Google Ads and the Facebook Audience Network are large areas in themselves which we could write a lot about. However, in this article we’re going to focus on the differences, potential uses, benefits and drawbacks of each with regards to the user’s behaviour.
Firstly Google Ads, this can be an extremely effective paid marketing tool where you are able to target very specific users at various stages of the buying cycle depending on how a campaign is set up and optimised.
When a user performs a search in a search engine, depending on the keywords this can show a great indication of intent to buy. Typically a user will already have at least a rough idea of what they are looking for when perform a search and through an effectively optimised campaign you are able to get your advert directly in front of these prospective customers.
Whilst this can be extremely effective in getting targeted traffic to your website, it does not necessarily promote social engagement and conversion as this would not necessarily be the primary goal of the user’s search. Therefore this would not be the best tool if your campaign aim is to create social sharing and conversion around the campaign subject.
The Facebook Audience Network displays your adverts to its users within their Facebook feed. In general the users of Facebook are on the site primarily for social engagement as opposed to proactively engaging in the buying cycle process. This can be a great tool to help create conversation around your campaign focus which can be shared with Facebook’s vast user base and create engagement around your campaign.
The two main types of Facebook advertising campaigns we will be looking at are: Link Click campaigns and Conversion campaigns.
With a Link Click campaign you pay for clicks to your target URL and not for impressions. Facebook will aim to display your ads to the users in your target audience most likely to click your link.
With Conversions you pay for impressions, which makes sense as it would be unfair for Facebook to take any responsibility for conversions on an external website and potentially suffer their advertising revenue when they have no control over how optimised the external website is for conversions.
Depending on the aim of your campaign it is important to set up the correct campaign type. For example: you may want to set up a Link Click campaign where the aim of the campaign is branding, creating conversations or engagement with your target audience. Whereas you may want to set up a Conversion campaign if your campaign aim is to generate a sale from the user.
So, Which Is Best?
In Conclusion Both Google Ads and The Facebook Display Network are valuable and effective paid marketing tools depending on the nature and aims of each campaign.
The Facebook Audience Network can be extremely valuable for branding campaigns due to the sheer number of impressions you can get in front of your target audience and for campaigns which aim to encourage engagement with your target audience. With Google Ads you can more easily target users who show buying signs and who are showing intent to purchase. This can be an extremely effective in getting targeted traffic that is in the buying cycle to your website.
Just like a carpenter has many saws in his tool box for different jobs, both Google Ads and the Facebook Audience Network are tools for you to use in your marketing campaigns. However, we first recommend that you assess the nature, audience and aim of each of campaign to make sure you’re using the right tool for the job.
We hope you have found this article interested and helpful. If you’d like any help with optimising and managing any of your campaigns then please get in touch!