Well, why not both?
I know right, its the perfect situation that we have the unlimited marketing budget to spend so we can advertise on all platforms as we can.
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But the truth is, many small business owner and founder has limited marketing budget/resources and want to start on just one platform.The questions are, which one?Here are the four questions you ask yourself before deciding one.
Do You Have A Website?
This question's answer is straightforward and probably the first question you should ask yourself.If you don't have a website, don't even bother Google for now because to advertise on Google, you MUST have a landing page / website.So if the answer isYes = You can consider both options.No = Facebook.
Do People Search For Your Product / Services?
What is your business nature? This is the second question.If your product is on-demand product or people who usually search for such as:
Rental Space - Only people who need the service will search.
Car battery replacement - Same principal as the above but more on an on-demand service.
GYM / Training Centre - Same principal as the above but more like a location-based service.
The above product I would suggest to start off with Google AdWords first because its more toward what we call the pull marketing product that people actively searching for.
When your audience searching for you, your ads gonna be there or you will miss out these opportunities.
If your product is a very generic product that people don't usually search or hard to search for such as:
Fashion Clothes - Hard to search, usually ideas come when browsing.
Unique Product (Items feature in kickstarter) - First of its kind / Feature a unique selling points.
Slimming Product - Unique brand name but market flooded with similar products.
You should put Facebook as your priority because even if you advertise in Google, its either you will have very little "impressions" (people who search for your products) or you will go head to head with e-commerce giant like Lazada, 11street, etc that has tons of marketing budget and easily burn you to death.
There are businesses like Property, Insurance or GYM center as above that can be advertised on both platforms but based on my experience, two platforms work differently for these businesses.
Google - Higher interest audience but lesser inquiries (volume)
Facebook - Lower interest audience but higher inquiries
The reason being, people who search for your product (on Google) already has the interest in converting become your customers but Facebook is like a shoot and run tactics that you might be getting a lot of lead but only fewer of them has the actual interest in converting become your audience.
What Resources Do You Have?
Do you know how much Facebook advertising or Google advertising would cost you?
If yes then do you have anyone that knows how to advertising on these platforms? If no, you should probably start considering who should take up the responsibility to learn about the platform first.
Advertising on these platforms isn't about how much budget do you have but rather the method that you use and how do you optimize the campaigns.
The same result that you getting by using $1k, an experienced advertiser could be using half or even less than that but achieving the same result.
In my experience, Google AdWords usually will need more time to learn in terms of operating inside the platform and push your cost to the minimum by optimizing the campaigns while Facebook relatively easier to run ads compare with Google AdWords.
So if you or your team have no capacity to take up the responsibility to learn about the platform and your business nature is more favor in push than pull marketing, I would suggest you take up Facebook advertising first.
Do You Have A Design Team?
Facebook is a platform that favors in visual design compared with Google since Google is a pure text-based ads.
If you have limited resources in buying graphic from Shutterstock visuals or manpower to edit your visuals, Google probably is your best bet.
If you have basic editing skills / photoshooting skills and your business is heavily visual centric such as clothing business, Facebook is the go-to platform to advertise your business.
Thanks for reading.