The difference between Google Ads and Facebook Ads: Which is more expensive, FB or Google?

Why Google andFacebookAdvertise?

What kind of business does it depend on?If your business is popular and needs exposure, you must advertise.

If it is placed in offline advertising, it is impossible to accurately measure the effect of offline advertising.

If you advertise on the Facebook platform, Facebook will know who has bought something, so that it is easy for us to know, this isInternet marketingof charm.

If B2B products are to be advertised, Google advertising must be done first.

Social media is proactive.If the customer is not on Facebook, the customer may go to Google to search for keywords to find the product.

In these two different platforms, Facebook may be your choice of customers, but customers may not be available;

Therefore, these two major platforms must advertise and promote.

The difference between Google Ads and Facebook Ads

Visitors to Google ads are active, and visitors to Facebook ads are passive.

Google is the customer who actively comes to the door. Although Google is active, the advertisements of competitors will appear at the same time.

Although Facebook ads are passive, users can basically only see your ads at this time, and generally no competitor ads appear.

• For visitors, they are actively watching Google ads and passively watching Facebook ads;
• For businesses, Google ads are passively seen by others, while Facebook ads are actively viewed by others.

• google ads using keywordsPositioning;
• Facebook ads are targeted using age, gender, and interests.

If the ad is not sold, it may be that the item is not attracting customers.

The first time we advertised, when we entered my Facebook ad management, it would show how many percentages of people clicked, so we could know how many people were interested (test location, age group, gender, all to test).

With big data, Facebook advertising fees will be cheaper.

Big data can let you know what is useful to you. This is the role of big data.

Sometimes customers do not buy after seeing it, and need to combine urgent sales.

• Facebook andInstagramDifferent, Instagram is more youthful.
• Facebook is more popular.
• Google, Facebook, Instagram, these three major platforms need to be paid attention to.

Google Ads and Facebook Ads Metaphor

Google ad metaphor:It’s as if the customer needs to buy something, and then go to several stores that have sales at the same time, compare them, and finally place an order.

Facebook ad analogy:It's like a product that takes the initiative to sell it door-to-door to stimulate the customer's desire to buy.

• Very niche segment of the population, more suitable for Google search ads.
• Google may help you find unknown consumers, Facebook is helping you lock, both of which must be combined.

Facebook Ads and GoogleSEOmetaphor:

• Advertising on Facebook is like actively hunting prey.
• Facebook's advertising response is quite fast, as long as the right things are shown to the right people, there will be a certain amount of transactions.
• And Google SEO is like sowing a net, it takes time to wait for the harvest, and waits for the prey to take the bait.

This is very dependent on the characteristics of the product, which can only convert well through Facebook ads (note that Facebook remarketing ads are not included here), usually with the following characteristics:

• It is an impulse purchase, and users hardly need to do any research;
• Most relevant to interests and hobbies;
• The unit price is low, and users do not have to think about it for too long;
• High repurchase rate;
• There is generally no brand in the brand, and users do not need to consider whether it is a brand;
• General users tend to buy online, less offline, and less likely to buy similar products from Amazon;

For products with high unit price and customer demand only in a specific period or scenario, in general, the direct conversion effect of Facebook ads is not very good.

How to Advertise Effectively on Facebook?

If you want to do good Facebook ad conversions, you should have enough conversion data for a period of time when the test starts, which means that some products may require a relatively large budget at the beginning and give the Facebook system enough time Find in-market users to see if the product is converting well.

• Also, if Facebook ads can be combined with limited-time offers (press sales), conversions will be better.
• The purpose of Facebook ads is not limited to short-term conversions, it can be used to initiate and build brand/product awareness.
• The marketing funnel is a flow funnel, and there is not much water coming in from the funnel, will there be more water coming out below?
• Facebook ads can also be used for remarketing, repeating customer contact, and deepening customer understanding of product/brand value.

In short, Facebook'sWeb Promotionuses can be more diverse.

Which is more expensive, Google Ads or Facebook Ads?

In terms of click cost and display cost alone, Facebook ads are more cost effective than Google ads, which is why many small startups prefer Facebook ads.

In recent years, Google's advertising competition has become more intense.In some industries, a single click may cost hundreds of RMB.For the same money, Facebook ads can get multiple times the traffic.

However, Facebook ads don't have the flexibility to adjust bids like Google ads.For example, if you find that there are many conversions in a certain area and a certain time period, you can set a certain time period or area to spend most of your budget.

(Please note that Facebook ad schedules and Google ad bid adjustments are two different things)

• The click-through rate (CTR) of Facebook ads is generally higher than that of Google search ads.
• even with Google Display Ads andYouTubeAds, Facebook still wins.
• Google keyword advertising is more suitable for high unit price products and B2B foreign trade.

Conversion performance of Google Ads and Facebook Ads

As mentioned earlier, Google Ads are more likely to lead to short-term conversions.

The audience for Facebook ads has no clear purchase intention.In general, Google Ads have higher ROI than Facebook Ads.

However, we can’t just look at the surface data and misjudge the contribution value of Facebook ads, there are many reasons why we can’t track the actual conversion performance of Facebook ads.

Your Facebook ads aren’t performing well, or your ad content isn’t good, and your targeting method isn’t right, and you’re not using the full power of Facebook.

Within a certain period of time, the number of times users can search for certain keywords on Google is limited.Suppose the number of keywords in a certain category is only about 10 per month, even if your budget is adjusted higher, your ad will only reach 10 customers, but only 10 users are actually interested in your product?

For those potential customers who are currently looking for their favorite products or through other channels, we can proactively reach out to potential users through social media and increase market penetration through Facebook advertising.

Advantages of Facebook Ads vs. Google Ads

Another advantage of Facebook Ads is that it can automatically learn based on different conversion goals and serve ads to those most likely to convert.

Currently, Google is just getting started in ad optimization in this area, and previously, it could only optimize for clicks.

In theory, the quality of traffic from Google ads or from search engines is higher than from social media.

But there are some special cases:

• Users search for product keywords on search engines, and their needs are relatively clear.
• While it may not be reflected in the keywords, it will be more or less, such as how much the product is priced right, size and color.
• Based on previous investigations and personalLifeAs a rule of thumb, if your product is too far from what users expect on certain attributes, or too far from the industry as a whole, unless there are very accurate long-tail keywords to match your product, users will have an overall Expectations, otherwise the high probability search ads will be difficult to convert.
• Because in the search state, the user's thinking is relatively closed.If the user isE-commerceWhen searching for products on the platform, this phenomenon will be more obvious, and users will be more eager to achieve the identified goals.
• Suppose I just want to find a regular coffee mug with only 50 oceans.You push me a 100+ ocean coffee mug and it stirs automatically.It seems useful, but I'm sorry I don't need it right now and I don't have time to learn about your products.

However, if one day you show users the unique value of the product vividly and intuitively in the form of video through social media advertising, users may be interested and learn more, because in the state of social media, people's minds are relatively open, Easier to embrace new things and new ideas.

That's why in the beginning, Google ads are more suitable for some more standardized and highly recognized products, and Facebook is more suitable for new products.

Should You Run Facebook Ads or Google Ads?

As of April 2021, the typical click cost on Facebook ads is $4.

谷歌广告的平均每次点击成本在1-2美元之间，平均ROI(广告投资回报率)为8:13354，这意味着每投入1美元，独立站商家将获得8美元的回报。

So if it were you, which one would you choose?In fact, both Google Ads and Facebook Ads are very powerful advertising platforms, and the combination of the two has a powerful effect.Therefore, it is clear that the two platforms should be viewed as complementary rather than antagonistic, rather than in an either-or relationship.