Facebook Advertising vs Google AdWords

Which has Better ROI for Advertising Adwords or Facebook?

After creating your website, the best way to start getting traffic and sales is via PPC advertising. The most popular options for this are Facebook Advertising and Google AdWords. However, making the choice between these two is never easy for webmasters. Let’s take a look at what each PPC advertising platform have to offer:

Google AdWords

With ability to reach more than 90% of all internet users, different ad formats, enormous network of partner websites and also various targeting options, Google AdWords definitely offers you more possibilities than any other PPC advertising network in the world.

One of the coolest among these is the Remarketing feature, which allows you to reach users, who visited your website and browse through websites in Google’s network. Combined with product feeds , this option can help you improve sales by far!

All bids for cost per click or per thousand impressions are calculated based on how much your competitors are bidding for the same set of keywords and placements. This often results in pretty high costs per click – in many niches, like for example web design, the CPC is higher than £5.

Unless you have a fortune to spend in Google AdWords, you will need to consider lowering your advertising costs by including variations of your keywords, managing your placements across the Display Network and also using website’s topics to narrow your ad targeting.

Facebook Advertising

Facebook is world’s most popular social network, currently reaching around 50% of all online users. The ads created in Facebook will be displayed only on their own website, but still this will result in millions impressions and engaged visitors.

Facebook ads can be targeted at the exact type of visitors that are most likely to buy your product or service. Options for targeting include interests, gender, location and even workplace of the user.

When it comes to costs – Facebook offers rather low CPC and CPM prices, so quite often you will end up spending 0.10p per visitor. However in Facebook, you will not only get some quality traffic to your website, but also build following for your Facebook page, which is great for future product promotions.

Facebook Advertising vs. Google AdWords: Audience

Google AdWords definitely allow broader reach for your ads, no matter whether they will be targeted at the search or display network. If targeted properly, AdWords campaign can help drive visitors, who already have something in mind about the product or service you are offering, so they are more likely to convert.

Facebook ads are displayed only within the social network and although you can narrow your reach using targeting options, it still remains rather broad. Facebook users, quite often visit the social network just to hang out with friends, so the conversion rates can be rather low. Yet, if you manage to grab the visitor’s attention, you can still generate lots of sales.

The audience available with Facebook and Google’s advertising platforms is not even close to similar, due to the nature of the websites where your ads will be displayed. To get the maximum of your PPC advertising and reach as many people as possible, you might want to combine both networks.

Facebook Advertising vs. Google AdWords: Configuration

Both advertising platforms offer very flexible configuration options and you can begin advertising your website within less than an hour. Google AdWords tends to more complex for configuration, especially if you want to narrow your reach and reduce advertising costs. Yet, there are lots of tools to help you out and there plenty of documentation about the setup. Facebook on the other hand offers pretty simple configuration for ads and the interface is pretty intuitive, so you can get started within less than 10 minutes.

Facebook Advertising vs. Google AdWords: Costs

There are lots of case studies comparing the costs in both advertising platforms. On average, you will spend around £2 per visitor in Google AdWords and 0.10p in Facebook. However, it’s kind of hard to estimate costs for both advertising platforms, since this is based entirely on the advertiser’s preferences. If you get creative about new long-tail keywords for your campaigns, you can dramatically increase traffic and lower costs in Google AdWords.

Facebook Advertising vs. Google AdWords: Conclusion

Currently there is no clear evidence suggesting, which PPC advertising platform works better, simply because they work in rather different manner.

With Google AdWords you can select a set of keywords and/or placements to make sure your ad will reach to the right people and the audience that will see your ads, will already be interested in what you are offering.

Facebook on the other hand is a social network and people go there most of the time just to have some fun and hang out with their friends. This doesn’t necessarily mean they are not interested in your product, though. Creative ads on Facebook can result in attracting big audience to your Facebook Page and also lots of conversions.

The final conclusion that can be made after comparing Google AdWords and Facebook Advertising seems to be that if you truly want maximum results from your PPC advertising campaign, you need to use both. That way, you will not only drive loads of qualified leads on your website, but also generate large following – great for product promotions later on.

A kind word of warning though. It is very very easy to spend lots of money and get very little return from these platforms unless implemented properly, you will want to look at the whole process and seek professional advice to gain the maximum results from these platforms. It could be the difference from breaking even to making profits. 

OMC Web Design manage a wide array of PPC projects for clients and are seen as the go to guys for PPC Consulting in Cardiff, Swansea, Bristol and Birmingham.


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