Which mobile advertising networks offer incentives for ads?

Facebook Ads vs. Google Ads? This is how you get the most out of the advertising networks

Anyone who says online advertising has to say Google - and Facebook. The two internet giants offer large and small companies high-performance advertising networks: Google Ads and Facebook Ads.

Because both providers are in tough competition, they are providing your advertisers with better and better options for optimizing campaigns. How do you benefit from it? And which provider is the first choice for the respective purpose? Google Ads or Facebook Ads? Find out more here.

The differences at a glance

Advertisements on the Internet have a lot in common. However, there are also differences depending on the platform. These are particularly evident when comparing Google Ads for search engine results and Facebook Ads. So here's a brief overview:
Google Ads

  • Inbound / pull marketing

  • limited targeting (local search)

  • via google search

  • Content: Text, Shopping Ads, Call Only (advertising for a direct call)

  • Click-through rate: 3.17%

  • Conversion rate: 3.75%

Facebook Ads

  • Outbound / push marketing, but with a defined target group, therefore less wastage

  • Comprehensive targeting (demographic, interests, buying habits, personal occasions such as birthdays, etc.)

  • via Facebook, Facebook Messenger, Instagram

  • Content: pictures, videos, slideshows, carousel and much more. m.

  • Click-through rate: 0.9%

  • Conversion rate: 9.21%

In comparison, Facebook ads are more expensive and only achieve a lower click-through rate. The conversion rate, which is significantly higher than with Google Ads, is interesting. This offsets the low click-through rate. But the ultimate sales success is of course also due to the fact that you design an attractive landing page. This applies to Google Ads as well as to the ads on Facebook.

Important: When it comes to targeting, the Google Display Network sometimes offers similar options to Facebook. The remarketing aspect is particularly important here.

Facebook Ads - a success story

Regardless of the general development of Facebook (which is characterized, for example, by an increasing average age of the users), paid social (advertising on social media) is on the up. However, this is also reflected in the prices for Facebook Ads.

Facebook offers companies various formats for ads that are displayed on Facebook Ad manager create, edit and track. These include, for example, image ads, video ads or carousel ads. The main advantage is that the goal of each campaign can be clearly defined:

  1. more traffic for your own website or a click on a landing page
  2. Visits to the store
  3. Interactions (comments, likes, shares)
  4. Installations of apps
  5. Watching videos
  6. Lead generation for interesting user data

Fine tuning: Facebook Ads targeting

Very fine and detailed targeting is possible on Facebook. After all, the secret of Facebook's success is that this social media platform has tons of personal data. If desired, the target group for the ads can be narrowed down precisely. And not just according to age, gender or language, but also according to interests. This can be conveniently set using the Facebook ad manager.

Note, just because a person has a specific interest doesn't guarantee that they'll see an ad. This is different from the keyword-based display in Google Ads. With Google Ads for the search results, the user is generally interested at the moment of fading in, because he has just entered a corresponding search term.

New features on Facebook

Facebook is constantly expanding the possibilities for advertisers on the social media portal. This is no wonder, because the ads on Facebook are a lucrative source of income for the company from Menlo Park, California. Compared to Google, Facebook scores above all with one huge amount of information about users. These can be used for precisely addressing advertising for the target group.

The latest features of the Facebook Ads bring with them, above all, relief for the advertisers. Targeted campaigns can be started with just a few clicks - even via mobile phone.

  1. Lookalike audience for creating a new target group: Facebook independently creates a new group whose members are similar to the existing customer group in terms of purchasing behavior.
  2. Dynamic Ads: On the basis of a catalog created by the advertiser, Facebook places individual advertisements for potential customers.
  3. Collections Ads make the way from the product to the checkout even easier. Interested parties can browse for offers directly in the ad. The advantage: a standardized, tidy and fast-loading format that Facebook users will quickly get used to. The customer only ends up in the online shop shortly before making a purchase decision.

The Lookalike Audience feature in particular has great potential. It expands the target group and thereby takes a campaign to a higher level. Even if the Facebook ads are more similar to classic advertising, which is sometimes annoying: The wastage here - thanks to the targeted selection of addressees - is very low.

In the case of Facebook Ads, the media dominate images (for example in the form of a slideshow) and video. The text takes a back seat here. However, this does not mean that you have to put less effort into capturing a video or captioning a picture. Good text can work wonders. Whoever hits the right note will convince the customer.

Google Ads

Google Ads also offers the option of display ads. Here, however, the text ads that appear in search queries are still in the foreground. In the Google Ads search network, ads are displayed based on search results. In the Google Ads display network, ads and advertising banners are displayed on websites, in apps and videos (especially YouTube).

In the display network from Google comes Remarketing into play - and has a similar effect to Facebook ads: the target group is right, but the addressee of the advertising is not fundamentally inclined to buy. However, remarketing is aimed at customers who have already shown willingness to buy or interest. The Google Ads display network is also characterized by a huge number of participating websites on which the ads appear.

Benefits of Google Ads in search results

Why do Google Ads have comparatively high click rates? Quite simply: Who on Google, for example, for the term bicycle seeks, basically reacts positively to an ad that sells a trendy bike at a reasonable price. On Facebook, on the other hand, the user is usually interrupted by an advertisement because he is not specifically looking for the product that is being advertised. And that also applies if the user basically belongs to the target group, because:

  • Facebook serves the communication.
  • Google serves the search.

And anyone who is surfing on Facebook wants to talk to other people and, if in doubt, not be disturbed by advertising. With Google, on the other hand, the user searches specifically for content.

The latest Google Ads trends

Just like Facebook, Google also lures with new extensions for advertisers. These are above all the smart campaigns, but also the adaptation to the trend towards voice search and remarketing in the display network.

Google Ads Smart Campaigns

This feature makes creating ad campaigns a breeze: Online advertising out of the box - Create high quality campaigns with just a few clicks. Only the performance target has to be determined independently: a click, a call or a visit to the real world. Google Ads will do the rest. The image picker selects the best ones from the available images and tests them during the campaign. With the help of artificial intelligence, the most effective combinations gradually emerge.

Voice Search

Mobile devices are conquering more and more market shares, Google Assistant and Alexa are finding more and more sales - so it's no wonder that users are typing less and less. Acoustic search queries are becoming increasingly popular and voice search SEO is becoming more and more important. Above all, this has consequences for the type of keywords: long-tail keywords are on the rise. Because these are more easily pronounced than typed.


Despite the GDPR and many new anonymization options on the Internet, remarketing is still on the rise. Anyone who has ever been to a page, clicked through to a certain product or perhaps even made a purchase, belongs to the most effective target group. Remarketing reminds customers of products that are guaranteed to interest them.

3 tips for a good ad copy

Although visual incentives are decisive on Facebook (pictures, slideshows and videos), good text should not be missing here either - even if it is just an appropriate caption. What should you look out for in ad copy? Here are the three most important tips:

  1. With Google Ads, it should Keyword be mentioned at least once, but in any case in the title of the advertisement. The keyword cannot hurt either in the description or in the path to the landing page. The same applies - albeit to a limited extent - to Facebook. The picture or video can also clarify the reference here.
  2. Numbers and times are eye catchers, especially in headlines. Examples: The 5 best tips ..., 7% more ..., New from December 2019 ...
  3. Correct spelling: Even a single mistake has a negative effect on the impression of an offer.

The following applies especially to texts and videos: it depends on the added value. They are particularly suitable for conveying information or maintaining reputation Story Ads. With story ads, the formulation makes up a significant part of the success, because the modern user can separate organic feeds from story ads very well. And that is precisely why it is so important to focus on quality in a successful storytelling format.

3 tips for a good landing page


  1. The headline is clear and precise. She gets to the heart of the matter
  2. The content consists of text and various media elements such as videos, images or graphics. Important: The content leads the reader to the call-to-action
  3. Call-to-Action: This is what it all boils down to. If the user clicks on this button, the destination of the landing page has been reached

The keyword should also appear several times on the landing page - but not too often (keyword spamming!). Too much body text looks boring. Bullet points, on the other hand, loosen up what is written and offer the eye anchor points. Everything looks clearer and the user-friendly presentation invites you to read.

The secret of a good landing page is that you always have to keep an eye on the goal when editing - and that is the conversion. Therefore:

  • The call-to-action must be clear, concise, and inviting
  • Avoidance of links that lead away from the page
  • a simple, structured and targeted structure of the site

When is Facebook, when is Google?

Facebook and other social media platforms are particularly suitable as advertising channels for spontaneous purchase requests to wake up in direct contact with customers to kick and the Awareness of the brand to increase.

The goals of Google Ads, on the other hand, focus on addressing larger target groups that have not yet been precisely defined in detail and are initially only defined by the joint search for a specific product (search network), widespread banner advertising in different formats for different channels, the placement of Advertisements for users who are already fundamentally determined to buy a product of a certain type.

Rule of thumb for Facebook and Google ad marketing

Google Ads serve existing interest groups, while Facebook Ads first have to arouse interest and create demand. As a result, it is usually more difficult to run an effective ad on Facebook. But once the click is generated, the success rate also looks better.

Online marketing can hardly avoid the big providers Facebook and Google. Both channels have different advantages and disadvantages. This is precisely why they can be used in parallel by using the respective advantages in a targeted manner. Facebook and Google offer powerful tools for the constant measurement of success in the context of performance marketing. It is worthwhile to get to know and try out the new possibilities of both advertising networks. Therefore, for most campaigns, the answer to the question “Google Ads or Facebook Ads?” Is Google Ads and Facebook Ads.

  • 19.07.2019
  • 31.10.2019

  • Textbroker editorial team
  • Blog, For Customers, Online Marketing