Two players- Google and Facebook mainly dominates the digital marketing space. While they are competitors, most large businesses invest in advertising on both the platforms to get the maximum visibility, lead generation and sales. Some smaller companies might struggle with the choice between the two, due to budget constraints though.

Whether one invests in advertising on both the platforms or chooses one, it’s always good to know the difference between the two.

  1. Customer Data and Targeting: One of the most significant differences between Google and Facebook Ads is the kind of data they can access and how they use it to reach out to the prospective customers. While Google depends mainly on the search data which often includes the purchase intent of a user, Facebook users are shown ads based on their interests, social interactions, visual elements and first-party data. So, with Google search the goal is to reach out to a customer at a point when they are showing high buying intent while Facebook ads work best for creating awareness and generating curiosity, keeping the consumers’ interests in mind.
  2. Ad Formats: Google permits rich media ads which let users interact with the support of contextual targeting. Facebook, on the other hand, limits creativity by pre-defining the formats which help them keep a check on the quality standards and user experience on Facebook. The main difference is how these ads are presented. Except for Google Search ads, Google ad formats are explicit forms of advertising. Facebook advertising, on the other hand, looks more like a newsfeed which leads to higher Click Through Rate (CTR) and better user experience.
  3. Reach and User Base: The main advantage of using Google is its enormous reach. It focuses on collecting intent-based data using Google maps, Gmail, Search and other products while Facebook advertising relies primarily on data from Instagram and Facebook.
  4. Localisation: Google can support localisation by allowing contextual targeting on its display network. Both Google and Facebook have been trying to support localisation by providing location-based targeting along with vernacular content. Google certainly has an edge here, since users consume content in native language through YouTube and regional news networks. It helps advertisers to do contextual and language-based targeting with more precision and accuracy.

Both platforms have its pros and cons. While Facebook can help with brand awareness and generating interest, Google can provide results at the moment of search. If the budget permits and one can get an excellent agency to plan the digital marketing campaign, an optimal combination of both can be achieved to help a business soar.