Updated: Jun 23
You've started your business, and you're ready to utilize online ads to help expand and grow! But with so many programs to choose from, which ad platform should you use?
Both Google Ads and Facebook Ads offer great opportunities since they're the top two pay-per-click (PPC) advertising platforms used by businesses. Though they're the most popular for PPC, they don't necessarily function in the same way.
It all comes down to the intent and goals of what your company wants to accomplish by using online ads in the first place.
Before creating an ad strategy and figuring out which platform to use, let's first describe precisely what Google Ad Words and Facebook Ads are.
What Are Google and Facebook Ads?
For starters, an Ad platform allows users to put their advertisements in front of online users. This resembles an interactive billboard that will enable companies to reach an audience tuned to most likely respond to your message.
Now how the message is presentable to users changes between Google and Facebook Ads. What doesn't change is that utilizing these online ads is an effective way to reach the audience that best fits your product or service.
Facebook Ads - Paid Social Advertising
There are 2.8 billion daily users in the Facebook family of programs. 2.8 billion daily. The social reach that Facebook has makes utilizing Facebook Ads worthwhile.
Facebook focuses on putting your ads in front of the social users who are most likely to purchase your product or service. The only difference here is the intent of the users. Since Facebook is a social media platform, those who are viewing your ads won't be looking to purchase anything at the moment.
Instead, Facebook works to help users find businesses based on the things they're interested in and consider the way they behave online. Most directly, Facebook helps new customers find you.
"Instead, Facebook works to help users find businesses based on the things they're interested in and takes into account the way they behave online."
Facebook also allows you to have a vast amount of potential for your demographic by utilizing lookalike audiences.
By uploading customer information received from previous campaigns or by your data metrics, Facebook can accurately pull that information and create an authentic audience for your ads to target.
This creates the ideal customer and finds other groups of people that share the same interest to maximize the impact of your ad.
For example, imagine a pizzeria with a live band that plays every weekend in your store. To advertise, you can choose parameters such as:
Customers with an affinity for pizza and beer
Layer it above your geographic area
Create an audience that has taken action on your ads or visited your website in the past
Create a lookalike audience based on the top-spending online customers
Your ads are now targeting a smaller demographic but a more accurate one. You will be seen in front of users with the same likes and interests that would most likely visit on the weekend to hear a live band and eat pizza with the family.