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Until recently, many advertisers viewed Google AdWords and Facebook Ads in an adversarial way. Although the two platforms are often positioned as competitors, nothing could be further from the truth in a practical sense. In this guide, we’ll examine what sets Google AdWords and Facebook Ads apart, how the two ad platforms work, and why you should consider using both as part of your wider digital marketing strategy.
Before we look at the various strengths and features of Google AdWords and Facebook Ads, it’s crucial to understand the primary difference between the two ad platforms.
Facebook Ads is a prime example of what is known as “paid social,” or the practice of advertising on social networks.
Although advertising on Facebook can be thought of as similar to AdWords, in that advertisers using both platforms are essentially promoting their business via the Internet, this is where the similarities end. When it comes to the primary difference between Google AdWords and Facebook Ads, you can think of it this way: AdWords helps you find new customers, while Facebook helps new customers find you. Now that we’ve covered the elementary difference between Google AdWords and Facebook Ads (or paid search and paid social), let’s examine the strengths of each platform and how these online marketing tools can be leveraged effectively.
As the world’s most popular and widely used search engine, Google is considered the de facto leader in online advertising. Google’s advertising offerings are split across two primary networks – the Search network, and the Display network. The Google Display Network, which offers advertisers more visual ads such as banners, spans approximately 98% of the World Wide Web, making it a great choice for advertisers who want to accomplish marketing goals that aren’t necessarily as conversion-driven as those of PPC ads, such as raising brand awareness. One of the main advantages of using Google as an advertising platform is its immense reach. One of the biggest misconceptions among those new to PPC is that whomever has the largest advertising budget somehow automatically “wins” at Google ads. The more relevant an ad is to the user, the better the experience that user is likely to have – and, therefore, the more likely they are to continue using Google as their go-to search engine. Certain keywords may cost more than others – such as those in the financial industry, which are traditionally among the most expensive of any professional sector – but how much advertisers have to bid will depend largely on the quality and relevance of their advertisements.
To learn more about relevance and Quality Score, Google’s system of evaluating ad quality, as well as an overview of how Google AdWords works, check out our free learning resources at PPC University.
When AdWords first launched in 2000 (with a grand total of just 350 advertisers), the text-based ads that Google served alongside its search results were rudimentary, to say the least – but they did contain many of the same elements that can be seen in today’s ads.
Although PPC ads in AdWords remain text-based, advertisers can take advantage of an incredible number of features to make their ads more compelling and enticing to prospective customers. No matter what you sell or to whom, the chances are good that there’s an ad format or feature that will make your goods or services more appealing to your target market.
Compared to Google AdWords, Facebook Ads (as we know it today) is the scrappy newcomer, but in fact, Facebook has been refining and improving its advertising solution for several years. One of the most powerful applications of this functionality is the ability for advertisers to create what are known as “lookalike audiences.” Advertisers can upload customer information from their own databases to Facebook, which then applies filtering based on its own data and information provided by third-party data brokers to match users whose information the advertiser uploads.
Many newcomers to paid social ask the same question, namely “Does Facebook advertising work?” By now, the answer should be clear – yes it does, and remarkably well.
Unlike their comparatively dry, text-based PPC cousins, Facebook ads are powerfully visual. Just as Google is constantly experimenting with the formatting of its text-based PPC ads, Facebook constantly evaluates how it can offer advertisers a superior marketing platform and users a satisfying, rewarding online experience.
Businesses and marketers experimenting with Facebook Ads are often impressed by the granularity of its targeting options, as well as the tools they have at their disposal for creating beautiful, engaging ads.
Although the budget of a Facebook advertising campaign will vary widely depending on a range of factors, such as scope, messaging, and overall campaign objectives, Facebook Ads are remarkably affordable, especially when considering their potential impact and the granularity with which advertisers can target their ideal audiences.
Both Google AdWords and Facebook Ads are incredibly powerful advertising platforms that cater to virtually every type of business. Harnessing the power of both paid search and paid social is a remarkably effective advertising strategy.
To learn more about how to maximize the impact of your Google AdWords and Facebook Ads campaigns, check out the free lessons at WordStream’s PPC University. Our software and services help businesses and agencies take the guesswork out of pay-per-click advertising so you get more from your marketing budget.
Advertising on Google with AdWords is one of the best decisions you can make to expand your reach, find new customers, and grow your business. Google AdWords functions as an auction, but unlike a regular auction, it’s not just your bid that matters – the auction takes the quality and relevance of your ad campaigns into account. The ad auction takes place every single time a searcher enters a keyword into Google, meaning that every single search for keywords you’re bidding on represents an opportunity for your ads to be shown to prospective new customers. Although there are many ways to structure an AdWords account, such as mirroring the structure of your website or by product categorization, the most effective and successful accounts all share the same qualities when it comes to organizational hierarchy. Campaigns are often organized by theme, such as a holiday promotion or back-to-school sale. The structure of your AdWords account may not reflect this hierarchy precisely, but organizing your account in this manner will allow you to keep things organized and tightly themed from the outset, factors that can have significant influence on PPC metrics such as Quality Score.
Aside from the technical aspects of setting up and running a PPC campaign using Google AdWords, many advertisers struggle with the time commitment necessary to achieve success with paid search.
The AdWords Performance Grader is the most comprehensive, fully featured free tool of its kind. Constant analysis, optimization, and attention are required to make advertising on Google as profitable as possible. Our proprietary 20-Minute Work Week system allows you to effortlessly identify areas in which action can be taken to improve results and campaign performance immediately.
WordStream Advisor customizes its recommendations based on your current campaigns, account history, and other elements individualized to your AdWords account.


Try WordStream Advisor today with a free, no-obligation trial and see how we can help you succeed with advertising on Google. Google Adwords allows you to be in full control of your advertising campaign and gives you the freedom to manage your advertising to only cost you money when you have received a qualified lead. The two companies’ long-standing rivalry, often dramatized by technology media outlets, was taken as irrefutable evidence that the two platforms were in direct competition with one another, and that it was necessary for businesses of all sizes to make a difficult decision about which platform was right for their needs; a false dichotomy that remains confusing and misleading to those new to online advertising. Many businesses are leveraging the strengths of advertising on Google and Facebook Ads in concert to achieve maximum visibility, increase leads and sales, and find new customers, adopting different strategies that align with the functionality of each platform and seeing remarkable return on their advertising spend. AdWords is so widely used, it has become synonymous with the term “paid search.” The two terms are used interchangeably, even though other platforms such as Bing Ads work in a similar way. Advertisers using AdWords bid on keywords – specific words and phrases included in search queries entered by Google users – in the hopes that their ads will be displayed alongside search results for these queries. With the highest number of monthly active users (or MAUs) of any social network in the world, Facebook has become a highly competitive and potentially lucrative element of many business’ digital advertising strategies.
Unlike paid search, which helps businesses find new customers via keywords, paid social helps users find businesses based on the things they’re interested in and the ways in which they behave online. Fielding more than 3.5 billion search queries every single day, Google offers advertisers access to an unprecedented and unequaled potential audience of users who are actively looking for goods and services. The Search network encompasses the entirety of the Google as a search engine, and advertisers can bid on millions of keywords and phrases to target prospective customers. Google handles more than 40,000 search queries every second, a total of more than 1.2 trillion web searches every single year. This vast potential source of prospective customers alone makes Google an excellent addition to your digital marketing strategy, but when combined with Google’s increasingly accurate search results, it’s easy to see why AdWords is the most popular and widely used PPC platform in the world. Fortunately, nothing could be farther from the truth, as AdWords focuses primarily on the quality and relevance of ads, not how much advertisers spend.
Some metrics are more important to Google in its evaluation of quality and relevance than others, such as click-through rate, which is considered a reliable indication of an ad’s overall quality and appeal. Ad extensions, sitelinks, social proofing such as user reviews, location targeting, Shopping ads, and a host of other features are available to advertisers, offering an unparalleled level of customization and control to advertisers.
Google is continually implementing new ad formats and features, further empowering advertisers to reach new audiences and drive new business. Today, Facebook Ads is a pioneer in the sphere of paid social, and has become a central part of many business’ digital marketing strategies.
With more than 1.55 BILLION monthly active users – more than one-fifth of the entire world’s population, and that’s not counting inactive or infrequently used accounts – Facebook has no rival when it comes to the enormity of its audience.
From meeting and marrying partners to the birth of children or the celebration of new career moves, Facebook’s users share the joys and accomplishments of life’s milestones with their friends and networks every single day. This creates the “lookalike” audience of users, allowing advertisers to effectively double the potential reach of their advertisements by targeting new customers who exhibit the same interests and consumer behavior as their existing customers. However, rather than view Facebook as the world’s largest potential billboard, advertisers should consider Facebook as a way to get closer to their ideal customers than they ever thought possible. The very best Facebook ads blend in seamlessly with the videos, images, and other visual content in users’ News Feeds, and this enables advertisers to leverage not only the strongly persuasive qualities of visual ads, but to do so in a way that conveys the aspirational messaging that makes high-quality ads so compelling. In the past, Facebook mandated that ads on its platform featured text that occupied no more than 20% of the total advertising area, a restriction it has since relaxed. However, one element of Facebook Ads that consistently takes newcomers by surprise is the potential return on investment that Facebook advertising offers, and how far savvy advertisers can stretch a limited ad budget on the platform. This highly competitive pricing makes Facebook Ads a very attractive proposition to small businesses and companies with limited resources – not just big brands with vast marketing budgets.
When evaluating each solution’s strengths and potential applications, it’s also apparent that the two platforms should be viewed in a complementary, rather than adversarial, way. However, it necessitates a dual advertising strategy that aligns with the strengths of each respective platform. Divided into three distinct tracks beginner, intermediate, and advanced users, PPC U has everything you need to master paid search and paid social, and to help even the most modest advertising budget work harder and smarter. Google AdWords is the world’s largest and most widely used online advertising platform, and by advertising on Google, your business can reach a potential audience of millions. This means that the playing field is level for everybody, not only those advertisers with the deepest pockets. Advertisers identify keywords that are relevant to their business – and that searchers are likely to use when trying to find something – and bid on them, stating how much they are willing to pay each time a Google user clicks on their ad. And since those prospects are actively looking for what you’re selling, you’ll be showing up at the exact right moment. Once you’ve opened your account, it’s time to consider account structure, one of the most important factors in paid search success. Within each campaign, ad groups are often organized by products or services, such as Hanukah merchandise or school stationery.
That’s why WordStream’s software and free tools have proven invaluable to thousands of businesses advertising on Google. In 60 seconds or less, the AdWords Performance Grader performs a detailed and thorough audit of your AdWords account, identifying areas in which improvements can be made as well as highlighting successful areas of your account and how they compare to competitive benchmarks for your industry. However, for many small businesses and companies with limited resources, managing a paid search campaign on AdWords can be a full-time job. You will receive action items with specific, actionable recommendations and prescriptive workflows allowing you to make changes to your account in mere minutes that will have an immediate and powerful impact on your account performance. It works by displaying your advertisement alongside search results when someone searches for your chosen keywords. Each time a user clicks on an ad, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.” PPC bidding and bid optimization is a complex topic, and beyond the scope of this guide, but essentially, users are paying for the potential to find new customers based on the keywords and search terms they enter into Google.
As Google becomes increasingly sophisticated – in part to its growing reliance on its proprietary artificial intelligence and machine learning technology, RankBrain – this amazing search volume is likely to increase, along with the potential for advertisers to reach new customers.


This is why smart advertisers with relevant, optimized, high-quality ads rarely have to bid as highly as advertisers with poorer ads. Google has even introduced ad formats tailored to the unique needs of specific types of businesses, such as vehicle manufacturers and hotels, which go far beyond the typical text-based ad experience and incorporate rich visual elements such as high-resolution images and interactive map data. However, rather than exposing advertisers and their messaging to this vast audience, the true strength of Facebook’s immense audience lies in the potential granularity with which advertisers can target Facebook’s users. They also search for and consume content that aligns with a huge range of personal interests, beliefs, ideologies, and values, presenting advertisers with a unique opportunity to tailor advertising messaging to target audiences in ways previously considered impossible, or even unimaginable. However, despite this considerable change to its advertising governance, Facebook remains an inherently visual platform – a major selling point to many advertisers. Combined with the remarkable potential returns offered by the platform, Facebook Ads is one of the best-value online advertising solutions available today. Some people insist on comparing Facebook Ads to the Google Display Network, and while the two platforms share some similarities (as detailed in this comprehensive Facebook vs. Although marketing messaging can – and arguably should – remain consistent across both Google AdWords and Facebook Ads, it’s vital to understand how best to use each platform for maximum ROI and greater business growth.
This is what makes advertising on Google so powerful, and one of the best ways to grow your business.
Some advertisers only run a single campaign at any given time, whereas others run numerous campaigns simultaneously. Finally, individual products, such as menorahs or notebooks, have their own targeted keywords, unique ad copy, and relevant accompanying landing pages. You can track changes over time, and see improvements in your account with our intuitive visual reports. Bringing in revenue without contradicting Google’s policy of promoting natural search results is Googles way of promotion. Google Display Network infographic), the ways in which the two platforms have evolved independently of one another shows that AdWords and Facebook should be used in concert, not in opposition. Each campaign houses various ad groups, each of which, in turn, contain unique keywords, ad text, and accompanying landing pages. Reach out to your customers locally or globally and pin point your advertising to reach them exactly when they are looking for you. The Keywords are the corner stone of Google Adwords, the success of any successful PPC (pay per click) campaign. Not many I would say.However, people do take their time to look further into whatever interests them the mosta€”be it an article, a video, or even an ad. The former relies on the ads standing out among those of competitors who are also targeting the same keywords. Other companies promoting Angry Birds attractions are likely to bid for the same keyword as well.
Google AdWords simply allows businesses to advertise to people who are already looking for a product or service. The ads are shown in response to a certain demand.Facebook ads, on the other hand, are shown in a different environment from Google ads. So if the users have visited your website before, you can create ads to target those people as they browse through other similar websites.
Are you selling a specific product or service, or are you trying to increase your brand awareness?If your campaign aims to sell something specific, then Google AdWords is your best bet. There’s no better place to do this than in social networks like Facebook, with its multitude of community members.
So start crunching those numbers now and start building your traffica€”and your business.Alexis Thompson is a former Mountain Backpacker, Real Estate Sales Personnel and a 26 year old mother of 2 daughters, Sophie and Rhian. If you'd like to guest post for ProBlogger check out our Write for ProBlogger page for details about how YOU can share your tips with our community.
Whilst the amount of likes for my $50 increased almost ten-fold, the engagement was low.With that said, there have been a couple of people who seem to be engaged with my brand. For example, facebook ads are effective only for those who regulary use facebook while Google ads are useful who most of the time do research on google search engine. Facebook Ads is functional, gives the user the opportunity to choose how they can display their ads.
More importantly, we can choose who to display that ads to and upload image to attract more click onto ads. I am going to refer to this article when speaking to my clients of their choices in advertising. I always appreciate detailed explanations of decision options, it makes the backing up of your decisions more meaningful. I see Facebook is more effective advertising platform as you have option to create pages and advertise.
Facebook ads cannot defeat adwords baecuase in adwords you gets targeted visitors too, but in facebook ads you cannot. With Adwords you get an instant response while with Facebook ads , the response takes a while. I advertise my page for fashion, but people will like the content, follow the page , share the content with friends, but not come to the site on instant, though on a latter stage they click on the links. The main reason, is that users of social networks do not want to live the network once signed in, but they will share your content across and you will have chances on going viral. The reason is because people join facebook to find friends, google to search for information.



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