Pay-Per-Click or Social Media Advertising

Until recently, numerous advertisers viewed Google AdWords and Facebook Ads in an adversarial way. It can be a hard decision about which platform is ideal for a specific company’s requirements.  Google’s Pay-Per-Click method or Social Media Advertising using platforms like Facebook and Instagram can be seen as a challenging choice to make. However, this is a false dichotomy that remains complicated and deceptive to those brand-new to online advertising.

Lots of businesses are leveraging the strengths of advertising on Google and Facebook Ads in performance to achieve optimum presence. Marketers aim to increase leads and sales and discover new consumers. They have been adopting different strategies that align with the functionality of each platform and seeing a remarkable return on their marketing spend. In this post, we will examine what sets Google AdWords and Facebook Ads apart. In a nutshell, we will explore how the 2 advertisement platforms work. And we will also look into why you need to consider using both as part of your wider digital marketing technique.

Each time a user clicks on an ad, the advertiser is charged a specific quantity of cash. For this reason, the name was coined as “pay-per-click marketing”. Pay-per-click (PPC) bidding and bid optimisation is a complex subject, and beyond the scope of this guide. However, essentially, users are paying for the possibility to discover brand-new clients based upon the keywords and search terms they get in Google.

Facebook Ads
Facebook Advertising has become a popular method to promote products and services online. Photo by Will Francis on Unsplash

What is Facebook Ads?

With the greatest number of month-to-month active users of any social media network worldwide, Facebook has become extremely competitive. It has also become a potentially rewarding component of lots of service’ digital advertising techniques. Marketing on Facebook is believed to be comparable to Google AdWords. Advertisers using both platforms are essentially promoting their organisation using the Web. However, this is where the similarities end.

Today, Facebook Ads is a leader in the sphere of paid social and has actually become a large part of numerous business’ digital marketing methods. Similarly to Google AdWords, Facebook boasts a really large international audience. Facebook has more than 1.55 BILLION monthly active users. This is massive and clearly Facebook has no rival when it concerns the enormity of its audience.

Features Matter

Facebook’s ‘lookalike audiences’ take advertising to an unparalleled granular level. Individuals share practically every possible detail of their lives on Facebook. From conference and marrying partners to the birth of kids, or the event of new profession moves. Facebook’s users share the pleasures and accomplishments of life’s milestones with their pals and networks every single day. Advertisers can publish client information from their own databases to Facebook, which then applies filtering based on its own data and info provided by third-party information brokers to match users whose information the advertiser uploads.

The extremely finest Facebook advertisements mix in perfectly with the videos, images, and other visual material in users’ news feeds. This allows marketers to take advantage of the strongly convincing qualities of visual advertisements. They can do so in such a way that communicates the aspirational messaging that makes premium advertisements so compelling.

Many newbies to paid social ask the very same concern, namely “Does Facebook advertising work?” By now, the response must be clear. Yes, it does, and extremely well. However, instead of viewing Facebook as the world’s biggest possible signboard, there is something more important. Advertisers ought to understand that Facebook offers a closer insight into their ideal customers than they ever believed possible.

Google Adwords has also become a popular method to advertise webpages, blog posts and services online. Google is the worlds largest search engine. Photo by Launchpresso from Pexels

What is Google AdWord?

Google AdWords is the world’s largest and most popular PPC marketing platform. AdWords is widely used and has ended up being associated with the term “paid search”. The two terms are utilised interchangeably, even though other platforms such as Bing Ads work in a similar method. Google AdWords user interface paid search concentrates on the targeting of keywords and making use of text-based advertisements.

Fielding more than 3.5 billion search inquiries every single day, Google offers marketers access to an unmatched and unequalled potential audience of users who are actively trying to find items and services. Google’s marketing offerings are split across 2 main networks; the Search network and the Show network. The Google Display Network, which uses advertisers more visual ads such as banners, spans around 98% of the Internet. This makes it an excellent choice for advertisers who wish to achieve marketing goals that are not necessarily as conversion-driven as those of PPC ads, such as raising brand awareness on a big scale utilising banner advertisements.

Data Offers Knowledge

Google deals with more than 63,000 search questions every second in any given day. A mind-blowing total of more than 1.2 trillion web searches each and every single year. Google is becoming increasingly advanced in part to its growing dependence on its proprietary synthetic intelligence. Google’s incredible search volume will increase, in addition to the capacity for marketers to reach brand-new customers.

This large source of potential customers alone makes Google an excellent addition to your digital marketing technique. But, when combined with Google’s significantly precise search engine result, it’s easy to see why AdWords is the most popular and extensively used Pay Per Click platform worldwide. One of the greatest misconceptions among those new to Pay Per Click is money wins. The idea that whoever has the biggest advertising spending plan somehow instantly “wins” at Google ads. Both Pay-Per-Click or Social Media Advertising is thought similarly in this way and it is not the case.

Photo by Rajeshwar Bachu on Unsplash

The Bottom Line

A more pertinent advertisement to the user, the better the experience is for that user. Google is the most popular online search engine. For this reason, Google AdWords rewards relevance and quality above all other elements. Some metrics are more crucial to Google in its examination of quality and relevance than others. Click-through rate is considered a trustworthy sign of an advertisement’s overall quality and appeal. Relevance + User Experience= Quality Rating.

No matter what you sell or to whom, the opportunities are great. There is an ad format or feature that will make your goods or services more attractive to your target audience. Google is continually implementing new ad formats and functions. Both Facebook & Google have gained huge ground in the marketing sector. These platforms have evolved marketing into a new data-driven, personalised and consumer-centric ecosystem. The technological aspect of these 21st-century marketing platforms is like no other. Facebook & Google are constantly adding to their marketing features and capabilities, empowering advertisers to reach new audiences and drive a brand-new organisation. So, the debate of whether to use Pay-Per-Click or Social Media Advertising is not the way to look at things, in our opinion. We recommend that you consider using both as part of your wider digital marketing technique.


  • Marketing
  • Online Marketing
  • Pay Per Click
  • PPC
  • Social Media
  • Social Media Advertising
  • Social Media Marketing

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