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Google Ads vs. Social Media Ads:
Which is Better for Your Brand?

Advertising is a key component to increase sales and donations for most organizations. Companies and nonprofit organizations can use many kinds of ads and choose from various ways to present and display these ads. With the new year quickly approaching and many organizations developing their 2024 budgets, we want to help you better understand Google ads vs. social media ads and which type is better for your brand.

Google ads and social media ads (Facebook, Instagram, LinkedIn, etc.) are the two main types of ads currently, and while they may sound self-explanatory, we want to ensure you understand the difference between the two and how to decide which is better for your organization. Google ads can be set up as targeted pay-per-click ads, so you only pay when someone clicks your advertisement, according to Shopify. The ads appear on Google as well as Google properties like Gmail and YouTube. There are different types of Google ads. Some are just text that shows up when someone searches. Others include pictures or graphics that usually appear on the side of the webpage of a Google search. Shopify says Google ads are usually a great option because of their extensive reach. Google processes more than 40,000 searches a second, significantly increasing the chance of a casual researcher becoming a customer.

Social media ads can work to appeal to a certain audience. According to LinkedIn, ads on Facebook, Instagram, LinkedIn, and other platforms can be designed to appear to specific audiences based on demographics, interests, and behaviors. This option assures a business executive or nonprofit leader that the right people will see their ads. Ads on social media usually have more options than with Google, which can appeal to many leaders who want to be more creative with their ads.

So, how do you know which is right for your business? There are pros and cons to both Google and social media ads. WordStream says the two forms of ads shouldn’t be used or thought of competitively but as complementary. Using one or even both can improve your sales. A positive with Google ads is that the company focuses on the relevance and quality of ads, not how much the advertiser paid. That’s good news for businesses and nonprofits with smaller staffs who prefer to experiment with ads with a lower price range. Whether you pay $10 or $1,000 for an ad, the number of people who see your ad will be based on the quality, not the amount you paid.

Social media ads on Facebook are typically cheaper per click than Google, according to Shopify. Both forms of advertising can be targeted, but more so with Facebook and other social media sites. Social media may be the way to go if a company or nonprofit is looking for a specific target audience. But if an organization’s main advertising goal is to reach as many people as possible, Google would likely be the best option, as the search engine’s reach can’t be matched.

Point Taken has helped many customers create advertising plans and goals, and we’ve also helped companies who already had advertising take it to the next level. Our team of experts would love to help your organization improve your ads and better understand Google ads vs. social media ads. Even if you have a question about ads, we’re here to help. Contact us today to learn more about advertising on Google or social media.

Point Taken Communications, a boutique Jacksonville public relations and marketing firm serving brands nationwide, creates engaging campaigns that ignite positive change and move audiences to action. We go above and beyond, ensuring each client gets the best return on its investment. Our team of senior professionals has decades of experience bringing bold, creative ideas to life to help companies and nonprofits grow and evolve. At Point Taken, our clients inspire us to fuel progress for your organization, your industry and our world.