In the current digital landscape, it is essential that you get the ball rolling on ads for your business to survive.
Marketing your business has transformed over the last decade; with the increasing popularity of social media, gone are the days of newspaper ads and plastering your face on bus stops (though at Blaze, we don’t miss the giant faces watching us desperately chase a bus).
Thank goodness paid social advertising is here to stay.
When trying to grow your business, putting out the right ads is essential for reaching new consumers. Still, with so many advertisement options available, deciding which one is worth pursuing can take time.
It can be challenging to choose between running Google or Social Ads for your business; in this blog, we will explore which advertising option is best for your business so that you don’t have to.
We’re feeling generous at Blaze Media, mainly because we are all desperately trying to get on Santa’s good list.
What Are Google Ads?
Google Ads allows you to advertise your business on Google’s search engine results pages. These are pay-per-click ads, in which you essentially bid to display your ads on Google.
Businesses pay a set amount each time someone clicks on their ad, but you have complete control over your own budget, so you do not have to worry about paying more than you would like to.
A big reason why so many businesses choose Google Ads is because there is more intent behind every person who clicks on the ads, as they are actively searching for your business, or at least related keywords.
What Are Paid Social Ads?
Social media ads are a type of advertising that allows you to showcase your business across major social media platforms such as Instagram, Facebook and TikTok.
Social media ads appear organically in your target audience’s feed, but they are labelled as ads to clarify that to consumers. Social media is ideal for B2C marketing, as you can target your ads directly to consumers.
Now that you know more about Google and social ads, you may better know which one will work best for your business.
It is important to note that every business has different needs, and which ad type you choose depends on your business goals, target audience, and budget. Both Google and paid social advertising come with a cost; you must decide exactly what you’re willing to pay for.
The Pros and Cons of Google Ads (PPC Ad Management)
At Blaze, we think that it is vital for all of our clients to have an in-depth understanding of the advertisement options available to them.
We strongly believe in knowing the good, the bad, and the ugly of advertising methods, so read on to learn more about the pros and cons of Google advertisements, including some of the benefits of running a Google Ads campaign.
Pros
High Intent Audience
As touched on earlier, one of the biggest benefits of taking out Google Ads is that they target users with a strong purchase intent. This is because they need to search your business or related keywords to see your ads, which usually means they are already looking to invest money.
This can lead to higher conversion rates and a much better return on your ad spend, also known as ROAS.
If you have a particularly niche business, there is no point in wasting your money advertising to people with no intention of making a purchase, and you won’t have to with Google Ads.
Better for B2B Advertising
B2B companies commonly use Google Ads. This is because it allows you to target businesses actively searching for specific services or products.
Because Google Ads focuses on keyword-based targeting, it is an excellent resource for driving qualified leads. You can use the resources to focus on specific locations, demographics and user behaviours, allowing you to connect with businesses likely to use your services or buy your products.
You can use precise targeting options to ensure your ads reach the relevant audience.
Control Over Budget
When you advertise with Google Ads, you have full control over your budget and bids, allowing you to spend more flexibly.
At Blaze, our team specialises in pay-per-click (PPC) ad management. We like to use Google Ads because it optimises the process of allocating your PPC budget, allows us to monitor the ads, and gets the highest possible return on investment (ROI).
Cons
With anything in life, there are bound to be some drawbacks that you should consider before using Google Ads. We get it; we also wish there was a perfect solution to all of our advertising needs. Until then, we get the pleasure of hearing our Ad Team sob over ROAS.
Difficult Learning Curve
If you have never used Google Ads before, it can be quite complex and difficult to learn. You need to learn a lot, from keyword bidding to optimisation. It can all feel alien if you have never done it before.
This is why we always suggest that you seek professional advice when running any ad campaign. Experts already have the necessary knowledge and training to optimise your Google Ads and will help you achieve the best ROI.
At Blaze, we have an expert PPC ad management team ready to help you get the most out of your next campaign.
Requires Ongoing Management
Many people dislike the ongoing management and effort required to use Google Ads. While you run ads, you must check in on your account and make the necessary adjustments to optimise your ads.
As much as you’d probably like to, you can’t just pick your initial settings and then leave your ads to fend for themselves. Trust us, we’ve tried it.
You have to appreciate that your competitors are constantly changing their marketing strategies, and you need to do the same to keep up. We suggest ensuring that an ad manager continually supervises your account, as this will ensure your ads are optimised.
Limited Format Solutions
Most ads that you see in Google searches are traditionally text-based. This means that you do not get to make the most out of the visual appeal that you can get from social media ads.
However, you have the potential to create Shopping and Display Ads which offer more visual opinions. It is important to note that these ads are far less prominent than search ads.
The Pros and Cons of Social Ads
Now that you have a more balanced understanding of Google Ads, here are the pros and cons of taking out social media ads.
Pros
Varied Ad Formats
Undoubtedly, there is a lot more potential to get creative with social media ads. You can advertise on social media using various engaging formats, including pictures, videos, stories, and polls.
This means you can put out eye-catching advertisements that showcase your brand and improve audience engagement.
The internet is overwhelmed by businesses trying to promote themselves, so you must do what you can to stand out visually, which you can with paid social advertising.
Cost-Effective
Social media ads tend to be more affordable than Google Ads, especially if you are trying to target your consumers directly. On social media, there are a lot of flexible budget options, and you can choose to spend as much as you’d like on your ads.
If you would like to set your ad spend at a smaller budget while you familiarise yourself with the process, you can easily do so, or you can get the help of a team that knows what they’re doing when it comes to paid social media ads – hint, hint.
Engagement Opportunities
A big difference between social media ads and Google Ads is the opportunity to engage with your audience. When you release a Google Ad into the world, you have to sit back and wait for the ROI and consumer engagement with little consumer interaction.
However, when you post an ad on social media, you can see the comment section and engage with what people are saying about your ads. Engaging with your customers is essential to getting your brand’s name and personality out there.
Cons
Low Purchase Intent
A big disadvantage of social media ads is the low purchase intent of the audience. When you purchase social ads, they appear organically in people’s feeds, and it is not unusual for the people seeing your ads to have no intention of making a purchase from your business, so it can be very hit-and-miss.
Unless you’re doing proper research on your ideal demographic, this could lead to lower conversion rates and impact your business’s success.
Changing Algorithms
A problem you can easily encounter when advertising on social media is the constantly changing algorithm. The algorithm will not show all posts to every follower, and they will instead base it on factors such as relevancy and user preferences, which can change every other day.
This makes it essential to stay updated with industry trends and monitor changing algorithms. Reaching your target audience organically can be difficult, which is why it is always recommended to work with a social media ads specialist, as they already know how to spot algorithm changes.
High Competition
The world has finally realised how great a marketing tool social media is, but it can also create a lot of difficulty. With so many people using social media platforms to advertise their businesses, the cost of advertising can be driven up, especially in competitive industries.
This can make successful advertising on social media quite costly.
Which Ads Are Best for My Business?
Now that you know a bit more about the two different types of online advertising, we hope that you have a better idea of which type you would like to pursue.
It is important to remember that every business is different. Before committing to one type of advertising, it is important to consider the following factors relating to your business:
- Your Audience Intent
- Your Audience Demographics
- Content Style
- Ad Format Suitability
By reviewing this checklist and comparing it to your company’s goals, you will get a much clearer picture of which advertising type will work best for your business.
Luckily for you, we are feeling incredibly generous today, so we are happy to give you some quick advice if you are unsure which is best for your business.
Google Ads is often better for B2B.
Social media ads are often better for B2C.
Repeat that until it gets stuck in your head.
Take Your Ads to The Next Level With Blaze
Hopefully, after reading this wonderfully informative blog, you will feel better prepared to start the big and scary adventure that is advertising.
We understand that it can be challenging, which is why we are always here to help and support. We are the number-one Liverpool PPC agency (humble brag), so we are equipped and ready to give you the advice and assistance you need to run a successful ad campaign.
Contact our team today to find out how we can take your advertising strategies to the next level.