PPC on Powerful Platforms: Using FB Ads or Google Ads to Drive Clients’ eCommerce Site Traffic

PPC, ecommerce

When we talk about the paid media market heavy hitters, two names reign supreme: Google Ads and Facebook Ads.

Not only is the reach of both platforms absolutely massive (Google fields 3.5B searches per day while Facebook has around 2.6B active monthly users), but they also offer a surplus of targeting and advertising options to maximise spend.

Using either platform can put eCommerce advertisements front and center of an intended audience, drive awareness and leads, and breathe life to businesses. The issue, of course, is that your customers don’t always have the luxury of time and enough money to set up a PPC campaign on both platforms, especially with the pandemic.

How can you make sure that they’re getting the most bang for their buck? We’ve put together the advantages of each platform and important insights for comparison.

Google Ads Networks


The Google Ads PPC platform runs business advertisements that appear either on the SERPs of the main website or through the search engine giant’s Display Network. While the two fulfill individual functions, we’ll only be discussing the Search Network.

1. Significant potential reach for bottom-of-the-funnel consumers – the Google Search Network specialises in making the most of the opportunity presented by a search with intent. With the launch of Rankbrain, understanding the intent behind a user’s query has only become easier. Marketers using this platform will be able to maximise the reach of their ads because the algorithm can process a significant number of related queries.


2. Features level the advertiser playing field 

Because Google’s algorithm is capable of understanding complex queries, the search engine can, in turn, deliver dynamic results. It can and will determine how relevant and valuable your ad would be to the searcher and present it accordingly. This ability not only increases the quality of results. It also means that even on a smaller PPC budget, a brand can be competitive provided it satisfies the other categories.

3. Wide range of ad extension customisation options – although Search Network is still text-based, it doesn’t mean advertisers can’t customise. In fact, Google offers myriad options you can use to make the ad experience more compelling and satisfying:

In a nutshell, Google Ads, its Search Network, in particular, shines when the intent behind serving up these ads is to drive high quality leads to an eCommerce site. It’s an active kind of user consideration.


You can recommend this to clients when you’re targeting middle-to-bottom of the funnel traffic and support the endeavours with the Google Display Network and YouTube Ads for awareness and after-market support.

Facebook Newsfeed Placements

Facebook Ads placements function passively. Instead of being served up in response to a search query for a product or service, this sort of ads appear like native content on a user’s Newsfeed.

How can marketers work this system to their advantage?

Simple: invest in this platform when your object is to create brand awareness.


With all the people connecting on the platform to catch up with friends, join groups related to their interests, and share images and videos of their lives, you can’t miss out on the opportunity to normalise seeing a brand.

Facebook Ads’ advantages can be distilled into three items:

1. Granular control of the audience targeting system

On Facebook Ads, control over who gets to see a business’ ads is insane. Advertisers can build up a very specific profile of their target market through Custom Audiences. The demographic information that you could input ranges from job titles, income brackets, and company seniority to hobbies and favorite shows. To augment audience reach, advertisers have the option to retarget past site visitors and create a lookalike audiences function.

2. Significantly lower ad costs coupled with higher potential ROI 

This is pretty straightforward. As of Q1 2020, Facebook’s CPC averages $0.73, depending on the industry, and its potential return on investment rates are really high because savvy marketers will often pair the low CPCs with the granulated audience targeting function. This way, they are able to stretch even a small budget and maximise returns.


3. Visual ads look like native content

The best Facebook ads don’t look like ads. Rather, they look like they’re a natural part of the feed they’ve been served on. The tactic is indispensable to advertisers and makes ads so compelling because it perfectly leverages the format’s two advantages:

Which PPC platform is for you?

If you really wanted to cover all your bases, you’d be investing in presences on both platforms. You’ll be able to net sales, leads, and consultations either way. But it’s rarely such an easy decision.


Often, circumstances and budget constraints — especially in this backdrop of global crisis — force us to choose one over the other.

We’d advise basing your decision on your overall marketing goal. With Google’s advantage reach-wise, it’ll be smarter to use the platform to generate new leads further along the buyer’s journey.

Meanwhile, if your objective is to increase brand awareness and build your audience at a relatively lower cost, then Facebook Ads is your friend.

Partner with a Support Agency that Knows Its PPC

Interested in making connections with an outsource digital marketing service provider that understands and can support your agency’s paid advertising campaigns and other operations?

Get in touch with Axadra today. We’d love to hear from you!


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