Another point goes to Google Ads here due to it’s somewhat traditional approach to keywords.
In the case of AdWords, you can specify keyword match types. You can choose “exact”, “broad”, “modified broad”, “phrase match” keyword terms (most people target several of these during the testing phase).
This gives you a lot of control over when your ads are shown. This is particularly important because Google Adwords and Display Ads are typically more expensive than Facebook ads.
Without the ability to control when Google serves your ads, you can blast through your ad budget in a flash.
When it comes to Facebook ads, the ability to define when ads are served isn’t possible. The reason is in the complexity of personal profile data that Facebook needs to sift through and measure in order to make the best decisions about who to serve your ad to and to deliver the best results. The Facebook algorithm assumes control of most of the parameters of your ad deliverability within Facebook.
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Similar guiding principles govern both Google and Facebook ads and determine how much you pay for a click. Relevancy is a major factor across both platforms as is quality.
Both make use of an auction model for establishing the value of an ad and both will increase or decrease what you pay based on the performance of the ad.
At the end of the day, Google ads can vary widely based on the average price per keyword. In most cases, they will be more expensive than Facebook ads. Some competitive keywords can be very expensive and are better left alone entirely.
Another point to mention: Facebook will almost certainly give you a lower cost per click. But it is important to compare the cost per click in relation to the cost per action.
CPA is when someone takes the desired action of your ad campaign. That may be scheduling a call, submitting a form or simply viewing a page.
Whatever action you are after, the platform that performs the best is the one that costs the least in relation to both of these metrics. Testing is the only way to confirm the answer to this question on any given campaign.