Google Shopping Ads vs. Facebook Ads: Which One Works Best?
Google Shopping Ads and Facebook Ads are two of the most effective ways for online advertising. Over 44% of merchants use these ads to drive sales for their eCommerce business.
In 2024, Google Ads generated approximately 224 billion dollars accounting for around 75% of revenue. Google Ads helps you to reach a global audience and attract potential buyers. This makes it ideal for capturing high-intent leads.
On the other hand, Facebook Ads leverage user interests, behavior, and demographics to target the right audience. Facebook attracts 3.06 billion active users which makes it great for brand awareness and engagement. Which Ad service is for you depends on your target audience, budget, and goals. This guide is a detailed analysis of Google Shopping Ads and Facebook Ads, their pros and cons, which ad is best for you, and how to set up these Ads.
Google Shopping Ads
When you search for something on Google to purchase, you come across Google Shopping displaying relevant ads on the SERP. These ads are called Product Listing ads or Google Shopping.
Around 1.2 billion searches are made on the platform for purchasing purposes.
Google Shopping Ads are visually more appealing and provide more product detail than Google Search Ads. Google Shopping ads are a way for an e-commerce business to showcase their product on search engine result pages and other places.
A typical Google Ad looks like this:
We searched for ‘Earpods’ and this is what Google Shopping Ads showed us. You can see a list of products with their details such as seller, price, brand name, special offers, etc. You can also filter your preferences for more personalized results.
These ads depend on images to grab user attention. They are made by merchants to grab customers’ attention to advertise their physical products online.
Pros and Cons
Pros
Increase Visibility: Google Shopping Ad displays your products prominently in Google Search, Google Shopping, and the Google Image network. Ad will reach a wider audience.
Higher Click-Through Rates: Google Shopping ad target potential audience. These ads appear more to the person who searches for the relevant product. This increases the chances of conversion and better ROI.
Easy Setup and Management: Google Ads are relatively easy to run and manage. There are tools available to track and optimize this ad.
Cons
Limited Ad Copy: Shopping Ads have limited copy space. There is restricted space to deliver brand messages or complex information.
Complex Setup: you need an optimized product feed to set up a shopping ad. It may take significant time to set up and get optimal results.
Who are Google Shopping Ads best for?
Businesses that sell appealing products
Google Shopping Ads mostly employ product photos to draw in customers. As a result, companies with aesthetically pleasing products can use these advertisements to successfully highlight their offers.
Businesses targeting potential audience
Google Shopping Ads are perfect for reaching people who are actively looking for particular products because they show up prominently on Google search results pages. This guarantees that companies may connect with more likely-to-convert potential clients.
E-commerce companies trying to attract qualified customers:
Google Shopping ads’ wide reach and powerful targeting features assist companies in attracting qualified customers to their online storefronts. These advertisements raise the possibility of conversions by focusing on visitors who are already in the purchasing mindset.
Facebook Shopping Ad
Facebook has a monthly user of around 2.9 billion users around the world and is a popular social media platform. Facebook Ads (Meta Ads) support Facebook and other meta platforms like Instagram and WhatsApp just like Google Shopping Ads leverage different Google Ads to advertise a product. They are considered as Meta equivalent of Google Shopping Ads.
The world of social media advertising is now an incredibly fruitful and profitable avenue for e-commerce businesses. Merchants are now blessed with valuable opportunities to succeed.
You see a Facebook Ad on your newsfeed and these ads have the words ‘sponsored’ below the merchant’s name. You may see these ads on other places like the marketplace etc.
You must have a verified account to run this Facebook Ad. Facebook Business Manager tool or meta Business Suite manages these ads and can appear on all the meta networks including WhatsApp and Instagram.
Facebook ads give you advanced solutions. You can target a user based on their demographics, interests, and behavior. Facebook also offers you multiple formats. For example, it’s your choice you can run a simple image ad or a well-explained carousel ad.
Meta offers you advanced advertising features like Meta Advantage +, and with that help, you can create and run your ad dynamically.
Pros and Cons
Pros
Microtargeting: Facebook is a very efficient and precise tool as it can microtarget specific audiences. You can target a small geolocation like a city, state, village, mall, etc., to potential clients, reducing the resources and time.
Wide Reach: you can expand your product visibility as Facebook ads are advertised throughout its meta platforms. Your ad will appear on Instagram, audience network, messenger, etc., and reach a vast audience shortly.
Creative Ad Format: Facebook offers you various creative ad formats. You can use images, videos, carousels, collections, or catalog ads. These ads help you to tell the story of your brand due to their creative nature.
Cons
Diminish Organic Reach: One major drawback of Facebook advertising is that no one sees your product unless you are paying for it. Facebook won’t be able to help you if you don’t want to pay to share your product on the network.
Effectiveness Variability: Several variables, including audience targeting, ad creativity, and the buyer’s journey stage, can affect how effective Facebook ads are. If you want to guarantee peak performance, you need constant improvement and monitoring.
Who are Facebook Ads best suited for?
E-commerce owner’s who prioritized brand awareness
Facebook ads are an effective way to increase brand recognition. Businesses may reach a large audience and successfully introduce their brand to potential customers with the help of a large user base and advanced targeting features.
Companies that want to build emotional bonds
Facebook ads establish a more personal relationship with their target audience. Businesses may establish emotional bonds with potential customers by utilizing storytelling and captivating content.
Businesses that want to expand their reach beyond search
Facebook Ads allow e-commerce companies to connect with a wider audience of potential clients. These customers may not be actively browsing for things. These ads attract new clients who are receptive to trying out new products and brands.
How to Setup Google Shopping and Facebook Ads?
You can set up Google Shopping and Facebook Ads easily. Below is a detailed discussion on setting up this ad.
Google Shopping Ad
Follow these steps to run a Google Shopping Ads campaign:
- Create a Google Merchant Center (GMC) account.
- Set up a product feed. You can do it manually or with automation tools. Then, upload it to GMC.
- Open a Google Ads account and log in.
- Click “Switch to Expert Mode.”
- Select “Sales” → “Shopping.” Enter your GMC details.
- Choose a campaign type: Standard Shopping or Performance Max.
- Click “Continue.”
- Pick a bid strategy: Manual CPC, Target ROAS, or Maximize Clicks.
- Set your campaign budget.
- Choose your campaign priority: Low, Medium, or High.
- Define placements and reach based on your campaign type.
- Enter a campaign name and click “Create Campaign.”
Facebook Ad
Follow these steps to create a Facebook Ads campaign:
- Create a Facebook Ads Manager account. Set up a Facebook Business Page.
- Choose an ad type that you like to create. This could be video ads or carousel ads. Then, tap “Create.”
- Select your ad objective. It could be brand awareness, engagement, or conversions.
- Set a budget and schedule your campaign.
- Define your target audience. Choose location, age, gender, occupation, and other details.
- Pick an ad format. Options include images, videos, slideshows, or carousels.
- Enable reporting to track your ad performance.
Comparison of Google Shopping and Facebook Shopping Ads
Here is a comparison of Google Shopping and Facebook Shopping Ads.
| Features | Google Shopping Ads | Facebook Shopping Ads |
| Target Audience | Keyword driven (intent-based) | Interest, behavior, and demographic |
| Cost and ROI | Cost-per-click-model (CPC) | Cost per thousand impressions (CPM), Cost-per-click-model (CPC) |
| Ad Format | Video Ads, Image Ads, Display Ads, Text Ads | Image Ads, Carousel Ads, stories |
| Platform Type | Search Engine Advertising (PPC) | Social Media Advertising (Paid Social) |
| Reach and Visibility | Google Engine Search Page, Google Shopping Tab, YouTube, Google Images, Display | Facebook, Instagram, Audience Network, Messenger |
Can You Use Both?
Yes, of course! Many companies think it’s fruitful to use both platforms in tandem. For example, you can use Facebook Ads to build brand awareness. Google Ads to capture high-intent customers actively searching for your product. Both these platforms can help you take your business to new heights! If you combine the strength of both platforms it can create a comprehensive digital marketing strategy that maximizes your reach and ROI. You can also choose one platform depending on your goals and target audience.
FAQs
Why are Your Google Shopping Ads Not Showing?
If your Google Shopping Ads aren’t showing, it could be due to various reasons. You might have used incorrect product data, budget limitations, and campaign settings. When you violate policy it may also make your Ad not to appear. Review and optimize these areas to sort out your problem.
Which platform offers more creative ad formats?
Facebook Ads offer a creative ad format like images and carousel ads. This format is for you if you rely on strong visuals and storytelling for marketing.
How much time does Google Shopping Ads take to work?
The time a Google Shopping Ads take vary from business to business. It typically takes at least three months to mature a Google Shopping Ad.
What are scalability options on Google and Facebook shopping Ads?
You can expand your product feed, refine targeting, optimize bidding, and leverage retargeting to scale Google and Facebook ads. Also, consider to focus on budget management and creative testing.