Online advertising is one of the fastest ways to reach and connect with a target audience. However, since there are different types of advertising platforms and models, it can be tricky to choose the right one for your business needs. Meta (Formerly Facebook) and Google ads are two of the most popular ones. If you’re thinking about investing in one or both of these, this post is for you. We’ll delve deep into the features, benefits, and drawbacks of both, covering everything from their targeting capabilities to ad formats. By the end, you’ll know which advertising platform should you focus on or whether it’s a good idea to invest in both. Let’s dive in.
What are Meta Ads?
Meta ads is a comprehensive ad platform encompassing Facebook, Instagram, Messenger, and Whatsapp. It lets advertisers reach their target audience with a range of content formats, including videos, images, carousels, and interactive instant experiences. You can reach your audience with Meta ads based on a range of criteria, including their demographics, interests, and behaviors.
What are Google Ads?
Formerly known as Google Adwords, Google ads let you serve brief advertisements in a variety of locations, including its search engine and partner network. The advertising network lets you showcase ads on websites, videos, and apps. As an advertiser, you have a wide range of options to advertise your business, making Google ads one of the most popular networks. With the basics out of the way, let’s talk about the major differences between the two ad platforms from an advertiser’s standpoint.
Meta Ads vs. Google Ads: Targeting
When it comes to targeting, both platforms offer robust features, but the approach is a little different. Let’s look at their targeting features separately.
Meta Ads Targeting
The strength of Meta ads lies in user data. Meta has tons of user data as multiple social media platforms fall under its umbrella, namely Instagram, Facebook, and WhatsApp. With it, you can target social media users based on their:
- Demographics: Age, gender, education, job title, etc.
- Interests: Hobbies, favorite entertainment, etc.
- Behaviors: Purchase history, device usage, etc.
The ad platform also lets advertisers target lookalike audiences, allowing you to reach people similar to your existing customers.
Related: How to Create a Landing Page for Facebook Ads
Google Ads Targeting
Google ad targeting is mostly intent-based. It shows ads based on what someone is searching on Google. Your options with Google ads are:
- Keyword targeting: Targeting users based on their search queries
- Placement: Choosing websites topic-wise to show display ads
- Retargeting: Reaching users who’ve already interacted with your business
You can target your prospects based on demographics and interests with Google ads, but it’s not as detailed as Meta’s. Since both ad platforms are different in the way they let you target your audience, it’s important to understand which one’s a better fit for your business. While there may be several factors at play here, the most important thing to consider is who you’re trying to reach. If you want to get in front of an audience that’s actively looking for a business like yours, Google ads would be more suitable. Whereas if your primary goal is to build brand awareness and get as many eyeballs on your offer as possible, Meta ads would be a better option.
Meta Ads vs. Google Ads: Creative
The ad creative makes a significant difference in your campaign’s performance. Let’s look at the options both platforms offer.
Meta Ads Creative
Meta ads offer a wide range of creative options, including images, videos, carousels, stories, reels, and instant experience ads. This range of options lets advertisers present their offers in an immersive and engaging way.
Google Ads Creative
Google ads also let you showcase your product or service in a variety of ways, including:
- Text ads (search results)
- Responsive display ads
- Video ads (YouTube)
- Shopping ads
While Google ads may not be as visually appealing as Meta ads, they’re a perfect way to deliver concise information to people who are likely to become your customers. The main difference between the ad creatives is that Meta ads are more focused on disruption marketing while Google ads let you do intent-based advertisement.
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Google Ads vs. Meta Ads: Budgets
Setting the right budget right from the word go is key to running successful ad campaigns. Both Google ads and Meta ads offer flexible options, but there are some differences every advertiser needs to know.
Google Ads Budget
Google ads work on the PPC (pay-per-click) model, which means an advertiser only has to pay when someone clicks on their ad. Plus, you can set different budgets for different campaigns in your Google ads account. You can also set a monthly budget limit and Google won’t charge more than that. Lastly, you can use automated bidding to optimize your Google ad spend.
Meta Ads Budget
Meta ads also use the pay-per-click model but offer more freedom in budget allocation. For instance, you can set your Meta ads budget on the ad set and campaign level. The platform also offers automated bidding, which means it’ll distribute your budget across ad sets. Meta ads tend to be less expensive than Google ads. According to Statista, the average cost-per-click of Facebook feed ads is $0.26.
Google Ads vs. Meta Ads: FAQs
Here are some frequently asked questions about Google ads vs. Meta ads.
Which Platform is Better for B2B Advertising?
While both can work for business-to-business advertising, Google ads tend to be a better option because of the intent-based targeting. Having said that, Meta’s detailed targeting makes it a good option for brand awareness.
Can I Use Both Platforms Simultaneously?
Absolutely! You can use both to achieve your underlying advertising goals. Use Meta ads for brand awareness and lead generation and Google ads for attracting red-hot leads.
Which Platform is Easier to Use for Beginners?
While both Meta and Google have user-friendly interfaces and helpful tutorials, Meta ads tend to be a little more beginner-friendly.
Meta Ads vs. Google Ads: Conclusion
The Google ads vs. Meta ads comparison makes sense because both platforms have some unique benefits, but it doesn’t have to be an either/or decision. Both offer robust advertising tools to help you connect with your target audience. Google ads are more suited to intent-based advertising where you reach people who are searching for your product or service. Meta ads, on the other hand, are perfect disruption advertising where you get in front of people based on certain qualities, such as their demographics and online behavior.
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