Google, Fb Adverts or TikTok Adverts? [+ Examples]

Google Facebook Ads or TikTok Ads

Google, Fb Adverts or TikTok Adverts? [+ Examples] Nice)

So, which is healthier for on-line retailers — Google, Meta, or TikTok adverts? The quick reply is: The entire above. However there’s a catch.

In the case of Google Adverts vs. Fb Adverts vs.TikTok Adverts, the selection of when to make use of which marketing campaign when it comes to goal shopper, marketing campaign goal, or product is crucial to the success of every. Nevertheless, there are 4 key components price reviewing when optimizing your eCommerce adverts technique: 

Let’s take a better have a look at how Google, Fb, and TikTok adverts evaluate in every.

Person Demographics

Which platform is the most well-liked — Google, Fb, or TikTok? In line with Pew Analysis, Google’s YouTube remains to be the most well-liked social media platform for US customers, adopted second by Fb after which Instagram.

Nevertheless, these statistics are certain to vary when you think about every platform’s consumer demographics. In case you’re focusing on 18-year-old school college students, for instance, you could discover TikTok extra widespread than Fb or Google.

which social platform is the most popular

Google Adverts Person Demographics 2022

As a complete, Google has 4.3 billion customers worldwide, which we will admit provides an intensive attain throughout most market segments. Nevertheless, to drill down extra distinctive Google Adverts consumer demographics that every platform provides will depend on an advertiser’s particular advert focusing on.

Why? As a result of Google’s consumer base is extremely huge, crossing segments.

  1. YouTube consumer demographics. YouTube accounts for 6% of Google’s advert income. It’s the second most used search engine exterior Google Search, and the second hottest social platform. Within the US alone, YouTube has 247 million customers, half of whom (53.9%) are male. The vast majority of their customers are between the ages of 15–35.
  2. Search demographics. In the case of search, there isn’t a doubt that Google has dominance. In line with Statista, 75%+ of all desktop search originates on Google within the US. This, after all, signifies that Google searchers fall into a number of totally different segments.
  3. Show consumer demographics. In contrast to Search Adverts, Show permits advertisers to focus on audiences past key phrases to incorporate subject/interest-based focusing on to hyperlink adverts to their accomplice content material. This consists of over 200 million websites, apps, and movies that cowl varied pursuits and are unfold throughout a number of segments.

The underside line is that Google Advert platforms converse to quite a lot of audiences, giving advertisers numerous alternatives. However, after all, all of it will depend on how marketing campaign focusing on is managed and the way it matches in with different digital advertising channels in your buying journey. However extra on that later.

Fb Adverts Person Demographics 2022

Every single day, 2.82 billion folks log into Meta’s apps, together with Fb, Instagram, WhatsApp, and Messenger. On the similar time, the most important demographic group of Fb customers is between the ages of 25 and 35. Nonetheless, it provides the promoting potential to succeed in 26.7% of the overall international inhabitants. 

Let’s have a look at some Fb demographic and promoting viewers stats from Hootsuite’s newest digital traits report:

  • 70% of US adults use Fb
  • 2.11 billion customers will be reached with Fb Adverts
  • 43.4% of potential audiences report as feminine, whereas 56.6% report being male
  • Probably the most important share of Fb promoting attain are males aged 25–34

Facebook advertising audience overview

Facebook advertising audience overview 2

Tiktok Adverts Person Demographics 2022

With over a billion customers, TikTok has been in a position to safe over 142.2 million North American customers in slightly below 5 years. Moreover, it’s quick changing into a preferred digital advertising device for eCommerce shops, with TikTok advert examples producing tens of millions of views.

Nevertheless, TikTok nonetheless appears to be widespread with youthful demographics. Statista’s April 2022 report exhibits that the most important phase of TikTok international customers, at 24%, are ladies between 18 and 24 years previous. 

2022 April user breakdown TikTok

In the case of TikTok adverts, Datareportal experiences a possible attain of 970 million, 19.4% of complete web customers 18+.

TikTok global user statistics 2022

Google vs. Fb vs. TikTok Advert Demographics 

The underside line is that when evaluating Google, Meta, and TikTok adverts, entrepreneurs want to think about general consumer demographics and potential advert attain. Moreover, it’s important to grasp what customers are doing on stated platform to make sure you might be lining up platforms and goal audiences with buying journey levels. 

As an example:

  • To achieve model new potential buyers with an goal to drive consciousness, Fb lookalike audiences could also be your most fruitful choice for older audiences.
  • Concurrently, with the appropriate Google Adverts focusing on, you’ll be able to faucet into segmented internet searchers who’re actively trying to find what you might be promoting and/or have an interest within the area of interest you’re promoting in.
  • TikTok, however, lets you have interaction extra with youthful demographics utilizing the ability of video advertising. 

In different phrases, eCommerce entrepreneurs want a multichannel strategy to have the ability to match digital advertising consumer demographics to their advertising goals.

Marketing campaign Sorts and Advert Codecs

Every main eCommerce advertising channel provides distinctive marketing campaign varieties and advert codecs, all geared towards displaying your merchandise to potential buyers. Selecting between them will rely on a number of components, together with product kind, marketing campaign goal, shopping for stage, audience, and price range.

Let’s take a better have a look at the totally different marketing campaign and advert codecs for every.

Google Marketing campaign Sorts and Advert Codecs for eCommerce  

Google Adverts as a complete provides barely fewer marketing campaign varieties in comparison with Fb and different social media channels. Nevertheless, it’s truly complementary to those platforms, permitting entrepreneurs to succeed in various audiences at various shopping for levels with an intensive vary of campaigns, advert platforms, and channels.

Let’s break down the highest Google channels and marketing campaign varieties rising on-line retail manufacturers ought to be testing.

  1. Google Search Adverts. Google’s Search Community provides guide search adverts and widespread Dynamic Search Adverts (DSAs), offering eCommerce manufacturers with PPC automation.
  2. Google Remarketing Adverts. With the assistance of RLSAs (Remarketing Lists for Search Adverts), entrepreneurs can place adverts in entrance of the eyes of high-intent buyers who already know your model and/or merchandise. (Listed here are 11 Knowledgeable RLSA Methods with testing.) 
  3. Google Purchasing Adverts. Google Purchasing consists of Purchasing adverts, Efficiency Max (formally Sensible Google Purchasing) campaigns, and Purchasing playing cards for YouTube.
  4. Google Show Community Adverts (GDN). The GDN is a gaggle of greater than 2 million web sites, movies, and apps the place your Google Adverts can seem on niche-specific websites. 
  5. YouTube Adverts. YouTube provides a number of marketing campaign and advert format varieties for on-line shops, together with Bumper, Skippable or Non-Skippable In-Stream, In-Feed, and Outstream (video content material to third-party apps and web sites), in addition to Google Video Motion Campaigns (formally TrueView for Purchasing campaigns).

Click on right here for a extra detailed have a look at Google Adverts for eCommerce

New Advert Kind Alert: Google can be at present beta testing Google Gallery adverts, which incorporate video and pictures into Google Search. Join our Google Adverts hacks to get onto our mailing listing to get notified when it’s launched.

Fb Marketing campaign Sorts and Advert Codecs for eCommerce

Meta remains to be the most well-liked social media advertising platform. Since launching on Nov. 6, 2007, Fb adverts have expanded to incorporate a number of channels, together with:  

  • Fb
  • Instagram
  • Messenger

Listed here are the highest marketing campaign varieties eCommerce manufacturers ought to be together with of their Fb advertising technique:

How to create Facebook messenger ads

  1. Dynamic adverts. Providing some automation, Fb’s dynamic adverts are designed to dynamically present the appropriate merchandise to potential buyers who’ve expressed curiosity in your retailer, product, or area of interest. 
  2. Assortment adverts. This Fb advert format provides a extra immersive means for buyers to find your merchandise and consists of 4 movies or optimized product photos in a grid-like structure
  3. Video adverts. Video adverts are certainly one of Fb’s strongest advert codecs and can be found on Fb, Instagram, Fb’s third-party Viewers Community, and Messenger. (Improve your Fb advertising by following these 6 Fast Suggestions for Creating Fb Video Adverts That Convert.)
  4. Area adverts. Fb area adverts are easy web page publish adverts that ship Fb customers on to your on-line retailer website or product pages.
  5. Messenger adverts. Messenger adverts seem within the Chats tab of their Messenger app.
  6. Instantaneous Expertise adverts. Previously often known as Canvas Adverts, Instantaneous Experiences are full-screen adverts that permit entrepreneurs to construct a extra immersive model or product retailer. You’ll be able to learn extra about these adverts and see examples right here.
  7. Carousel adverts. These Fb or Instagram advert varieties allow entrepreneurs to promote a number of associated merchandise in a single advert.
  8. Lead adverts. Lead adverts allow Fb entrepreneurs to gather data from prospects straight from their cell adverts, with out the necessity to create a selected kind touchdown web page. They’re nice for e-mail advertising listing constructing.


Click on right here for a extra detailed have a look at Fb adverts for eCommerce.

TikTok Marketing campaign Sorts and Advert Codecs for eCommerce

The latest channel on this digital adverts comparability listing, TikTok, provides a smaller however rising listing of the marketing campaign, advert format, and paid advertising function choices.

New Advert Kind Alert: Just like Meta’s assortment adverts, TikTok Assortment Adverts are at present being examined in selective advertising. These adverts lead customers to an Instantaneous Gallery web page showcasing a product assortment.

Though entrepreneurs have fewer choices, for now, they’re fairly cost-effective. And for the appropriate market, they drive ends in a BIG means.

Let’s check out the varieties of campaigns TikTok provides.


  1. TikTok Purchasing options. As of September 2021, TikTok expanded its branding options to incorporate Product Hyperlinks and LIVE Purchasing.
  2. TikTok Dynamic Showcase Adverts (DSAs). DSAs allow entrepreneurs to current dynamic, extra personalised, focused adverts to potential buyers primarily based on their pursuits.
  3. TikTok Creator Market. That is TikTok’s influencer advertising platform that helps manufacturers discover completely matched influencers to advertise their model and/or merchandise.
  4. TikTok Model Takeover Adverts. These are three to 5 seconds for video or three seconds for static graphic adverts that attraction to customers’ For You pages and embrace both a clickable hyperlink or a Branded Hashtag Problem.
  5. Branded Impact TikTok Adverts. Just like Instagram AR filters with Branded Results, manufacturers can create store model filters, stickers, or lenses that can be utilized to advertise model engagement and drive UGC.
  6. TikTok In-Feed Adverts. Positioned in potential buyers’ For You feeds, TikTok In-Feed adverts are 60 seconds lengthy and provide the same expertise to Instagram tales. Moreover, they are often appreciated, shared, and commented on and embrace choices for a number of CTAs. (For concepts, go to our [Case Study] 9+ Profitable TikTok Advert Examples and Why They Work publish.)  
  7.  TopView TikTok Adverts. These full-screen video adverts are as much as a minute, which play when customers open the social platform app. After that, TopView Adverts are positioned in customers’ newsfeeds.
  8. TikTok Branded Hashtag Challenges. With these campaigns, manufacturers invite customers to create content material round a selected theme. As probably the most widespread TikTok advertising choices, Branded Hashtag Challenges are inclined to generate above-average engagement charges.

Click on right here for a extra detailed have a look at TikTok Adverts for eCommerce.


Google vs. Fb vs. TikTok Marketing campaign Sorts and Advert Codecs

Right here’s the factor, evaluating Google, Fb, and TikTok Advert codecs is like evaluating apples and oranges. Every platform’s marketing campaign and advert format varieties serve totally different objectives, budgets, and buying engagement wants. And the probabilities are excessive that your viewers is on all three and consuming totally different content material on every.

Do you know that the typical web consumer is lively on 7.5 social networks every month? As an example, 50.4% of IG customers additionally use TikTok, and 83.9% of TikTok customers additionally use Instagram.


This implies your potential prospects and buyers aren’t simply on Google, Fb, or TikTok. They’re most likely on all of them. However to succeed in them on the excellent time for purchasing intent, you want a well-rounded eCommerce advertising technique that features all kinds of channels and marketing campaign varieties inside these channels. 

Due to this fact, on-line retail entrepreneurs ought to be testing all marketing campaign varieties and advert codecs to seek out the perfect mixture to your model. And no matter which campaigns on which channel you go for, the right eCommerce advertising technique will guarantee all of them work collectively to enhance general ROAS. 

Focusing on Choices

One other issue to think about when evaluating Google Adverts with Fb or Tiktok is focusing on choices. Virtually all digital advertising platforms have methods to focus on new and present prospects. Nevertheless, relating to conduct, curiosity, and buying intent, every provides a novel set of focusing on choices designed that can assist you enhance CTRs and gross sales.

So how do Google, Fb, and Tiktok Advert focusing on differ? Let’s take a better look.

Google Adverts Focusing on Choices 2022

Google Adverts has 4 primary focusing on choices. Here’s a breakdown:

  1. Content material key phrases. The most typical and well-known focusing on choices for Google Adverts are key phrases. Right here entrepreneurs use key phrases to faucet into matters potential buyers are literally trying to find. (Why Do I Have to Bid on Branded Key phrase Phrases?)
  2. Matters. Permitting entrepreneurs to faucet into niche-related matters, this Google focusing on choice lets entrepreneurs attain a broad vary of Show Community pages primarily based on internet content material textual content, language, and web page construction.
  3. Placement. As an alternative of focusing on particular matters, this selection permits entrepreneurs to manually drill down particular Google Show Community web sites through which to promote on. Any such Google focusing on doesn’t require key phrases and will be both the entire website itself or segmented even additional to particular pages.
  4. Show growth for search. Working with each Search and Show campaigns, this focusing on choice permits Google Adverts to seek out customers primarily based on automated bidding and sensible focusing on.

You’ll be able to learn extra about Google’s focusing on choices right here.

Fb Adverts Focusing on Choices 2022

Fb Adverts, however, attracts from customers’ conduct and pursuits to assist entrepreneurs get tremendous segmented with advert audiences. Usually, Fb Adverts has three primary focusing on choices the place you’ll be able to goal new buyers, earlier retailer visitors, or create audiences that mimic present prospects.

Here’s a breakdown of every:

  1. Core Audiences. With Core Audiences, eCommerce entrepreneurs outline their advert focusing on primarily based on location, demographics, and pursuits.
  2. Customized Audiences. Customized Audiences permits retailer manufacturers to reconnect with (retarget) potential buyers who’ve already engaged with their retailer.  
  3. Lookalike audiences. Fb’s lookalike viewers targets new potential buyers with the identical intent and conduct as present prospects.

Facebook lookalike audience

You’ll be able to learn extra about Fb’s focusing on choices right here.

TikTok Adverts Focusing on Choices 2022

TikTok Adverts Supervisor helps the next focusing on choices:

  1. Viewers focusing on. This consists of Lookalike or Customized Viewers (just like Fb) focusing on.
  2. Demographic focusing on. TikTok advert demographics segmentation consists of gender, age, location, and language.
  3. Pursuits and conduct focusing on. With this focusing on, entrepreneurs can ship adverts to segments primarily based on curiosity, buy intent, hashtag engagement historical past, and content material conduct.
  4. System. With TikTok advertising, eCommerce advertisers can outline focusing on by connection varieties (Wi-Fi/5G/and so forth.), operation kind (iOS/Android), operation system model (Android 4.0 and better), and cell provider.
  5. TikTok Sensible Focusing on. TikTok Sensible Focusing on advert function permits eCommerce entrepreneurs to mechanically outline the perfect focusing on choice when it comes to objectives equivalent to Visitors, App, Lead Gen, Neighborhood Interplay, or Conversion Internet Goals. Moreover, it mechanically expands focusing on settings to succeed in even bigger audiences.

tiktok targeting options

[Source: Influencer Marketing

You’ll be able to learn extra about TikTok’s focusing on choices right here.

Google vs. Fb vs. TikTok Focusing on 

Every platform provides all kinds of focusing on choices, every distinctive to their platform, market, and advert varieties. For instance, whereas Google Adverts is primarily constructed round search intent and key phrases, Fb targets potential customers primarily based on behaviors and pursuits to push probably the most engagement.

Merely put: What works for one platform could not work for one more.

The trick is utilizing totally different channels and advert varieties with totally different goal audiences to construct a seamless buying journey from consciousness to checkout.

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Promoting Prices

Google Adverts, Fb Adverts, and TikTok are all PPC platforms the place advertisers ppc or engagement. Due to this fact prices will rely on a number of components, equivalent to focusing on and the quantity of competitors. Moreover, advertisers think about conversion charges, which differ per trade, to get precise prices: ROAS.

Due to this fact, to evaluate the prices, entrepreneurs must assess a number of issues, together with CTRs, conversion charges, and ROAS stats for every, in addition to exterior market components equivalent to trade, shopping for stage, or demand.  

Google Adverts Prices 2022

Some components that have an effect on Google prices embrace: 

  1. Your price range. The quantity of day by day and/or complete price range you set for every marketing campaign. 
  2. High quality rating and advert rank. These are rankings that Google makes use of to assist decide a model’s click on fee. 
  3. Area of interest. The extra saturated the area of interest, the upper the competitors, and the extra it prices to compete. 
  4. Touchpoints. Your common variety of touchpoints it takes to transform a consumer. 
  5. Poor marketing campaign optimization. Entrepreneurs who don’t hold an in depth eye on campaigns and tweak them in real-time run the danger of paying an excessive amount of for poor-performing adverts. 
  6. Account administration. Incorrect Google account administration and optimization can lead to pointless advert spend. 

Nevertheless, what’s extra necessary right here, is that you just’re getting outcomes for that spend. Stunning Catastrophe, as an example, is seeing a mean of 9.4 ROAS with their Google, YouTube, and Dynamic Product promoting, which they’re operating with Visitors Booster for a set price range. I.e., no hidden prices or expensive errors!

good google ad example high roas

Fb Adverts Prices 2022

Some components that have an effect on Fb prices embrace your: 

  1. Area of interest. As with Google, the area of interest you’re promoting in will have an effect on the price of your Fb adverts. 
  2. Marketing campaign goal. Campaigns with retailer visits (visitors) or product buy objectives can result in greater advert prices. Nevertheless, additionally they enhance ROAS. It’s a balancing act. 
  3. Price range. The utmost quantity you’re keen to pay for marketing campaign conversions. This may both be a greenback cap you set to your marketing campaign in complete or your day by day spend setting.
  4. Viewers phase. Who you select to focus on together with your marketing campaign impacts your Fb CPCs. The broader the attain, the upper the price range you’ll need. Moreover, some segments have extra competitors than others, which drives up the price of your adverts. 
  5. Bid technique. Whether or not you select guide or automated bidding can have an effect on the price of your adverts.  
  6. Advert placement. Every of Meta’s promoting channels has various CPCs. As an example, one website experiences that the typical CPC for adverts positioned on Fb will be round $0.30 lower than these positioned on Instagram.

Professional Tip: You’ll be able to cut back your Fb advert prices whereas enhancing ROIs by:

  • Staying extremely related 
  • Bettering your advert frequency rating 
  • Reviewing your marketing campaign goals to make sure they’re appropriate to your objectives and wishes 
  • Segmenting your Fb audiences additional to slim your focusing on 
  • Investing in additional Fb retargeting campaigns
  • Utilizing Progress Hero to determine these campaigns bringing down account ROAS (it’s free) 

TikTok Adverts Prices 2022

The TikTok promoting price for 2022 has been a sizzling subject this 12 months amongst eCommerce entrepreneurs. 

In contrast to Google or Fb, TikTok expenses for adverts utilizing a price per mile (CPM) metric. Roughly talking, this implies as an advertiser, you might be paying for impressions which might come out to round $10 for each 1,000 views. Moreover, TikTok has a minimal price range required of $500 per marketing campaign. 

The underside line is that as a result of TikTok adverts are new and the app itself is rising shortly in consumer reputation, they will afford to cost premium charges. Right here’s a breakdown from Influencer Advertising and marketing Hub of what among the campaigns might price you. 


Google vs. Fb vs. TikTok Advert Prices 

In the end the price of your adverts on any platform comes all the way down to marketing campaign administration. The higher structured your accounts and the higher optimized your campaigns are, the cheaper your adverts shall be. 

Nevertheless, you’ll be able to have the most cost effective adverts in your area of interest, but when they don’t seem to be driving visitors to your retailer, what’s the level? The thought is to get the perfect outcomes for the least quantity of spend. Due to this fact, when evaluating the prices of Google, Fb, and TikTok Adverts, try to be testing and tweaking to optimize ROAS. 

To have the ability to get the perfect ROAS to your Fb (and Google) marketing campaign, take into account investing in a PPC administration system that handles your complete price range — and, after all, the administration of your adverts — throughout all of your channels. Visitors Booster, as an example, permits you to select your complete promoting price range (ranging from as little as $120 per 30 days in complete promoting spend) and runs your adverts for you with no extra or shock prices. Decide your price range right here

Alternatively, for these of you DIY-ing your promoting campaigns, it would be best to assessment these complete guides to make sure you can cut back spending whereas optimizing outcomes: 

Last Ideas: Which Is Higher? Google Adverts, Fb Adverts, or TikTok Adverts? 

The underside line is that every of those platforms provides advantages and downsides, and it’s extra about utilizing the appropriate marketing campaign kind for the appropriate digital advertising channel on the proper time for the appropriate shopper. 

Every area of interest, model, and viewers will reply in a different way and ought to be examined and tweaked till you’ve got a set of adverts, campaigns, and channels working throughout your complete buying journey to drive gross sales. 

In different phrases: It’s how you fit them into your general eCommerce advertising technique that’s necessary. And, after all, it would be best to check each advert format, marketing campaign and/or channel earlier than throwing large budgets at it. Whereas one platform may go for one retailer model, it could not work for one more. 

Nonetheless have questions? Submit them within the feedback part under, and our PPC specialists will get again to you! 

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Nicole Blanckenberg

Nicole Blanckenberg

Nicole is a content material author at StoreYa with over sixteen years expertise and aptitude for storytelling. She runs on a wholesome dose of caffeine and enthusiasm. When she’s not researching the following content material development or creating informative small enterprise content material, she’s an avid beachgoer, espresso store junkie and hangs out on LinkedIn.



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