For those who aren’t familiar with the various forms of internet and social media marketing, it can be easy to confuse Facebook Ads and Google AdWords. So, what’s the difference? Let’s break it down.
Google AdWords is the world’s largest PPC advertising platform and the most widely used. Also known as paid search, Google AdWords focuses on targeting keywords and text-based advertisements.
Marketers bid on different keywords and phrases that users enter into Google with the aim that their ad will be displayed next to the results for these queries. Every time a user clicks on the ad displayed, the marketer gets charged.
The major advantages of Google AdWords are that it provides a massive audience (Google is, after all, the world’s most popular search engine) as well as a level playing field. With Google AdWords, relevant, optimized, and high-quality ads tend to have the most success — no matter how much money marketers have in their budgets.
Facebook Ads, by contrast, is a form of social media marketing. It is sometimes also called paid social. Unlike paid search, paid social doesn’t rely on keywords. Rather, it relies on users’ interests and previous behaviors to connect them with ads they are most likely to be interested in.
Facebook Ads allows marketers to target a very specific audience granularly, which is arguably the main advantage. It also offers a truly impressive ROI.
In conclusion, while Google AdWords helps the marketer find new customers using keywords, Facebook Ads help customers find their way to the marketer. So, which is better?
Well, the bottom line is that when it comes to social media ads versus paid search, one isn’t better than the other is. Each has its pros and cons, and it is in your best interest to integrate both into your online marketing strategy.