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Google Ads vs Facebook Ads: which is better for your business?

As an eCommerce owner, you’re always on the lookout for the best way to promote your business online. Two of the most popular advertising platforms available to you are Google Ads and Facebook Ads. Both platforms offer powerful tools for reaching your target audience, but they operate differently and have their own unique strengths and weaknesses. Here are five key differences between Google Ads and Facebook Ads that you should know about before deciding which one is right for your eCommerce business.

Search vs. Social



Google Ads is a search-based advertising platform, which means that your ads will appear when someone searches for keywords related to your business. On the other hand, Facebook Ads is a social-based advertising platform, which means that your ads will appear on Facebook and its related platforms, such as Instagram, based on the demographic and interest targeting that you select. So, if you want to reach people actively looking for products like yours, Google Ads may be the better choice. If you want to reach people who might be interested in your products based on their interests, Facebook Ads may be the better choice.

Intent vs. Awareness


Another key difference between the two platforms is the type of intent they target. Google Ads targets people who are actively searching for products or services like yours, which makes it ideal for capturing high-intent traffic. On the other hand, Facebook Ads targets people based on their interests and behaviors, which makes it more suited to creating brand awareness and reaching people who may not be actively searching for your products.

Ad Formats


Google Ads offers a range of ad formats, including search ads, display ads, and video ads, which can appear on Google’s search results pages, as well as on other websites within the Google Display Network. Facebook Ads offers a range of ad formats too, including image ads, video ads, carousel ads, and more. These ads appear on Facebook and Instagram, as well as on other websites within the Facebook Audience Network.

Cost


The cost of advertising on Google Ads and Facebook Ads can vary significantly. Google Ads operates on a cost-per-click (CPC) bidding system, which means that you only pay when someone clicks on your ad. Facebook Ads operates on a cost-per-impression (CPM) or cost-per-click (CPC) bidding system, which means that you pay either when someone clicks on your ad or when your ad is shown to a thousand people. In general, Google Ads tends to be more expensive than Facebook Ads, but the cost can depend on a number of factors, including the industry you’re in and the competition for the keywords or audience you’re targeting.

Targeting


Both Google Ads and Facebook Ads offer a range of targeting options to help you reach your ideal audience. Google Ads allows you to target people based on their search keywords, location, device type, and more. Facebook Ads allows you to target people based on their interests, behaviors, demographics, and more. In general, Facebook Ads offers more granular targeting options, which can help you reach a very specific audience. However, Google Ads can be more effective at capturing high-intent traffic, which can lead to more conversions.

In conclusion, both Google Ads and Facebook Ads can be effective tools for promoting your eCommerce business, but they operate differently and have their own unique strengths and weaknesses. To decide which one is right for your business, consider your advertising goals, your target audience, and your budget, and test both platforms to see which one delivers the best results for you.