{"id":20684,"date":"2019-12-03T08:48:33","date_gmt":"2019-12-03T07:48:33","guid":{"rendered":"https:\/\/yieldbird.com\/?p=20684"},"modified":"2024-07-22T19:27:13","modified_gmt":"2024-07-22T17:27:13","slug":"facebook-ads-google-ads","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/facebook-ads-google-ads\/","title":{"rendered":"Facebook Ads vs. Google Ads: Where To Advertise?"},"content":{"rendered":"\n

Today effective competition on the market entails a high-end approach that requires advertisers to use marketing instruments correctly and precisely. To the fore in this regard is a marketing communication. The potential effectiveness of such communication represents a key factor when planning an advertising campaign and when trying to achieve a balanced budget distribution among different advertising channels. <\/p>\n\n\n\n

Marketing communication via search engines and social networking is one of the most impactful ways of garnering meaningful traffic in the Internet age. This fact is confirmed by the ever-growing profits of Facebook and Google, the majority of which are derived from programmatic advertising.<\/p>\n\n\n\n

Facebook as an advertising platform<\/strong><\/h2>\n\n\n\n


Facebook was the first social networking site to start selling ads in the Real-Time Bidding model. Such an advertising message was directed to a targeted group of people, created on the basis of their own data (First-Party Data) and external data (Third-Party Data). <\/p>\n\n\n\n

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Making recourse to data, the targeting tool in Facebook Ads, tailored the advertising message to what users were looking for on the Internet. And all this became possible thanks to the launch of the Atlas<\/a><\/strong> advertising platform, which Facebook bought from Microsoft. <\/p>\n<\/div><\/div>\n\n\n\n

The platform is not only the primary tool for targeting users and their interests in Facebook, but it also can be used outside of the social networking site, facilitating as it does the collection of user data on the pages of many publishers. <\/p>\n\n\n\n

Its unique user identification system and the abundance of information that can be gleaned from various sources means that Facebook Ads can be seen as a fully-fledged advertising program platform with its own DSP, which is responsible for automating the purchase of advertising through advertising networks. And so, Facebook Ads has found itself in direct competition with the Google Marketing Platform. <\/p>\n\n\n\n

Facebook Ads is a great example of the so-called Paid Social model. In other words, these are paid advertising formats shared by social networking sites.<\/p>\n\n\n\n

Thanks to its large number of monthly active users, Facebook is a highly\ncompetitive and profitable tool for communicating the advertising messages of\nbusinesses, to include their business strategies, in the field of digital\nadvertising across all social networking sites.<\/p>\n\n\n\n

Google’s programmatic history <\/h2>\n\n\n\n


It all began with such platforms as AdSense, DoubleClick for Publishers and Ad Exchange. Before you get too confused, it is worth noting that since 2018 there have been dramatic changes that prompted Google to reorganize its advertising products and adapt them to the requirements of publishers and advertisers.<\/p>\n\n\n\n