Demand duration is the most significant difference between AdWords and Facebook marketing.
AdWords is a fantastic platform for short-term achievement. Marketers spend a lot of cash researching keywords in the research stage of the purchasing funnel. That can add up quickly, but you tend to get a faster return on your investment.
Facebook, on the other hand, is designed to build brand awareness slowly. The likelihood of someone searching for a specific product is thin. But after seeing the ad a few times, the target market may get familiar with the brand, which can lead to sales. Facebook can still leverage the demand fulfillment side, but its chief advantage is getting customers into the feed to be given habitual updates.
Some more difference between Facebook ads and Google Adwords
- Google Ads on the search results page are contextual while Facebook Ads are targeted according to demographics.
- Google Ads on the search page are CPC and text based while Facebook ads can be either CPC or CPM and you can include an image with the ad body.
- Facebook offers targeted display ads but you are reaching an audience you have to motivate to stop what they are doing and click. Google Ads (on the search side) are shown to searchers who are farther along the purchase process. They have intent to act upon their search.
- Facebook ads are great for driving awareness to a targeted group, sort of like a mini-billboard.
- Facebook makes it easier to maintain a continuous relationship with the user thorough social media updates. With Google you end up taking the user outside the Google network and thus the focus tends to be more transactional.
- Facebook Ads are more like Google AdWords Display Advertising. They can be effective shouldn’t be confused with search. I would view them as complementary.
Most of the time choosing between Adwords or Facebook is not an either/or decision but something that you need to test to find out what works for your business. Remember, continuous testing is the secret of any successful marketing campaign!
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