Paid advertising is among the quickest and most successful methods of expanding a business in the digital world nowadays. However, when the number of options is very high, the topic of discussion frequently revolves around two large platforms, namely Meta Ads (Facebook, Instagram, and WhatsApp ads) and Google Ads. The two are effective instruments, however, they operate differently and produce dissimilar outcomes. Knowing their differences will enable you to make the right choice of platforms according to your objectives in the business.
Meta Ads enable companies to advertise on Facebook, Instagram, Messenger, and WhatsApp. The greatest advantage of Meta Ads is its ability to target by interests and behaviour of the audience. Meta does not require someone to search and find a product; it simply displays advertisements to users who are likely to adore your product by using the activities, likes, interests, or demographics of the user.
One such example is when a person regularly reads skincare posts or watches beauty videos, Meta can display an advertisement of natural skincare products to them, even when they were not actively searching them. This causes Meta Ads to be appropriate in brand awareness and demand generation.
Google Ads are search-based. Users who search phrases such as “the best hair oil to use on dry hair” or “the digital marketing service provider in my area” are already intending to purchase a product or solve an issue. Google shows the appropriate adverts on search engines, YouTube, and associated sites.
This makes Google ideal towards getting customers when they are willing to take their action, be it to purchase a product, make a reservation, or visit a site.
The selection of the appropriate platform is dependent on the type of business and objectives. Meta Ads can be the solution in case you have a new business and need to raise the awareness of the brand, create interest, or reach a significant number of people in a short period of time. It assists you to access potential customers whom you are not aware of in relation to your brand.
With Google Ads, faster results will be achieved in case your business already has demand and you need to convert or generate leads instantly, since users are already interested in what is being offered.
No one player is the winner; the two platforms are both formidable in their own ways. Both of them are often combined in the most effective way:
Create awareness and find new customers using Meta Ads.
Use Google Ads to transform high intent users who are willing to buy.
As an example, a new skincare brand could use Meta Ads to display product advantages and build a level of interest. Meanwhile, Google Ads would be able to appeal to consumers who query about the best oil to use on their skin to look glowing or organic hair oil.
Their collaboration results in an entire digital marketing funnel, including awareness through conversion.
Both Meta Ads and Google Ads are used to expand the business, however, the most appropriate option will be determined by your marketing goal. In case you prefer being more visible and interactive, select Meta Ads. Google Ads is a brilliant investment in case you are interested in instant leads and sales. To grow to the fullest, apply the two and develop a balanced strategy.
In the current competitive digital world, companies that use paid advertising in a clever way will always be on top of those that solely use organic marketing. Advertising on paid media is not an investment but a chance to grow indefinitely.