It is in the advertisers’ best interests to show advertisements that match the search intent. This simple statement serves as the biggest difference between Google ads and Facebook ads. While the two methods of online advertising are considerably formidable, there are clear distinctions that set them apart. Google Adwords, Google’s advertising platform, reaches over 2.6 billion searchers every month, while Facebook allows the advertiser to target specific users depending on their interests and behaviors. This paper provides the argument that Google Adwords is a better advertising platform than Facebook Ads. This debate is important because advertisers can use the information to determine which advertising method is best for their business. Also, the debate can help the two companies improve. The discussion may also help website and application developers come up with better advertising approaches using elements from Google and Facebook. Students of advertising and business can benefit considerably from the Case Studies that Google and Facebook provide by learning about course content from real everyday examples.
The first reason why Google Adwords is better than Facebook Ads is that Google Adwords provides more potential for better reach than Facebook Ads. Google Adwords has the potential to reach 90% of the world’s internet users (Caballero, 2016). On the other hand, Facebook has 1.28 billion active monthly users with a potential to reach 43.8% of internet users (Gingerich, 2015). These numbers show that Google ads reach more people per month than Facebook. The higher reach in Google AdWords gives the company an edge over Facebook because more people can see the advertisements in Google than Facebook. For the advertiser looking for better global reach, Google Adwords is better. However, proponents of Facebook ads may argue that the company has more page views per month than Google has regarding searches per month. In fact, such proponents may note that while Google has only 180 Billion searches per month, Facebook enjoys 1 trillion page views in a month (Gingerich, 2015). It is important to note that Facebook Ads only suggest the advertisements to users based on likes and preferences, while Google Ads are specific to users who search for them. This observation means that Facebook ads are more likely to go unexplored than Google Ads. This observation places Google better than Facebook regarding reach.
Secondly, Google is better regarding mobile advertising. Google Adwords allows the user to customize ads for different devices and to select a budgeting ratio for tablets and mobile phones. Also, quite a significant proportion of Google’s advertising revenue comes from mobile devices. Adwords presents the advertiser with the opportunity to appeal to an audience that is increasingly searching for goods or services on their mobile devices instead of their PCs (Gingerich, 2015). However, Facebook Ads proponents may argue that mobile device users can equally access Facebook from their devices, hence accessing the Facebook ads from them. Google still has an edge over Facebook in this regard. Not all adverts can be viewed well on mobile phones. Some are better viewed in tablets than in phones. Google allows the advertiser to have a ratio with which their adverts can be applied to mobile phones and tablets. Facebook ads are not device-specific. Ultimately, Google Ads get better viewership on mobile devices than Facebook ads.
Thirdly, Google’s strength, search intent, is better than Facebook’s strength, which is brand awareness. Google searchers are usually on a mission. They are looking for a particular item or service and are very specific about what they want (Putnam, 2013). On the other hand, Facebook users receive ads that are based on their interests and likes. These ads are not necessarily what the users want or need. Google uses a pull marketing strategy, while Facebook bases its approach on brand awareness (Putnam, 2013). In this regard, Google Adwords users are more likely to make a purchase than Facebook users. Google AdWords users are looking for something, while Facebook users only get suggestions on what they should buy. Proponents of Facebook ads may argue that the ads create a need for the users to try the various products being advertised. However, it is more likely for a Google user who is looking for a specific item to buy that item than it is for a Facebook user to make an impulse buy.
Undoubtedly, these three reasons indicate that Google Adwords is better than Facebook ads. Google Adwords not only has better potential to reach than Facebook, but also matches users better with products for which they are looking. Facebook’s brand awareness is weaker than Google’s pull marketing strategy because, while Facebook relies on user’s impulse, Google relies on the user’s intent. This position is the best one because it is underpinned by data evidence as well as logic.
Conclusion
Google advertising is considerably better than Facebook advertising because of several reasons. First, Google provides a better global reach than Facebook. Also, Google provides better mobile advertising options as well as a more specific advertising than Facebook. Overall, these findings indicate that even though Google appears to be better than Facebook in various regards, the two companies utilize different approaches. Some products may be better suited for advertising through Facebook than Google and vice versa. Companies considering online advertising should consider both approaches based on the one that is best for their business.
References
Caballero, A. (2016). What are the Advantages of AdWords Over Other Channels of Advertising?. Blog.whitesharkmedia.com. Retrieved 8 June 2016, from http://blog.whitesharkmedia.com/adwords-advantages
Gingerich, M. (2015). Google Ads vs. Facebook Ads. Digital Hill. Retrieved 8 June 2016, from https://www.digitalhill.com/blog/google-ads-vs-facebook-ads/
Putnam, J. (2013). Know The Differences Between Facebook and Google Ads | PPC Hero®. PPC Hero®. Retrieved 8 June 2016, from http://www.ppchero.com/know-the-differences-between-facebook-and-google-ads-and-when-you-should-use-each/
