Digital advertising represents one of the most effective ways for print on demand companies to scale their order volume. As you get started with digital advertising, however, you may find that the number of choices is pretty overwhelming. Even if you narrow it down to the two largest platforms, Google Ads and Facebook Ads, it can be challenging to know which is the better fit.
Is one of these platforms better than the other for advertising print on demand products? Or should ecommerce merchants split their budget between the two? Here’s our take.
Assessing the Options: Google vs. Facebook
To begin with, here’s a quick overview of these two main platforms.
Google Ads offers pay-per-click, or PPC advertising options. What this means is that you only pay when someone actually clicks on your ad. Additionally, Google Ads offers robust targeting features so you can zero in on the consumer demographics you’re trying to reach. Note that the Google Ads platform allows you to display ads on Google search engine results pages, but also on other Google properties such as Gmail.
With Facebook Ads, you have some of the same types of targeting options, including tools to help you display your ads to “lookalike” audiences (that is, consumers who resemble the folks who’ve interacted with your content on Facebook). Facebook Ads gives you the ability to place ads in the newsfeed and to the right-hand side of Facebook’s desktop display.
The Main Difference
While these two platforms are similar in many respects, they also have a key difference. Google is primarily a tool for search marketing, which means that it shows your ads to people based on the keywords they are searching for. Facebook emphasizes social marketing, which means it shows your ads to people based on the type of content they interact with whenever they’re logged in to Facebook.
Which Platform is Best for Ecommerce Growth?
As you try to determine which of these platforms is the best option for facilitating ecommerce growth, it may be helpful to list some of the specific benefits of each one.
Google Ads: Benefits
- Google Ads provides numerous ways to set specific campaign goals; for example, you can launch a campaign to build a wider audience for your print on demand brand, to generate conversions, etc.
- You can also set up individual campaigns, focusing on different products or simply testing out different kinds of messaging.
- Google Ads is very easy to run, and is generally considered a good option for beginners.
Facebook Ads: Benefits
- Facebook Ads is a great option for targeting people based on their likes and their interests. This can be an excellent way to drive ecommerce growth.
- With Facebook Ads, you also have convenient ways to interact with your audience, including Messaging and sharing content.
The Bottom Line
Facebook is generally considered to be a good option for building a larger audience without the need for a huge budget. With that said, Google Ads may be superior if you’re actually looking to drive traffic to your website or to go for straight conversions.
So which is the better option for your eCommerce business? If your print on demand store is brand new or largely unknown, Facebook may be the better bet for building some awareness. But if you feel like you already have a decent-sized community, you may want to test Google Ads’ potential for facilitating website traffic and growth.
And of course, there’s no reason why you have to pick one over the other. Both are very scalable, making it easy to start out with modest budgets on both platforms, then expand your efforts as your print on demand products become more successful.
Get More Tips for Fueling Ecommerce Growth
There are plenty of tools available to help you develop your print-on-demand business. Google Ads and Facebook Ads are both near the top of the list, and should absolutely be on your radar as you pursue eCommerce growth.