{"id":9163,"date":"2020-10-27T12:41:56","date_gmt":"2020-10-27T10:41:56","guid":{"rendered":"https:\/\/www.antartika.it\/news\/google-ads-vs-facebook-ads\/"},"modified":"2020-10-27T16:14:00","modified_gmt":"2020-10-27T14:14:00","slug":"google-ads-vs-facebook-ads","status":"publish","type":"post","link":"https:\/\/www.antartika.it\/en\/web-marketing\/google-ads-vs-facebook-ads\/","title":{"rendered":"Google Ads vs Facebook Ads: Which One to Choose?"},"content":{"rendered":"\n

TLTR<\/strong><\/p>\n\n\n\n

“Google Ads or Facebook Ads?<\/em>” is a question frequently asked when discussing online advertising strategies.<\/p>\n\n\n\n

Often, these two platforms have been viewed as rivals and competitors, <\/strong>creating a perfect dichotomy that confuses newcomers to the digital marketing world. But it’s not that simple.<\/strong><\/p>\n\n\n\n

And as often happens in this field, the answer to the question <\/strong>we posed at the beginning is “it depends.”<\/strong><\/p>\n\n\n\n

Why? Before delving into the wide array that this expression encompasses, it’s important to understand the differences between Google Ads and Facebook Ads.<\/p>\n\n\n\n

Differences between Google Ads and Facebook Ads<\/h2>\n\n\n\n

Google Ads<\/strong> is the largest PPC advertising platform<\/strong>, so much so that these two terms are often used interchangeably.
As we’ve mentioned before, Google Ads offers various campaign types<\/strong> (Search, Display, Shopping, App, Smart, and Discovery) with the common goal of reaching users in various ways throughout their purchasing journey.<\/p>\n\n\n\n

Facebook <\/strong>also boasts an extremely vast global audience. <\/strong>With different campaign types and features (think A\/B testing or lookalike functions, for example), it’s capable of advertising products and services to people based on their interests and behavior on the platform.<\/p>\n\n\n\n

Often, the main difference<\/strong> highlighted between these two giants is how they target users: <\/strong>Google Ads delivers relevant results to users while they are actively searching (the “pull” mechanism<\/strong>), while Facebook Ads are based on a “push” mechanism, <\/strong>as users encounter advertising formats while leisurely scrolling through their feed.<\/p>\n\n\n\n

However, this isn’t exactly accurate<\/strong>. Even Google Ads Display campaigns <\/strong>perfectly fit the “push” mechanism<\/strong> due to the various targeting options (contextual and audience-based)<\/a> that allow reaching the audience while they’re visiting a website or using an app.<\/p>\n\n\n\n

There are other differences often overlooked:<\/p>\n\n\n\n