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What Makes Facebook Ads Better than Google AdWords



What Makes Facebook Ads Better than Google AdWords

Google and Facebook are two well-known platforms in the digital space. However, the targeting capabilities and audience size of Google and Facebook ads are excellent, so it can be challenging to choose between the two. To help you make a smart choice between Facebook and Google ads, we have listed a detailed guide; read the article to find the difference between the two.

Google and Facebook ads are the leading pay-per-click ad platforms. Google ads are the best for products, services, and brands that people are mostly searching for, whereas Facebook ads are perfect for products and services that the target audience isn’t necessarily browsing for but is likely interested in. Let’s explore every detail about the two, from what it is to the benefits and differences in this article.

What are Facebook Ads?

Facebook is a powerful social platform for businesses and individuals to advertise. With more than 2.93 billion monthly active users in 2022, Facebook is one of the most used online social networks.

Facebook advertising entails running and creating ad campaigns using the Facebook ads manager tools to reach the target audience based on the demographics, profile data, and location. You can choose where you want to run the ads, either on Instagram, Facebook, the audience network, or the target device.

It enables you to analyze and track the performance of the ad campaigns in line with business needs. Facebook ads are for hosting brand engagement and awareness, driving traffic, increasing reach, creating awareness, and generating leads.

Advantages of Facebook Ads

  • Reach a wider audience;
  • Align with both B2B and B2C businesses;
  • Audience transparency;
  • Competitor targeting;
  • Variety of ad formats;
  • Psychographic targeting;
  • Drive traffic directly to your site;
  • Full-funnel targeting with multiple forms of engagement.

Facebook ads show your advertising to an audience that would match the description. This is where Facebook ads have the edge over Google ads. By leveraging these ads, you can reach more users with a better CTR.

What are Google Ads?

Google handles more than 3 million searches per minute, 228 million searches per hour, 5.6 billion queries per day, and 2 trillion searches per year. Google ads are the best advertising platform that works actively on the auction system. This takes place each time a user performs keyword research. You need to optimize the bid amount and quality score while creating the Google ads and make them appear on the top with a keyword you choose.


Advantages of Google Ads

  • Harness intent;
  • Boost reach;
  • Helps you have full control of campaigns at all times;
  • Bring the budget to the table;
  • Get quicker results;
  • Build brand awareness.

Google ads offer quite simple text-based ads on search engines. It has evolved to consist of features that improve clickthrough rates like contact details, shopping functions, mobile optimization, and more. Google ads boast an interface laced with features such as search term report, auction insights, ads editor, and more.

Google Ads is developed by Google to serve as an online advertising platform where advertisers bid to display product listings, brief advertisements, or videos to web users/visitors. Facebook Ads, on the other hand, is an online advertising platform majorly used for paid social campaigns on Facebook.

Difference Between Google Ads and Facebook Ads

Google and Facebook have extended their reach to all corners of the web. Google network has reached more than 90% of people online, whereas the searches in its proprietary engine have topped a trillion. Facebook is the most extensive social channel, with billions of users.

Marketers are no strangers to Facebook and Google networks; they know well that it’s worth dollar advertising. There are various differences between the two; explore differences between Google Ads and Facebook ads to make the smart choice between the two.

Facebook Ads

Google Ads

Buyer Intent More suitable for brand awareness More suitable for purchase intent
Audience Targeting Granular audience targeting by interests, demographics, behaviors, and more Comprehensive targeting by keywords with demographics targeting capabilities
Cost Get more clicks and exposure for lower costs Pay for clicks, but users are likely to convert
Size of Audience Around 2 billion daily active users More than 3 billion searches every day
Audience Engagement Around 50% of marketers agree that the audience is likely to engage with Facebook ads Almost 45% of marketers stated that their audience is likely to engage with Google ads
Ad Placements Messenger ads Shopping ads
Works Best Social component and Low-cost products High-cost products and retargeting ads
Targeting Options Comprehensive Limited
Ad Placement Options Facebook, Messenger, expanded audience network, and Instagram Google search partners
Ad Types Slideshow, Image, Video, Instant Experience, Collection, etc Call-only, Shopping Ads, Text, etc
Avg. Click-through Rate 1.11% 2%
Avg. Conversion Rate 9.21% 4.40%
Interface User-friendly interface Cumbersome interface

Google ads and Facebook ads are significant drivers for businesses and companies to increase their reach. Both the ad platforms have many common things; however, there are a few differences that determine the reach. If you have limited money and time, it becomes difficult for you to decide which to choose for advertising. Both platforms are easy-to-use, robust, and offer advanced features.

How Do Google Ads and Facebook Ads Work?

Both Google ads and Facebook ads are PPC advertising platforms with a competitive bidding system; they perform in different ways. Facebook ads are paid advertisements that appear to the audience on social platforms. On the other hand, Google ads are paid advertisements that appear on Google search results.


How You Can Evaluate Facebook Ads and Google Ads

It is difficult to advertise your business; however, trying different options is costly and time-consuming. Nevertheless, when it comes to advertising on Google or Facebook, then there are lots of criteria that you need to consider; these include:

  • Cost
  • Audience intent
  • Audience targeting
  • Ad placement options
  • Ad types
  • Ease of use
  • Customer service
  • User reviews

If you are looking to increase your business sales, you are recommended to go with Google Ads. Businesses that are looking to boost their brand awareness can choose to go with Facebook ads. This social platform makes it easier for people to introduce their products or services to their targeted audience.

Streaming businesses seeking an audience or viewers would receive a return by launching Google Ad advertising options. They can even choose to advertise about their video streaming script on social platforms, including Facebook. They can take support from Facebook ads to promote their newly released content.

Google Ads and Facebook Ads: Which You Must Use?

Facebook ads and Google ads are powerful advertising platforms that cater to every business type. You can choose any to strengthen your business and increase your presence online. There are quite similarities between both the platforms; both have evolved independently and must be used as per your business needs. Harnessing the power of Google ads and Facebook ads is a remarkably effective strategy.

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Daily SEO Fix: Competitive Link Research



Daily SEO Fix: SEO Reporting — More Specific Use Cases

Link research is an essential pillar of an SEO strategy, but competitive link research can help you get a leg up. It’s vital for websites to not only know about their own link profile, but to also have an effective strategy in place to stay relevant against competitors.

Hopefully at this point, you know who your competitors are, and hey, that’s half the battle. If you still aren’t sure, check out our Competitive Research tool in Moz Pro. This tool can help you find out exactly who your competitors are, the keywords they rank for and what their top performing content is.

If you would like to understand our Competitive Research tool more, and learn how it can be used to your advantage, feel free to book a Moz Pro Kick Off Call with a member of Moz’s Onboarding Team below.

Book a Moz Pro Kick Off Call

So, why do we want to conduct “competitive link research”?

  • Learning how others are performing can help guide your own linking strategy, and you may discover tactics that you haven’t considered before.

  • There may be opportunities and gaps in your competitor’s link profile, which you can identify and slot yourself into.

  • You will know what types of content perform well, and from there can make your content 10x better than your competitors!

  • Your analysis will help you understand more about the audience you are trying to speak to.

  • A comprehensive backlink strategy can aid you in ranking higher on the SERP.

If you’re seeking guidance on how to build an SEO competitive analysis framework, check out Moz Academy’s SEO Competitive Analysis Certification. This coursework covers everything you need to know to confidently implement an effective strategy, and you’ll earn your Moz Certification, which you can display on your LinkedIn profile!

In the following videos, the Moz team will show you workflows and other tips and tricks within the Moz Pro tool set that will help you with your competitive link research analysis.


Link Gap Analysis: Link Intersect

Link gap analysis is a popular tactic amongst SEOs. It involves comparing your own link profile to that of your competitors, and finding the gaps that exist. They could be getting backlinks from several websites that you aren’t receiving any from — this could be a golden opportunity — another way to compete with your top competitors.

In this video, Emilie will show you how to use Moz Pro’s Link Intersect tool to find out this information.

Discover Linking Domains with SERP Analysis

In the Moz Pro Keyword Research tool, there is a functionality where you can search a keyword, and the top ranking pages for that keyword will show. But, there is so much more to this function.

In this video, Varad will show you those ranking pages, as well as the domains that are linking to that particular page. Get ready to soar from there!

Use Page Optimization to Find Content Suggestions

Moz’s Page Optimization tool is primarily used to see what improvements may need to be made to a page, as well as keyword placement on a page. When you dive a bit deeper into this particular tool, you’ll find that Moz offers content suggestions to you, including URLs that are ranking for the keyword you first queried. Identifying these top ranking URLs is a great way to see what kind of content you should also be creating.

In this video, Rachel will show you what you can do with this new found information and how it can help your link research.

Find Backlinks to Competitor’s Broken Pages

Analyzing the backlinks on a competitor’s broken page is another tactic that SEOs are using, that you may not have been aware of. There are hidden opportunities within these broken pages that are just waiting to be discovered.

In this video, Arian will show you exactly how you can find those broken pages within Moz Pro’s Link Research tool.


Discovered & Lost Backlinks

Another gem within the Moz Pro Link Research tools is the ‘Discovered & Lost’ section. This section will show you all of the new backlinks that Moz has found linking to your competitor in the last 60 days, as well as backlinks that have been lost. This can be insightful information when working on your own backlink building.

In this video, Eoin shows you how you can use this functionality to up your Link Research game.

If you’d like to continue learning about Competitive Research, check out our previous Daily SEO Fix on Competitive Keyword Research for some great insights into a competitive keyword research strategy.

Other additional resources for learning continuation:

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