Adwords or Facebook Ads ? How can I get exposure to Mass Markets

Friday, March 13, 2020
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How can you get more sales?

It’s a question that businesses of all sizes are constantly asking. To answer it, they often turn towards marketing and in particular paid advertisements.

Google Ads and Facebook ads are two of the biggest platforms in the Pay Per Click (PPC) advertising world. Both Google and Facebook have access to unparalleled audience sizes. If implemented correctly, they can bring a lot of new clients to a business. In an ideal world, a company would be able to market across both of these platforms. However, sometimes due to time and available resources, a business would like to focus on one over the other. This article will compare Google Ads and Facebook to help you make up your mind.

What is PPC and Sponsored Ads?

PPC stands for Pay Per Click. This means that every time a computer user clicks on a business’s ad, that business pays a fee. Within Adwords and Google, advertisement space is bidded on by companies that want to appear in particular areas of Google Search, Youtube, Maps, Play, and the Display Network. The amount they bid to appear there is how much they are willing to pay every time their advertisement gets clicked.

Facebook operates slightly differently, under a ‘Paid Social’ model. Essentially, a business is paying to place their advertisements in front of the users on the social network and related sites, such as Instagram.

Audience Size

The audience that these two platforms reach is huge. Google has the larger number, with 3.5 billion searches made with it every day. Facebook has 1.45 billion active users every day. The key part to remember here is that it’s not always best to go with the biggest audience size.

Questions to consider at this stage is if your target customers use the Facebook network and if your product already has search volume around it. If people aren’t searching for your product online, Google Ads become less effective. Similarly with Facebook, if the people you are trying to market to aren’t using it, then your resources are wasted.

Cost Per Click

The amount you spend on each platform is an important consideration. Depending on the industry, CPC can dramatically vary. Where you want your ads to appear will also have a big impact. In general, the average CPC is more expensive in Google Ads. However, people that click on a Google Ad might be further into the sales funnel than on Facebook. Facebook is very useful for building brand awareness and Google is usually a more solid choice if your messaging is targeted towards people with purchase intent.

User Intent

As mentioned in the previous point, Adwords is a better choice than Facebook to target people with an intent to buy. This will vary depending on the type of business you run so think about where people are searching for your product or service when they actually want to buy it.

While Google Ads can inject your messaging at a point when a person is close to a sale, Facebook Ads still has some positive attributes. It’s great for building your brand and taking it to new audiences. If people associate your company with the service they need, they are more likely to purchase from you as well.

You have to understand what your campaign objectives are. If you’d like to build an audience and brand awareness, then Facebook is a stronger candidate. If you’re looking to target people directly within the sales cycle, then Google Ads should be your choice.


Both platforms have a sophisticated level of targeting around age, gender, location, and income level, amongst others. Although, Facebook does provide an added layer that Google does not. Facebook lets you create audience groups that are formed around behaviors and interests.

For businesses, it’s extremely important to get the right customers. Marketing is so vital to this process, it’s not just about getting loads of people to see your brand, it’s about getting the right people to buy from your brand. Facebook and Google Ads are able to target different groups of people for different purposes. Ultimately, you need to consider what the goals of your marketing campaign are, what industry you operate it, who your audience is, where in the purchasing cycle do you want to reach them, and how much you are willing to pay.