Google and Facebook are the gold standards of digital advertising. The two giants are rightfully called the duopoly of digital marketing. For decades, they have been the chosen platform for businesses to promote brands, services, and products.
The reason why Google and Facebook make a dynamic duo is that they complement each other perfectly. In addition, the platforms offer very affordable solutions for steady growth. It is the ideal environment for small and medium-sized enterprises to take their business to the next level.
This is despite the recent speculation that Amazon is set to enter the realm of digital marketing. So why is the Google and Facebook combo such a force to reckon with? And how can you grow your business by taking advantage of this situation?
Find out the answers below!
Reasons why Google and Facebook work for SMEs
Amazon is no small entity in the marketing world. So the fact that its potential entry into digital advertising does not faze Google and Facebook is no small feat. This confidence is a testament to the solid relationship between them and the business owners.
The reasons why small and medium-size businesses flourish on Google and Facebook include:
- Advertising that is data-driven
Google and Facebook both use data science for digital marketing. In fact, it is the primary feature that is common between the two companies. Both platforms collect organic data from their massive audience. They use this information as leverage to bring the right ads to their audience.
And data-driven advertisement is one of the most effective marketing strategies. Up to 64% of top marketing executives agree that data-driven marketing is crucial for success. Many business owners get access to both these platforms that have ready tools to advertise their business. So naturally, business owners will stick with a known formula that works.
- The extensive reach of Facebook
Several social media platforms have hit the market in recent years. However, none of them has an extensive reach that can rival Facebook. According to 2019 data, there are more than 80 million pages on Facebook for SMEs. Moreover, a single ad reaches up to 2.7 billion users on the platform.
This is a staggering figure that not even Google can match. In fact, even Google+ does not have this level of reach. However, where Google lacks in social reach, it plays a critical role in conversion.
- Conversions from Google
Google does not measure up to Facebook pervasiveness. On the other hand, no internet platform can rival Google’s search capabilities. According to statistics, 90% of searches on the desktop are performed on Google. The same report also reveals that Google Ads influences 90% of consumers buying decisions.
At the beginning of 2020, Google has integrated the mobile view across desktops. This is a very smart move that has improved click-throughs in a significant way. The reason is that regular ads blend in seamlessly into organic search results. So it is hard to see that organic conversions can happen with Google’s search engine.
Ways that Google and Facebook complement each other and how it can benefit Small And Medium Sized Businesses
If we get into the technicalities, Google Ads and Facebook Ads are two different entities. However, their features complement each other almost perfectly. What Google lacks, Facebook makes up for it and vice versa.
In this section, we look at these differences and how you can make the most of it as a small business owner.
- Google My Business vs. Facebook Lookalike Audiences
Google My Business, along with Google Maps, is an indispensable feature for small businesses. However, it is a bit limiting. It is because potential customers need to know the name of your business to search for it.
On the other hand, Facebook Lookalike Audiences allows you to reach new audiences easily. By creating this feature on your Facebook page, you can reach new clients passively, which translates as organic. Another fantastic feature of the Lookalike Audiences is that you can customize your audience’s size anywhere from 1 to 50 thousand.
This can be an excellent way for small businesses to widen their horizon in a significant manner. Click here to learn how to incorporate this feature and grow your business today.
- Facebook visual Ads vs. Google’s text-based Ads
One of the distinct differences between Google Ads and Facebook Ads is their design. Facebook Ads are quite visual. So unless you have a creative team or have the budget to hire one, putting up impactful ads on Facebook is not easy. This can be a big handicap if you are starting a business, and you need an audience.
On the other hand, Google Ads are text-based so using it is effortless. You need just the text descriptions to run a powerful ad on Google. This makes it easy even for those fledgling businesses to run ads without a creative team.
- Awareness vs. conversion
Digital ad revenues on Google are significantly higher. The figure on Facebook is no less impressive as it is in terms of billions of dollars. However, in comparison, Google is way ahead of the competition. There is no competition with Facebook when it comes to spreading awareness; on the other hand. So far, no social platform has achieved the resounding success that Facebook has.
Conversions, as well as awareness, are crucially important for business, both big and small. And the features of Google Ads and Facebook Ads complement each other to facilitate awareness and conversion.