Facebook Ads Vs. Google Ads Vs. TikTok Ads for eCommerce - What Works in 2024

In 2024, digital advertising for e-commerce continues to evolve with stats suggesting that almost 20.1% of retail purchases would occur online this year. This highlights the increasing role of platforms like Facebook, Google, and TikTok in digital marketing.

Each of them offers unique opportunities and challenges.

Therefore, it’s crucial to understand which platform can ideally align with your e-commerce needs and target audience.

Our detailed guide will help you navigate through these differences so you can make the best choice to achieve your business goals.

In this blog, we’ll explore:

Overview of Facebook ads, Google ads, and TikTok ads
Differences between the ads featured on the three platforms
How to choose one based on your business needs
Successful case studies

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TL;DR:

Platform Overview:
- Facebook Ads: Ideal for retargeting with extensive reach across demographics and advanced targeting options; however, high ad saturation can reduce effectiveness.
- Google Ads: Best for capturing high-intent users actively searching for products with precise keyword targeting, though costs can be high due to competitive bidding.
- TikTok Ads: Excellent for engaging a younger audience with creative, full-screen video ads and viral potential, but limited to a narrower demographic.
Key Differentiators:
- Working Mechanism: Facebook integrates into social feeds, Google targets active searches, TikTok focuses on immersive video content.
- Reach and Engagement: Facebook for broad demographics, Google for intent-based transactions, TikTok for high interaction and trend-driven content.
- Cost Effectiveness: Facebook is most affordable, Google is most expensive, TikTok offers a balance but requires fresh content to combat ad fatigue.
Scalability and Targeting:
- Scalability: Google offers the broadest scalability, followed by Facebook and then TikTok.
- Target Audience: Facebook and Google serve wide age ranges, while TikTok focuses primarily on Gen Z.
Ad Placement and Tools:
- Various placement options across platforms with Facebook allowing the most manual control, and all platforms providing robust analytical tools to measure ROI.
Choosing the Right Platform:
- Align platform strengths with business goals: Facebook for customer engagement, Google for direct queries, TikTok for tapping into trends.
- Use platform-specific strategies to maximize ROI, such as dynamic ads on Facebook, optimized shopping ads on Google, and engaging video content on TikTok.
Case Studies:
- Examples show how each platform can effectively boost visibility and sales: Facebook's integration with user lifestyles, Google's alignment with user intent, and TikTok's engagement with creative content.
Final Advice:
- Select advertising platforms based on specific e-commerce needs and customer behaviors, leveraging each for its unique strengths to optimize advertising outcomes.

Overview of Facebook Ads Vs. Google Ads Vs. TikTok Ads

Before comparing the three platforms, it’s important to understand what they offer and some of their e-commerce-based advantages and drawbacks.

1. Facebook Ads

Facebook Ads are targeted advertisements that appear across Meta properties like Facebook and Instagram.

They are designed to blend into users' social feed environments.

Key features

Visual Formats
Advanced Targeting
Custom and Lookalike Audiences
Pixel Tracking
Shop Integration

Pros:

Extensive reach across diverse demographics: Facebook's vast user base allows eCommerce businesses to reach potential customers from various age groups, locations, and interests. That’s ideal for eCommerce stores looking to expand their market internationally, reaching potential buyers worldwide.
Highly customizable targeting options: You can use detailed targeting options such as interests, behaviors, and demographics to reach the most relevant audience for specific products. You can even retarget website visitors or past customers with personalized ads to boost conversion rates and encourage repeat purchases.
Strong user engagement with interactive ad formats: Use carousel ads, collection ads, and video ads to effectively showcase products and encourage user interaction, such as liking, sharing, and commenting.
Shop integration: Seamless integration with Facebook Shops and Instagram Shopping enhances the shopping experience. Users can browse and purchase products directly within the platform.

Cons:

Ad saturation can lead to lower user attention: A high volume of ads can cause users to ignore or skip ads, so it’s hard to stand out in a crowded feed.
Costly approach: Competitive bidding and high demand can drive up the cost per click (CPC) or cost per impression (CPM), especially during peak shopping seasons like Black Friday and holiday sales.

2. Google Ads

Google Ads offers advertising solutions that allow businesses to appear in Google's search results and across its network of partner sites. These include YouTube, Blogger, and Gmail.

Key features

Dynamic Remarketing
Audience Segmentation
Promotions and Discounts
Landing Page Optimization
A/B Testing

Pros:

Access to the largest search audience: Google Ads provides access to the world's largest search engine. Therefore, your eCommerce businesses can reach a vast number of potential customers searching for products online.
Intent-driven traffic: Unlike Facebook, your target users are actively searching for specific products or services. This leads to higher conversion rates because these users are more likely to be ready to make a purchase.
Keyword specificity: You can use precise keywords related to your products to attract high-intent customers directly to your eCommerce site.
In-depth insights: Access detailed analytics and reporting tools to monitor the performance of your ads, track conversions, and measure ROI. Use these data-driven insights to continually refine and optimize your Google ad campaigns for higher sales.

Cons:

Can be expensive depending on the keywords: Popular and competitive keywords can be costly, so smaller eCommerce businesses can find it challenging to maintain a profitable ad spend.
Limited creative visual options: Google Search Ads primarily rely on text and images, offering limited opportunities for visual storytelling and creative engagement compared to social media ads. That means you have fewer options to showcase your product images and videos, which can be less engaging for users accustomed to visually rich ads on other platforms.

Here’s how the same Sheertex ad looks on Google:

Notice the images and keyword-rich text, as well as the categories – those are all advantages.

However, there are no videos to showcase the tights’ durability.

3. TikTok Ads

TikTok Ads are immersive, full-screen video ads that appear in the native format of the platform that caters mainly to a younger audience.

Key features

Hashtag Challenges
Influencer Collaborations
In-Feed Ads
Analytics Tools
Ads Extensions

Pros:

High user interaction: TikTok's engaging platform leads to higher user interaction rates, making it easier for eCommerce businesses to capture attention and drive engagement with their products.
Viral opportunities: The platform's algorithm and trend-driven nature offer the potential for ads to go viral. This significantly increases your brand exposure and product awareness.
Strong appeal to younger demographics: TikTok is particularly popular among younger demographics. That makes it an ideal platform for eCommerce businesses targeting Gen Z and millennials.
Creative ad options: Use various ad formats such as in-feed ads, branded hashtag challenges, and branded effects to create immersive and interactive shopping experiences. You can even use influencers to produce engagement-driven content.

Sheertex is leveraging this platform too:

CONS:

Narrower audience range: TikTok's user base skews younger, which may limit the platform's effectiveness for eCommerce businesses targeting older demographics.
Ad fatigue: The rapid consumption of content on TikTok can lead to ad fatigue, where users become desensitized to ads after seeing them repeatedly. That means TikTok requires constant creation of fresh and engaging content to maintain user interest and avoid ad fatigue.

7 Major Factors of Differentiation Between Facebook, Google, and TikTok Ads

Let’s discover some important factors that set Facebook, Google, and TikTok apart, especially for e-commerce purposes:

1. Working Mechanism

Understanding each platform's foundational working mechanisms can help you select the right one based on how it integrates with user experiences.

Let’s see how these platforms tailor their ad mechanisms to blend seamlessly with user behaviors and platform strengths.

Facebook Ads: Best for Retargeting

These ads are integrated into users' social media experience as they appear in their Facebook and Instagram feeds.

They are styled similarly to organic posts but marked as "sponsored."

This approach allows you to reach e-commerce users actively searching for products and those who may be influenced by relevant ads based on their social activities and profiles.

Google Ads: Best for Active Searching

Google's advertising mechanism is built around its search engine, where advertisers use keywords to target users who are actively searching for specific topics or products.

Basically, your e-commerce ads appear in search results or across websites in the Google Display Network with the aim to reach users based on their search behaviors and the content they are viewing.

Stats suggest that around 80% of online users see ads through it every day.

TikTok Ads: Best for Persuasion

TikTok ads capitalize on the platform's highly engaging, content-driven environment, which targets users with immersive, full-screen video ads.

Advertisers leverage formats like In-Feed Videos, Branded Hashtags, and TopView, which are designed to engage primarily younger audiences.

This mechanism promotes a high level of user interaction and content creation, which makes it a potent platform for viral marketing campaigns for your e-commerce company.

2. Reach and Engagement

Each platform offers unique reach and engagement capabilities.

Evaluate which platform's engagement and reach abilities you can leverage most effectively for your specific marketing objectives.

Facebook Ads: Active and Emotional Engagement

Facebook has a diverse user base, with approximately 2.989 billion monthly active users as of April 2023 across its platforms like Instagram and Messenger.

This extensive reach allows you to engage potential e-commerce customers based on demographics, lifestyles, and interests.

Plus, Facebook ads can encourage more active and emotional engagement through likes, shares, and comments.

That leads to higher engagement rates than those seen in search-based advertising.

Google Ads: Transactional Engagement

Google's reach is vast, primarily because it taps into the largest pool of online searches worldwide, through which you can access billions of searches daily worldwide.

Engagement on this platform tends to be more transactional, focused on user intent and immediate conversions rather than prolonged interaction. And that’s not bad for e-commerce companies.

TikTok Ads: Best for Direct Interactions and Sales

TikTok, too, boasts a massive user base of 2.05 billion users worldwide as of 2024, with high engagement, particularly among teenagers and young adults.

Its unique format encourages users to interact with content creatively and collaboratively, for instance, through participation in challenges.

TikTok's algorithm promotes content virality, through which ads achieve substantial organic reach and engagement.

Around 30% of TikTok users have used TikTok Shop while 26% are interested in it.

This makes the platform an ideal choice to increase direct sales for any e-commerce brand.

3. Target Audience

Knowing each platform's primary user demographics can help you tailor your e-commerce advertising strategies.

Determine which platform allows you to effectively target and connect with your ideal customer base.

Facebook Ads: Wide Age Range

Facebook's extensive global user base spans a wide range which makes it suitable for targeting almost any demographic, like age, location, interests, behaviors, and even life events.

The platform is particularly strong for reaching older millennials and Generation X, who are active on the platform and have higher purchasing power.

However, the integration with Instagram also allows access to a younger demographic, which adds to the versatility of this approach.

Google Ads: Also Wide Age Range

Google ads are effective for reaching users who are in the decision-making phase of the purchase funnel.

Since the platform reaches a vast audience across different demographics through its search engine and network sites, it can be effectively used to target almost any age group.

Surprisingly, the primary audience tends to be slightly younger.

25-34-year-olds comprise the largest group at 28.1%, whereas 18-24-year-olds come in second at 21.8%.

Also, Studies show that 43% of Google users are female.

TikTok Ads: Gen Z

TikTok is particularly useful for engaging Generation Z and younger millennials, as 60% of users on the platform belong to Gen Z.

This audience is highly engaged with mobile and video content and values authenticity and creativity.

Precisely, the platform’s advertising is best suited for e-commerce brands aiming to capture the attention of a younger audience that values trendiness and social media engagement.

4. Cost Effectiveness

Cost-effectiveness varies by platform, influenced by targeting capabilities, ad formats, and user engagement.

Each offers different returns on investment.

Assess which platform provides the cost efficiency that aligns with your budget and campaign goals, especially regarding conversion rates and customer acquisition costs.

Facebook Ads: Most Affordable

Facebook ads are the most cost-effective, at 69¢ per click.

They’re also generally seen as highly impactful for e-commerce due to the platform's advanced targeting capabilities and extensive reach.

The ability to target users based on specific demographics, interests, and behaviors lets you customize your campaign very precisely.

This can lead to higher conversion rates and a lower cost per acquisition.

Its cost-effectiveness is also enhanced by the variety of ad formats available, such as carousel ads, collection ads, and dynamic ads, which are particularly useful for showcasing multiple products or detailed product features.

Warning: The general cost can vary widely depending on the competition for the targeted audience, the industry, and the time of year.

Google Ads: Most Expensive

Google ads are more expensive, with an average CPC of $2.69 across industries.

However, they’re great for e-commerce companies thanks to their intent-driven advertising, wide reach, and precise targeting.

This direct approach results in higher conversion rates as ads align closely with user intent.

The cost of Google Ads can vary with industry competitiveness, where highly competitive keywords have higher CPC.

However, the extensive reach and the ability to capture potential customers at the moment of intent often justify the investment. According to Google, Google ads offer 800% ROI, on average.

TikTok Ads: The Middle Price Option

TikTok sits between Facebook and Google in terms of cost-effectiveness, with an average CPC of $1.

TikTok has become a highly cost-effective marketing tool, largely due to its exceptional ability to facilitate organic reach.

TikTok's algorithm uniquely prioritizes user engagement over follower count, which significantly benefits small businesses and new creators.

Despite the platform requiring a minimum spend of $500 per campaign for paid advertising, its approach is uniquely inclusive. This allows even small businesses with relatively few followers to achieve substantial visibility if their content engages users effectively.

Moreover, it is renowned for its high user engagement levels, with users spending significant amounts of time on the app daily. This engagement translates into more opportunities for businesses to connect with potential customers.

5. Scalability

Scalability is crucial for growing your e-commerce website’s reach and adapting to market changes.

Each platform provides different levels of scalability from local to global markets.

Let’s see which platform offers the scalability options that fit with your long-term growth plans and market expansion strategies.

Google Ads: Most Scalable Option

The reach of Google ads is virtually unlimited, covering billions of daily searches and a vast network of websites.

The platform’s pay-per-click model, combined with the ability to adjust campaigns based on real-time performance data, allows for scaling your e-commerce campaign well.

You can quickly expand your successful campaigns to new markets and audiences when using this platform.

Facebook Ads: Second Scalable

Facebook ads offer exceptional scalability due to their vast global user base and detailed targeting options.

Campaigns can be scaled across multiple platforms within the Facebook ecosystem, reaching a wide variety of demographics.

Besides, the platform's sophisticated algorithm allows for effective scaling by optimizing bids and placements based on performance data.

TikTok Ads: Third Scalable Option

TikTok ads are rapidly growing in scalability, especially among younger demographics globally.

While TikTok provides a narrower ecosystem than the other two platforms, its viral nature and the ability to rapidly gain visibility make it a good tool for brands looking to scale quickly in specific markets.

The bidding system also supports scalable campaign management, but the relatively younger platform might pose limitations in audience diversity and global reach.

6. Ads Placement

Ad placement options vary across the three different platforms.

Think about which platform’s ad placement strategies will most effectively capture your audience’s attention and drive meaningful interactions.

Facebook Ads

Facebook offers the ability to manually choose where the ads will appear.

You can also use the platform’s automatic placements to optimize ad delivery based on the best-performing locations.

The ads typically appear in the Facebook News Feed, Instagram Stories, Messenger conversations, and within the Audience Network's apps and websites.

Besides, Facebook's bidding system lets you choose from cost-per-click (CPC), cost-per-impression (CPM), or cost-per-action (CPA). The final choice depends on your campaign goals.

So, optimize your ad spend toward actions that align with your objectives.

Google Ads

Google ads offer placements across its Search Network, Display Network, YouTube, and Google Shopping.

The key to its ad placement is an auction-based bidding system. Each time a user performs a search or visits a site with potential ad space, an auction is triggered.

You can set bids for how much you are willing to pay for clicks or impressions.

Google then uses it along with the ad’s Quality Score, a metric based on the ad’s relevance, click-through rate, and landing page quality, to determine its placement.

TikTok Ads

TikTok also uses an auction-based system for ad placements within the app.

You can set bids based on your target cost per mille (CPM), cost per click (CPC), or cost per action (CPA). Ads are primarily placed on the "For You" page that users encounter while scrolling.

Other placements include TopView ads, which capture user attention upon opening the app, and Branded Hashtag Challenges that encourage user interaction and content creation.

And Spark Ads offer the most native ad format on TikTok:

Besides bidding, the platform also focuses on the ads’ relevance and engagement potential.

The main benefit for your e-commerce company here is that your ads align well with user interests and behaviors.

As a result, you get highly qualified leads for your online store.

7. Analytical Tools and ROI Measurement

The ability to track and analyze ad performance through advanced tools varies by platform, affecting how precisely you can measure and optimize your ROI.

That’s why we at inBeat Agency conduct in-depth analysis for each campaign and consider which platform’s tools can best help us track performance and refine the strategies for maximum impact.

Here’s what we typically use for e-commerce businesses.

Facebook Ads Analytics

Facebook offers a comprehensive set of analytical tools through its Ads Manager, which includes Facebook Analytics.

Key metrics provided include reach, impressions, conversion rates, and click-through rates.

Besides, ROI measurement on the platform involves comparing the cost of ads to the revenue generated from these ads.

It can be tracked through the installation of Facebook Pixel on the e-commerce site.

Google Ads Analytics

Google Ads features a powerful analytics suite integrated with Google Analytics, which offers insights into user behavior, ad performance, and conversion tracking.

Basically, the platform provides detailed data on how users interact with ads across Google's search results, websites, and YouTube.

We measure ROI for e-commerce businesses using conversion tracking by setting up specific goals (like sales or leads) in Google Analytics and linking them to Google Ads.

Google's Enhanced E-commerce Analytics further refines this with granular data on user interactions, from viewing products to completing purchases.

TikTok Ads Analytics

TikTok Ads is relatively newer but offers distinctive analytical tools for online stores. We’re talking about its Ads Manager, which displays metrics such as views, engagement rates, and click-through rates.

For measuring ROI, the platform uses a pixel, similar to Facebook, which tracks user actions on the advertiser’s website following interaction with a TikTok ad. Moreover, it supports third-party tracking integrations, which facilitates deeper analytics and ROI assessment.

Choosing the Right Platform Based on eCommerce Business Needs

When choosing an advertising platform for your e-commerce business, it's crucial to consider how each platform's unique features can align with your marketing goals.

Let’s discuss this along with insider tips from inBeat to maximize ROI on each platform.