Which one is the best?

Which one should you use?

Classic question!

Everyone argues what is best, the truth is they all work well, but, it depends on the business model, the audience, offer, price point, etc.

The important part to remember with Facebook and how it’s very different from Google or YouTube is that it’s classed as an interest-based ad platform. Therefore, you are targeting people based on interests, and, not based on search.

Google and YouTube are search-based platforms. This makes them a very different wheelhouse.

For example, someone goes specifically to google or YouTube to search for something, such as, How to Lose 10 Pounds.

This small difference makes it a very different platform. On Facebook, people aren’t necessarily looking to lose weight, even if they like ‘Weight Watchers’.

That means, your entire marketing and strategy must be different.

On Google or YouTube, if someone searches for help, it’s much easier to sell them a solution. This makes it more expensive per click or per advert, but, easier to convert.

All the platforms have merit, but, as a rule of thumb, Facebook works well for broader audiences and interests. For example, popular products, solutions (weight loss, make money, etc.). Facebook is much harder to sell something crazy niche like… Butterfly Collectors for Hire in Berlin.

But, if you ran that as a google ad, anyone searching Butterfly Collector in Berlin is very likely to click it.

The flip side exists for YouTube and Google, while they can work very well for broad industries and offers, there is far more competition if you want to be showing up at the top for “women weight loss”.

Basically, you need to investigate your client’s business and avatar/audience. While most will be suited to all platforms, the more niche they are, the more tailored the approach needs to be.

Darko Bilandžić
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