Guest Post: Facebook Ads vs Google PPC for B2B Internet marketing

by Tony Evans – a freelance web designer

The ever-growing business of Internet advertising has been the craze for most business nowadays. Almost all businesses today have their own websites and blogs to market their services or products to their customers. In this article, I will compare Facebook’s way of advertising against the traditional PPC of Google in a B2B context.

Comparison 1. The Look

Admit it—we all have grown accustomed with Google ads. As we perform searches almost every day, we see the squared ad listing in text before the actual hits of the keywords we entered in Google’s search engine.

Some people hate seeing ads and are already conditioned to ignore them. They tend to trust the organic search results rather than those paid ones.

Google’s PPC may be blocked by programming code installed in the web browser thus trashing them as unnoticed.

By contrast, Facebook has taken a leap over these traditional-looking ads. But mind you, advertising in Facebook is not merely about posting several photos and tagging friends on the network anymore.

Now, the social media giant has been going big with Facebook ads cloaked as ‘Sponsored Stories’ or ‘Related Posts’.

They appear as small units of advertisements on the sidelines along with the content of your timeline and mainstream feed.

Recently, an upgraded version has been released. Snippets of ad units can be part of the regular news feed.

And these can be a game-changer for your B2B marketing efforts as users can respond to the content inside the ad itself.

This round goes to: Facebook Ads

2. Conversion

In Facebook, when one of the users get attracted to your ad and has ‘Liked’ your featured story, the same content will appear in their network’s feeds.

With the social context attached, your ads will be more likely clicked and remembered.

The beauty about Facebook though is that you can interact with the users directly (by commenting in the news feed), as it is a social networking channel.

You can take good advantage of this to gather as much information as you can from the potential customers right then and there.

Note that the number of conversions you make is not equal to the number of impressions. It might take you more time to build loyalty first before motivating these leads to finally make a purchase from your business.

Also, Facebook advertisements for B2B are considered still at the baby stage. They are more catering for B2C at the moment.

Google’s PPC, on the other hand, appears to be more straightforward. The paid ad listings work to attract interest of viewers.

When the ad is clicked, users will be led to a landing page where they will be able to access the ‘sales pitch’ of the company.

They can either contact the business owner from the contact details written on the main page or make a purchase by clicking the Buy button immediately.

This round goes to: Google PPC

3. Tracking Targets

With Facebook, you can post a targeted ad. This means that only those users in specific location and having specific demographics and interests will be focused on for targeting.

In creating an ad, you can demand info and filter user attributes such as the behaviour of your target, sexual orientation, relationship status, language, educational attainment, job, etc.

You can form any structure as precise and detailed as you want. With Google, you can only put as much as language, geography and search activities of users to target them.

This round goes to: Facebook Ads

4. Placing Bids for Ad Placement

Facebook ad positions and Google’s PPC ads are won by bidding. However, in Facebook, there is no transparent position as to where you want to place your ads.

This is because Facebook largely controls and deliberates the ads. The ads rotate every three to six days. The frequency of your ads appearing on users’ feeds is influenced by the unique click through rate.

In essence, when there are fewer people clicking through the ads, the ads will be shown less often.

With Google, you have more control in placing ads because ads basically are positioned when they are relevant to the search conducted by users.

When you have won a bid for a particular set of keywords, expect your PPC ads to show up in user’s screens in search engines.

This round goes to: Google PPC

5. Price Correlated with Search

The PPC advertising program of Google is handled by AdWords which assumes a linear relationship between bid and traffic.

PPC prices depend on the competitive demand of keywords and traffic levels. When there is more demand in terms of number of searches for particular root keywords, bidding price is more expensive.

Correspondingly, fewer searches or those with longer keywords usually are cheaper.

Google’s PPC price commonly starts at $0.05. Top keywords require as high as $3.30 per click. Let’s take an average of $1.675 for the cost of PPC. Facebook ads come with a price tag of $1.25 per click.

This is the recommend rate to attain success in impressions. Notice that this match is not all about weighing price but also search.

Facebook advertising is cheaper than Google PPC advertising in general. But tied with the actual searches, Google PPC ads are more effective for B2B transactions.

People go to Google with the intention and mindset to search for something specific, whereas people log on to Facebook to interact socially. So ads there can be interpreted as only interrupting their main purpose.

This round goes to: Google PPC


The final score of the Facebook versus Google bout is 2-3, which clearly indicates that Google PPC won.

In B2B marketing, keywords, traffic, and cost are the most important considerations.

But you also have to take account of the overall user experience. Google is where everyone makes a search, including customers and businesses, while Facebook is used more solely by customers and businesses that sell (and not engage with purchases).

Hence, Facebook may not be the best place for you to invest in B2B advertisements and commerce, unless you are a huge company with a large advertising budget to spend.

Author biog

Tony Evans is a freelance web designer, an alumna of Upskilled Australia and a mother of a beautiful daughter, Athena. She has a passion for Aerobics and like healthy cooking  recipes.

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