Marketing strategy is incomplete without an online presence. There are more than 1.8 billion websites today. We have more than 4.7 billion internet users today. The reachability of online platforms is huge. Yet, this vast space offers low-cost advertisement opportunities. Online platforms aid in targeted advertising. No doubt, business owners want their website or pages to be on Google's first search result page. Along with organic traffic, Google Ads is a tool to increase your inorganic hits. While Google still dominates as a search engine, is it enough to drive web traffic? On average, an internet user spends six hours a day browsing through content. 

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The user trend shows that people are looking for more than information online. And they want it fast. Entertainment and engagement drive user behavior, especially on social media platforms. Connecting with customers using live streaming, stories, and more is now a part of strategic marketing. Facebook alone hosts 2.7 billion profiles. Instagram is next in line.

But can you target every marketing platform? Is investing in Facebook Ads worth your money? What can Facebook Ads and Google Ads do for your web traffic?

Google Ads (Adwords) VS Facebook Ads Mechanism

Google aggregates relevant search results. Google Ads enjoys a large pool of audience. Then does that mean Google Ads are expensive? If a brand has a big budget, then can they feature on the top ads? 

The best part of Google Ads is that budget alone is not good enough. Google wants relevant search results. So even if you want to increase your inorganic traffic, keyword relevance matters. Google Ads takes into account the Quality Score. Google ads bidding is a complex process. But Google considers user experience and relevance to arrive at a Quality Score. So with an effective keyword strategy, URL, and ad content, you don't need to stretch your budget.

Web Traffic and Google Ads Bid Strategy:

Your Google Ads bidding strategy depends on the end goals of your campaign. Your bidding strategy should also work for your target network. For increasing web traffic, you want to focus on CTR (Clicks Through Rate). So basically, a CPC (Cost Per Click) bidding strategy is ideal. It is easy to get started on Google Ads, even if you are new to the game. Google offers automated and customized bidding strategies. So if your focus is CPC, then you can explore Google's 'Maximize Clicks.' You can also opt to work manually on your bidding strategy.

Facebook Ads Mechanism: Is it any different?

Like Google Ads, Facebook Ads also work on a bidding mechanism. You can set a budget and bid for every click or 'per thousand impressions.' Experts opine that it is comparatively difficult for brands to get started on Facebook Ads. Google Ads offers many options for automation. But automation means you are letting Google Ads take control.

On the other hand, Facebook Ads offer unparalleled, detailed targeting. Facebook knows its users. For you, it means using profile information for the right reach. So no doubt Google Ads can maximize reach. But Facebook Ads can narrow down your target audience and maximize the right reach. Additionally, you can target users basis their location, demographics, and more. 

Facebook's lookalike audience

Facebook's target marketing tool uses its rich database to create a lookalike audience. The tool studies your existing audience's likes, interests, demographics, and more. Basis common traits, the tool creates a pool of lookalike audiences. Your target lookalike audience will now start seeing your Facebook Ads. Facebook Ads are highly customizable for your lookalike audience. The power user data that Facebook has is unimaginable! 

Points to consider while choosing a platform

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With Facebook Ads, you can promote your posts, page, and website. Promoting your website on Facebook may seem strange. Facebook has indeed been increasingly trying to keep users on the platform. But with the right strategy, you can promote your website through Facebook Ads. Google Ads is a more straightforward way to get people to visit your website directly. Then why go for Facebook Ads? Also, what should you know while comparing Google Ads and Facebook Ads?

1. What is your audience looking for online? Where are they placed along the buyer journey?

A user on Facebook is looking for casual browsing. Your audience is not looking at making a serious buy. Your advertisement is interrupting their leisure browsing time. So if you are expecting them to make an immediate purchase through Facebook Ads, you will be disappointed. Google Ads targets people who are looking for a keyword. Your audience on Google Ads will want to visit your website. Your reviews on Google and the relevance of the ad will help them decide. If your CTA (Call to Action) asks for small commitments like subscriptions, then Facebook Ads are your low-cost options. 

2. Single vs. multiple touch-points

Most Google Ads are text-based searches. The ads target customers with a high intent to buy. So, if you are looking at creating brand awareness, a search-based ad may not help. Facebook Ads are great for making the first contact with new customers. Additionally, you can use a variety of images, videos, and instant experiences through Facebook Ads. Social media platforms are a tool to create customer delight. But it is easier to increase web traffic through Google Ads. Then should you ignore Google Ads for customer engagement and brand awareness? The answer is no. Google's Display Network is an option worth exploring for brand awareness campaigns.

3. Facebook Ads need to be visual

Did you know that Facebook needs 20% of the ad content to be visual? Facebook Ads make way for impactful copies. 

4. Cost and ROI 

Facebook offers affordable budgeting. Google Ads can maximize your reachability. But with the minute targeting feature of Facebook, the ads reach the right audience. So, the ROI (Return On Investment) is high. But there is a catch. It will help if you run regular engagement campaigns to direct customers to your website. 

5. Metrics and Web Traffic

Facebook helps you understand many things about your customers. You can know their likes, posts that they engage with and redirect them to your website. But Facebook does not track user behavior once they land on your website. So you may need to use tools like Google Analytics to understand the end-to end-user journey.

So which platform will you choose for your next paid campaign? The good news is you need not discard one while selecting the other.