Xiao Wei says ads are different from Google AdWords ads
In a normal ad consultation, many advertisers ask the same question: What's the difference between Google Adwords and Facebook ads? How should I choose?
Well, it's a very technical problem. Today Xiao Wei openly came to talk about this problem that makes the enterprise dilemma.
What's the difference between Google AdWords and Facebook ads?
Before we understand the benefits and features of Google AdWords and Facebook ads, it's important to understand the main differences between the two platforms.
Google AdWords: Paid Search
Google AdWords is the world's largest and most popular PPC advertising platform. AdWords is widely used and has become synonym for the term "paid search".
Google AdWords user interface
Paid search focuses on keyword targeting and the use of text ads. Advertisers use AdWords to bid on keywords, hoping that their ads will appear with the search results for those queries. Advertisers charge a fee each time a user clicks on an ad, so it's called pay-per-click ads.
Facebook Ads: Paid Social
Facebook ads are a classic example of so-called "paid social" or social network advertising practices. With the largest number of monthly active users (or MAU) on any social network in the world, Facebook has become a competitive choice in many commercial digital advertising strategies.
Key Facebook ad types
Although ads on Facebook can be thought of as similar to AdWords, they are very different. Unlike paid search, which helps businesses find new customers with keywords, paid social helps users find businesses based on what they're interested in and how they behave online.
When it comes to the main differences between Google AdWords and Facebook ads, you can think of this:AdWords can help you find new customers, and Facebook can help new customers find you.
The advantages of Google AdWords
As the world's most popular and widely used search engine, Google is considered a true leader in online advertising. Google provides more than 3.5 billion search queries a day and gives advertisers access to potential user groups.
Search queries by platform
Google's advertising products are divided into two main networks, the Search Network and the Display Network. The search network uses Google as a search engine, allowing advertisers to bid on millions of keywords and phrases to target potential customers.
The Google Display Network provides advertisers with more visual ads. Banner ads, for example, account for about 98% of the network, which is a good choice for advertisers who want to achieve marketing goals;
(a) A huge audience
One of the main advantages of using Google as an advertising platform is its huge influence. Google handles more than 40,000 search queries per second, a total of more than 1.2 trillion searches a year. As Google becomes more complex, this staggering number of searches is likely to increase, and advertisers are likely to attract new customers.
In short, no other search engine can provide Google with a potential audience. With a huge source of potential customers alone, Google is the perfect choice for digital marketing strategies. 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.
(2) A level playing field
One of the biggest misconceptions in PPC's new hands is that people with the largest advertising budgets will somehow automatically "win" Google ads. Fortunately, because AdWords focuses on the quality and relevance of your ads, not how much advertisers spend.
The more relevant ads are to users, the better the experience they may have, so the more likely they are to continue using Google as their preferred search engine. As a result, Google AdWords puts relevance and quality rewards above all other factors. That's why high-quality advertisers rarely need to bid as high as poor advertisers.
Some keywords may cost more than others (such as those in the financial industry, which are the most expensive in any area of expertise), but the amount advertisers must bid on depends largely on the quality and relevance of their ads. Some metrics are more important to Google's quality and relevance assessments than others, such as click-through rates, which are considered reliable indicators of the overall quality and attractiveness of ads.
Relevance, user experience, quality score
(iii) A wide range of advertising formats
In Google Adwords, text-based advertising is basic, to say the least.But advertisers can take advantage of a number of features to make ads more attractive and engage potential customers.
Mobile PPC ads from Hilton Midtown, New York
Advertisers can use ad extensions, links, social proofing, such as user reviews, location targeting, shopping ads, and many other features to provide advertisers with unparalleled levels of customization and control. Google has even introduced ad formats tailored to the unique needs of specific types of businesses, such as car manufacturers and hotels, that go far beyond the typical text-based advertising experience and incorporate rich visual elements such as high-resolution images and interactive map data.
No matter what products you sell or to whom you sell them, ad formats or features can bring your products or services closer to your target market. Google continues to implement new ad formats and features that further enhance advertisers' ability to engage new audiences and drive new businesses.
The advantages of Facebook ads
Compared to Google AdWords, Facebook Ads is a combative new person who has been improving and improving its advertising solutions for years. Today, Facebook advertising has become a pioneer in paid social media and a central part of many commercial digital marketing strategies.
(i) Unparalleled audience segmentation
Like Google AdWords, Facebook has a truly broad global audience. With more than 155 million monthly active users (more than a fifth of the world's population and no accounts counted as inactive or inactive), Facebook has no competitors in terms of the size of its audience. The real advantage of Facebook's broad audience, however, is that advertisers can target the underlying dimensions of Facebook users, rather than showing advertisers and their messages to a broad audience.
Similar viewers on Facebook
People share almost every conceivable detail of their lives on Facebook. From meeting and marrying friends to celebrating the birth of a child or a new career, Facebook users share the joys and achievements of life milestones with friends and the internet every day. They also search for and use content that meets a wide range of personal interests, beliefs, ideologies, and values, providing advertisers with a unique opportunity to tailor their advertising messages to their target audiences in ways previously thought impossible or even unthinkable.
One of the most powerful apps for this feature isAdvertisers can create so-called "similar audiences"。 Advertisers can upload customer information from their own databases to Facebook, which then provides filtering based on their data and information. This creates a "similar" user base that allows advertisers to effectively double the potential coverage of their ads by targeting new customers who show the same interest and consumer behavior as existing customers.
(ii) Visualization platform
Unlike text-based PPC, Facebook ads have powerful visuals. The seamless integration of the best Facebook ads with videos, images, and other visual content in a user's news stream allows advertisers not only to take advantage of the power of visual advertising, but also to achieve this goal in the way they want. Messaging makes high-quality advertising so compelling.
Powerful Facebook ads from Uber
Just as Google continues to experiment with formatting text-based PPC ads, Facebook is constantly evaluating how to provide advertisers with a superior marketing platform and a satisfying and rewarding online experience. In the past, Facebook forced ads on its platform to occupy no more than 20 percent of the total ad space, a restriction that has been relaxed since then. However, despite the considerable changes in its advertising governance, Facebook remains an inherent visual platform - a major selling point for many advertisers.
(iii) Excellent return on investment
Companies and marketers experimenting with Facebook ads often impress with the dimensions of their targeting options and the tools they have to create beautiful, fascinating ads. However, one element of Facebook advertising has always surprised newcomers by the potential return on investment offered by ads on Facebook and the ability of savvy advertisers to expand their limited advertising budgets on the platform.
Facebook's Affordable Budget can have a very high return on investment
While facebook's advertising campaign budget can vary widely based on a range of factors, such as scope, messaging, and overall campaign goals, Facebook ads are very cheap, especially given their potential impact and the ideal granular audience for advertisers. This competitive price makes Facebook advertising a very attractive proposition for small businesses and companies with limited resources - not just big brands with large marketing budgets. Combined with the significant potential returns offered by the platform, Facebook Ads is one of today's most valuable online advertising solutions.
Google AdWords and Facebook Ads: What Ads Should You Use?
Google AdWords and Facebook Ads are powerful advertising platforms that meet almost any type of business need. When evaluating the advantages and potential applications of each solution, it is also clear that the two platforms should be viewed in a complementary rather than adversity manner.
Some insist on comparing Facebook ads to Google Display Networks, and while the two platforms share some similarities, the way the two platforms evolve independently of each other suggests that AdWords and Facebook should use them consistently, not one.
Harnessing the power of paid search and paid social is a very effective advertising strategy. However, it requires a dual advertising strategy that meets the benefits of each platform. While marketing messages can be consistent with Google AdWords and Facebook ads, it's important to understand how best to use each platform for maximum ROI and greater business growth.
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