Facebook, Google, or Bing Ads - Who's Winning the Race?
The world of web advertisements has been dominated by the two search engine goliaths, Google and Bing. They are closely followed by Facebook, the uncrowned monarch of social media networks.
In January 2010, Google held a whopping 91.7% of the market, and as of January 2019, it held an astounding 89.9%. In January 2010, Bing had a market share of 3.5%. By January 2019, it had increased to 3.99%. With 65.88% of the market share across social media platforms, Facebook is in the lead.
A search engine-driven marketing platform called Google Ads enables advertisers to target specific customers by displaying advertising based on keyword searches. Bing is the default search engine for Internet Explorer, which makes it easier for users and browser advertisers to connect. Facebook permits its marketers to use user demographic, geographic, psychographic, and interest-based data. Each of Google, Bing, and Facebook has a certain percentage of regular users; yet, they all employ various advertising techniques. As a result, it is challenging to predict a clear winner.
Then what?
The unique selling point of Facebook advertisements is their effectiveness in raising brand recognition as well as their capacity to introduce new products to untapped markets. In the app’s newsfeed, Stories, Messenger, Marketplace, and other areas, Facebook advertisements can be seen everywhere. Although they have a similar appearance to regular postings, they are always identified as advertisements by the word “sponsored.”
Like CTA buttons, links, and product catalogues, Facebook ads have more functionality than standard posts. Facebook has a daily user base of over a billion, making it the only social media network that can consistently engage audiences with the newest advertising content.
On the other hand, Google Ads adopts a different strategy to target, re-target, and engage both new and old potential clients. In reality, a number of recent studies have demonstrated that Facebook ads frequently result in a switch to Google searches. Customers may wish to learn more about a product or service after seeing Facebook ads by conducting a Google or Bing search to do a little more research.
Google will compensate you for views or clicks on Google advertising that you place on your website. Google Search, Google Maps, and our network of partner websites may all display your adverts.You’ll only be charged when people click on your advertisement to contact your company, visit your website, or request driving instructions.According to statistics, Google leads all other search engines in terms of daily searches, with about 3.5 billion.
PROS OF FACEBOOK ADVERTISING
1.Extensive customer base
Facebook continues to be the most widely used social media site in terms of audience reach, with over 2.6 billion monthly active users and no signs of slowing down. Facebook is the most effective approach to spread your message widely because of its wide range of demographics and age groups.
2.Creativity
With the help of immersive ad-sets, such as Facebook’s instant experience advertising, users can be instantly sent to a brand environment that resembles an app. The full-screen interactive approach enables organizations to showcase content marketing pieces that might otherwise go undetected on a website while still telling an interesting tale.
3.Cost
In addition to offering a wide range of targeting options, Facebook is one of the most affordable advertising platforms. You can start running your advertisement for as little as £1 per day as compared to sites like LinkedIn, where daily ad rates can range from £5 to £6. (depending on the goal of your ad).
4.Measurement of conversion
You may observe what users do after seeing your advertising on various devices by using a Facebook pixel. By adding a Facebook Pixel to the pages of your website where conversions take place, you can observe who converts after viewing your Facebook advertising.
5.Visibility
A comforting feature of Facebook advertising is that you have complete visibility over and control over your spending. Follow the development of your Facebook campaign to know exactly how much you’re spending and what you’re getting in return.
Using Facebook Insights data, you can also analyses the results of your sponsored and organic posts to decide on strategic advertising targeting.
CONS OF FACEBOOK MARKETING
1.Limited Advertising Opportunities
Facebook advertising is outright prohibited in several sectors. To make sure Facebook users enjoy a secure experience, this is done. Before appearing on Facebook, advertisements must pass a strict clearance process that may take up to 24 hours. So think twice before promoting your dubious services.
2.Competition
The likelihood of sticking out is significantly diminished because more businesses are employing Facebook marketing. It can be difficult to grab users’ attention and make your advertisement stand out from their friends’ updates, and doing so often requires the usage of creative ad packs, which are pricy.
3.The 20% Rule
Previously, if the text in your Facebook advertisement covered more than 20% of the image, it would not be allowed. Although Facebook’s guidelines have loosened in recent years, it is still advised to include fewer than 20% text in your image.
To spark your audience’s interest, think about using scroll stopping and attention-grabbing images, with text put where it belongs: in the copy pages. When this happens, Facebook will let you know and advise you to change your creative.
PROS OF GOOGLE ADVERTISING
1.Intent
Because Google Ads target specific terms, you may reach customers when their purchasing intent is at its maximum. Additionally, 89% of buyer journeys start with a search engine.
2.Rapid outcomes
Although SEO is crucial for any organisation, it may take weeks or even months to start seeing results on the SERP. Paid search advertisements, however, start showing up right away.
3.Exposure
Not only are search advertising displayed at the top of the SERP, but search engines are also the most popular way for customers to conduct online brand research, with Google by far the most used search engine. It controls 92% of the market share for search engines. In light of this, Google advertising is a good approach to reach consumers looking for brands, including yours and those of your rivals, in addition to goods and services.
4.Measurability
The Google Advertisements platform gives quantifiable outcomes, as is the case with the majority of digital marketing strategies, allowing you to clearly see which ads, offers, keywords, and landing pages are working the best.
5.Different formats
Although Google Ads are primarily associated with search ads, there are many additional formats to work with and each ad channel has a unique vital function in your marketing plan.
6.ROI
Due to the structure of the Google Ads auction, you must spend the least amount for a click on your advertisement. This is so that the algorithm for calculating your cost per click takes into account the highest bid of the advertisement that displays below yours, plus one cent. You only pay, of course, if someone clicks on your advertisement. PPC typically yields a return of $2 for every $1 invested, and Google has even claimed that Google Ads yield an actual return of $8.
CONS OF GOOGLE ADVERTISING
1. Low prices cannot be guaranteed
It’s not necessary to charge a low price in order to pay the least amount for a click on your advertisement. When compared to your rivals, you are spending the least amount possible; nonetheless, some keywords can be quite pricey. Additionally, Google Ads are widely acknowledged to be among the top marketing mediums. Google Ads becomes more competitive and pricey as more people utilise it.
2.Upkeep
The cost of your campaigns is determined by a variety of variables, one of which is how well you are able to optimise your advertising. Setting up your Google Ads account correctly, doing your keyword research, and continuously monitoring and tweaking as the data assembles are all necessary for efficient account management.
3.Hands-free does not equate to automation
Yes, Google may be using a lot of machine learning, but you still need to understand how to use automation and the new knowledge it gives. Additionally, it’s generally not advised to apply recommendations automatically (by us).
4. Curve in learning
The Google Ads platform is evolving in a paradoxical way: the more features and capabilities it adds to make the platform easier to use, the more difficult and perplexing it can be to use, or at the very least to learn. You cannot avoid the learning curve, despite the fact that there are numerous excellent free Google Ads training classes. Additionally, having so many helpful tools makes you more susceptible to errors in Google Ads.
Conclusion
There are several instances available today that show businesses that have advertised their products on Facebook, Google, or Bing have had great success.
With its reach, retention, and dominance of the social media marketing sector, Facebook is without a doubt the best option for B2C advertising. At this time, Google searches are beginning to “decide” which advertising consumers see. Contrarily, Bing advertising offer in-depth content and have a more lasting effect on viewers, as seen by the fact that their Click-Through-Rate (CTR) was 34% greater than that of Google Ads.
Each choice has advantages of its own and supports several businesses globally. Companies can employ the advertising space on each of these platforms for exceptional outreach by concentrating on the advantages of each platform, as opposed to choosing just one.