CHANEL and I want to bring a new perfume to market. Now, which medium am I going to choose to do that? Am I going to want to appear in the Facebook newsfeed, or do I want to appear in the Google search results page? Now, this is an obvious one. Definitely, the Facebook newsfeed, because you’re going to reach people who you know have an interest in your products. You’re going to reach people who you know fit the demographics of your customers, and you’re putting your product in front of them.
If you compare the number of people searching for perfume on Google with the amount of people who use perfume as a demographic, there’s going to be a massive difference. The people looking on Google will be a very small part of people, and the people who are actually on Facebook who are interested in perfume anyway, they’re going to be a much bigger part. When I bring a new product to market, and I want people to discover it, Facebook is a better option for me. Of course, CHANEL will probably do both, which is the right thing to do. Now you know the two different scenarios of when to use both.
Facebook is Sexy, Google Isn’t
Let’s talk about perception and sex appeal. Yes, sex appeal. Facebook and social media, in general, is sexy. People love the idea of being a social media marketer. They like the idea of being good on social media. They like the idea of saying, “At work, I play with social media.” However, if we look at the unsexy part of things in marketing, Google Ads isn’t a sexy product. It’s very mature, it’s been in the market for years, and it’s not something that will appeal to people who want to break into digital marketing as the first port of call. Normally, it’s social media, and that’s what brings people in. The problem is, that this mature product is a very, very, powerful product, and it can have so many advantages over social media.
Let’s not forget the advantages social media has over Google Ads. In terms of cost per click or cost per thousand impressions, Facebook is so much cheaper than Google Ads. Again, it goes back to being a less mature product, unless people are using it than using Google Ads at the moment, but that could all change, and that shift will start to happen where Facebook Ads becomes really, really expensive. Start learning about it now, because now is the time to take advantage of the platform while it’s still cheap and people are still moving their money onto the platform. Google is still a very mature product and it’s very expensive.
And Google Ads is Hard to Learn…
Another thing to note is the learning curve of Google Ads, is very, very, very steep. If you want to really understand how to use the product from start to finish, understand all the functionality available, things like scripts, going through how to optimize and automate your accounts, all of these things in Google Ads are very complex and can take years to learn. When you look at Facebook Ads as a platform, yes, it’s a complex platform, yes, you can do quite complex things with it and complex audiences and targeting, but in terms of product sophistication and the learning curve to learn the platform, Facebook Ads has a much more shallow learning curve than Google Ads.
It might be a great first attempt as a business owner to get into online advertising because you’ll find it a lot more easy to set campaigns up than you would on Google Ads. Yes, I know some people will probably disagree with what I just said. People that are in Facebook Ads day in and day out would look at the products and get the most out of it, and are very high-level users of the product, but compare that to how high level of a user you have to be to utilize AdWords scripts, for example. Something like that within the product is a very steep learning curve.
Something as myself as someone who uses PPC in AdWords on a very consistent basis, still can’t write a script that can do anything advanced. I rely on very, very, clever people to do that and I use their scripts. That tells you how complex the product is if you lose it to the maximum overall. Like many videos I create, there’s a ton of nuance involved. There’s a lot of opinion around which scenario to use each technology in. Let’s answer the question, which one should your business pick? You should have the answer by now. It depends, and if you can, use both, because both can reach very different audiences and have different parts to play in the marketing funnel.
When you look at a marketing funnel, at the middle of the funnel, Facebook Ads could play a really key part in a service based business. Of course, if you have a fast-moving consumer goods products, you can ask for the sale directly on Facebook Ads themselves as well. Like anything, it used to be SEO versus PPC. Now, we’re looking at PPC versus Facebook Ads, or Google Ads versus Facebook Ads. Like anything like this, use both where you can.
Thank you guys so much for watching this video. If you liked it, please leave a like below. Let me know in the comments which platform you think is the more difficult to master. Facebook Ads or Google Ads?
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