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What Makes Facebook Ads Better than Google AdWords

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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.

What Makes Facebook Ads Better than Google AdWords

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.

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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?

1652940770 15 What Makes Facebook Ads Better than Google AdWords

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.

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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.

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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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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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