As white label digital marketing experts, we have come across this question dozens of times: “White label Facebook advertising or Google Ads – which is better to generate more ROI?
And most of the times our answer is the same – it depends!
Both Facebook and Google are fantastic advertising networks that deliver great PPC results. But which is better to drive more ROI for your clients will depend on their type of business, target audience, and marketing goals. In this blog, we will discuss whether you should outsource Facebook Ads or spend in white label Google Ads to generate the best value.
White Label Facebook Ads OR Google Ads: The Big Debate Continues
Even a few years back, advertisers knew just Google Ads when it came to PPC campaigns. But in recent times, the battle has become tougher. And Google faces the biggest competition from Facebook, the search engine giant. As such, both the platforms are continually tweaking and improving their PPC approach to offer better value to the advertisers and increase their ROI.
For instance, Google now allows more characters for text ads displayed on its SERPs. Local search ads have also started appearing in Google Maps. On the other hand, Facebook has been continuously changing the way advertisers can target their audiences. Plus, they introduced Messenger ads in 2017 and even incorporated ads when someone watches a video on Facebook.
Facebook is no more a kid when it comes to effective digital advertising. The platform offers a perfect mix of high engagement level and comparatively lower costs. At the same time, Google Ads now provides better targeting with more options to innovate, engage, and drive quality leads.
Now as a digital marketing agency, you would ask “Where do I spend my money?”
So, let’s compare white label Facebook marketing to Google Ads.
White Label Facebook Advertising vs. Google Ads: Key Differences
In this section of the blog, we will compare Facebook Ads and Google Ads based on some fundamental parameters that are crucial as a digital marketing reseller. Let’s get started.
- User Intent
Facebook target ad audiences primarily based on their interests, i.e. through passive targeting. That means viewers are NOT actively looking for a particular brand or service when they are on Facebook. Ads are shown only based on their demographic information, interests, and past buying behaviors. Plus, through white label Facebook, you are often targeting a “static” audience set. As such, ad fatigue rates tend to be much higher for Facebook, explains Jonathan Dane of KlientBoost.
On the other hand, the user intent on Google is clear. When on the search engine, viewers are actively searching for a brand or service and have a genuine interest to buy. As such, they are more likely to click on your advert. There is hardly any ad fatigue and you can constantly target new audiences on SERPs.
Winner: If you want a ready audience for your white label PPC ads, Google is the best option to generate more clicks and increase ROI.
- Audience Targeting
Despite being a giant market shareholder in the world of paid advertising, Google’s targeting options are limited. More often they consider user demographics and search intent to shows your ads.
Here, Facebook wins the hearts with its matchless “audience granularity.” It already has a vast global audience. Plus, it offers comprehensive targeting options such as user demographics, life events, interests, and buying behaviors. Then they have this wonderful feature called “lookalike audiences.” This allows advertisers to almost double the reach of your PPC campaign by reaching new audiences who have similar buying behavior and interests as your existing customers.
Winner: Facebook is a clear winner when it comes to in-depth and effective audience targeting.
- Ad Format & Placement
The creativity with which you can present your PPC ads is also a key factor determining your ROI. While PPC advertising in Google AdWords are mostly text-based, advertisers can still leverage several incredible features to make the ads most compelling for their potential customers. Ad placement options include Google Search, Google Shopping, and Google Search Partners like Amazon, The Washington Post, The NY Times, etc.
Additionally, it isn’t just the typical PPC ads that you can use on Google Ads. Advertisers have a host of exciting features like site links, ad extensions, location targeting, or social proofing like user reviews. It also offers unparalleled customization options and better control to advertisers. With Google, specific types of businesses can also tailor their ads by integrating rich media content such as map data or HD images.
The advantage of Facebook ads white label is its inherent “visual” platform. This makes Facebook advertising powerfully visual than any text-based PPC ads. Whether it is an image, video, or just any visual content, it seamlessly blends into the News Feed and engages meaningfully. Facebook also offers a wide range of placement options like Feed, Marketplace, Right Column Stories, In-Stream Video, Facebook Messenger, Audience Network, and Instagram.
Winner: Both platforms offer great options for ad formatting and placements.
- Average CTR & Conversion Rates
Now let’s come to what matters most – click-through rate and conversion rates. The average CTR for white label Google ads is 3.17% whereas it is only 0.90% for Facebook advertising. This is primarily because Google targets the user’s search intent, displaying the ad right when they have the interest to buy.
On the other hand, Facebook has a high engagement level. Therefore, even if the CTR is lower, the average conversion rate is 9.21%. This means users who click on Facebook Ads do so with a buying intent.
Here, it is also important to consider the effects of lockdown on businesses and how COVID-19 is impacting PPC results. According to a study, Google’s search ad clicks have begun to decrease – 7% below average – as an impact of coronavirus. As such, conversion rates have dropped by an average of 21% in the United States itself. Therefore, it is crucial to diversify your PPC campaigns and increase ad spends on Facebook to reduce COVID-19 impact on business.
Both Facebook Ads and Google Ads provide lucrative opportunities for businesses to improve brand awareness and increase sales. However, the ability to drive more ROI will depend on your targeting efforts, type of audience base, ad spend, and innovativeness in ads. Hire a trusted white label Facebook advertising agency or a certified Google reseller partner to generate great results and more ROI.