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Google, Facebook, or Instagram Ads?

May 20, 2020

Google, Facebook, or Instagram Ads? How to Choose a Profitable Platform for Your Ad Campaign

Advertising is necessary, but it’s often a challenge in today’s high-tech world. How do you find an audience with all of the noise from other industries and competitors? If you’re trying to decide between Google, Facebook, and Instagram, we’ve got a guide to help you. 

The Basics of Digital Marketing

Digital marketing is a massive sector of the marketing industry. It leverages the internet, platforms like Google and Facebook, and digital technology to reach potential customers. 

Historically speaking, there’s not much history of digital marketing because it didn’t enter the scene until the 1990s when personal devices became more common. As society turned toward personal computers, mobile phones, and tablets, the marketing community realized it needed to evolve.  

Common Digital Marketing Tools

The growth and evolution of digital marketing revolutionized the industry. The best marketing teams utilize various combinations of tactics and tools to reach customers.

  •  Search Engine Optimization (SEO) is a long-term strategy that improves the visibility of a site or page over time to increase web traffic from the right people for the page.
  • Social Media Marketing refers to the use of social media platforms to promote products or services.
  • Influencer Marketing leverages product endorsements from influencers, celebrities, and organizations on social media. 

The Role of Market Research

Market Research is the use of data to create more effective ads and campaigns. It’s the backbone of successful advertising, and something you want to pay close attention to when creating campaigns.

A primary goal in marketing is to elicit a specific reaction from a target demographic, so they act in a certain way, like purchasing a product. Using market research to craft campaigns allows you to identify the best audience for your product or service and to differentiate yourself from the competition.  

Breaking Down the Channels – Google vs. Facebook vs. Instagram

Google, Facebook, and Instagram all provide the opportunity to pay for your ad to reach potential customers; their approaches differ. It’s challenging to decide which platform is best for you if you don’t understand how they each work. 

Understanding Google Ads

Formerly known as Adwords, Google Ads is essentially a pay-per-click system. Google fields billions of searches every day, so it’s a fantastic place to advertise with that much traffic. 

 Getting started is easy. Tell Google your goal (like website traffic) and the geographic area you wish to target. Create your ad and monthly budget. They will not go over the cap you set, and they tell you about how many clicks you can expect based on your budget.

The Upside of Using Google Ads

Many advertisers report making twice as much as they spend on advertising on Google. However, an impressive return on investment isn’t the only reason to use this channel. 

  • Since Google is the largest search engine in the world, your ads reach more people. Remember, billions of searches every day means a lot of opportunities for potential customers to see your ad.
  • The option to target specific audiences using long-tail keywords is appealing and cheaper than broad searches.
  • You reach people looking for your services. People go to Google looking for solutions, why shouldn’t you be one of those answers?
  • Budget size does not matter. You can spend as much or as little as you please.
  • It’s an opportunity to expand your reach while your SEO efforts do their job. Pay-per-click advertising allows you to jump over current top results until you appear there organically.
  • Google Analytics provides market research data so that you can tailor future ads. 

The Downside of Using Google Ads

No system is perfect, and Google Ads only works as well as the ads you run. There are some important factors to consider before jumping into a campaign.

  •  If you don’t use the right keywords, you’re just throwing money away.
  • Some industries have higher costs per click, and you can be outbid.
  • You can’t blow your budget on the ads and neglect your landing page. If somebody clicks on an enticing ad, but lands on a lackluster page, they’re not likely to convert to a customer. 

The Basics of Facebook and Instagram Ads

It’s no secret that Facebook owns Instagram, and has since 2012, so while the two channels serve slightly different purposes, they function the same in this capacity. You need to adjust your strategy, but there are plenty of options for advertisers on Facebook and Instagram.

 The most important thing to remember when advertising on social media platforms is that people aren’t seeking solutions to problems like they do on Google. People spend time on Facebook and Instagram to share with friends and family and explore hobbies. 

Advantages of Using Facebook and Instagram Ads

Both platforms are highly visual and engage millions of people every day. You have an opportunity to reach people who don’t even know they need you!

  • Individuals aren’t the only Facebook and Instagram users. Businesses and organizations have pages and regularly engage, which expands your reach.
  • It’s an excellent platform for building brand awareness.
  • The cost of advertising (pay per click) is surprisingly low, and you’re not bidding against big business.
  • You can use the same ads on Facebook and Instagram to expand your reach, so you double the exposure for one ad.
  • Targeting specific audiences is easy, and you can make adjustments along the way. 
  • There are many opportunities to use social media influencers on Facebook and Instagram. 

Disadvantages of Facebook and Instagram Ads

  • Due to abuses over the past several years, Facebook and Instagram implemented some copy restrictions that affect some ads meant to drive engagement.
  • You need to know the platform and how to optimize your ad settings, or you could end up wasting a lot of money. 

Which Channel is Best for Your Business?

There are pros and cons to all three channels. Your return on investment may vary, especially if you don’t keep up with trends, or you can hire a reliable company to handle your digital marketing.

 The bottom line is that you need to determine what’s best for your business. All three platforms are worth the effort if you create visual ads with stellar keyword combinations, which a marketing agency can help you achieve. 

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