Anyone who has tried Google Adwords and Facebook Ads probably noticed a similar structure to how ads are run on both platforms. Both platforms use an auction system where advertisers bid to get their ads seen by users. However, there are significant differences between the two platforms.

These differences have confused advertisers that thought they could replicate the success on one platform by modeling the other. This is a big mistake as the small difference in how these platforms work can make or break your campaign. To better understand the two platforms, here is a detailed breakdown of how each platform differs.

Bidding

As you know, both platforms use a bidding system that determines how much exposure your ad gets. So naturally, the highest paying bidder has an advantage over other advertisers, but there is some quality metric that both platforms use (which we’ll discuss next).

With Facebook, you pay for every agreed-upon action (leads, clicks, video plays, etc.), while with Google, you pay on a click basis. Both have different bidding options you can go with.

For Facebook, you can autobid to keep your campaign going while paying the lowest costs. You can also bid manually for a specific amount or until you reach a particular goal. It’s recommended that you start your bid high and draw it back slowly to maximize your exposure.

For Google Adwords, the recommended thing to do is bid manually to control your costs better.

Quality of Your Ad

Both platforms use a quality system to ensure your ads target the right users. Facebook uses a relevance score based on how the audience responds to your ad. You want to use attention-grabbing headlines and draw in users with a conversation-style copy to maximize it.

Google Adwords determines the quality score using CTR and the quality of your landing page. To maximize it, you want to organize tightly themed ad groups and try different ads to get the highest CTR possible. You also want to create an effective landing page by following Google’s guidelines and maximizing conversion rates.

Other Key Differences

Facebook has a metric called the estimated action rate. This gives you an idea of how well your ad will perform based on the conversion goal. It also determines the priority you have in the auction. You want to use this metric to guide your campaigns. If the estimated action rate remains low, try for more accessible conversions like leads instead of sales.

Google Adwords offers conversion tracking to help you optimize your campaigns. This gives you a clear idea of how well your campaign is performing for your conversion goal. You want to use this proven metric to adjust your campaigns. Bidding higher for keywords/ad groups that are performing well and lowering bids for break-even or losing keywords/ad groups is a great way to get the most from your campaigns.

Ted is from Ice Cube Marketing, a digital marketing agency in Singapore that helps local small businesses acquire leads from channels such as Facebook and Google.

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