“Where should I advertise?” is probably the most common question asked by business owners, and “Facebook or Google.” is the most common answer given by marketers. But how do we choose the right place for our business? Where will it be more profitable and effective? Let’s take a look at both options to shed some light on their possibilities.

Facebook Ads

Let's start with the fact that Facebook is a social network. This means that its users do not use it to seek a solution to their problems by purchasing certain products or services. The main reason for using the network is to communicate with family and friends. This is the place where you can express yourself and get to know others based on their publications. Let's not forget that Facebook boasts over two billion active users, of which over a million are Bulgarians. This is a serious number that we must keep in mind when we decide to choose advertising on this network.

Perhaps the biggest advantage of the platform is that ads can be targeted to a specific niche of people who have a given interest. This way, we can choose to present our ad only to selected users who are interested in our product or service. This dramatically increases the chance of a positive result from our ad.

Where can Facebook ads appear? Ads can be displayed directly on the platform, on Instagram or Messenger.

What form can they be in? Ads can appear in various multimedia forms – photos available for all devices, entire albums, videos or articles in the New Feed that users can like or comment on, or banners available only in the widescreen version of the platform.

How does advertising work here? As we have already mentioned, on Facebook users are not looking for solutions to given problems. Therefore, advertising on them should show them what their problem is and how exactly our business can solve it. Here, ads do not “capture” users who are already ready to solve the problem, they focus on an audience that does not know what their problem is.

Of course, by taking advantage of these specifics in the best way, we can achieve an even more profitable result than expected.

Google Ads

Google is the largest search engine in the world, which means it has an incredibly large number of users, the number of whom we cannot even imagine. Google shows results for three million searches just every minute. Here, users are looking for something because they already have a problem and want to solve it. So your job here is to offer them your business as the best possible solution for them.

Google ads There are many formats that you can take advantage of. Let's take a look at some of the most popular ones.

What types of advertising does Google offer? Unlike Facebook, you cannot choose a specific target audience here. The advertisement в търсачката Google works with a set of keywords. The goal is to choose the most relevant keywords so that your business comes first in Google searches.

Another option for Google advertising is YouTube video advertising. It is displayed at the beginning or middle of videos, requiring the user to watch a few seconds that cannot be skipped. The mandatory viewing time can be only part of the ad, after which it can be skipped or the entire ad can be mandatory if it is shorter. The goal of the ad here is to intrigue the user so much that he clicks on it, which will redirect him to the business's website. On YouTube, there can also be a complex banner that can be displayed when the video ad is running.

An effective solution is also advertising in display network, which presents advertising banners on websites. They can be videos or images in graphic designs that invite users to click on them, which will redirect them to the website of the advertised business. The banner can be horizontal or side-by-side, depending on its placement on the page.

The majority of Google users are predisposed to high ad effectiveness. If you design your ad to attract attention without being intrusive, but also to offer the best solution, you will certainly be satisfied.

Choose Facebook Ads or Google Ads after carefully considering your advertising goals, the results you want to achieve, and what strategy you want to use. If you're still unsure or have any questions, we, at SFC, we are at a consultation meeting!