The biggest common point of SMEs is that the budget must be delivered accurately and there is not much room for experimentation. When implementing online advertising, should there be a balance between Google Ads and Facebook ads?
Article points
1) Google AdWords keyword ads and Facebook ads must understand the two ways of online promotion
2) How to choose your promotion strategy
3) Both advertising methods need to consider common ground
Market situation
Facebook has a penetration rate of 85% in Hong Kong (2019 Q1); Google is Hong Kong’s preferred search engine with over 80% market share. In Hong Kong, Facebook ads seem to be more in contact with Google AdWords advertising than the number of customers. However, the ways and advantages and disadvantages of the two advertising channels are different. The following is for everyone to dismantle.
The difference between Google AdWords and Facebook ads
Google AdWords: A “passive” ad.
With keywords as the basis for advertising , ads will appear when customers search for keywords on search engines . This means that the target customer’s active search is because they don’t understand something, are interested in certain events or people, and want to get results from the search engine to compare and learn more.
Facebook ads are “active” ads.
The advertisement will be presented to the target customer in an active manner, and the customer cannot actively find it. Many people are worried about whether this form of advertising will interfere with users and affect customers’ experience of the brand. Don’t worry about this problem, because advertising on Facebook can increase the interaction between customers and brands . They can share your ads with other users, indirectly increase your brand exposure and reach more customers of the same type.
Comparison of Google Ads and Facebook ads:
| Google AdWords | ||
| Keyword | ✓ | ✘ |
| 2. Mobile device advertising | ✓ | ✓ |
| 3. Remarketing | ✓ | ✓ |
| 4. Charge mode | Click keyword | Depending on the advertising target |
| 5. How does the ad reach the audience? | Visitors actively search | Advertising appears in front of the audience |
| 6. Choose an audience form | According to: – language, region and keywords | According to: – interest, behavior, praise page – gender, age, language region, etc. – similar audience |
| Degree of interaction | ✘ | In the form of a community, ads can interact (by like, share, and leave a message) |
The GrowthSpot team handles advertising accounts for SMEs in different industries every day. From time to time, we will share the common pain points and lazy packages that we have noticed.
1. Active keyword vs passive keyword
Google AdWords is a passive search for visitors, and Facebook is actively reaching customers. Google keyword ads don’t convey the brand image visually before clicking, because ads don’t contain images and brand logos. The number of advertisements is also limited, not more than 20 words, and the content that can be displayed is very limited.
The Facebook advertisement mainly appears on the right side of the Newsfeed or the interface. When the user relaxes and browses the post, the advertisement easily becomes a subconscious suggestion, and quietly establishes brand awareness and identity.
2. Mobile device advertising
Both Google and Facebook support mobile device ads, and your potential customers spend most of their time receiving messages on their phones/tablets.
3. Flexible advertising goals
Google AdWords is targeted at converting click-through keywords into website purchases. Facebook ads are mainly aimed at interaction, and can also choose other forms of advertising to be targeted, such as promoting fan pages , promoting postings, promoting apps, and so on. Google AdWords needs to be keyword-based, but it can also be used for Retargeting Marketing.
4. Choose how to target your audience
The keyword itself is a setting without audience conditions, only languages and regions can choose. If the store owner has a target audience, Google AdWords and the network can be set at the same time, so that there are more audiences to choose from.
The screening criteria that Facebook ads can choose include: age, gender, interests, work, praise, behavior, etc., which can narrow the audience for advertising, including the following conditions: travel habits, Facebook page administrator, SME owner And devices and systems (mobile phones or desktop computers).
When you place a Facebook ad, you can also find the target customers who have the same characteristics (such as the above filter conditions, age, gender, interests, work) with the same function (Looking Like Audience), and put your ad. Touch to more new customers and potential customers.
5. Share brand stories with Facebook ads
You can share your brand story with customers through Facebook ads using images, articles or videos. Facebook’s positioning is social media, and the benefit is that target customers can easily interact with your ads. When customers press praise, leave a message, share your pictures/videos or text posts, increase the exposure and increase the natural flow of the customer’s friends through interactive sharing.
Customers cannot interact with ads compared to Google keyword ads. And advertising only keywords without photos or company logos, etc., it is difficult to attract attention or increase brand awareness.
Professional team consultation
Choosing google or facebook requires advertising. You need to consider what stage your brand is (knowing that you know, don’t know what you don’t know), goals, brand strengths, behavior of your customers, and then develop your advertising budget. If you want to know more about your marketing strategy, you can book our 15 minute professional growth marketing consulting service:
We will be in 15 minutes:
- Help you understand your current marketing position and status
- Provide initial advice on online marketing plans
- Optimize your marketing plan based on the challenges you face
