Most anyone who wants immediate results knows they need to consider online advertising. Facebook, Instagram, and Google can quickly get your brand in front of others and, if done correctly, give a much-needed boost.
However, if you only have the budget for one and not the other, which should you pick? Let’s outline what you need to consider to help you make the best decision.
A Quick Note Before We Get Started
It’s important to understand that this is to help you decide where to advertise and what to expect. This is NOT a replacement for strategy. Make sure you fully think things through and use sound judgment before running ads or moving forward with any marketing plan.
Yes, that does mean taking the time to create buyer’s personas, planning out your content, creating offers, marketing materials, etc. Without these key items, you’re risking more spend and fewer results. Always plan your work ahead of time or have someone help you.
Who’s Your Audience?
Both Google and Facebook have massive audiences. Google is the number one place everyone goes when they want to start searching. YouTube is next (but connected with Google). Amazon is specific to eCommerce (and will often take a portion of profits), which then leaves Facebook as the fourth largest search engine. Regardless of the rankings, both have the massive reach you want to investigate.
To be perfectly clear, both platforms probably have individuals you’re trying to target, so both should be a consideration. But let’s assume you need to make a choice. Which will be better for you?
The first question you should ask is if your target audience is on Facebook. If your audience tends to shy away from the social aspect of Facebook or avoids making their purchasing decisions for your product or service from Facebook, you might want to consider looking at Google first.
Another question that comes to mind: how is your brand awareness? Do individuals already know you or your product? If the answer is “no” to both, Facebook should be the first consideration. Google relies on individuals making a search for ads to show up, whereas Facebook can target demographics and help build brand awareness for something that isn’t known as well.
Costs, ROI, & Other Sales Expectations
Here’s where we need to be blunt.
Regardless of which platform you choose, ad spend should be money you are able to potentially lose. In other words, don’t gamble.
Ads in any place should be seen as an investment; and just like with any investment, the returns can be good or bad. To make investments that tend to give the best ROI, you need to do research or have someone help you.
Now with that out of the way, I will immediately tell you this: Google is more expensive. All Google Ads budgets are higher, the average costs per click or costs per view are higher – all of it. This means Facebook is cheaper overall.
So then why wouldn’t you choose Facebook Ads every time if it’s cheaper? Google is more expensive, especially up front, but the leads from Google tend to be stronger and are further along in the sales funnel. In other words, you’ll have more leads from Google that are more likely to spend money on your products or services.
Facebook Ads are cheaper but tend to be more effective for awareness, which is at the beginning stages of the sales funnel. This means weaker leads that you need to nurture the entire time to get. The likelihood of leads getting to you and spending money is lower.
When everything is considered, this kind of equals out in a way. So how do we come to a decision?
Since Facebook is sooner in the sales funnel, the faster and simpler the funnel, the more effective its ads will be.
For longer and more complex sales funnels, Google will allow you to advertise closer to their decision-making process.