Google vs. Facebook

Kyle CassanoBlog,Featured,Politics

We all know that between Google and Facebook, the two tech giants pretty much own the world. They know virtually everything about their users that a company could possibly know, and then some… So, which one is a better advertising platform and where should you put your clients’ advertising dollars?

This article aims to point out some key differences between Google and Facebook and determine the best way to spend a client’s budget online. Let’s take a look, shall we?

Let’s start with a basic intro on display advertising. What is it?

Display advertising (a.k.a. “banner ads”) is an online form of advertising that the company’s promotional messages appear on third party sites or search engine results pages such as publishers or social networks. It includes many different formats and contains items such as text, static images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.

The main purpose of display advertising is to support a brand or message awareness and it also helps to increase a purchase intention of consumers.

You can run display ads on Google, Facebook, purchase third-party inventory and place buys with programmatic vendors, or buy direct from a website (i.e. an industry-specific publication),


There are 2.925 billion Internet users in the world.

Facebook Ads:

  • 1.28 billion monthly active users
  • 1 trillion page views / month
  • Potential reach of 43.8% of all Internet users

Google Ads:

  • Google AdWords can reach over 2.6 billion Google searchers every month
  • 180 billion Google searches / month
  • Potential reach of 90% of all Internet users


Facebook Ads:

  • Location – targets people where they live – based on country, state/province, city, phone number, zip code
  • Look-a-like – target to future prospects based on similarities to current fans, coalition members and website visitors
  • Behaviors – target based on previous actions, such as likes and devices used to access the platform
  • Demographics – age, gender, relationships, education, job title and more
  • Interests – target based on interests, hobbies and Pages Liked on Facebook
  • Website custom audiences – target to bounced traffic from your website or landing pages

Google Ads:

  • Location – target by country, region or city – where your constituents are located or when they search for you
  • Keywords – target by relevant keywords prospects use in search (i.e. a candidate name or a bill number)
  • Negative keywords – exclude keywords to sharpen your audience targeting and spend more efficiently
  • Demographics – target by age, gender and parental status
  • Language – target by language preferences
  • Device – target ads to show on prospect’s computer, mobile or tablets

Mobile Advertising:


  • Optimize ads for iOS and Android
  • 21.7% of Facebook ad revenue comes from mobile


  • Choose budgeting ratio for mobile and for tablets
  • Optimize text ads for WAP-enabled phones
  • Optimize text ads for iOS and Android devices
  • 48.6% of Google ad revenue comes from mobile

Return on Investment (ROI):


  • Average Cost Per Click (CPC): Varies from $0.35 – $5.00 – the most expensive keyword CPC is “insurance” at $54.17
  • Cost per Thousand Impressions (CPM): $2.75
  • Click Through Rate (CTR): 2%
  • Conversion Rate: 2.35%
  • Average Conversion Rate of:
    • ecommerce: 1.84%
    • B2B: 2.23%
    • Finance: 5.01%
  • Average Cost Per Conversion (CPA): Varies. AdWords CPA bidding allows you to set your average costs per


  • Average Cost Per Click (CPC): Under $1, retail industry averages $0.45 CPC
  • Cost per Thousand Impressions (CPM): $0.80 – $1.00 per 1,000 (compare to a straight media buy with $25 – $40 CPM)
  • Click Through Rate (CTR): 0.027% – 0.919%
  • Conversion Rate: 1 – 2%
  • Average Cost Per Conversion (Facebook Like): $0.34 – $1.57 (we have seen $4 CPL for California political campaigns)

So who is the winner?

The two platforms compliment each other and should be used in conjunction for best results and to ensure maximum campaign effectiveness. You miss a percentage of the market if you exclude one of these platforms. together they reach the vast majority of Internet users and account for almost 80% of the U.S. digital spend.

Google Ads – best for acquisition (emails, form submissions, actions)

Facebook Ads – best for awareness and lead generation


  • Both FB & Google offer similar-audience targeting & customer match
  • Customer match allows uploading of email or phone number list
  • Lookalike extends to people who display similar characteristics
  • For Google: based upon retargeting list & user’s GDN activity over the last 30 days
  • For FB: based upon users’ expressed likes & profile data

Have a question about display advertising on Facebook and Google? Give us a call and speak to one of our digital specialists today.

To see what else we’ve been up to and are capable of doing, please take a look at our Capabilities Deck… hooray! (Click the BIG red button below to download the deck)

If you have any digital needs or know someone who does, please shoot me a call at 916.601.7527 or email us directly at!

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