You are looking ads for Your Site. Who is Right Facebook Ads/Google Ads.

What is your objective?

There is a driving purpose behind every ad your business puts out. Itcan be building awareness, driving engagement, acquiring leads, or increasing sales. The platform you select depends on what you aim to achieve through your ads. Facebook Ads, with their pre-existing campaign objective options, are arguably the more versatile advertisingplatform of the two. They are especially effective inimproving brand awareness, driving engagement, and promoting events. But Google AdWords is the more effective option when it comes to increasingsales and acquiring leads. The reason behind this is explained in the nextpoint.

Are your people looking for your product/service?

Ads on Google's platform work only when people search for a particular product or service. They are in the consideration or decision stage of the buyer's journey and they are activelylooking for the solution to a problem they have already identified. But that is not the case on Facebook. Facebook users are just browsing through the site to kill time. No one goes on asocial media sitewith the intention of making a purchase. If you want your ads to target those internetusers who are looking to make a purchase, then Google AdWords undoubtedly works best. And Facebook Ads is the more suitable option if you want to make people aware that your brand's product/service exists and to inform them why they should consider purchasing it.There's another variation of this question you need to answer: Is your brand recognised? People who chance upon your ad on Google will also see similar ads from your competitors. If they don't have a strong reason to choose your productover the other options (due to a lack of brand awareness,identity, or trust), you've just wasted your advertising money. So, if your brand is still in its nascent stage and it isn't readily recognised by people, it's better to opt for Facebook Ads instead.

What are you selling?

If your company haslaunched a first-of-its-kind product, then almost no one will be searching forit on Google. Sure, you can target relevant keywords, but expecting people to make a purchase based on some semblance of relevance is a tall ask. That's where Facebook Ads are more useful that AdWords. Similarly, since ads on Googleare primarily text-based (Google'sDisplay Ad network hastaken a worse hitthan Facebook due to the popularityof Adblock), you are better of advertisingproducts which are visually appealing on Facebook.

What is your budget?

While deciding between the two platforms based on budget, there are two things to consider: cost per click (CPC) and costper acquisition (CPA). Facebook almost always have a lower CPC as compared to those on AdWords —$0.28against$2.32when measured in the US in Q3 2016. While that may instantly tempt you to jump onto the Facebook bandwagon, you need to pause and factor in the CPA. If the CPC for Facebook Ads is 10 times less than that for AdWords, but theads on the Google platform have a conversion rate that's 15 times higher, then you end up paying more overall by advertising on Facebook. Therefore, you need to carefully monitor both the CPA and CPC while deciding which platform works best for your business. Going by rule of thumb though, Facebook Ads generally provide more value-for-money whencompared to GoogleAdWords.

Who do you want to advertise to?

The biggest strength of Facebook Ads is theincredibly detailed targeting option it offers courtesy of the social media sites massive user base. While there are more people using Google, Facebook has more detailed informationabout its users which allow marketers to narrowdown aspecific demographic. You can select the users to whom you want to advertise based on myriad factors like age, gender, marital status, geographical location, interests, educational qualifications, and a lot,lot, more. Google, on the other hand, will show your advertisements to anyone who searches for the relevant keywords which makes it impossible to limit the audience viewing your ads.From the above points, it is clear thatthere isn't one clear winner in this battle between the digital giants. Choosing betweenFacebook Adsand Google AdWords for advertising changes from business to business. And, if youhave the money for it, advertising on both platforms simultaneously is never a bad option.