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Google VS Facebook



Marketing Team - Kyber Courses

When determining your marketing budget, one of the most common questions we get is whether to spend your money on Google Ads or Facebook Ads?


Really, the choice depends on a few things. Both Facebook and Google Ads are the cream of the crop for online advertising.



Advertising on either platform will grow your leads list and gain new customers.


Facebook alone has 2.85 billion active users and Google has 5.4 billion searches per day. That covers a lot of ground.


So, with these stats, how do you choose where to spend your marketing budget? What is the right choice for your business and sales goals?


Read on to find out.




Why You Need a Digital Marketing Strategy


Your customers and target audience are being inundated daily with offers of products and services similar to yours. If you don’t use digital marketing to your advantage, you can bet that your competitors will.


A digital marketing strategy can increase your brand awareness, spread information, drive traffic to your site, provide reminders to potential buyers, ensure ROI, and provide multiple paths to sales.


Most people turn to digital devices when they want to know how to spell a word, who stars in the film we're watching, and when they are trying to find a product or service to satisfy a specific need.


Marketing Team - Kyber

People use Google and other search engines to search for just about everything, and they are spending a lot of time on social media platforms too. Since we spend so much time online, we are used to having what we want at our fingertips.




This makes us rather impatient; we expect a solution to our problems right away.


But you will need to work to get your brand a leg up on the competition, which is why you need a digital marketing strategy as part of your paid advertising budget.





How Facebook Ads Work


Facebook - Kyber

To understand why Facebook Ads are effective, you must first consider the way people use Facebook.


Facebook is a social media site, which means that most users of social media aren’t necessarily shopping for a product or service. It is used as a means to connect with people, see their growing families, speak with friends you haven’t seen in years, and keep up with the Joneses, so to speak.


Because there are so many people using Facebook, there are many different markets to reach, translating into potential sales for you. When Facebook users are scrolling their newsfeed, ads are blended seamlessly and this can drive clicks to your site.


You may choose to vary your paid ads between videos, mobile news feed integration, or more. Your Facebook paid ads will reach users on Instagram and Facebook messenger, and the ads are available to desktop and mobile users.



Using Facebook can:


  • Grow brand awareness and engagement on your business Facebook page

  • Create lead generation ads

  • Drive sales to your website or storefront

  • Draw attention to your blog posts

  • Target your ads to a specific area and demographic


Facebook helps you target the ideal buyer persona for your ad to create a Custom Audience. This allows you to select targets based on demographics such as job title, level of seniority, income, and even specifics such as favorite television shows.


Still unsure about Facebook ads? Consider the following:


  • Most people are on Facebook, and so are most businesses and brands

  • The ads are really inexpensive

  • You can spend a minimal amount, even less than $100 dollars a month, and receive thousands of views and clicks

  • Facebook has a chatbot that will answer ad clicks for you, so you don’t have to monitor Facebook all day long


With all of that taken into account, now consider Google Ads.





How Google Ads Work


Google - Kyber

Google owns 92.05% of the search engine market. So, when you are looking to take advantage of the search engine traffic, Google Ads is a great place to do so.


Google can display your ads on the Search Network, which comes from searches you have made through the keywords you have used, for example, “lawn care” or “HVAC repair.”


On the other hand, the Display Network will display your ads on websites that have keywords related to the criteria you have specified.


Google Shopping is an eCommerce ad service that will see your brand appear in the search results of relevant shopping-related searches.


You may also create video ads that will appear on video streaming sites and across the Google Display Network. Finally, Google Ads Remarketing will allow you to reach a lost lead and gain a sale.


Google Ads users see a good ROI. Google is excellent at bringing in customers that are ready to buy. It also has the power to promote your brand in big ways.





How Much You Can Expect to Spend on Google Ads


Deciding on your Google Ads budget can be hard to do and depends on a few different factors, such as your industry, the size of your company, and the nature of your campaign.


Your ad quality and conversions should also be factored into your expected Google Ads budget.


The average cost-per-click rate is generally less than $2.50 in the US across all industries. Typically, you can expect to pay $1 to $2 for every click on your ad.


Depending on your industry, your keywords may be more expensive. They may also be less expensive. Keep in mind that the most competitive keywords can run upwards of $50 on Google Ads, especially the insurance or online education industries.


Knowing this, it might help to do some research into your industry-specific keywords to determine which keywords you should be targeting.


Considering this information, you can make a better-informed decision about what to expect to budget for Google Ads and plan accordingly.





Should You Use Google Ads?


Now you need to decide if Google Ads is worth it. It really depends on how much you can afford to spend and what type of conversion rate you consider successful.


The average conversion rate for Facebook Ads is 9.21%. On the other hand, Google Ads conversion rate is 3.75%.


Of course, you can further narrow conversion rates by industry. For instance, the search conversion rates for the following sectors are:


Industrial services: 2.57%

Travel and hospitality: 2.58%

Consumer services: 5.00%


Another consideration should be made to the cost per action (CPA), which is higher than Facebook:


Industrial services: $77.52

Travel and hospitality: $60.31

Consumer services: $75.40


Using this information, and assuming you have a monthly ad budget of $1000, you can determine what you can expect from Google Ads.


With your $1000 budget, divided by the average days in a month, 30.4, you will have a daily budget of $32.89. With your daily ad budget, you also need to include how often your ads show up in the Google auction. More visibility means more traffic and conversions.




Should You Use Facebook Ads Instead?


Comparatively, Facebook ads are cheaper, but the leads can be of lower quality. Facebook's average click-through rate for all industries is .90%.


The same industries that we compared for Google have the following rates:


Industrial services: 0.71%

Travel and hospitality: 0.90%

Consumer services: 0.62%


Their average cost per action (CPA) is:


Industrial Services: $38.21

Travel and hospitality: $22.50

Consumer Services: $33.11


Finally, their average conversion rate is:


Industrial Services: 0.71%

Travel and hospitality: 2.82%

Consumer Services: 9.96%


With the example of a business in the travel and hospitality industry, your $1000 monthly ad budget will garner more clicks, but they may not reach the market you want them to reach.


Since your CTR is 0.90% (0.009), your CPA is $22.50, and your average conversion rate is 2.82%, we can make some approximations for your ad budget return.


We will divide your $1000 budget by $22.50, which equals 44.44, meaning that you can expect that your budget will allow for 44 ads over the monthly average of 30.4 days. Even though you may not necessarily only reach your ideal target, these numbers imply that you will get a higher CTR and a better conversion rate for your ad spend.


Your 44 ads a month could equal around a 1.97 conversion rate.





Facebook Ads vs. Google Ads


Now we get to the part where we decide which platform is better. Both Google ads and Facebook ads have benefits and provide great results.


However, really, the answer depends on you. What are you hoping to accomplish with your paid marketing budget?


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If you are trying to grow your brand awareness or social media following, Facebook is the best choice.


If you want to boost your sales and get leads, both platforms can help. If you're going to use eCommerce, Google Ads is the ticket.


You must look at your ideal customer and build what you want from a customer as a result there. Testing and retesting will help you be sure that you have chosen the correct place to spend your marketing budget.



Rationale


A digital marketing strategy can increase your brand awareness, spread information, drive traffic to your site, provide reminders to potential buyers, ensure ROI, and provide multiple paths to sales.


You need to allocate a marketing budget for ads. But where should you promote your business?


  • To grow brand awareness or social media following, Facebook ads is the best choice.

  • To boost sales and get leads, both platforms can help.

  • For eCommerce, Google Ads is the ticket.


If you don’t use digital marketing to your advantage, you can bet that your competitors will. Look at your ideal customer and build what you want from a customer as a result there.


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