In addition to SEO actions, companies and brands rely, among other things, on Google Ads or Facebook Ads advertising campaigns to gain visibility, increase qualified traffic, increase the conversion rate or promote products or services.
But the choice between the two platforms to guide the SEA budget must be well thought out and calculated.
Here are the main things to consider for effective investment.
The specificity of the request and the strength of the intention
When an Internet user has a specific B2C problem that requires a solution or an offer, he will turn more easily to Google and will be sensitive to the advertisements displayed at the top of the results pages, especially for those who do not differentiate between natural referencing and commercial. According to web marketing professionals, the sponsored links associated with these so-called “strong intention” queries generate many clicks.
Google Ads is, therefore, to be favored in order to position itself primarily on requests of a local dimension such as "Digital Marketing Agency in Lahore", "Restaurant in Karachi", "Sports accessories in Faisalabad", and other local services and/or'' Emergency '. Such an advertising campaign makes it possible to reach Internet users according to the keywords in relation to the products and services of the company or its sector of activity. Other parameters such as the location, the language, or the type of terminal used to open the page are also taken into account.
On the other hand, to attract new prospects to the general public or to work on its brand image, Facebook Ads have a positive effect on the Internet user who surfs for their pleasure. It is the best paid referencing platform to present a trendy place, share videos or photos promoting interactions, and improve its notoriety for a future passage to action. With this tool, targeting is done according to socio-demographic criteria (gender, age, centers of interest, geographical location, etc.).
The ad format according to the preferences of the target and the advertiser's objective
The Google Ads text ads are recommended to provide information. In addition, extensions bring more convenience for users, such as the ability to directly call the company.It is also possible to create ads in image format on Google Display: very effective in capturing the attention of Internet users, they are aimed at advertisers looking for notoriety or development of their brand image.As for shopping ads, they are great for promoting a product online to customers who have searched for it or searched for a similar item.Finally, video ads posted on YouTube or equivalent sites promote conversion.Image, with its strong visual impact, is Facebook's preferred format for promoting a brand by creating a universe and displaying unique and relevant advertisements. On mobile, Canva ads combining videos, images, and call to action contribute to an optimal customer experience in total immersion.
The final choice, therefore, depends on the type of Internet users ( B2B or B2C ), their target preferences (texts, images/videos), their uses (rather Google or Facebook?) And typical behaviors. Slipping into the prospect's shoes and clearly defining the objectives of the company's SEA strategy is therefore essential to adopt the best solution.
Cost per click and ROI
Google Ads requires a larger budget, but the conversion rate is higher than that of Facebook Ads. On the other hand, the two are equal in terms of reach and locations, between SERPs, YouTube, etc. on one side, and Facebook / Instagram / Messenger on the other.
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