Set 1: a difference in approach
The first variation in size between the two platforms is simple to understand: Google Ads works – as its name indicates – with keywords. The principle? A user searches for sneakers, the search engine offers linked ads and returns to a purchase page.
With Facebook, the approach is the opposite. The ads are intended to inspire the user and encourage him or her to make a purchase.
In other words, the Google ads are broadcast at the user’s request while Facebook is based on the user’s profile and interests in bringing the adds to him or her.
Set 2: the battle of attention
Google ads compete with many other ads. They must therefore go straight to the point and stand out from the competition.
This is not so at Facebook. Here, the ads generally appear in the feed and must be presented with a visual appeal, so that the target user is looking at an advertisement that interests him or her, without any direct action on his or her part. In short, Google first asks for editorial work while Facebook put as much on the text as on the graphics.
Set 3: and in terms of strategy?
For Google Ads, the messages of the various advertisers are going to be immediately compared with each other and the commercial arguments are a force to attract prospects: delivery times, ongoing promotions, brands sold… All of these elements may be mentioned on the level of the ad and are decisive criteria for the visitor’s decision in clicking on your ad.
On Facebook Ads, as the message is not being compared with other advertisers at first, we can focus on less commercial aspects: lifestyle, style, product use, etc.
Here, the arguments focus on the product and participation in the crowd funding campaign. The format avoids the brand being compared with other brands of pants on extremely generic keywords.
Yes, making Google Ads advertisements based on keywords such as “Travel pants” or “Women’s pants” would have been of limited interest and success would have been difficult to achieve.
So you see the interest, in particular on widely used keywords. The targeting method of Facebook Ads allows an advertiser to talk more about the product and its qualities without being directly embedded in the mass of commercial arguments of its competitors. 🏊
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