Google AdWords vs. Facebook: which One For Small Businesses?

Ali vs. Frazier. Batman vs. the Hulk. King Kong vs. Godzilla. And - Google Ad Words vs. Facebook: Battle of the heavyweights.

As a small business owner, with a limited budget, this is the (less than) million dollar question: which is the best place for you to invest your budget?To begin with, you need to decide the purpose of your campaign: do you want to actually sell something (product or service) or build brand awareness? Strictly speaking, for the former, Google Ad Words is considered to have the advantage, since searchers generally have something already in mind when they search, while for the latter, Facebook, because of its powerful social tentacles, is considered the better. But

Next, know the players: In one corner, the herculean search giant, Google: Google’s Ad Words allows you to create a customized campaign, right

down to local targeting. Using proper keywords, you can potentially attract a large crowd of customers, from a national to local scale, depending upon your business size, needs and, of course, budget. If you’ve got a sea food restaurant in Oklahoma City, it would be pointless for someone in LA or Alaska to see it in a general SERP.

With Google Ad Words you can also target your audience according to device used (computer, mobile), time of day and week. So with effective daily management – or by hiring a specialist to run your campaign – your operation can succeed.

However…One of the drawbacks of Google Ad Words is that it is time-consuming: you need to constantly test keywords and ads for effectiveness, relevancy, landing pages, etc. (hence the suggestion of hiring an Ad Words specialist), and the costs can easily skyrocket if your campaign is not managed carefully.

In the other corner stands its cyclopean rival, Facebook:The clear advantage of Facebook is its popularity: it’s on three out of every three mobile phones. It’s got three times more unique monthly visitors than Twitter, and with traffic patterns on or near the same level as Google. It is a mammoth social networking tree where you can target users according to similarities in interests, hobbies and liked pages.

Setting up a page for your business is simple and costs nothing. One of the big advantage of Facebook promotion is the “social endorsement” value. Meaning, that if your Facebook client Joe X ‘likes’ your product or company, or comments on a post you made, his friends will see his action on their newsfeed and will perceive it as an endorsement of what you sell. That is a value that can’t be underestimated. Where Facebook excels is the ability for the small business owner to target his audience according to gender, location, age and interests, which for the most part cannot be achieved using Google Ad Words.

So…if Facebook advertising is so great, where’s the catch?

Not really a catch, more of a nuisance: Facebook advertising is only on…Facebook, and potential customers do not use the platform to search for you. Although this could change in the future, depending on Facebook’s plans for its own search engine.And then there’s the dreaded F word: Fraud. “Pay us $10 and we’ll get you 1,000 likes!” type of spam. You’re liable to pay for ads that don’t convert at all.

And the winner is…To know this, you need to realize who are your customers? Where do they hang out (In real life and online? What type of crowd are they? If you know they spend a lot of time on Facebook, it’s probably worth it for you to invest in Facebook advertising. If most of your customers use Google search engine, then Ad Words is better for you. A survey is a good way to check out your customers’ social media habits.And again, it all comes down to your business objectives: for more immediate sales, the consensus says Google Ad Words. For better brand building and awareness, Facebook is your ace.

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