In general, Facebook ads are good for generating awareness, but poor at delivering clicks. Advertisers with limited budgets should start with Google until they can afford to buy both Google and Facebook ads because of the following insights (from a survey of over 11,000 Facebook campaigns):
- The average click-through rate (CTR) on the Google Display Network is 10 times higher than the average Facebook ad, at 0.4% compared to 0.051%.
- Google offers twice as many targeting options as Facebook, including remarketing and contextual keyword marketing.
- There are twice as many ad formats available on the Google Display Network compared to Facebook. Facebook has no options for mobile or video ads.
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