A debate that is increasingly on the rise in the world of Digital Marketing concerns Where should we advertise our company, which platform is the most suitable for advertising our business, Google Ads, Facebook Ads, LinkedIn Ads, Twitter Ads, Instagram Ads or Bing Ads? This is why we present to you this Comparison: Google Ads vs. Social ads.

Although we found some similarities, each one has its advantages that we must take into account depending on our type of business, the budget we have and the target we are targeting and the strategic objective we are setting. For example, Google Ads reaches 90% of all Internet users in the world, while Facebook reaches 51%, but Facebook achieves one trillion pages viewed every month while Google Ads achieves 180 million impressions.

It seems that there is a new battle open to win the online advertising market, but for companies it is very beneficial, we can use the platform that best fits our online marketing strategy, or better yet, we can use several platforms to advertise and gain greater visibility.

But if we could only choose one, which one would we choose? The answer is very simple: The one that helps us achieve our objectives.

Advantages and disadvantages of each online advertising platform:

GOOGLE ADS

Google Ads is Google's advertising platform. Surely it is the most popular and well-known in the marketing world.

BENEFITS OF GOOGLE ADS

➤ Large potential audience.

➤ Immediate influx of traffic.

➤ Generate contacts or leads instantly or in a short time (especially if you create specific landing pages).

➤ There is no mandatory minimum investment.

➤ Full control over the daily budget and maximum cost per click.

➤ We can use several keywords to control when we want our ads to appear, or we can create dynamic ads to advertise our products without having to worry about keywords (Special attention should be paid because it can consume the budget in a single day).

➤ We can give visibility to our ads at certain times of a day.

➤ Possibility to advertise on specific websites.

➤ Possibility to modify the ads and adjust the budget whenever we want.

➤ Possibility to segment by location, device, country, etc.

➤ Benefit from Remarketing: You can make all the visits you get on your website profitable by making a banner track down the user who visited you.

➤ Possibility to use ad extensions, site links, etc. You can activate more than one site link. Users will be able to go directly to those most popular sections of your website.

DISADVANTAGES OF GOOGLE ADS

➣ We need knowledge to create campaigns: if we don't configure our campaign correctly, it can be very costly.

➣ Setup and administration can be slow.

➣ Difficulty placing the ad on the first page of Google.

➣ Excessive competition.

➣ The text of the ads for the search network is quite limited.

➣ Depending on the sector in which we operate, the CPC can be quite high.

➣ Depending on our target market, our potential audience may be irrelevant.

➣ If you're having trouble configuring your ads, feel free to Consult us.

FACEBOOK ADS

Facebook Ads is Facebook's advertising platform, which allows us to promote our company page, online store, events, products, applications by paying only for the clicks received. As a result of the change in the Facebook algorithm, it seems that companies should bet heavily on paid advertising if they want to be more visible and reach their target audience.

ADVANTAGES OF FACEBOOK ADS

➤ Campaign tracking is simple.

➤ Immediate influx of traffic.

➤ Social network with many users.

➤ Control over the daily budget and maximum CPC.

➤ Great targeting options (towns, regions, age, interests, etc.).

➤ Easier to implement than Google Ads.

➤ Possibility to use images and videos to capture the attention of our target market.

➤ CPC is relatively cheap depending on the industry.

➤ Possibility to use remarketing campaigns.

➤ The text allowed in ads is larger than in Google Ads.

DISADVANTAGES OF FACEBOOK ADS

➣ If we don't create and segment correctly, the ad can be expensive for us, although less than in Google Ads.

➣ There's no option where we can target our ads at certain times of a day.

➣ Only suitable for those operating in the B2C market.

➣ It doesn't allow us to select the exact keywords we want, it only allows you to choose keywords from the interests, behaviors and categories available.

INSTAGRAM ADS

Instagram Ads is the advertising service that allows companies to reach their audience.

ADVANTAGES OF INSTAGRAM ADS

➤ Users of this social network are more likely to engage with brand messages.

➤ The targeting options are similar to those on Facebook.

➤ Great targeting options (towns, regions, age, interests, etc.).

➤ Improves brand identity.

➤ Great range.

➤ Great engagement.

➤ Visually very pleasant.

➤ Good option to reach millennials.

➤ Allows you to appear in Instagram Stories.

➤ Call-to-Actions work great.

➤ The Instagram target is quite young (depending on our products and services it can be a benefit or a disadvantage).

DISADVANTAGES OF INSTAGRAM ADS

➣ You need to have a Facebook page.

➣ There is more and more competition.

➣ The Instagram target is quite young (depending on our products and services it can be a benefit or a disadvantage).

TWITTER ADS

Twitter Ads is Twitter's advertising tool that allows companies and/or users to promote their tweets, personal accounts and topics to get more traffic, followers and interactions to try to get more sales.

BENEFITS OF TWITTER ADS

➤ Possibility to create different types of campaigns, to increase followers, get more clicks on our website, get interactions, etc.

➤ Payment for the goal achieved.

➤ Possibility to use remarketing campaigns.

➤ Users can interact with ads.

➤ Possibility of different types of segmentation.

➤ Suitable for B2B companies.

➤ The ads don't seem intrusive.

DISADVANTAGES OF TWITTER ADS

➣ The CPC of Twitter Ads is quite high.

➣ Few interactions on the part of users.

➣ They go quite unnoticed.

➣ Difficult to detect ROI.

➣ The statistics are not as deep as those of Google Analytics or Facebook Ads.

LINKEDIN ADS

LinkedIn Ads is the LinkedIn advertising tool that we can use to improve engagement and brand recognition.

ADVANTAGES OF LINKEDIN ADS

➤ Ideal for B2B.

➤ Great segmentation and targeting options.

➤ There are more and more users.

➤ Allows you to carry out Remarketing

DISADVANTAGES OF LINKEDIN ADS

➣ The cost of CPC is high compared to other platforms.

➣ Conversions are often low.

BING ADS

Bing Ads would be the equivalent of Google Ads but for the Microsoft web browser, in this case Bing. Bing replaced Yahoo! Search. It's a good opportunity.

BENEFITS OF BING ADS

➤ Allows you to import the campaigns you already have created from Google Ads.

➤ The ads will appear on Bing and Yahoo.

➤ Bing shows ads both at the top of the page and on the right side.

➤ There is much less competition than Google Ads.

➤ Lower CPC.

➤ Reach a market where this browser is more used than Google Ads (reaching new territories).

DISADVANTAGES OF BING ADS

➣ It only allows you to add negative keywords in a phrase or exact match, you cannot add negative keywords in broad agreement.

➣ In Spain it is practically not used.

After seeing all the advantages and disadvantages of advertising on different social networks, we can see how the closest battle is between Google Ads and Facebook Ads, followed by Instagram Ads. These 3 platforms are also the ones that convert the best.

What ad platform should I use in my business?

Both Google Ads, Facebook and Instagram Ads are very powerful advertising platforms that adapt to practically any type of business. After analyzing and seeing the strengths of each one, we verify that one is complementary to the other and, therefore, each one will help us achieve a specific objective.

For example, Google Ads is better for getting immediate sales, while Instagram and Facebook Ads will help us achieve greater brand recognition and lead generation.

In the following image we see how Google Ads is the platform of online advertising most sought after, with a big difference compared to other online advertising platforms (Social ads).

But we have to stress that what is best for one company may not be best for another. The best way to find out if our ads work and we achieve the objectives set, is launch small test campaigns with a low budget, experiment, adjust and increase investment in advertising the campaigns that are working best.

Each of these platforms has something unique to offer and that can be decisive in achieving our objectives.

Don't forget something very important, advertising on any of these platforms is just one of the points that should be included in your Digital Marketing strategy.

How can we help you?

If you need more information, do not hesitate to contact get in touch with us.