Facebook vs. Google: Where Should Small Businesses Invest their precious ad dollars?
Facebook and Google both grew at a very rapid pace in 2018, with the bulk of the growth coming from their dealings with small businesses. Facebook recently announced it now has over 7 million advertisers on its platform. On top of that, over 85% are small businesses. The question is why – and, as a small business, how do you decide which platform will be best at getting new customers.
Let’s talk about Facebook first…
Facebook – The Undisputed King of Brand Awareness
Facebook and Google are great advertising platform s but are best used in different ways. With Facebook, the name of the game is awareness.
Because of Facebook’s incredibly detailed demographic data, you’re able to get advertising messages in front of very specific audiences. You target people based on age, income, education level, pages they like, schools they went, occupations… the list is
The only problem with Facebook’s platform is that the people you can reach with it aren’t usually in a “buying mood”. That is, Facebook users typically use the site for entertainment purposes— not retail!
This means ads that work best on Facebook tend to be informational, awareness building ads that educate potential customers about a product. This can be extremely useful for new products that aren’t particularly well known to your market.
But what if you’re selling
The answer lies in Google. Google Adwords to be specific…
Google Adwords – Finding Eager Customers Since 2000
Almost two decades ago, Google set the gold standard for online advertising by launching
You see, when someone types, “Carhartt boots size 13 Alberta” into Google, there’s a good chance they’re actively shopping for new boots. It’s a very different experience than someone who’s passively scrolling through Facebook, reading memes, and watching another video starring their second cousin’s cat.
What’s more, Adwords allows us to only display ads to users who are in our area. For a local business, this is huge. Especially when you consider that more than 60% of searches are now coming from a mobile device.
By using Google Adwords, a local shopper punching, “Jacket red Carhartt
Google Adwords gives us, as business owners, the chance to get our ads viewed at a time when customers are most likely to make a purchase. They’re already searching for our products!
Ultimately, the answer to which ad platform you should use is the age-old (and groan-inducing), “it depends”. If you’re simply trying to build brand awareness or introduce a new product to your customers, Facebook is your best bet.
However, if you want to reach motivated buyers, get the word out about a new promotion, drive searchers through your doors, or simply sell more products— Google should be your go-to.
Some 2018 stats worth noting:
|2.7 billion||2 billion|
|7 million||4 million|
Quarterly ad revenue
|1.69 billion||33.7 billion|
|awareness & branding||conversion & sales|
If you’re ready to start running effective, affordable ads for your business, feel free to book a free call with a member of our team to learn how we can help.
Check out our automated ad platforms for small businesses to see how you can start driving new customers to your business with no technical skill or time on your part. You can focus on your business, while we bring you new customers through targeted ads.