Digital marketers are always in a dilemma regarding the right platform to invest in – Facebook Ads or Google Ads? And the answer always remains – it depends!
Both Facebook and Google are the top-rated marketing platforms that give the maximum scope of interaction with the target audience. Depending on the needs of each business, marketers need to decide which platform suits them better, based on where will their target audience be available most.
Small businesses with limited funds and marketing budgets face extreme challenges to decide which platform to advertise on. To take the right decision, they need to first understand their business needs and prioritize accordingly. Also, to make the smartest marketing investment, it is crucial to understand the difference between Facebook Ads and Google Ads. Before jumping straight to deciding which platform will yield better ROI in the epic battle – it is important to research well.
The latest study by Oribi indicates that Google does a better job than Facebook to drive online sales for retailers. The survey analyzed the online shopping behavior of about 5.2 million consumers across 204 online stores in the period of October – December 2019 to identify several interesting trends. The survey unveils the common online shopping trends and how they are influenced by Google or Facebook Ads.
Oribi’s research suggested that out of the total number of people visiting an online store, the average conversion rate per store was about 2.2%. This means that out of every 1,000 visitors, only 22 make a purchase. While 11% of the total visitors add items to their carts, out of these, only 39% proceeds to checkout, with just 48% completing a purchase. Also, consumers tend to buy the most after the weekend, with Tuesday being the strongest day for sales.
Oribi confirmed that almost 48.9% of all traffic is driven to online stores via direct methods such as mobile apps and email marketing. Google ranks second as a driver of traffic, powering almost 35% of the traffic – out of which organic search is about 20.6%, and 14.1% through paid search ads. Facebook organic/paid contributes about 9.6%, supported by Instagram organic/paid ads which stand at 1.5%.
Looking at these findings, if the judgment is based on the returns of actual investment, Google Ads has often proved to be the real undisputed advertising king. The fact that marketers managed to achieve more purchases by utilizing a lesser ad spend through Google Ads in terms of ROI, shows how it is better.
Facebook Advertising no doubt has always been the center of most business owner’s marketing plans. Especially considering the paid social strategy. In case the businesses are looking for deeper insight into the audiences’ social behaviors, Facebook will be the right choice. Otherwise, Google remains the winner of this debate without any doubt.
But, before concluding, it’s crucial to remember that every enterprise is different with varied products and unique customer profiles, so the final decision should be completely driven by the business type and the business need.