Evolution of Google and Facebook
Google and Facebook both the companies made comprehensive efforts in order to turn Internet advertising useful, effective and easily affordable. It is hard to single out a certain platform as both of them are equally effective for sales, leads, consultations, or anything of that nature. The success of your campaign depends on the wise use of them.
The age of online marketing took off with the emergence of the Internet and the development of the Web 1.0 platform in the early 90’s. Without any doubt, these are the most important breakthroughs in the field of technology, communication, advertising and business in the twenty-first century.
The online marketing methods have been morphing through various channels and now they are the main players in the advertising world dominating over other traditional marketing mediums.
Two crucial events that shaped the world of the digital marketing are
FIRST- The decline of the popularity of Yahoo with the meteoric rise of the Google as the most preferred search platform all over the globe.
SECOND- The tremendous mass-market appeal of the social media networking site Facebook.
Google and Facebook both the companies made comprehensive efforts in order to turn Internet advertising useful, effective and easily affordable. The ad buying space offered by them proved a boon to the advertisers and businesses to capture the attention of their target audience at the time when they are most-active with the right message. They are helping businesses to connect with their consumers at a greater level.
Let’s take a closer look at Google AdWords and Facebook Ads
History- It is always a good idea to have some sort of knowledge about the history of a specific platform and ideas that inspired the development of that specific platform. During the year 1999, Google started testing a program to sell ads on a CMP basis which was the most popular ad model back then. In August 2000, the company came up with the advertising program named Premium Sponsorships. This can be called the elder brother of AdWords, as it was launched two months before the launch of Google AdWords.
The AdWords was officially launched in the month of October of the same year and with the birth of AdWords, Larry Page, Google’s co-founder said of their new online advertising product, “AdWords offers the most technologically advanced features available, enabling any advertiser to quickly design a flexible program that best fits its online marketing goals and budget.”
The early days of Google AdWords
Today, millions of advertisers and marketers easily sign up to the Google AdWords and manage or create their ad campaigns with ease. Google AdWords campaign management is a cake-walk for the advertisers. But AdWords was not as smooth as it is now during its initial period as it was rather time-consuming and a bit complex to manage the ads. There there was no pay-per-click, no self-serve, no bidding.
The year wise evolution of AdWords
The reason behind Google’s enormous popularity is that they have understood the needs and requirements of the users and always tried to add features wished by the users. In case of inserting various features in the AdWords, Google’s team directly consulted with the users, asked and implemented their suggestion along with making effective changes from their end.
2002- Google introduced a new version of AdWords Pay-Per-Click auction model enabling the advertisers to bid on the amount of money they are willing to pay per click.
2003- Site-targeted advertising was launched by this search engine giant.
2004- Advertisers are allowed to bid on a large variety of search terms. This service was initially restricted in the USA and Canada but later it was introduced in the UK and Ireland (2008).
2005- Saw the emergence of GAP (Google Advertising Professionals) where Google started to certify the individuals and organizations who successfully completed AdWords training and passed it.
2006- Google AdWords launched a closed beta version of AdWords editor and also started to offer demographic site selection for advertisers targeting users in the USA.
2007- Along with banning AdWords adverts for student essay writing services, in the year 2007, Google acquired DoubleClick that offered advertisers an easy and efficient way to manage search and display ads in one place while offering superior tools for serving, targeting and analyzing online ads.
2008- From this year AdWords no longer allowed for the display URL to deviate from that of the destination URL and it turned Google AdWords campaign management even simpler.
2009- Interest-based advertising was launched on the content network of Google. The entire AdWords interface was revised and the local business ads for video ads and maps were introduced.
2010- This year witnessed the arrival of AdWords remarketing that allowed the marketers to reach users based on their past interaction with a certain site and actions taken by them.
2011- Based on a user’s physical location, new targeting options were released along with the option of keeping negative keywords in the list and their utilization for numerous ad campaigns.
2012- Google Product Search became Google Shopping.
2013- Google announced plans to add enhanced campaigns for AdWords to aid with campaign management catered to multiple-device users. This year Keyword Tool in AdWords was supplanted by the introduction of Keyword Planner.
2014- Ad customizers and Website Call Conversions rolled out.
2015- Customer Audiences was officially launched that requires user-uploaded data to target prospects.
2016- AdWords removed ads from the right sidebar in search results pages. It was a great move by Google towards its mobile-first approach.
2017- Landing pages were introduced to help advertisers to easily identify the performance and effectiveness of their landing pages. AdWords made it easier to locate mobile-friendly URLs that are generating maximum sales compared to the URLs that may require extra attention.
The logic behind all the updates and changes made in the AdWords are focused on making it more result-driven and yielding. The alterations and additions are conceptualized in a way to make this platform viable for the business of all sizes.
History- When compared to the Google AdWords, Facebook Ads is relatively new but in terms of effectiveness it is no way inferior to that of AdWords. Nowadays, marketers from all over the world are using Facebook advertising in order to promote their content and driving new business. But you will be surprised to know that for the first two months after Facebook was launched (Thefacebook.com) there was not even a single ad on the site. As the founder Mark Zuckerberg’s intention was to make users happy rather than making money but the ad-less days didn’t last long as Facebook opened up advertising through its Flyers. Actually Flyers were types of banner displayed on the website homepage. They became really popular among the students and local businesses and gave the thrust needed to turn this social media site into an advertising heaven.
The year wise evolution of Facebook Ads
2005- After founded in 2004, Facebook launched its first ad in the year 2005.
2006- This Facebook launched its API, Newsfeed and mobile versions.
2007-2008 – Facebook Engagement Ads were introduced. Like button was also introduced during this time.
2009- Facebook introduced geographical and language-based targeting for ads along with Connection Targeting and Self-served Ads. With 350m registered users and 132m unique monthly users, it became the most popular social networking site in the world by the end of this year.
2010- Facebook released its bonafide mobile app. In November, 2010 Facebook was valued at a massive $41bn. For a social media website, it was truly a massive achievement.
2011- This year saw the arrival of Sponsored Stories, Power Editor and Mobile Ads.
2012- Facebook launched promoted posts and in the August of 2012, Facebook users hit 1 Billion mark and companies ad revenue continued to climb especially on mobile.
2013- The company released Conversion Pixel and Website Custom Audience Pixel for all the advertisers.
2014- In an effort to make its advertising platform simpler and more effective, Facebook reduced its ad units to those with the most social context and sponsored stories were eliminated.
2015- Facebook introduced Dynamic Product Ads and rolled in live streaming option.
2016- This year saw the arrival of Offline Conversions and released Ads to Messenger.
2017- Facebook launched Split Testing for Ads and introduced new value-based lookalike Audiences.
Similar to AdWords, all the changes and additions were focused to make it a dynamic platform for the advertisers.
How you can make the best use of both the platforms-
After reading the different evolution observed by Google AdWords and Facebook Ads, it is quite certain that both the platforms could offer excellent results if utilized tactically. Rather than trying to find the answer of the conundrum “Which is good, Google AdWords or Facebook Ads?” it is better to know how to get the best out of both the platforms. Both of these networks excel when it comes to delivering results. You simply need to know when, where, and how to use them
When should you opt for Google AdWords?
- If you want to have better marketing reach, then AdWords is ideal.
- If you are targeting the people who are already aware what they want to buy but they are just looking for somebody they can buy from, for these type of consumers opt for AdWords.
- AdWords PPC is one of the most measurable of online channels and perfect for the advertisers who want to measure their marketing efforts.
- Google AdWords allows you to continually refine your searches so that only those who want to buy your products or services are sent to your websites through this platform.
- If you want to maintain full control of your campaigns at all times AdWords is best.
Where you should opt for Google AdWords
Technically AdWords can be used to harness better advertising results in any country. But it will prove really effective especially for the businesses that are trying to capture the attention of the developing or third-world countries.
How should you use Google AdWords?
It is always a safe option if you keep your digital marketing efforts at the hands of the experts of the Google AdWords campaign management.
When should you opt for Facebook Ads?
- If your intention is to build brand awareness or social following, Facebook Ads is the place to be.
- For more targeted audience based on their age, gender, education, relationship status, job title and more.
- For getting higher engagement numbers as the click-through ratios are higher and users take more actions and are more easily guided with Facebook Ads.
Where should you opt for Facebook Ads?
Targeted Facebook ads can prove really useful for targeting the consumers of the developed countries and video ads will give brilliant results for the developing countries.
How should you use Facebook Ads?
Almost every one of us has a Facebook account but that doesn’t mean we can successfully pull off marketing in Facebook. So it is better to seek help from the professional Facebook marketers.
It is hard to single out a certain platform as both of them are equally effective for sales, leads, consultations, or anything of that nature. The success of your campaign depends on the wise use of them.
Salil Panikkaveettil is a social media marketing specialist and Google AdWords campaign management experts. He likes to share his knowledge with his readers and provide them with the best information on various digital marketing topics. Follow on Twitter & LinkedIn.