What is the difference between Google ads and Facebook ads and which one should you use for your store?
It really depends on your store, your products, your niche, and who your customers are. Google works really well when people are searching for exactly what you sell and Facebook is great if you want to show off your products visually and you know exactly who would buy your product. Facebook is also great because it’s very scalable and you can target people that aren’t looking for you yet.
Let’s talk about Google.
Google is fantastic because you are targeting people that have very high buy intent. Think about it, people go to Google when they are on a mission, they want something in particular, maybe they
are looking for the closest shopping mall, maybe they’re just looking for a type of restaurant, but also they have problems and they are looking for a specific product to solve that problem. go to Google and then search for “buy recliner sofa” you can then show a campaign and strategy that only shows your ad on your website is the search for this exact keyboard “buy recliner sofa” you know exactly what they are looking for and you know what the intent is “buy” they are looking to buy this product online so you just need to write a good ad that sends them to the right page that has the recliner sofa their to buy, and this is the good thing about Google, you can limit your traffic to just people that are really searching for your product.
Now let’s talk about Facebook. Facebook is a great advertising platform because there are so many users on Facebook, then you can get super granular with your targeting.
And maybe for your niche, your product your store, there are only a small amount of people who’re actually searching on Google for that product, this means that you would have a limited amount of people to draw from to get that search traffic but with Facebook, you can target people that don’t even know about you or your product or that this sort of product exists yet.
You can show your product to people that don’t know that they want it yet, but after they see it they may buy it. It’s a very visual platform, you need to make sure that your creatives are engaging and keep in mind that when advertising on Facebook you are basically distracting users that are going through their feed, They are scrolling through and checking out content that they like. you want to show something that’s valuable to them, something that entices them to stop, click through and purchase.
What about combining both?
This is what I recommend and what we use for so many e-commerce stores.
Google and Facebook feed into one another really well.
For example, starting with just Google and Google shopping allow you to feed your store with all these customers at a really low cost per click and start getting those initial conversions.
they go through your funnel, purchase your product and they end up on your email list.
then you need to make sure you have the Facebook pixel installed on your store from the get-go and then re-target on Facebook.
You can also build up your customer base with Google’s high intent traffic and then turn to Facebook to run look-like campaigns.
This means that you are using the Google traffic that searches intent to get your ideal customer base through your funnel and get all that data.
You then turn to Facebook and say find people just like these ideal customers.
It’s an incredible strategy and I have seen it work beautifully with so many stores.
We start off by just doing Google shopping and Google search ads and then return to Facebook and scale up those campaigns too with this look-like audience and retaliating. because usually when you start on Facebook you have to do a lot of testing audiences testing creative testing offers.
you will still need to test but this can shortcut the process to a large extent. also, retargeting campaigns on each platform will also re-target users on other platforms as well, so people
coming through your Facebook ads will also see Google retargeting ads as well as retargeting ads on Facebook and Instagram so it basically allows you to get super broad with your reach of this users, this traffic for the retargeting campaigns across all of the social media, Facebook, Instagram as well all over the web with the display campaigns across blogs and all of this news websites and all this other website that have Adsense installed.
