If you’re looking to run Google ads or TikTok ads for your products and services, you’re in the right place. Google ads vs TikTok ads has been a topic of interest for both marketers and business owners. Both of these digital ad platforms provide an opportunity to reach where your audience is and are likely to interact with ads for your products and services. But Google ads and TikTok ads differ in their purpose (TikTok is an entertainment platform), amount of engagement from people, conversion rates, ad costs, and return on investment(ROI).
What remains unchallenged is the power of these platforms to increase brand awareness, leads, conversions, and revenue. However, a business has a better chance of advertising success on one platform rather than the other. So how to know which platform is best for running ads for your business- Google ads or TikTok ads?
In this blog article, you’ll learn the differences between Google ads and TikTok ads, their benefits, and which one would best suit your business.
What are Google ads
Google Ads is an online ad platform by the search engine giant Google, that helps businesses reach customers when they search for products or services on Google Search, YouTube, or other websites. Earlier this platform was called Google AdWords.
If you own a business, no matter how big or small, you can create ads that appear at the top of search results or on relevant websites, targeting specific audiences based on their location, interests, and search behavior. You only pay when someone clicks on your ad, making it a cost-effective way to increase visibility, drive traffic to your website, and increase sales.
Here’s how Google ads work.
Pay-per-click (PPC) Model- You create ads and bid on specific keywords related to your business. These keywords are what interested people type into Google. Your ad shows up when someone searches for those keywords. You only pay when someone clicks on your ad, which makes this method cost-effective, as you’re paying for real engagement with your products or services.
Google ad types
- Search ads– These appear at the top of Google search results, marked as ads. It’s a widely used ad type for businesses because people who are searching for a specific product or service are more likely to be ready to purchase.
- Display ads– These are visual banner ads that appear across Google’s Display Network, which includes millions of websites, apps, and videos.
- Video Ads– You can show video ads on YouTube, reaching potential customers through engaging content.
- Shopping Ads– For e-commerce businesses, these ads showcase products directly within Google Shopping and search results, displaying images, prices, and product details.
Benefits of Google ads
- Specific targeting– With Google Ads, you can target specific demographics, locations, devices, and even the time of day your ad appears. You can also create remarketing campaigns to show your ads to people who have already visited your website so that they can revisit your site and make a purchase.
- Ad performance metrics– Google Ads provides detailed analytics on how your ads are performing. You can track the number of clicks, impressions (how many times your ad was shown), and conversions (how many people took an intended action like making a purchase). This helps you adjust your campaigns and maximize ROI (Return on Investment).
- Control over budget– You have full control over how much you spend. You set a daily budget, and Google ensures that your ad spend doesn’t exceed that limit. You can also pause or stop campaigns at any time, giving you flexibility to adjust your strategy based on performance.
- Instant visibility– As soon as you set up and launch your campaign, your ad can appear at the top of Google search results, ahead of organic listings. This helps boost your online presence quickly, especially during festive seasons.
- High ROI– Due to the targeted nature of Google Ads, your website traffic is more relevant and qualified, resulting in higher Google Ads ROI.
- Increased brand awareness– Even if users don’t click on your ad, just appearing at the top of search results or across websites in the Google Display Network helps boost your brand visibility.
What are TikTok ads?
TikTok has quickly become a popular platform in the social media world. Its short video format became a hit, especially during the COVID-19 pandemic, and the app grew fast among people who tend to consume video content.
Users love TikTok because it’s fun, requires a low attention span, and offers a smooth experience with its easy-to-use design. The app suggests content based on users’ liking, making it highly engaging. On average, people open TikTok 19 times daily, enjoying videos based on their interests.
For businesses, TikTok is a great place to reach a large, active audience. The platform has affordable advertising compared to others, and ByteDance, TikTok’s parent company, has created unique ad features. Ads blend well with regular content, often making users unaware they’re watching an ad. This means there is less ad fatigue.
TikTok works well for building brand awareness. Although people are not likely to make purchases at once, the platform helps businesses introduce their brand to many people. The app’s design promotes continuous viewing, and content has a chance to go viral. There’s nothing like going ‘viral’ with Google ads. While TikTok’s advertising journey started in 2019, it’s quickly catching up with major players like Google and Facebook.
Benefits of TikTok ads
- Wide reach– TikTok has over 1 billion active users, helping businesses connect with a huge audience. For example, Guess used the #InMyDenim challenge, which went viral and boosted their brand’s visibility.
- High engagement– TikTok users spend a lot of time on the app, and interactive ads increase engagement. Chipotle, a restaurant chain, grew larger in customer size by encouraging user-generated content through a challenge.
- Affordable costs– TikTok ads are cheaper than those on Google or Facebook.
- Seamless ads – TikTok ads blend in with regular content, so they don’t feel disruptive. Ralph Lauren ran ads in the U.S. Open that felt natural in people’s feeds and received good coverage.
- Viral potential – TikTok’s algorithm helps content spread quickly. Fenty Beauty used the Branded Effects feature of TikTok ads to create viral makeup tutorials, gaining millions of views.
Differences between Google ads and TikTok ads
Now let us do a comparative study of Google ads and TikTok ads based on certain useful parameters for every business.
1. Algorithms
Google ads use a system that shows ads based on the keywords of your choice and how well your ads perform.
TikTok ads focus on user engagement. If people like your video ad, it will be shown to more users.
2. Cost comparison
Google ads’ average cost per click (CPC) is about $1 to $2, and the average cost per thousand impressions (CPM) is around $41 for Search ads.
TikTok ads’ average CPC is about $1, and CPM is roughly $10, making it cheaper than PPC advertising.
3. ROI
Google ads give a better return on investment (ROI) with an average click-through rate (CTR) of 1.91% on Search ads.
TikTok ads have a CTR between 0.50% and 1%, which is lower but can still engage users well.
4. Targeting options
Google ads give many targeting options, including keywords, and can show ads across various platforms like Search and YouTube.
TikTok ads have good targeting options but the ads are limited to the TikTok app, unlike Google which has a presence across multiple platforms.
5. Engagement
Google ads focus on getting clicks and are less about customer engagement.
TikTok ads are designed to encourage user interaction with formats like Hashtag Challenges and special effects.
6. Buyer intent
Google ads are excellent at reaching people who are actively searching for products. Suppose you are a photographer, you can run Google ads for photographers to target customers for event photography, etc.
TikTok ads, while not focused on intent, many young users use TikTok to discover new products.
7. Ad formats
Google ads have diverse ad formats like Search ads, Display ads, and Shopping ads, which are effective but may not be as visually creative as TikTok ads.
TikTok ads feature eye-catching formats like Feed ads and Branded Hashtag Challenges that grab user attention.
8. Campaign features
Google ads offer advanced tools but require Google ads specialists to use them effectively.
TikTok ads are easier to set up and allow for creativity in ads.
9. Ease of use
Google ads are more complicated because they have different types of ads and require some learning.
TikTok ads are easier to use, especially for creating quick video ads.
10. Tracking results
Google Ads lets you connect with Google Analytics for detailed performance tracking.
TikTok ads provide a simple dashboard for monitoring how your ads are doing.
Conclusion
It’s best to choose between Google Ads and TikTok Ads based on your business goals.
Google ads are best for businesses that want to target customers actively searching for products, like retail and services. It’s great for driving conversions and getting a good return on investment.
TikTok ads are ideal for brands targeting a younger audience and building brand awareness. It works well for industries like fashion, beauty, and entertainment, allowing brands to create fun and viral content.
Need help with running PPC ads for your business? McElligott Digital Marketing can help.
Get a FREE consultation with our PPC experts at (833) 772-4897.
Google ads vs. TikTok ads FAQs
1. Is it cheaper to advertise on TikTok?
Yes, advertising on TikTok can be cheaper. The average cost per click for TikTok ads is around $1, which is less than Google ads that cost between $1 and $2.
2. Is it better to run ads on Facebook or TikTok?
It depends on your audience. Facebook ads work well for reaching many different people, but TikTok ads are great for targeting younger users through fun video content.
3. Do Google Ads make a difference?
Google Ads can make a big difference for your business. They help you display your products to people who are looking for them. Various ad types like shopping ads and display ads drive traffic to your website and generate a good ROI. Comparing Google ads and TikTok ads, both can be effective, so using them together can improve your overall digital marketing strategy.
