1/14/2025

Advertising on Facebook vs. Google: What Works for Shopify Stores

In the digital marketing landscape, choosing the right platform for advertising can make or break your Shopify store. Facebook and Google Ads are two giants that can offer tremendous exposure, but how do they stack up against each other? In this blog post, we’ll dive into the nitty-gritty of advertising on Facebook vs. Google, discuss their pros and cons, and analyze what truly works for online shops powered by Shopify.

Understanding the Platforms

Before comparing these platforms, it's essential to understand how each operates.

1. Facebook Ads

Facebook Ads consist of advertisements that appear on Facebook, Instagram, Messenger, and across the Meta network. The primary strength of Facebook is its detailed targeting capabilities. Businesses can target users based on demographic data, interests, behaviors, and even their engagement with previous posts. This granular targeting allows brands to reach specific audiences effectively, which can result in higher engagement & conversions for products.

2. Google Ads

Conversely, Google Ads harnesses the power of search. When users search for specific keywords in Google, your ads can appear in the top results. This means that you can target users who showcase high purchase intent – those actively searching for your products. While Google also offers display ads across its network—including YouTube—the primary driver is the shopping intent of users when they make searches.

Audience Reach & Engagement

Facebook Ads Reach

Facebook boasts over 2.89 billion monthly active users, providing a vast pool for businesses to tap into. The platform shines in terms of brand awareness campaigns, offering creative formats like image ads, video ads, and carousel ads to showcase products. Studies show that 86% of marketers leverage Facebook for brand promotion.

However, while Facebook can effectively generate engagement, it often has lower conversion rates due to users browsing for leisure rather than shopping with intent.

Google Ads Reach

In stark contrast, Google processes over 3.5 billion searches daily. Google Ads allow businesses to engage customers at the very moment they’re searching for products, leading to almost immediate transactional actions. 63% of people say they expect to see a Google ad when they search for a product or service. If users are looking for specific keywords related to your products, they are likely in the buying phase, which strengthens the overall conversion potential.

Cost and Pricing Structure

When it comes to expenses, the pricing structures for Facebook and Google vary significantly.

Facebook Ads

Facebook usually provides a lower cost per click (CPC), averaging around $0.49 to $1.20 depending on the industry. It’s also worth noting that while you can set a clear daily budget, organic growth is more difficult, requiring a strong post strategy.

Google Ads

In contrast, the average CPC for Google Ads is higher, typically ranging between $1 to $2.50 for most industries, and can rise significantly for competitive sectors like finance and insurance. However, since the ads aim at users intelligently searching for your product, the resultant return on ad spend (ROAS) can be much higher.

Targeting Options

Facebook Ads Targeting

Facebook allows detailed audience targeting based on:

Demographics: age, gender, location
Interests: hobbies, sports, or activities
Behaviors: purchasing habits and site engagement
Custom Audiences: e.g., retargeting those who previously engaged

This advanced targeting means you can hone in on your ideal customer profiles, which is beneficial for new products.

Google Ads Targeting

Google’s targeting is primarily keyword-based. It allows businesses to choose keywords they want to bid on, which means you can reach people actively looking for those keywords. Google offers audience targeting defined by:

Keywords: search terms
Location: targeting specific geographic areas
Demographics: age, gender, and parental status
Remarketing: re-engage past visitors

While Google may seem simpler, its efficiency relies heavily on keyword research and your ability to bid on high-intent keywords.

Ad Formats and Creativity

Facebook Ad Formats

Facebook supports numerous ad formats that leverage visual appeal:

Image Ads: Simple yet effective way to display products.
Video Ads: Gain attention in feeds and tell a story.
Carousel Ads: Showcase multiple images or products in a single ad.
Collection Ads: For consumers to browse through a catalog of products quickly.

This creates an opportunity for engaging & interactive storytelling, essential for fresh product launches.

Google Ad Formats

Google Ads have a more limited variety of formats:

Text Ads: Appear as snippets in search results, good for specific intents.
Shopping Ads: These visual ads directly display product images, prices, and titles.
Display Ads: Image-based ads across Google’s Display Network.

While Google offers fewer formats, it emphasizes direct commercial intent through its effective keyword targeting.

Performance Measurement & Analytics

Measuring the effectiveness of ads is crucial in determining which platform works better for your goals. Facebook provides analytics on user engagement and impressions, allowing brands to optimize their campaigns based on social interactions. While Google Analytics focuses more on conversions, allowing a detailed insight into customer behavior following clicks from search results.

Which Platform is Best for Shopify Stores?

The ultimate question is: which platform should you invest your advertising budget in?

Use Facebook Ads for brand BUILDING when your goal is to generate awareness & engagement. If your Shopify store has visually appealing products, Facebook's robust creative formats can showcase them well. It’s particularly beneficial for fashion, beauty, and lifestyle brands aiming to drive engagement through compelling visuals.
Use Google Ads if your main goal is to achieve SALES. As Google captures high purchase intent traffic, it is effective for converting users already on their buying journey. If you’re selling a product with considerable search volume, this platform should be your go-to.

Arsturn: Enhancing Engagement for Your Shopify Store

No matter which platform you choose, enhancing audience engagement is crucial for overall success. This is where Arsturn can come into play! With Arsturn's instant creation of custom ChatGPT chatbots for your website, you can boost engagement and conversions like never before.

Benefits of Using Arsturn:

Instant Responses: Chatbots deliver accurate & timely answers to customer inquiries, ensuring no potential sale slips through the cracks.
Customizable Chatbots: Tailor your chatbot to reflect your brand’s identity and create cohesive customer experiences across digital channels.
Insightful Analytics: Gather valuable audience insights to refine your marketing strategies.

Imagine having a chatbot that answers questions about your products, guides customers through the buying process, and captures leads 24/7. With Arsturn, you can make this a reality without needing to code!

Conclusion

In conclusion, both Facebook and Google Ads have remarkable capabilities, depending on your advertising objectives. Whether you focus on building brand loyalty with Facebook or mining purchase intent through Google, understanding your audience and customizing your approach will yield the best chances of success. Consider using tools like Arsturn to further enhance customer interaction and engagement for your Shopify store!

Happy advertising!