Key Words Are Crucial

(via webseoanalytics.com)

Using Google AdWords and Facebook Ads are two ways to appeal to a mass market. Though both services are useful, each serves a specific purpose that differs from one another. Three Ships Media describes AdWords as “The Library” and Facebook Ads as “The Party”. A consumer may genuinely want all kinds of information on a product and Google AdWords provides them with just that. Facebook Ads encourage engagement whether it is on the company’s Facebook page or official website. Companies using Facebook tend to focus on the engagement element leading consumers to a purchase.

To begin a fair analysis and description of each tool, I will start by taking a look at where the ads are placed from the viewer’s perspective.

AdWords can be found when one does a Google search. AdWords are placed in a shaded box above the search results and on the right side of the screen in a smaller box. Facebook Ads are located on the right side of the page and change with each new page clicked. The main difference between the two options is that AdWords appear based off key words a user searches. Facebook Ads are shown to people who are not quite looking for that particular product or service but they could be interested.

When it comes to targeting audiences, Facebook Ads are much more specific than AdWords. Both options allow for different methods of targeting online consumers. For instance, Facebook Ads allow the creator to choose gender, age, geographic location, and personal interests based off data from their profile. AdWords offers customized ads based off gender, age, searchable keywords, geographic location, and interests based off browsing history.

Darren Rowse recommends using Google AdWords if you are selling something specific. “People use the search engines because they are looking for specific solutions”. Facebook may be more appealing to brands looking to increase consumer awareness.

For smaller businesses not looking to break the bank with their online marketing budget can still use Google and Facebook to help promote their company. By hosting a Facebook page for free, businesses are creating an outlet of communication with their audience. Conversation on the Facebook page can aid in the amount of sales. However, one key point to consider when using Facebook Ads is that your advertisement will not appear within Google’s search results.

Similarly, Google Plus specializes in a free Google Plus Business page. The Google Plus Business page creates an atmosphere for users to review your business, check in, and gives the authors a higher rank on Google’s search results.

In conclusion, there is no better tool in this analysis. Facebook Ads and Google AdWords serve different functions depending on the goals of the business. Consumers approach Google and Facebook for different reasons.  Both tools are capable of achieving objectives whether that be awareness building or driving purchase, to make sure that advertising in the right spot and in the right way.