Online advertising is an unignorable tool for businesses in the age of digitalization. For any company looking to expand their reach and boost their sales, online advertising is a must. There are many platforms available today, but two of them are most commonly heard of Google Ads & Social Media.
Both of these platforms have their advantages and are meant for different needs. But when it comes to ad campaigns, the big confusion remains: Which one is a better choice out of the two? As global industries try to navigate through the complexities of online advertising, many of them opt to hire PPC experts.
Through the course of this article, we shall take a look at the strengths and weaknesses of both. The following is a comprehensive comparison for you to make the right decision. Let’s go!
Understanding Google Ads
Google Ads, which we all knew as Google Adwords some time ago, is a PPC (Pay-Per-Click) platform. It allows businesses to run ads on Google’s search results pages, partner websites, and YouTube videos. Here’s everything you need to know about it:
- Search Network:
Having an ad above or below Google’s organic search results brings tremendous visibility. It is a great place to reach potential customers. It is also the best way to filter your audience. Your ads are visible only to those who are searching for products or services similar to yours.
2. Display Network:
With Google Ads, you can place visual ads on a huge network of websites all over the internet. They can even be customized to your target audience’s criteria. You can set demographics and interests or look for past visitors and target them.
It is highly cost-effective as you only pay when a user clicks on your ad. This format ensures that every penny of your budget is utilized to its best potential.
4. High Intent:
Users who are searching for something actively have a higher intent to purchase. Some other users who scroll through content passively usually don’t buy. Hence, it is crucial to be able to differentiate between the two.
5. Advanced Targeting:
Google Ads has a variety of targeting options like keywords, locations, demographics, etc.
Due to this, targeting becomes more effective and effectively boosts conversions.
Google Ads is a great tool for businesses who want to capture users with higher intent. But to fully use it, it is important to understand its counterpart: Social Media. Social media advertising is a different spectrum of online advertising. Let’s understand it better before comparing it with Google Ads.
The Power of Social Media Advertising
Social media platforms like Facebook, Instagram, LinkedIn & X have transformed communication forever. The term’ communication’ here refers to every kind – personal, professional, B2B, or B2C. Brands communicate with their audiences on different platforms in different ways. Here’s a breakdown:
- Audience Engagement:
Social media users usually do not search as actively as those in the case of Google Ads. Ads on social media reach users on their feeds and try to engage them there. This passive engagement can play a vital role in brand awareness campaigns.
2. Visual Storytelling:
Instagram and Facebook, the most popular platforms today, are based on visuals. They allow brands to tell a story on their platform. They may do it through images, videos, and other interactive content.
3. Granular Targeting:
Social media platforms have enormous amounts of user data. This allows advertisers to define their target audience. It includes parameters like interests, behaviors, demographics, and important life events.
4. Retargeting and Lookalike Audiences:
Social media platforms allow retargeting of users who have visited their brand page. There is also an option to target ‘lookalike’ audiences. This is a type of customer who is similar to the existing customers.
5. Community Building:
Apart from regular advertising, social media does a lot more for brands. They can build a community, engage with their audience, and increase brand loyalty.
6. Diverse Ad Formats:
Social media platforms offer a wide range of ad formats. Various objectives are being met with stories, shoppable posts, and more.
As you saw above, there are a lot of benefits that both these online advertising methods carry. But a comprehensive comparison is what it takes to understand what exactly you need.
Comparing Google Ads and Social Media: A Side-by-Side Look
You must wisely assign your advertising budget. It is necessary to understand the strengths and weaknesses of every platform. To assist you in this decision, here is a breakdown of key differences between Google Ads and Social Media.
You may get a clearer idea based on this overview. But the best platform for you is the one that meets your specific goals, TG, and budget. Google Ads and Social Media both have their advantages. But if you can’t effectively leverage them, they may not produce the desired results. So, if you want to make the most of these platforms, you can always hire a PPC expert to help you out. Investing in an expert while advertising online can be quite a worthwhile investment.
The Verdict: Which One Should You Choose?
The decision can be tough. It depends on several factors and varies for every business based on their goals, TG, and budget.
- Immediate Sales vs. Brand Awareness:
If you’re looking to fetch immediate sales or attention in the form of leads – Google Ads is the one for you. It brings you users actively looking for products or services similar to what you offer.
But if you want to create brand awareness and customer engagement, Social Media is what you need to capitalize on.
2. Budget Considerations:
Google Ads have a higher overall cost-per-click (CPC) in the case of competitive keywords. But they also bring in a higher ROI as they target high-intent users.
Social Media advertising would require a little more budget, but they can offer a lower CPC for brand awareness campaigns.
3. Target Audience:
If your target audience stays on social media a lot, targetting them is a great idea. In the same manner, if they browse a lot, Google Ads work better for those users.
The Final Thought
Digital advertising is a vast field. There are many platforms with many advantages. In either case, your advertising strategy must align with your business objectives.
Google Ads can give you immediate results and target high-intent users. On the other hand, Social media platforms are great at building a brand and fostering community engagement.
Keeping a constant tab and analyzing these campaigns is important to ensure the best ROI. If you’re someone who owns a business and is overwhelmed by this wide variety of options, consider hiring PPC experts. By opting to hire a PPC expert, you can leverage their expertise to reach your audience effectively. So, the next time you’re confused about your business’s online advertising, you know what to do!