Snapchat and TikTok – seemingly the hottest apps right now, but how does that translate to marketing and digital advertising? I’m sure a lot of you would be surprised to hear that Google and Facebook are still dominating in that department despite threatening competition from the former. We’re going to break down both these giants and compare costs vs quality and overall usability and whether or not it’s worth learning this late into the digital game.
Overall Costs and Value
When it comes down to it – there’s virtually no argument from any source, Facebook is downright cheaper than Google, but does this mean it’s the best choice? Not always – Facebook averages at around 53 Aussie cents per click whereas Google averages roughly $3.76 per click, but what does all this mean? Do clicks equal sales? Probably not – but some clicks are definitely worth more than others. Google clicks often mean that people are actively looking for something related to your business, take for example someone searching for “Restaurants near me”. The chances that they’d stumble across your business are astronomically higher than say someone who was mindlessly scrolling through Facebook and sees an advertisement, are they hungry right now? Will they remember when it’s time for dinner? Way too many variables to consider and will definitely come down to what kind of business you own and what services or products you offer.
Ease of Access and Usability
Ah yes, the age old question – “That sounds great and all, but will I be able to do it? Or do I need a computer science degree to just get started?” As stated above, Facebook wins when it comes to cost and Google wins when it comes to quality, but which one is easier to use and which one makes you want to throw your computer out the window and make it someone else’s problem?
To keep it simple, Google Campaigns are primarily text (apart from extensions and other formats, which are topics for another article) which is a million times easier to manage than Facebook which involves posting an image, which has to catch the reader’s attention to guarantee any sort of engagement. However, having said that, Google does have its difficulties – also known as “Keywords”. In theory, it allows you to have complete control of your ads but the variations and sheer amount of options available make this a very frustrating experience, especially when starting out. Keywords can start to feel a lot like Whack-A-Mole, especially if you’re trying to get it as accurate as possible. In a nutshell, Keywords are words or phrases that users type into a search engine and they are a way of ranking how search results will appear. As you can imagine this makes it a lot easier for you to target traffic if you know what you’re doing – but it’s also important to keep in mind that everyone is doing the same – resulting in sometimes rewarding but often futile work figuring out what keywords fill gaps your competitors miss.
When advertising with Facebook or Google you also gain visibility on their other platforms (if you choose to do so). By default, Facebook ads also appear on Instagram (for a price of course – Instagram is now more expensive) and Google ads can appear on pretty much any other property their empire owns – YouTube, the Play Store and more. Both can even appear on a large array of sites around the web in their respective “networks”. Depending on your type of business, different combinations of these platforms will have different results.
Final Verdict and Recommendations
For the “better” platform, we’re just going to parrot our points above and suggest Facebook for users that are looking for awareness and upper-funnel objectives and Google for conversions and other lower-funnel options. There’s so many factors such as industry, competition, existing Facebook page popularity, location, existing audience lists and more that make this very situational. A lot of people may even find that Google works better for awareness and Facebook works better for conversions – it’s up to you to size things up and see what gives you a better return on investment.