Pay-per-click advertising has made Google and Meta two of the richest companies in the world. You see ads in Google searches and in your Facebook and Instagram feeds, and maybe you’ve even run ads on those platforms yourself or seen your competitors’ ads.
But how do they actually work, and what’s made Google Ads and Facebook Ads so popular for businesses of every size? Let’s take a look at how the two ad platforms are similar and what makes them different.
Pricing model is the same
Similarities first. Both Google and Facebook ads are intended to be clicked on to send potential customers to a website page where they can learn more or make a purchase. Hence, advertisers pay each time their ads are clicked (Pay-per-click advertising, or PPC).
The actual price per click is based on an auction, and just like an art auction, prices are based on perceived value and the number of bidders. The auction parameters differ depending on the platform, but the principle is the same.
Because advertisers can’t predict each click's cost, Google and Facebook allow you to set spending limits. If your advertising budget is $10 a day, for example, both platforms will modulate how often your ads appear so that the ad spend will total about $300 at the end of any given month. On any given day, the spend might be less or more than $10, but the spend will even out after 30 days.
Both allow targeting, but different aspects
Both platforms allow you to target your ads to certain people based on location, some basic demographics and either interest (Facebook) or intent (Google). In Facebook Ads, you can target dog lovers. In Google Ads, you can target people who use search terms like "dog food," "dog boarding," or "dog daycare."
How are Google and Facebook ads different? The targeting tools hint at the main difference. Google search ads are based on intent. They target people who are actively searching for a particular product or service and likely are close to purchasing.
Facebook Ads are discovery-based, targeting people based on their interests, behaviors and demographics. With Facebook Ads, you’re reminding people about your brand, even if they don’t have an immediate intent to buy.
Ad formats are different
A second difference between Google and Facebook ads is how the ads look. Google search ads are focused on text (it is possible to add photos and logos to Google search ads). Facebook ads allow photos, image carousels, and videos in ads, along with text.
Because of the different targeting and ad formats, each ad platform requires different preparation. With Google Ads, you’ll need to research keyword phrases and prepare concise text. With Facebook, you must consider your audience’s interests and prepare images or videos.
There are differences between the two ad platforms, but I’m trying to keep this email short. Both have been successful because they have huge audiences, and there are many case studies showing that Google Ads and Facebook Ads work. I’m happy to answer any questions you have about either one.
The next newsletter, the first in 2025, arrives Jan. 14. Anyone in the northern half of the United States will appreciate that January is National Soup Month, National Hot Tea Month and National Oatmeal Month. Sticking with the comfort theme, Monday, Jan. 6, is National Cuddle Up Day.
Until next time, be grateful. Be generous. Be patient. Love. And enjoy the season. Thanks for spending some of your time with me, . I appreciate you.
Mark
P.S. - This newsletter was 100 percent created by me, a human.
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