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Google Ads vs Facebook Ads: Which Is Best For Lead Generation?

You already know that investing in paid media is something important in your marketing strategy and that it boosts results in less time.

But that doubt can often arise about the best online channel for investment.

Google Ads vs Facebook Ads : If this online media question has already crossed your mind, this post will help you.

This is an old discussion that is still present among marketers and brand managers.

Jokes aside, is there an answer to this dispute?

Read on to learn in detail what will make a difference in your strategy.

Google Ads

Before comparing these two online media platforms, let's go over some basic concepts of each.

Google Ads is Google's paid media platform, which takes advantage of the reach of its different channels such as Youtube, Google itself and the network of partner sites, so that brands can build and serve ads to their user audience.

In this post, we focus more on the search platform (Google Search), leaving the display options and YouTube in the background, which is practically a separate channel.

How it works

The platform allows the creation of online ads in different formats, through the search network, display network, Youtube, Google Shopping and applications.

Campaigns are segmented and configured according to the goals and strategies of each brand.

The charge is also made according to the campaign settings, which allows for a high level of control over who is investing.

Benefits

Among the advantages of investing in Google Ads we can highlight:

It is the largest online advertising platform in the world and has a network of partners that today reaches 90% of internet users worldwide ;
It allows reaching the user at different stages of the sales funnel, mainly middle and bottom;
It has easy tracking of metrics and results;
The investment is flexible, determined by the brand and can change with ongoing campaigns.

Disadvantages

Among the disadvantages of the platform, we mention:

It is necessary to have a more technical knowledge so that the investments of the campaigns are well used;
As the system is based on research, it can be more difficult to reach a user at an early stage of the sales funnel, who is not yet looking for a solution;
In recent months, it has become more expensive to invest in Google Ads due to high competition.

when to use

Google Ads is particularly interesting for reaching users who already have some purchase intent.

Another point that attracts so many advertisers to the network is the fact that the platform is interesting for segments that have keywords with high search volume, or keywords with very specific searches.

For example, let's say your brand works with the production and sale of expanded plates.

This term has a high search volume, which can boost your ad results, bringing more qualified leads to purchase.

Another tip, taking into account more specific searches, is to find the so-called long tail keywords to escape high competition.

Using the same example, advertisements could use the term β€œperforated expanded plate in Curitiba”.

Facebook Ads is Facebook 's advertising platform, now Meta.

In it you can create paid media campaigns for Facebook, Instagram, Audience Network and Messenger, since all these social networks belong to the same group.

You can also explore a multitude of ad formats, targeting, and different settings for high-impact online campaigns.

How it works

Ads are served within social networks, reaching users who are part of each of them.

Having chosen the channels, budget, targeted audiences and campaign objectives, the ads are created, usually with a more visual appeal, due to the characteristics and dynamics of the group's own networks.

Benefits

Among the advantages of investing in Facebook Ads, we can highlight:

  • Facebook is the largest social network in the world, with more than 2 million active users (2021 data). This provides a large audience for brands;
  • Enables very specific targeting for campaigns;
  • It makes it possible to reach the user at different stages of the sales funnel, including early stages;
  • It has easy tracking of metrics and results;
  • The investment is flexible, determined by the brand and can change with ongoing campaigns.

Disadvantages

On the other hand, we highlight some disadvantages:

  • It is also necessary to have a more technical knowledge so that the campaign investments are well used;
  • The click-through rate and conversion rate of Facebook Ads are often lower or attract β€œcurious” users who are not eligible to purchase.

when to use

Facebook Ads can be exploited especially for products that do not have a high volume of Google searches, for visually attractive products that can take advantage of this feature of social networks and to explore audiences with a broader purchase potential.

Another point that should be taken into account is that Facebook Ads can work well for segments where the purchase cycle is longer, such as real estate, construction and education companies.

What is the difference between Google Ads and Facebook Ads?

The main difference in the Google Ads vs. Facebook Ads dispute is that they are platforms with high purchase intent vs. low purchase intent .

A search platform, such as Google Ads, generally attracts users with high purchase intent, who are actively looking for a product, service or solution to a particular problem.

A platform that offers Display, Video or Social ads, such as Facebook Ads, impacts users

Other important differences to be mentioned are:

  • The channels available for advertising (Instagram, Youtube, Facebook, Google, websites, etc.);
  • The way audience segmentation takes place (which can be based on searches or interests);
  • The type and format of the advertisements;
  • The disposition of these advertisements;
  • The type of offer most attractive to the user;
  • Between others.

More attractive offers for users with low vs. high purchase intent.
Check out the infographic below for all the details and differences between the platforms.

How much does Google Ads and Facebook Ads cost?

As we mentioned, budgets and investments on both platforms are very flexible, which makes it possible for companies of all sizes to be able to put campaigns on the air.

In Google Ads the minimum investment is R$ 5 per day.

In Facebook Ads, the minimum cost is not stipulated, but the average value per ad is between R$2 and R$12 per day.

Of course, the total values ​​of campaigns and ads developed need to be analyzed and determined according to the investment power, campaign settings, delivery period and the defined objective.

How to identify the best paid media channel

There are a few factors to consider when choosing paid media channels and ad platforms.

Are they:

Think about intent with your ad
What is the purpose of your brand ad?

Do you want to make your brand more known? Want to attract visitors to your website or Landing Page?

Want to increase the number of quotes? Or do you still want to publicize a promotion with a date to be completed?

Different objectives can be better fitted into the characteristics that we have already mentioned about each of the platforms.

Take into account your audience profile
The profile of your target audience also interferes with the choice.

After all, there is no point in creating a great campaign on Facebook, for example, if your audience is not on that social network.

Take into account the consumption habits not only of brands, but also of information and entertainment of the consumer you want to reach with a given campaign.

Test to track metrics
If you've never invested in these online media platforms, you may end up wondering what works best with your audience and what would bring you more qualified leads.

If this is your case, we recommend that you take advantage of the platforms: flexibility in budget and highly trackable metrics .

Do tests comparing the costs (CPC Cost per Click, CPL Cost per Lead…) and also the ROI (Return on Investment) of each channel for a while, and then invest your heaviest budget in the one that brought the best rates.

Google Ads vs Facebook Ads: Which is better for lead generation?

When we talk about lead generation, what is the best platform?

The answer is also: it depends.

Invest in Google Ads when your goal is to attract qualified leads who already have a clear buying interest and for retargeting campaigns.

Use Facebook Ads to invest in brand awareness and to attract top-of-funnel leads.

Tips for using channels together

For a more complete marketing and paid media strategy, it is interesting that you combine ad platforms, in order to impact leads at all stages of the sales funnel.

Strategy 1

The first strategy of using Google Ads together with Facebook Ads can follow the following structure:

  • First, investing in Google to bring in users who are searching for the brand's terms of interest;
  • Invest in Facebook Ads with remarketing campaigns, which will reach those users who have had contact with your brand previously. This increases brand recall and brings sales arguments for those who were still in doubt about the purchase.

Strategy 2

Another scenario of combining platforms can follow a different structure:

  • Bring in users through Google Ads;
  • Explore a β€œLookalike” segmentation in Facebook Ads, which uses a Personalized Audience to build a list of users who have similar interests to those of your leads or customers. That way you increase the number of people impacted and also increase the chance that these new leads will also be qualified.

The paid media scenario in Brazil and in the world

As much as new strategies are thought and new ways of exploring ad platforms are a marketer's concern, the reality is that the investment landscape in paid media is changing.

According to an article published in Valor EconΓ΄mico in February 2022, in December 2021, the cost per click on Google was 80% above the numbers recorded in January of the same year, reaching 100% higher on more competitive dates, such as Black Friday and Christmas .

So, how to reverse this situation and attract the attention of users?

The scenario is favorable for investments in CRO (conversion optimization) and in Conversational Marketing, as ways to convert those who come to the site through channels other than paid media.

Investing in Conversion Optimization (CRO)

Companies then need to make the most of the attention gained, whether through paid or organic access to the site, making a greater number of visitors become leads.

And this account only closes with one determining factor: the increase in the conversion rate.

The alternatives that stand out in this scenario are conversion optimization, through resources and strategies such as Conversational Marketing.

CRO ( Conversion Rate Optimization ) proposes to use the existing structure, increasing and adjusting it to improve conversion rates, increase results and, consequently, sales.

And Conversational Marketing is one of the most powerful strategies for increasing conversion, in addition to assisting in sales, customer service and support processes.

Through tools such as virtual assistants and chatbots, it brings visitors into interactive conversations, capturing data, qualifying and generating engagement, satisfaction and improvement in the consumer experience.

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