Both Facebook Ads and Google AdWords offer great business opportunities for reaching customers.

First, let’s start with the similarities. Facebook Ads and Google AdWords have huge networks to reach potential customers. Facebook’s got over 1.6 billion users, and Google has about 77% of the global search volume.

Both networks geographic targeting to target the right person with an advertisement.

Both networks make money only when the ad is being clicked, this known as cost-per-click or CPC (hence the term pay-per-click or PPC for paying for these clicks).

This auction structure encourages higher quality ads that resonate with users. Higher quality meant for higher competition, increasing the cost of engagement as more advertisers bid for ad position.

Differences:

The major difference between Facebook Ads and Google AdWords is user’s intent. AdWords targets users who demonstrate intent when they type into the Google search box. Facebook has no such intent. Instead, Facebook Ads match with the user’s interests.

The difference in intent is that the two networks differ in what kind of business goals they are for. Facebook Ads are great for building brand awareness. Google AdWords is great for putting the product or service you offer in front of the user when she’s looking for it.

The difference in intent is that the two networks differ in what kind of business goals they are for. Facebook Ads are great for building brand awareness. Google AdWords is great for putting the product or service you offer in front of the user when she’s looking for it.

Google users are driven. Facebook users are browsing.

Facebook Ads can display advertisements to people who might not be searching for your product or service, but that you think might match your customer or client profile. These ads will let the people to know that you exist and potentially open future business opportunities.

Google AdWords users type their searches with purpose.

Ads on AdWords use the person’s search term to create relevant advertisements that the person will likely click on. Google AdWords ads are highly specific to an interest evident in the user’s search term.

Demographics

You can target endless demographics such as age, sex, income, interests, etc. You can also get specific interests by targeting people who like specific pages like targeting example “Best utensils in the World” for a kitchenware store. The extensive options mean that you can decide the reach of your ads.

Lower CPC with Facebook Ads

Because Google AdWords capitalizes on obvious intent and Facebook Ads sort of guesses it, AdWords costs per click are generally higher. Lower CPCs doesn’t mean everything, and it’s important to keep track of the sales that Facebook is generating to determine whether it’s cheaper or more expensive than AdWords.

Facebook Ads are best used to generate awareness, increasing your audience sizes so that more people may search for you and your Google AdWords ad will be there.

So, if you compare your AdWords conversion results, where people are actively looking for your offerings, to Facebook conversion results, where people might not even know you exist, expectations for Facebook Ads might be skewed.

Remember that Facebook Ads are good for getting people onto your site, signing up for your stuff, and learning about your business. A person instantly buying from his Facebook feed is rare indeed. As we’ve discovered, Facebook Ads and Google AdWords work well together. In fact, some of the most profitable campaigns use the two networks in tandem.