google ads vs FB ads
Google and Facebook ads serve different purposes in the marketing funnel. Google excels at middle and bottom-funnel retargeting and should be implemented alongside Facebook for the halo effect, while Facebook is better for scaling cold traffic and demand generation/YouTube ads work well for top-of-funnel conversions.
Summary
The speaker compares Google and Facebook advertising platforms, emphasizing that while both work, they serve distinct strategic purposes. Google Ads is positioned as phenomenal for middle and bottom-of-funnel retargeting and is recommended as a no-brainer investment for businesses doing over 100k per month in revenue. The speaker introduces the concept of the halo effect—when spending on Facebook generates spillover sales across other platforms like Google and Amazon. However, this effect only works if ads are actually set up on those other platforms; without Google Ads infrastructure in place, there's zero possibility of capturing spillover traffic. The speaker acknowledges that scaling cold traffic through Google Shopping campaigns is difficult and suggests prioritizing Facebook for that purpose instead. However, the speaker notes an exception: demand generation and YouTube ads can effectively drive top-of-funnel conversions at good costs, making them a different story from traditional Google Shopping. The overall recommendation is to use both platforms strategically rather than choosing one over the other.
Key Insights
- The speaker argues that Google Ads is essential for businesses above 100k per month specifically because of omnipresent retargeting capabilities
- The speaker claims that the halo effect—spillover sales from Facebook to other platforms—only occurs if ads are actually set up on those other platforms, making Google Ads setup a prerequisite for capturing this effect
- The speaker states that scaling cold traffic through Google Shopping campaigns is difficult and recommends prioritizing Facebook attention instead for that purpose
- The speaker argues that demand generation and YouTube ads represent a different use case from Google Shopping, as they can effectively generate top-of-funnel conversions at good costs
- The speaker positions Facebook as the primary platform for cold traffic scaling while Google serves as the essential retargeting and halo effect amplification layer
Topics
Transcript
[0:00] They both work, but they have completely different purposes. Google itself is phenomenal for middle and bottom of funnel retargeting. Something that you genuinely should have set up if you're above like 100k per month because it just is a no-brainer. It's omnipresent retargeting. It's super duper basic and if you can be there, you should be there because there's a little something called the halo effect, which is when you start spending money on Facebook, there should be spillover sales into your other platforms. [music] Spillover into Google, spillover in Amazon, spillover into whatever other traffic [0:30] platforms. But if you don't even have ads set up there, there's no way that there can be spillover. There's no…
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