Google Ads vs Facebook Ads: Which is Better for Ecommerce Business?


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Both Google ads and Facebook ads are powerful tools for your eCommerce business, but they each have their strengths and weaknesses. Google Ads is best suited for brands, products, or services that people are actively searching for. In contrast, Facebook is better for brands looking to build brand awareness.

Google Ads and Facebook Ads: The Basics

Google Ads and Facebook Ads: The Basics

At its most basic level, Facebook is a social media platform and Google is an online search engine. Both are free to use and available to anyone with an internet connection.
Facebook is a social network where people connect with friends and family. Google provides search results for the web. You can use both tools to advertise your business.
However, Facebook and Google have made their platforms more business-friendly. Both now offer advertising services that allow you to market your products directly to potential customers. In terms of eCommerce, Facebook Ads and Google Ads are the two most prominent companies in the industry. They are also similar in many ways:

  • Both come in a variety of ad formats, from text to video ads.
  • Both can target audiences based on location, demographics, and interests.
  • Both have a large audience.
  • Both are easy to use
  • Both provide detailed reports on your campaigns.

However, marketers and e-commerce businesses use the features of Facebook ads and google ads differently. Everyone achieves different marketing goals.
More than $58.11 billion will be spent on Facebook ads by 2022, second only to Google’s over $70.20 billion in ad revenue. Many businesses use Facebook ads for lead generation and Google ads for eCommerce conversions.
You must understand how each platform works and how it aligns with your business’ marketing goals to get the most out of your eCommerce promotion strategies.

How Google Ads Impact E-commerce

Google Ads is an online advertising platform that allows businesses to target customers based on their interests and demographics. Whether trying to sell products or services, Google Ads will help you reach the right audience.
Google Ads works by bringing users to your website through search engine results pages (SERPs). It can also show ads on several different platforms, including YouTube and Gmail.
You can create a campaign by selecting an ad group and adding keywords that describe your product or service. From there, Google will show your ad to people who might be interested in what you have to offer. The great thing about Google ads is that it allows you to track the performance of your campaigns so you can optimize them over time.
E-commerce businesses can use Google Ads to drive traffic to their website or app, increase user engagement, and generate leads within the sales team.

How Facebook Ads Impact E-commerce

Like Google Ads, Facebook allows you to create campaigns and target specific audiences based on demographics or interests. You can also set up conversion tracking for your ads to see how much sales each ad generates. The social platform offers several different ads, including videos, carousels, and collections. You can also create your custom audience from existing customers or people visiting your website. With Facebook Ads, you can customize your demographic targeting options based on age group, location, and interests.
Facebook has a huge audience, and getting your ads to the right people for brand awareness and e-commerce sales is easy.

Google Ads and Facebook Ads for E-Commerce Business

1- Payment structure

Google Ads and Facebook Ads: Payment
Google Ads and Facebook Ads: Payment

Google Ads is a pay-as-you-go model. You only pay when someone clicks on your ad, and Google charges a CPC (cost-per-click) based on your ad type.

Facebook Ads have different payment options depending on the ad type:

  • Cost Per Click (CPC) – The cost of having someone click on your ad is CPC. You only pay when someone clicks on your ad. The more competitive your niche is, the higher this is.
  • CPM (cost per thousand impressions) – This option allows you to pay for every 1,000 impressions your ads receive instead of each time someone clicks them. This is better for brands looking to build their reputation and brand awareness. This is also a good option if you have a limited budget, as you won’t pay until your ad is shown to 1,000 people.
  • Cost Per Action (CPA) – You only pay when someone takes an action based on your ad (such as buying something). This can be used for lead generation or sales-focused campaigns.

2- Click-through rate

In the world of eCommerce, the click-through rate is very important. It’s like a measure of success. The higher your click-through rate, the more people will click on your ad and visit your website. Google ads have a higher average CTR than Facebook ads. The average CTR for Google Ads is higher than for Facebook. This means that people are more likely to click on your ad if you use Google Ads rather than Facebook. 3- User Intent Google Ads attract users who are searching for a specific thing, usually a product or service. Facebook ads appeal to a wider audience, who are interested in what’s happening around the world and may be looking for information on different topics. Differences in user intent will affect e-commerce ads differently. Google Ads is better for eCommerce businesses looking to drive purchases. At the same time, Facebook Ads are a better option for companies that want to attract leads and sell later.

4- Average conversion rate

The average conversion rate for Google Ads is around 4.40% in 2022, while the average conversion rate for Facebook ads is around 9.20%. This is due to differences in their advertising platforms, targeting options, and the number of users. Google Ads has a more advanced system for targeting audiences that are likely to convert, so it’s easier for eCommerce businesses to increase conversion rates on the platform. Facebook Ads have fewer advanced targeting options but have a larger audience. However, the higher Facebook Ads conversion rates are due to their ability to target specific audiences within a large audience. When you run an effective campaign, it’s easier for you to convert customers on Facebook than through Google.

5- Easy to use

Facebook Ads are much easier to use than Google Ads. While you can track and manage your campaigns through both platforms, Facebook Ads offers more help and support options. This makes it easy for new business owners to create effective campaigns without hiring an expert. Google Ads is a more advanced platform and can be difficult to use. It has a more complicated setup process and learning how all the features work together will take a long time. Also, there isn’t much support for new users on Facebook Ads compared to Google Ads. 6- Targeting options Facebook’s targeting options are more comprehensive because they tend to collect more user information. Targeting options include age, gender, location, interests, and behavior. With Google Ads, the focus is on keywords and bid management. You can’t target audiences based on demographics like age or gender. For example, if you want to target users within a specific age range, you’ll have to use Google Ads. With Facebook Ads, you can create a custom audience based on demographic data from their profile (if they’ve already filled it out). This is much more powerful as it allows highly targeted ads that are tailored to a specific audience.

7- Customer Service

Google Ads and Facebook Ads: Customer Service

Google has better customer support than Facebook. Your options with Google include phone, live chat, a help center, and regular updates on how to use the platform. However, Facebook offers support through email and live chat. It also provides a community forum where you can get answers to your questions from other people who have used Facebook Ads successfully.

Which is better for eCommerce marketing: Facebook or Google ads?

Which advertising platform is better for your e-commerce business depends on:
  • Your target audience
  • Your budget
  • Your unique business goal.
More than 80% of online shoppers start their product search on Google or Facebook. Both are great platforms for building awareness, driving traffic, and increasing sales. While they share a lot of similarities, there exists a significant difference between them that can help you decide which platform is best for your business.
Google Ads are based on search intent. Facebook ads are based on social context (what people like and share). Google Ads can be more effective if your goal is to drive sales. If you’re looking for brand awareness or website traffic, Facebook might be a better choice.
However, you can use both of these platforms to reach your customers. But you will need automation to maximize the potential of both so that neither platform interferes with the other.

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