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The Power of Pay Per Click: AdWords or Facebook?

Google AdWords and Facebook Ads may be viewed in an adversarial way. The rivalry derived from technology media outlets created a false dichotomy, which remains confusing and misleading to businesses trying to navigate the best digital strategies for their companies.

While the two platforms are often positioned as competitors, nothing could be further from the truth. Businesses today are leveraging the strengths of advertising on Google and Facebook simultaneously to achieve maximum visibility. Businesses that wish to increase leads and/or sales and convert new customers are adopting different digital strategies.

So, how do Google AdWords and Facebook Ads work and what sets these two platforms apart?

Google AdWords is the world’s most popular Pay Per Click advertising platform. In fact, AdWords is so widely used that it has become synonymous with the term “paid search.” AdWords focuses on the use of targeted keywords and the use of text-based or display advertisements on search engines. Advertisers using AdWords bid on keywords which are specific words and phrases included in search queries entered by Google users. Each time a user clicks on an advertisement, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.” Users are paying to find new customers based on the keywords and search terms they enter into Google. It also buys positioning for businesses where they perhaps would not ordinarily show up on a search.

Facebook Ads are known as “paid social.” Facebook has the highest number of monthly active users of any social network in the world and has become a highly competitive and lucrative element of many businesses’ digital advertising footprint. Facebook Ads provide many calls to action and you can pick and choose what type of ad will work best for you. It’s a great way to A/B test your campaign strategy.

Advertisers using both platforms are essentially promoting their business by way of the Internet, and this is where the parallels end. Unlike paid search, which helps businesses find new customers using targeted keywords, Facebook Ads helps users find businesses based on the things they’re interested in and tracks the user’s behaviors online.

Google is considered the leader in online advertising as it is claimed that more than 90 percent of users make purchases online. Google offers advertisers access to an unprecedented number of users who are actively looking for goods and services. One of the biggest misconceptions among those new to PPC is that whoever has the largest advertising budget somehow automatically wins for placement. In actuality, AdWords focuses primarily on the quality and relevance of ads, not how much advertisers spend.

Facebook Ads are very affordable, especially when considering their potential impact. Advertisers can target their ideal audiences. The highly competitive pricing makes Facebook Ads a very attractive proposition to small businesses and companies with limited resources, not just big brands with large advertising budgets. Combined with the remarkable returns offered by the platform, Facebook Ads are one of the best value online advertising solutions available today.

Harnessing the power of both paid search and paid social is a remarkably effective advertising strategy. However, it necessitates a dual advertising strategy that aligns with the strengths of each respective platform. It’s vital to understand how best to use each platform for maximum return on investment and greater business growth. QCBN

By Donna Werking

To learn more about how to maximize the impact of your Google AdWords and Facebook Ad campaigns, check out more resources at or call Donna Werking at 928-710-7910. Statistical information provided by Wordstream.



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