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Google is the world’s largest search engine, with more than 75% of the search engine market. According to Internet Live Stats, there are more than five billion Google searches every day making it a hotbed for users’ activity. Google Ads reaches billions of people every day via search, email, and other online activities. To help customers find your brand, you have to participate in their search.
According to Google, advertisers on their platform make $2 for every $1 spent. That means, if you implement Google Ads well, you can expect to double your investment by using Google’s ad platform. That said, some companies see a much, much higher ROI (especially if you work with a specialist agency like The Quantified Web).
On the other hand, Facebook is a social network. This means most people aren’t searching to find products or services, they are looking to catch up with friends, share their activities and get the latest updates from their friends or favourite artists. The intent to purchase isn’t as high as Google Ads.
Facebook has more than two and a half billion monthly active users. You can find almost any target or niche market on the platform. But remember that the intent is slightly different on Facebook.
Online advertising on both platforms, using both Google and Facebook Ads at the same time, can help you in building brand awareness, driving buyer behavior and using repetition to improve sales. It is a case of 1 + 1 = 3, because you are reminding people of your business when they are in different frames of mind, and therefore you are more likely to capture them when they are ready to buy.
My recommendation is to become really good at Google Ads or Facebook Ads over a period of 6 months to a year and running remarketing ads on the other channel. Then when you can, run ads on both, ensuring you do use remarketing on both channels. Facebook and Google ads require really different abilities, so if you’re great at one you may consider outsourcing the other.
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