Display Advertising on Facebook versus Google: Who Wins?

Although Facebook and Google are very different platforms, they have common revenue streams: Pay-Per-Click (PPC) advertising whereby contextual relevance, targeting and sharing are essential. With Google AdWords display advertising and text ads, you can achieve a good ROI but what about Facebook?

Facebook has been testing several methods and formats lately, although not with big success. So it seems. The discussions on the effectiveness of Facebook ads have received lots of attention with many different opinions and quite some hype.

Wordstream, a Search Engine Marketing agency, earlier this year collected some data on the display advertising and overall reach and efficiency of Facebook and Google and presented them in a (rather loaded) comparative infographic.

The highlights regarding reach

  • Facebook: reach of nearly 1 billion users with 1 trillion page views a month.
  • Facebook reaches 51% of the world’s online users.
  • Google reaches 90% of all internet users (including YouTube, Blogger and Gmail)
  • Google serves up 180 billion advertisement impressions a month.

The CTR of Facebook and Google display advertising

Those are quite impressive numbers, but what about Click Through Rate (CTR), an important metric to measure effectiveness?

  • Facebook ads have a “Click Through Rate” (CTR) of 0.051% (US numbers).
  • CTR for Google ads is an average of 0.4%
  • Depending on the targeting options used, the CTR on the Google Display Advertising Network can be up to 36 times higher.

What are your experiences with Facebook ads and what do you think about the data of Wordstream?

Facebook versus Google advertising - source Wordstream

Facebook versus Google advertising – source Wordstream

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