Do you know the difference between social media ads and Google ads?
Posted: Sun Jan 05, 2025 9:46 am
I'll start with an important question: What is your goal with paid media (or ads)?
There are different ad formats for different types of objectives, so finland phone number data you need to have a clear vision of what you are looking for in order to choose the best strategy .
This article will be objective! Now see a comparison between ads on Google and Social Networks:
Google vs Social Networks
Keywords x Users
Cheaper vs More Expensive
Fewer forms of Segmentation vs. More forms of segmentation
Greater audience variation vs. More targeted audience
User with a higher level of awareness or User who needs to be impacted
Bottom of Funnel vs Top, Middle and Bottom of Funnel
Leads vs. Brand Recognition
As shown in the comparison, Google ads are generally cheaper than social media ads, but they have fewer targeting options.
In practice, this can lead to greater variation in the audience that arrives through paid traffic.
However, the biggest difference is that social media ads focus on the users you want to reach, while Google's focus is on the keywords that the user used.
In other words, the user who is searching for a specific keyword is already aware of a problem, pain or desire that needs to be solved. While the user of social networks is often not even looking for what you are offering.
In Google Ads, the customer's journey stage is much more advanced. They are ready to buy what they are looking for.
In short, the type of advertisement that generates the most results for companies is the one that achieves the current objective of the marketing strategy.
If you are a new company that needs to be known, social media is the best option. However, if you are an established company that wants to increase sales, Google will provide leads that are more prepared to buy.
In any case, the best scenario for a company is to attack both fronts simultaneously, expanding results, regardless of the main objective.
Below, I leave some suggestions for you to evaluate in your campaigns:
Campaign Type and Objective
Display for Branding and Remarketing
Research for Products and Services
Separation of Search Terms
Each term within your campaign – Example: Institutional terms are within an institutional campaign
No Internal Competition
Do not duplicate terms within other campaigns, enabling results to be measured more clearly
Build Your Funnel
Think of your ads as a funnel. Here’s how:
Top of the Funnel : Impact a large mass of users (most of whom are not interested in or do not know your product).
Middle of the Funnel: Create specific ads for these people, showing benefits and overcoming objections, so that this user becomes interested in the product
Bottom of the Funnel: Create more aggressive campaigns, with mental triggers of scarcity and urgency, so that the user takes the desired action, be it buying a product, filling out a form, among others.
By using paid traffic as a way of quickly attracting traffic, we can achieve more immediate results than with organic traffic, which must be built in parallel, with your own strategies.
When a company's advertising strategy is designed in a joint and continuous manner, results are achieved more easily. Furthermore, with these digital strategies formulated in stages, these results can also be evaluated and measured in a standardized way, offering a broader view of performance, rather than just a final result.
There are different ad formats for different types of objectives, so finland phone number data you need to have a clear vision of what you are looking for in order to choose the best strategy .
This article will be objective! Now see a comparison between ads on Google and Social Networks:
Google vs Social Networks
Keywords x Users
Cheaper vs More Expensive
Fewer forms of Segmentation vs. More forms of segmentation
Greater audience variation vs. More targeted audience
User with a higher level of awareness or User who needs to be impacted
Bottom of Funnel vs Top, Middle and Bottom of Funnel
Leads vs. Brand Recognition
As shown in the comparison, Google ads are generally cheaper than social media ads, but they have fewer targeting options.
In practice, this can lead to greater variation in the audience that arrives through paid traffic.
However, the biggest difference is that social media ads focus on the users you want to reach, while Google's focus is on the keywords that the user used.
In other words, the user who is searching for a specific keyword is already aware of a problem, pain or desire that needs to be solved. While the user of social networks is often not even looking for what you are offering.
In Google Ads, the customer's journey stage is much more advanced. They are ready to buy what they are looking for.
In short, the type of advertisement that generates the most results for companies is the one that achieves the current objective of the marketing strategy.
If you are a new company that needs to be known, social media is the best option. However, if you are an established company that wants to increase sales, Google will provide leads that are more prepared to buy.
In any case, the best scenario for a company is to attack both fronts simultaneously, expanding results, regardless of the main objective.
Below, I leave some suggestions for you to evaluate in your campaigns:
Campaign Type and Objective
Display for Branding and Remarketing
Research for Products and Services
Separation of Search Terms
Each term within your campaign – Example: Institutional terms are within an institutional campaign
No Internal Competition
Do not duplicate terms within other campaigns, enabling results to be measured more clearly
Build Your Funnel
Think of your ads as a funnel. Here’s how:
Top of the Funnel : Impact a large mass of users (most of whom are not interested in or do not know your product).
Middle of the Funnel: Create specific ads for these people, showing benefits and overcoming objections, so that this user becomes interested in the product
Bottom of the Funnel: Create more aggressive campaigns, with mental triggers of scarcity and urgency, so that the user takes the desired action, be it buying a product, filling out a form, among others.
By using paid traffic as a way of quickly attracting traffic, we can achieve more immediate results than with organic traffic, which must be built in parallel, with your own strategies.
When a company's advertising strategy is designed in a joint and continuous manner, results are achieved more easily. Furthermore, with these digital strategies formulated in stages, these results can also be evaluated and measured in a standardized way, offering a broader view of performance, rather than just a final result.