You’ve got your business idea, launched your website, and now it’s time to get the word out.
Google and Meta are likely at the top of your list when it comes to online advertising. But is investing in ads really worth it? And if so, which platform should you choose?
In this article, we’ll explore the distinctions between Google Ads and Meta Ads, helping you make informed decisions for your future advertising strategy.
The Basics of Online Advertising
Entering the world of online advertising can feel overwhelming, particularly if you’re new to marketing. However, starting an ad campaign is more straightforward than it may seem. Let’s start by covering some key terms and concepts:
PPC (Pay-Per-Click)
Both Meta and Google ads fall under the category of “pay-per-click (PPC)” advertising. With PPC ads, you set a bid on a price, and you pay that amount each time someone clicks on one of your ads.
User Search Intent
This concept refers to the specific terms potential customers use when searching for your business. Why might they be searching on Meta instead of Google? What issue are they hoping to resolve by searching for a particular term?
Understanding a user’s search intent allows you to target ads more effectively. By anticipating their pain points, you can craft ads that directly address these concerns. When you understand a person’s problem, you can offer a solution—your product or service—through well-targeted ads.
User intent varies based on the platform and where they are in the sales funnel. Google’s algorithm increasingly prioritizes content that’s optimized for user intent rather than just keywords. Quality content is now more important than pages overloaded with questions and keywords.
CPC/CPA
Cost Per Click (CPC) is the amount you’ll pay to Meta or Google each time someone clicks on your ad. Cost Per Action (CPA), on the other hand, refers to the amount an advertiser pays when a user completes a specific action, such as making a purchase or signing up for an email list.
How Do Google Ads and Meta Ads Differ?
Both platforms come with their own set of advantages and disadvantages, and they each target audiences in unique ways. Depending on your objectives, you might choose to use both Meta and Google ads to maximize your reach and effectiveness.
Paid Search vs Paid Social:
Paid search involves paying for your ad to appear on a search engine results page (SERP). These ads are based on target keywords rather than audience interests. You create ads round industry-specific keywords that you believe potential customers are likely to search for. Understanding your audience’s intent can help you choose the most effective keywords.
Paid Social
Paid social ads are designed to get your brand in front of social media users. As platforms continually update their algorithms, it becomes increasingly difficult to achieve this organically. Paid ads allow you to bypass this challenge and reach your audience more directly.
When purchasing ads, it’s also crucial to consider the distribution network you’re tapping into. Both Google and Meta offer extensive reach.
Google’s network allows you to advertise across platforms like YouTube, Google Display Network, and even Google Maps. Meta, on the other hand, enables you to reach millions of Instagram users, deliver ads via Messenger, and place them directly in users’ news feeds. The ideal platform for your ads will depend on where your target customers are most active online.
Audience Size
Both Google and Meta boost massive user bases. Meta platforms, including Facebook, Instagram, WhatsApp, and Messenger, attract over 1.7 billion daily visitors, with more than three billion users in total.
Google, on the other hand, handles nearly six billion searches daily. Users are four times more likely to click on a paid Google ad compared to ads on other search engines, with Google controlling over 90% of all search activity across its properties.
When it comes to audience size, it’s essential to consider your product and where people are most likely to search for it. Is your product something people will search for on Google, or are they more likely to discover it through social media?
Even with Google’s 5.8 billion daily searches, it won’t benefit you if your target audience isn’t searching for your product there. Similarly, if you’re promoting something that’s unlikely to capture the interest of Meta users, Google might be the better choice. The key is to focus on where your target audience is most active.
Cost and Return on Investment (ROI)
The primary goal of purchasing ads is to generate a profit, or return on investment (ROI). How much ROI you achieve depends on the cost of your advertising efforts. Ideally, you want to maximize your reach without exhausting your entire budget.
Ad costs vary based on several factors, including the keywords you target, the platform you use, and the industry you’re in. On Google, the cost per click (CPC) for certain keywords can range from just over a dollar to more than fifty dollars.
Generally, Google ads tend to be more expensive than Meta ads. The average CPC for Google ads is around $2.69, whereas businesses in lower-cost industries, like apparel, might pay about $0.45 per click on Meta. However, if you choose to run an Instagram ad through Meta, be prepared to pay roughly double the cost of a standard Meta ad.
Industry plays a significant role in determining ad costs. For example, in the insurance sector, CPC can exceed $50. If you’re in an industry where Google’s CPCs are particularly high, you might consider starting with Meta ads instead.
CPC is just one aspect to consider. Another important metric is cost per action (CPA). How many clicks are you paying for, and how many of those clicks result in the desired action?
To ensure your ad costs are worthwhile, you need to determine how many conversions are required to achieve a positive ROI. If paying more for targeted ads leads to more paying customers, the investment is likely worth it in the long run.
Customer Intent
When choosing where to place your ads, consider the context in which potential customers will be searching for your services. Is your business one that people are more likely to discover through a web search, or does it lend itself better to social media?
For instance, if you own a mechanic shop, people are likely to search for a nearby mechanic when their car breaks down. In this case, a search ad can position you right in front of them at the exact moment they need your services.
On the other hand, if you run a photography business, social ads might be more effective. People could stumble upon your page while browsing and return later when they’re ready to book a session. Social ads work well for this type of business because, even if they don’t lead to immediate conversions, they help expand your audience over time.
Ultimately, it all comes down to understanding your potential customer’s intent. Whether you need to be available immediately when they have a problem or focus on building brand awareness, aligning your ad strategy with their intent is key.
Audience Targeting
Both Google and Meta offer highly granular targeting options for ads, allowing you to reach people based on factors such as geographic location, age, and income level.
While you might expect Google to excel in this area, Meta actually provides more detailed data. With Meta, you can segment your audience based on specific behaviors and interests, which are gathered from its vast user base.
If you’re a business owner who enjoys creating detailed customer personas, Meta ads allow you to target very specific demographics. This makes it an excellent option if your target audience is particularly niche and you want to tailor your ads to match their precise characteristics.
Available Ad Formats
Choosing the right ad format is crucial for effective targeted advertising. Consider what type of work your business excels at. For instance, if your products are visually appealing, like clothing or furniture, platforms such as Instagram might be ideal. Both Google and Meta offer various formats to explore.
Google Ads
Google’s search ads are primarily text-based, so they rely on compelling copy to capture attention. You can enhance these ads with extensions at no additional cost to improve clickthrough rates. Some examples of Google ad extensions include:
- Dynamic Site Links: Links to specific sections of your site, like menu or about us pages.
- Call-to-Action Options: Features like a “call this business” button.
- Structured Snippets: Brief descriptions and links that provide more context.
These extensions can be manually set up or automatically displayed by Google’s algorithm to boost ad performance.
Meta Ads
Meta ads, in contrast, are much more visually engaging. You can use eye-catching images and video content to draw attention. Although Google also offers video ads through YouTube, Meta provides a variety of visual ad formats, including:
- Carousels: Multiple images or videos that users can swipe through.
- Single Images: High-quality photos to showcase your product.
- Video Ads: Short clips to capture and hold attention.
Visual content is highly effective, with image-based ads receiving 94% more views than text-based ones. For businesses like eCommerce sites, Meta’s visual ad formats can be particularly beneficial in increasing brand awareness. For example, a freelance photographer might use Meta ads to share captivating images and short videos, drawing people to their page and encouraging them to follow for updates.
Additional Considerations for Google Ads vs. Meta Ads
Now that you have a good understanding of what each platform offers, there are a few more factors to consider before making your decision.
Campaign Goals
First, define the goal of your ad campaign. If your focus is on building a community and enhancing brand awareness, Meta may be the better choice. Conversely, if your goal is to attract local customers, Google ads can help increase your visibility in “near me” searches.
Sales Funnel Stage
Consider where potential customers are in the sales funnel when they encounter your ads. For instance, if you’re a mechanic aiming to boost sales by attracting more customers, Google ads are likely more effective since people searching for mechanics are usually ready to make a purchase.
Product or Service Maturity
The maturity of your product or service also plays a role. For new or niche products that are not widely known yet, like ride-sharing before it became popular, Google ads might not be as impactful.
Final Thoughts
When choosing between Google Ads and Meta Ads, weigh various factors such as your product or service, business model, and sales strategy. Ensure you’re maximizing your advertising spend to achieve the best results.
Evaluate your goals, budget, and target audience when planning your campaign. Experimenting with both types of advertising can help determine which one aligns best with your objectives. Additionally, combining Google and Meta ads could provide a comprehensive approach to reaching your target audience effectively.