With Google processing over 40,000 searches
every second and Facebook being a hub for 1.13 billion daily active users
, Google AdWords and Facebook ads are obvious choices for PPC campaigns.
But is one better than the other? Are the optimization processes for both similar? What about A/B testing?
These are the questions optimizers need answers to before they can really reap the benefits of two very powerful advertising platforms.
So, Which Is the Better Choice?
First, it’s important to understand the fundamental differences between AdWords and Facebook ads. A few weeks ago, I asked Johnathan Dane of KlientBoost to explain…
Johnathan Dane, KlientBoost
“I think two of the biggest differences between AdWords and Facebook are these:
1) People are searching for what you offer on AdWords search, so there’s hardly (if any) ad fatigue that ever happens and the basics have stayed the same for a long time. New people constantly enter and leave the target audience.
2) For Facebook Ads, you’re sometimes targeting a static audience with very few people who enter or leave the audience, so ad fatigue rates are much higher, which means that you need to keep the creative up.
Other than that, Facebook and Google continually push new types of targeting and types of campaigns for us to use, but they both have the same end goal: keep the user happy and make it easier for advertisers to adjust and tweak to get a better response from target prospects.” (via Inbound.org)
Of course, there’s also another fundamental difference: AdWords targets users actively looking for information while Facebook targets people based primarily on their interests.
In addition to these core differences, there are dozens of minor differences, making both platforms seem simultaneously more and less appealing.