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With billions of active users on social media platforms like Facebook and search engines like google, one cannot ignore the power they hold regarding influencing and attracting a target audience. Google Ad words and Facebook ads are often pitted against each other and considered rivals. Small businesses often have a hard time choosing between the two due to budget constraints. At the same time, big companies utilize both of them and leverage the power of social media to achieve maximum visibility and attract top customers.


Google AdWords is a Pay per click advertising platform, which means that a fee is charged whenever someone clicks on your ad. It focuses on keywords and is often considered a “paid search” platform. However, Facebook Ads uses social media platforms for advertisements; hence it’s a “paid social.” Facebook AdWords will attract new customers and let them find you, whereas Google AdWords is designed in such a way that it helps you find your target audience.



As far as advertising platforms are considered, google has the largest reach with more than seventy-five thousand searches every second and two trillion searches every year with a lot of growth potential. Google Ad Words has a myriad of ad formats. It also gives advertisers options to add several extensions like site links and call extensions. For google Ad words, you don’t need a hefty budget to advertise your ad. However, your keywords should be optimized efficiently and effectively as Google’s auction operated on the Quality, Expected impact, and Keyword bid.


For advertisers on a budget constraint, Facebook Ads is the most affordable option. It has a massive reach of 2.7 billion active users every month. Facebook users often search for products or services, allowing advertisers to reach out to their target audience and easily track them with options like “lookalike audiences.”  With options like images and videos, Facebook Ads are relatively more visual than Google Ad Words, focusing more on the text. Facebook Ads also help businesses develop a social committee for their brand.



In Google Ad words, an average ad will cost you around $2.7. However, it’s different for every industry. For instance, in the e-commerce sector, an ad will cost you approximately $1.16, whereas you’ll have to pay a hefty amount of $6.5 per ad in the legal industry. CPA in Google Ad words costs $50 for search, and for a display, you’ll have to pay $75.5.


Facebook Ads are relatively cheaper. The finance industry is the most expensive, with a CPC of $3.77 and the apparel industry has a CPC of $0.5. Facebook ads have an average CPA of is $18.68.


Google Ad words are used by both B2B and B2C businesses. However, B2C companies, mainly businesses selling cheap, items use Facebook Ads as people tend to buy less expensive items easily. B2B businesses can also use Facebook Ads for lookalike audiences or if they want to remarket their product.



When the return on investment (ROI) is considered, google Ad words have managed to take the lead in effectivity. New businesses with a large advertising budget and an experienced advertiser can achieve more sales with a lead campaign on Google Ad words by keeping tabs on their ad’s quality and making sure that their keywords are appropriately optimized.  


Advertising on Facebook goes beyond sales. Facebook ads help businesses connect with their target audience, understand their behavior, and attract more customers through word of mouth, which is one of the most crucial things for attracting customers for new businesses.


Both advertising platforms are great, have a different purpose, and both will add value to your businesses. Facebook ads are an excellent option for new companies who want their target audience or a group of people belonging to the same niche to find them. They’re an ideal choice for businesses with a budget constraint, selling innovative and new products, and those that are looking for consistent advertising options. On the other hand, Google ad words are suitable for brands that want to target users who browse the internet from their cell phones. It is the best option for brands that want to target a significantly large number of audiences. Through Google Ad words, they can market all types of products; however, they will have to reach out to their target audience via effective optimization. If a brand is well known and people tend to search for their products, then Google Ad words should be the ideal choice, but businesses looking to connect with potential customers should opt for Facebook ads. At the end of the day, you will have to consider all the options and align them with your goals to choose the best option to help your business grow and attract maximum customers.

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