In this day and age, any business will find it hard to reach their audience and get the exposure they need to grow without venturing into digital advertising. Facebook and Google are two of the most popular online advertising platforms out there. 

Although fundamentally different, both Google and Facebook advertising services are both effective strategies that any business should take advantage of. The only question is, which is best for your organisation? In the interest of arming you with the necessary information to make an informed decision, let’s discover the answer to the question by comparing both services.

Which One is More Cost-Effective?

First things first, setting a benchmark for both services is important. We must first look at the cost-per-click (CPC) to determine which of them lets you get more return on your investment. 

There are many factors that will influence your CPC in both Google and Facebook advertising services. To make things simpler, let’s make a straight comparison between the same industry, comparing one platform to another. Generally speaking, Facebook’s CPC looks a little lower than Google’s. However, that doesn’t mean Facebook is necessarily the best platform for you since it’s cheaper. If we consider the user’s intention to buy is generally higher with Google Ads, your business may be better suited to it. 

Which One Is More User Friendly?

When it comes to getting your ads up and running and making sure they are effective, Google Ads is likely the more user-friendly platform. There’s a reason why this is the case, and that’s because of how the platforms were designed. 

Facebooks is, first and foremost, a social media platform, which means all its ads rely heavily on the health of your Facebook page. The “healthier” your page is, the more Facebook will trust you and help you better distribute your ads to more people.

Which One Will Get Me Better Engagement?

When talking about engagement, click-through rates (CTR) and conversions are the main things to look at. Similarly to CPC, engagement benchmarks vary depending on the industry, but you can begin by comparing the right CTRs.

In Facebook, a regular CTR refers to any clicking action on an ad, which could be as simple as clicking ‘see more.’ That sounds simpler and easier than outbound CTR, which involves clicking on a link in the ad that takes you somewhere else, which is what Google Ads value more in their CTRs. 

However, Google AdWords search network is best at CTR and beats its own display network and Facebook ads by a massive margin. That’s mainly because of the difference in the users’ behaviour when using Google. People who look for something in the search engine are actually interested in it and are looking for it. Compare that to Facebook, where the ads are pushed to users.

The Bottom Line—You Need an Omnichannel Strategy

Both Google and Facebook are viable advertising platforms that any business can use. They both have their own pros and cons and can deliver excellent results depending on how you use them. That said, it’s still best to employ an omnichannel strategy where you use both platforms and shift your focus on spending depending on your results and your goals.

Who doesn’t want their business to grow and thrive in an ever-changing market? Co Media is here to help you achieve those goals through our digital marketing services. From local SEO and Facebook advertising services to websites and Google Ads, our suite of services are designed to generate leads and make as many conversions as possible. Contact us if you need digital marketing and web development services for your business.