Both Facebook Ads and Google AdWords are useful advertising tools brought to us by the digital world to promote ourselves. But, do we really know enough about them? Could you say which one works best for your needs and when to use each one? They are both very powerful tools that have gradually improved their features, and although their basis is the same (to help us sell more), they each have different characteristics.


SEM (Search Engine Marketing) is the strategy offered to us by Google Adwords whereby we pay to be shown in prime position in search engine results. SMM (Social Media Marketing) involves using Facebook Ads, a platform that contains the client profiles we want to reach. While Facebook Ads is ideal for branding and generating sales for certain products, AdWords is the default sales tool for all need-based searches.
AdWords adverts will be displayed alongside the search results when a user performs a Google search featuring any of your pre-defined key words. Hence the importance of establishing good key words – they will decide whether your AdWords campaign succeeds or fails. Your advert will come up in the search results if the user types one of your key words into the search bar. It is crucial to study your key words carefully according to the words that potential customers use in their searches; your ability to display adverts that meet their actual needs depends on it.
Google AdWords allows you to customise your presence on the net by showing your site when users search for something related to you. When investing in Google AdWords you know that the audience who sees your advert has shown an interest in your product or service because they have made a search. By contrast, Facebook Ads does not allow you to define your target according to exact searches, so it may seem more difficult to reach your intended audience. But Ads is ideal for generating leads and branding among broader audiences thanks to its interesting segmentation options (based on age, gender, qualifications, location, hobbies…). With AdWords, you will have to identify the key words that users search for, whilst in Facebook Ads you have to define the characteristics of your potential audience and their interests. If you are interested in managing and optimising these functions, allow us to help you. By comparing the financial profitability of each option, we found that AdWords is more costly in terms of lead conversion. Both Facebook Ads and Google AdWords work with similar payment models based on a PPC (price per click) strategy.


After analysing the differences between Facebook Ads and Google AdWords, you are probably wondering which of these two online advertising platforms is best or, in other words, which one is better for your company. The answer is simple: neither one is better than the other. In fact, sometimes the best solution is to combine them both. The conclusive answer depends on each business and its needs at any given time. Knowing this, it is important to analyse your sector and your business opportunities carefully. Consider your goals too. For example, wanting to build your brand image is not the same as gaining sales or leads. In any case, both Facebook Ads and Google AdWords provide a range of tools for measuring data and tracking conversions, which is an essential part of the process. Your click-through rate (CTR) is an important parameter to measure the efficacy of your Internet advertising campaigns, and this is an advantage you ought to bear in mind because it means being able to measure all your actions. Another bonus is knowing how much to spend on each campaign. Whichever one you choose, Facebook Ads and Google AdWords are both instrumental and accessible tools to help your company grow. It is up to you to lay out the right strategy and make the most of their potential.