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Behind the Scenes of Facebook and Google Advertisement

26 Apr 2018

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What is hidden behind the scenes of the two greatest advertisement platforms in the world? What are their strengths and weaknesses? And which one will provide the most value for you, the advertiser?

Today we will tackle these questions to give you the overall picture of the advertisement possibilities. And help you decide what is the best path for you to take.

Obviously, as we mainly focus on retargeting we will tackle this issue from that perspective also, right after the general overview. But if you are here just for the retargeting you can skip to the part Most important intel on Facebook and Google Retargeting.

If you don't have the time to read the whole article checking out our summarising infographic will take you just a second.


Both platforms offer advertising to a huge base of its customers and have their positives and negatives. Let’s take a look at some specifics of general advertising on these platforms to give you some idea about their individual strengths.

Visit purpose

As you probably know from your own experience, there is an endless amount of subjects people search for on Google, from the nearest restaurant to how fast slugs travel. But somewhere in between, there are quite a lot of searches concerning online shopping and product research.

Facebook users, on the other hand, have different purpose of visit. It isn't as much informational, people go on Facebook for fun and social interaction. On Facebook, every ad has to compete for the attention with all the fun and interesting information from users friends and pages he likes.

That is one of the biggest advantages Google advertising has over Facebook. Thanks to the visit purpose, Google’s Search Ads get more clicks than ads on Facebook. Actually a lot more clicks, according to wordstream.com, ads on Google receive up to 10 times more clicks on average than ads on Facebook.


It is a known fact that both Google and Facebook collect a lot of information on their users. This information base then serves very well to advertisers for targeting purposes. And that is an area where Facebook has the upper hand. People generally share a lot of information on their Facebook profiles such as their occupation, hobbies, location, marital status, etc. So if you want to run a campaign targeted at married women who like coffee and work in bookshops, Facebook is the right way to go.

Super specific targeting isn't enough for you?  How about targeting your customers across multiple devices. Thanks to Facebook’s cross-device technology you can reach your audience on any device they use to access their Facebook account.  

User base

Let’s take a look at some hard data. With the 74% market share, Google is undoubtedly the most used search engine. It processes over 3.5 billion searches per day. Almost everyone on the planet uses it, regardless of their age, gender or nationality.

On top of their powerful search engine, Google has a secret weapon called Google Display Network. It is a vast network of the most visited websites, blogs, mobile apps, videos and other online destination that shows Adwords ads. Up to date, the Google Display Network contains more than a million places where you can have your ads. Together, Google's Search and Display networks can get you to up to 90% of the world audience.

Facebook has more than 2 billion users every month. Over 1 billion of them use it every day. That is a huge opportunity for advertisers. But not everybody is on Facebook. In some regions, Facebook is used more often than in others. Age is a huge factor as well, Facebook is much more popular among younger people than among older generations. So before creating your Facebook campaign, consider what age group your customers are and where they are from.

If you want your campaign to be seen by general public, Google is the way to go. But please be aware that there are some exceptions like China where other search engines such as, Baidu, dominate the market.


The cost is influenced by many factors such as the kind of product you are selling, a number of competitors, the country where your customers live etc.

But if you are going for impressions of your ads. You may be interested in the fact that Facebook has a generally cheaper price per impression than Google.

On the other hand, Google lets you set pay-per-click on your ads easily so you will pay for clicks instead of impressions.

ROI Hunter Easy app is set to let you control your expenses as best as possible while getting the maximum effect out of both platforms. 

Most important intel on Facebook and Google Retargeting

For those who might be new to retargeting (i.e. remarketing), it is advertising based on browsing activity. The ads are shown to people who had visited your site in the past. With dynamic ads, it’s even possible to show ads for specific products that the visitor had looked at.

Reminding yourself to your visitors helps you boost sales because most people don’t make a purchase on their first visit to an e-commerce store.

Try to picture how would you carry out a purchase of TV. First, you'd probably take a look around to see what you like. Make some research about size and functions to see what is the right fit for you. Then you look around to see the price range you can find it in. After that, you maybe want to discuss it with your partner or some friend who knows his way around technical gadgets.

Even before you get to the point where you decide whether to purchase or not, you already went through several shops several times.

Do you want to know the numbers? 4%. That is how many visitors make a purchase on their first visit.

The best tool to get the rest back is retargeting.

Dynamic retargeting ads, like the ones created in the ROI Hunter easy app, show exactly the products people saw in your store when they were browsing it. This reduces various necessary settings of your ads.

But there are still some aspects you should consider when thinking about where to retarget. Let me present to you the most important differences between Google and Facebook retargeting you should think about.

Facebook will get your ad on all the devices you want. Do you want to hit your visitors with ads everywhere they go? Facebook can get you to your visitor's computer, tablet, and mobile. As long as they have a Facebook profile.

Google has a greater reach. Thanks to a combination of Google’s Search and Display network it can get you to 90% of potential customers on the planet. The chances are that if the visitor is able to find your store, you will be able to hit him with AdWords retargeting ads.


So which platform should you use? The ideal answer is both. Using both platforms will help you get the maximum effect possible from your advertising. The reason it is that Google and Facebook ads greatly complement each other. Running your ads on Facebook may help you get your customers attention and make your brand more recognizable which is important for your business to grow. And Google remarketing will help you bring the conversions you need. In some cases, you may even find out that it is the other way around.


If you don’t have the resources to start with advertising on both platforms at once, it is difficult to give you general advice as to what platform should you choose. It is an issue that is very individual for every e-commerce. If you don’t have any preference and don’t know where to start, try to contact our customer support. We will give you advice on what might be the best platform for you to start with.


It has generally the lowest cost per impression

More than half of Facebook users are online daily

It has over 2 billion visitors every month

Facebook is the most used social network on the planet

According to Google, its advertisers earn $2 for every $1 spent

Offers advertising on a search page and on millions of other pages in its Display Network

Registers over 2 million searches every minute

Google is the most used search engine on the planet, according to netmarketshare.com, over 75% of all people use it for their searches, together with its’ Google Display Network it can reach up to 90% of people

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