Do I use Google ads or Facebook ads for CPA Offers? You must
have heard this question hundreds of times. The newcomers do not stop asking,
and the professionals do not stop encouraging their favourite platform.
Google and Facebook have been able to succeed in the
advertising world, making them strong supporters. This popularity has created
some kind of endless controversy. There is no argument to create it from the
ground. Both platforms have their unique features that may work with a project
and may fail with another.
The dominant part here is the advertiser's knowledge of the
nature of the goal he wants to achieve from the ad, and the target audience he
wishes to reach. If you can identify these two points, you can choose the best
way between them. In this article, we will not tell you the answer to this
question, but we will guide you on the path that will help you discover it
yourself.
What are the similarities and differences between Google Adwords and Facebook Ads?
Google and Facebook have similar features that make them
professional e-advertising platforms:
It relies on sophisticated techniques that help reach the
target audience very accurately.
- Depends on PPC pay-per-click technology.
- Cheaper than the segment they are seeking.
- Capable of tracking target customer efficiently.
- Capable of achieving the advertising goal with ease.
- It is constantly updated to give the advertiser the best marketing experience possible.
- Both are multi-image in a way that helps attract the customer.
Let's start with the similarity of the first: both rely on sophisticated
techniques, which help reach the target audience very accurately.
This is perfectly true. Both platforms use specialized tools
to reach the target audience accurately. But the mechanism of using these tools
is what varies from platform to platform. If we focus on Facebook ads, the
platform gives the advertiser targeting options ranging from being able to
target those closest to the action call from your followers, persuading a new
segment of their friends by showing them, or winning the attention of your
entire audience by posting General-wide advertising.
Google ads have the advantage of being more precise in
targeting the purchasing audience. Google relies on the way its ads appear on
user searches, a more specific process of persuading the customer to use
interests. I may be interested in and admire the paintings, but I will not pay
millions to buy one.
The same thing for those interested in photography and want
to learn, in Facebook ads will be a target segment for a person who markets himself
as a photographer, but in fact, they are not a target audience, they are
potential competitors.
The process of targeting customers in Google ads is primarily
related to keywords in the search engine, along with the demographic
characteristics of the audience. While targeting in Facebook ads is based
primarily on interests, then the user's demographic characteristics, where
Facebook is best because it collects this information accurately, because of
the data that users share with it because it is a social platform in the first
place.
The second point, which is similar to both Facebook and
Google, is that both rely on PPC technology. This technique is different in its
implementation between the platforms. In Google Ads, the cost is calculated by
building the number of clicks on the ad, the number of video views for more
than 10 seconds, or opening the advertising emails. As for Facebook, the
technique of pay-per-click depends on the type of interaction that a person
towards the ad, there are those who click the button, there are those who share
the ad and there are those who prefer to mention his friends in the comments,
and there is also thanks to watching ads without interaction, Interested in the
content of the ad and click on the "See more" option.
Both are cheap compared to the segment they reach. This is
the third point shared by Facebook and Google. But both have different pricing.
In numbers, Google ads are the most expensive for the cost process. This
increase can be justified by the large segment that Google can access, in
addition to the strength of competition for keywords used by Google as a basic
pricing tool. The more competition for that word the higher the price of the ad. On
the other hand, Facebook ads are the least expensive of the latter, it is
basically based on the interaction of customers with the advertising campaign,
the more your customers interact with the content provided, the lower the price
allocated for advertising.
It should be noted here that the recent update in the prices
of Facebook campaigns advertising has contributed to the increase in the cost
to Arab users, because of the persistence of the platform to deal in dollars,
unlike Google ads, which allows dealing in the local currency for users.
The fourth point that is similar to both Facebook and Google
ads are their ability to track the target customer efficiently. Let's say
something like this:
This happens when you talk to a friend about a topic, and
then you open your account on Facebook to find an advertisement for the page or the product mentioned in your talk just recently. The same is true when you open
Amazon.com or Souq.com, and then you find your ad on the Facebook platform that
does not stop following you in the Newsfeed. This is because Facebook is able
to track its users everywhere and collect enough information about their
interests, to improve their virtual experience with them, so that the user
finds all that concerns him in this platform only.
As for Google ads, his ads also have a great ability to
track the target customer, and in more than one ad channel also.
The point at which Facebook and Google are similar is that
their platforms are constantly being developed. But this point represents a
positive point for one, and a negative point on the other. Google's advertising
platform, updated constantly but consistently. Updates do not affect the
running of current ads, and do not occur in a sudden manner that could cost the
advertiser large amounts of money.
Facebook is constantly updating its
marketing tools in a way that may cause many advertising campaigns to stop
abruptly, harming a large number of advertisers. Despite the quality of
Facebook's updates, its negative impact on advertising has made a large number
of advertisers stop using it as a platform for them.
Which platform is better?
As I have seen, there is no final answer to this question.
Some may go to Google ads because of the problems that advertisers have faced
recently with Facebook Policy, but as usual Facebook is always back to the
scene developed from its methods and renew them.
The idea here is to use a platform that will stimulate your
marketing plan to succeed, and not be used exclusively. There is no requirement
in your business that you should use one platform!