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Facebook vs. Google: AdRank Auction Factors [Infographic]

Many businesses use Google AdWords as part of their advertising strategy, but many are still warming up to Facebook Ads. An infographic from Ice Cube Marketing compares the two platforms, which—perhaps not surprisingly—have some similarities.

For example, each is a bidding-style platform, and bids can be manual or automated. Moreover, both platforms consider relevance when displaying ads.

Facebook determines an ad's "estimated action rate," as well, which is the probability that the targeted audience will take action based on the optimization event that you select, such as conversions, app installs, and video views.

(For more about Facebook ads, check out this August 23 MarketingProfs seminar: Facebook Advertising Tactics for the B2B Marketer. And check out this infographic about Facebook, also by Ice Cube Marketing.)

To explore the ad auction factors for Google AdWords and Facebook Ads, check out the comparison in the following infographic. Just tap or click to see a larger version.


  • by Alison Mon Aug 6, 2018 via web

    Thanks for the great info! I've been using Facebook ads, but considering Google Ads, so it's great to get a layout of the differences between the two of them.

  • by Srikanth Thu Aug 9, 2018 via web

    Not sure both work platforms can be compared at Google is a search platform and Facebook is a social platform. the terminology and the way we work with campaigns may be slightly similar. but kind of target audience reach would be completely different. I don't think most of the target audience would even go to facebook to perform a search to find relevant ads. Whereas they do it very intensely in Google search to find relevant information or data alongside ads to address their needs. Hence the marketing strategy that any company/agency should use must be relatively different for their campaign success.