Budget and average cost per click for Google Ads
In most cases, the cost per click (CPC) will be significantly higher in Google Ads, than for ads on Facebook. The average cost per click in Bulgaria (Facebook) ranges between 0.06 leva and 1 lev depending on the niche you operate in. While in Adwords we start from 0.10 stotinki and can reach 4-5 leva. So, if you have a very small monthly ad budget (for example, 200-300 leva), it would be better to start with ads on Facebook, as this will allow you to reach a larger audience. I believe that the number of clicks is not everything and in some cases it is good to test the performance of Adwords with smaller budgets, as you might get visitors who already have an established intent to buy. Often, however, advertisers simply overlook this fact and prefer to go straight to the cheaper channel.Your industry and your competition
The most important point to consider. Which industry are you in? Where are your competitors advertising, how many are there, and how strong are they at the moment.Defining your goal
Once you determine what you can afford, what niche you are in, and what competition you have, then you need to think about what you hope to achieve from this marketing initiative. If your goal is brand awareness, generating impressions, or building customer lists (lead generation), ads on Facebook will be your best choice. However, if you want to generate sales, then Google Ads is your trump card. In Google, the user is searching for what you may be selling. Therefore, intent and the conversion rate are usually much higher.
Stages in the buyer's journey
Understanding which stage of the buying process the user is at will also help you decide which advertising channel to use. If you want to capture users at the moment they are ready to buy a product or service,Google Ads is your best option. However, if you are trying to draw attention to your product or offer, then ads in Facebook can help you target those who have a current or as yet unrecognized need for your product or service. This is how the two channels can complement each other and fuel your business growth.Total search volume in Google Ads
This point is clear, but somewhat overlooked. If your organization offers a completely new product or service and there is very little or no search volume,Google Ads (paid search) will most likely not generate much traffic and therefore is unlikely to achieve the set goals. Before you rule out Google Ads entirely in this scenario, you may want to bid on a series of keywords that describe a problem your product or service solves. My recommendation is to emphasize that, rather than the specific product or service that very few people know about. For example, Tile, described as a “Bluetooth tracker,” was one of the first of its kind. Keywords like “find your wallet,” “find your keys,” and “find your phone” could generate significantly more search demand than “Bluetooth tracker” or even its own brand name. Demographically sensitive product or serviceSimply put, there may be some cases where one advertising platform is more suitable than the other. If purchasing your product or service is strongly correlated with specific life events, then Facebook is most likely your best option.Facebook has powerful targeting capabilities, such as the ability to target based on life-changing events. For example, targeting those who are recently engaged or married, those who have turned 65 (selling health insurance), or those who have recently had a new baby are examples of life events that can be targeted accurately through Facebook and not so easily through Google Ads. On the other hand, offering a product or service that appeals to broader audiences may be better advertised in Google Ads.Brand awareness
It is not as important as some other factors, but it is worth noting. If you are a new company, you will most likely be less successful in the search network compared with a mature, established company in your industry.Why? In this scenario, your competitors have much stronger brand awareness and loyal customers. They are established, and people know who they are and what they offer. When users see your ad (a company they do not recognize) and your competitor's ad (one they recognize), they are much less likely to choose you. Larry Kim from WordStream wrote a great article about this concept of brand affinity, as it relates to search with a lot of data-backed insights. So make sure you keep your company's market position in mind. You may need to build your brand reputation through ads in Facebook, before launching a campaign in Google Ads, so that you increase your chances of success.
This quick chart will help you make the best decision for you. Although exceptions to the rule exist, if your situation leans more toward one side or the other, that is the channel you should test first.Conclusion
After reading these points, you will notice that there is no single, equal answer to when you should use Google Ads or Facebook. When trying to choose between the two channels, you should first take a step back and understand what you want to achieve, what your industry is, where your competitors are, and what quality of visitors you are looking for. These are truly the most important factors when making a choice. In short.. there is no better channel. The two are fundamentally different and complement each otherIf you would like professional support creating Facebook or Google Ads campaigns, contact us at: 0888 530 444
Tell us in the comments which of the two channels you use and for what purpose?
