July 6, 2020

Choosing Between Facebook Audience Network and Google Display Network

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Michael Jenkins
Michael Jenkins

CEO - Shout Agency
[email protected]


You want to expand the reach of your upcoming ad campaign, and are comparing the Facebook Audience Network vs Google’s Display Network.

The key question here is, which is the best for you?

In the past, many people used only Google Ads, because they had the Google Display Network, an extensive network of websites around the web where their ads could be displayed. However, in the past few years, the Facebook Audience Network has made inroads into this exclusive web space.

Therefore, we want to evaluate how to determine whether the Facebook Audience Network or the Google Display Network is best for your needs.

Understanding the Facebook Audience Network

Put simply, the Facebook Audience Network allows you to advertise on third-party partner websites just like you would directly on Facebook. Keep in mind that you should follow the same Facebook ad best practices that you do when you advertise on Facebook.

Just like Google has a firm grip on the search advertising market, Facebook display ads dominate their market. In fact, 39.1% of all US display ads appear on Facebook. Just in the past year, Facebook saw a 32.1% jump that led to over $16.3 billion in display ad sales.

As users continue to flock to the social network and spend more time on the site every day, it has become harder and harder for Facebook to keep up with the demand. That is why over the past year, traffic to the Facebook Audience Network has seen an 8% increase in ad spend. Advertisers are rapidly moving to third-party websites on the audience network to reach their intended audience.

This has helped advertisers expand their reach and keep their costs down.

Facebook itself has faced challenges in keeping up with the demand for their growing ad network, which is why the average CPM has risen over the past few years. However, the Facebook Audience Network helps keeps those costs in line, so advertisers can hit their performance marketing goals.

Finally, by using the Facebook audience tools, you can expand the granularity of marketing towards your target audience. Remember that people share an incredible amount of data on the social network. You want to be able to leverage this data no matter where you advertise on the web. Facebook Audience Network allows you to expand the reach of your campaign to third-party websites while taking advantage of Facebook’s target-rich data.

Understanding the Google Display Network

Facebook might control a growing portion of the digital ad landscape, but the established player in this field is Google. For businesses with products they want to sell, Google is a match made in heaven. Customers use the search engine to find their products, and advertisers use concept ads to help customers envision why they should use their specific services.

Beyond that, Google is also the largest provider of ads in the world because of the Google display network. Their collection of over 2 million websites (ComScore) ensures they have the widest reach of any business in the world.

Combine this with the approximately 1.2 trillion web searches every year, and you can see why Google’s Display Network is profitable for publishers and advertisers.

There is a massive demand for their advertising products that no other website can match. That is why so many advertisers utilise Google. They are a great way to access quality traffic for your business.

Final Thoughts

Comparing Facebook’s Audience Network vs Google’s Display Network will never be apples to apples. Both platforms offer a lot to advertisers and publishers looking to optimise their online marketing dollars.

The key is to know how these platforms fit into your digital marketing strategy. To do this, you need to understand the benefits and drawbacks of each network.

If you are not sure whether you are able to do this on your own, then let us help. At Shout, we have extensive experience ensuring you get the most out of your marketing investment. Give us a shout to set up a free consultation today.

Book a free 45 minute consultation today.

    Book a free 45 minute consultation today.

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      As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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