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

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

In relation to Google Adverts vs. Fb Adverts vs.TikTok Adverts, the selection of when to make use of which marketing campaign by way of goal shopper, marketing campaign goal, or product is crucial to the success of every. Nevertheless, there are 4 key elements value reviewing when optimizing your eCommerce advertisements technique: 

Let’s take a more in-depth have a look at how Google, Fb, and TikTok advertisements evaluate in every.

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Person Demographics

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

Nevertheless, these statistics are sure to alter when you think about every platform’s person demographics. In the event you’re focusing on 18-year-old school college students, for instance, it’s possible you’ll discover TikTok extra well-liked 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 are able to admit provides an in depth attain throughout most market segments. Nevertheless, to drill down extra distinctive Google Adverts person demographics that every platform provides will depend on an advertiser’s particular advert focusing on.

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

  1. YouTube person 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. Nearly all of their customers are between the ages of 15–35.
  2. Search demographics. In relation to search, there isn’t a doubt that Google has dominance. In accordance with Statista, 75%+ of all desktop search originates on Google within the US. This, after all, implies that Google searchers fall into a number of completely different segments.
  3. Show person 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 advertisements to their accomplice content material. This contains over 200 million websites, apps, and movies that cowl numerous pursuits and are unfold throughout a number of segments.

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

Fb Adverts Person Demographics 2022

Day-after-day, 2.82 billion individuals log into Meta’s apps, together with Fb, Instagram, WhatsApp, and Messenger. On the identical 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 world inhabitants. 

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

  • 70% of US adults use Fb
  • 2.11 billion customers could be reached with Fb Adverts
  • 43.4% of potential audiences report as feminine, whereas 56.6% report being male
  • Essentially 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 capable of safe over 142.2 million North American customers in just below 5 years. Moreover, it’s quick changing into a preferred digital advertising software for eCommerce shops, with TikTok advert examples producing thousands and thousands of views.

Nevertheless, TikTok nonetheless appears to be well-liked with youthful demographics. Statista’s April 2022 report reveals that the most important phase of TikTok world customers, at 24%, are ladies between 18 and 24 years outdated. 

2022 April user breakdown TikTok

In relation to TikTok advertisements, Datareportal stories 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 advertisements, entrepreneurs want to think about general person demographics and potential advert attain. Moreover, it’s important to grasp what customers are doing on mentioned platform to make certain you might be lining up platforms and goal audiences with buying journey phases. 

As an example:

  • To succeed in model new potential consumers 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 net searchers who’re actively looking for what you might be promoting and/or have an interest within the area of interest you’re promoting in.
  • TikTok, alternatively, 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 person demographics to their advertising goals.

Marketing campaign Varieties and Advert Codecs

Every main eCommerce advertising channel provides distinctive marketing campaign sorts and advert codecs, all geared towards displaying your merchandise to potential consumers. Selecting between them will rely on a number of elements, together with product sort, marketing campaign goal, shopping for stage, audience, and finances.

Let’s take a more in-depth have a look at the completely different marketing campaign and advert codecs for every.

Google Marketing campaign Varieties and Advert Codecs for eCommerce  

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

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

  1. Google Search Adverts. Google’s Search Community provides guide search advertisements and well-liked 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 advertisements in entrance of the eyes of high-intent consumers who already know your model and/or merchandise. (Listed below are 11 Knowledgeable RLSA Methods with testing.) 
  3. Google Purchasing Adverts. Google Purchasing contains Purchasing advertisements, Efficiency Max (formally Sensible Google Purchasing) campaigns, and Purchasing playing cards for YouTube.
  4. Google Show Community Adverts (GDN). The GDN is a bunch 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 bunch of marketing campaign and advert format sorts 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 advertisements, 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 Varieties and Advert Codecs for eCommerce

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

  • Fb
  • Instagram
  • Messenger

Listed below are the highest marketing campaign sorts eCommerce manufacturers must be together with of their Fb advertising technique:

How to create Facebook messenger ads

  1. Dynamic advertisements. Providing some automation, Fb’s dynamic advertisements are designed to dynamically present the appropriate merchandise to potential consumers who’ve expressed curiosity in your retailer, product, or area of interest. 
  2. Assortment advertisements. This Fb advert format provides a extra immersive means for consumers to find your merchandise and contains 4 movies or optimized product pictures in a grid-like structure
  3. Video advertisements. Video advertisements are one in every 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 advertisements. Fb area advertisements are easy web page publish advertisements that ship Fb customers on to your on-line retailer website or product pages.
  5. Messenger advertisements. Messenger advertisements seem within the Chats tab of their Messenger app.
  6. Instantaneous Expertise advertisements. Previously referred to as Canvas Adverts, Instantaneous Experiences are full-screen advertisements that enable entrepreneurs to construct a extra immersive model or product retailer. You may learn extra about these advertisements and see examples right here.
  7. Carousel advertisements. These Fb or Instagram advert sorts allow entrepreneurs to promote a number of associated merchandise in a single advert.
  8. Lead advertisements. Lead advertisements allow Fb entrepreneurs to gather data from prospects straight from their cellular advertisements, with out the necessity to create a particular type 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 advertisements for eCommerce.

TikTok Marketing campaign Varieties and Advert Codecs for eCommerce

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

New Advert Kind Alert: Much like Meta’s assortment advertisements, TikTok Assortment Adverts are at present being examined in selective advertising. These advertisements 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 leads to a BIG means.

Let’s check out the kinds 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 customized, focused advertisements to potential consumers based mostly 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 advertisements that enchantment to customers’ For You pages and embody both a clickable hyperlink or a Branded Hashtag Problem.
  5. Branded Impact TikTok Adverts. Much 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 consumers’ For You feeds, TikTok In-Feed advertisements are 60 seconds lengthy and provide an analogous expertise to Instagram tales. Moreover, they are often appreciated, shared, and commented on and embody choices for a number of CTAs. (For concepts, go to our [Case Study] 9+ Successful TikTok Advert Examples and Why They Work publish.)  
  7.  TopView TikTok Adverts. These full-screen video advertisements 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 particular theme. As one of the vital well-liked 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 Varieties 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 sorts serve completely different objectives, budgets, and buying engagement wants. And the possibilities are excessive that your viewers is on all three and consuming completely different content material on every.

Do you know that the common web person 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 consumers 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 sorts inside these channels. 

Subsequently, on-line retail entrepreneurs must be testing all marketing campaign sorts and advert codecs to seek out one of the best mixture on 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, on the subject of conduct, curiosity, and buying intent, every provides a singular 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 more in-depth look.

Google Adverts Focusing on Choices 2022

Google Adverts has 4 predominant 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 consumers are literally looking for. (Why Do I Must 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 based mostly on net content material textual content, language, and web page construction.
  3. Placement. As a substitute of focusing on particular matters, this selection allows entrepreneurs to manually drill down particular Google Show Community web sites by which to promote on. The sort of Google focusing on doesn’t require key phrases and could be both the entire website itself or segmented even additional to particular pages.
  4. Show enlargement for search. Working with each Search and Show campaigns, this focusing on choice allows Google Adverts to seek out customers based mostly on automated bidding and good focusing on.

You may learn extra about Google’s focusing on choices right here.

Fb Adverts Focusing on Choices 2022

Fb Adverts, alternatively, attracts from customers’ conduct and pursuits to assist entrepreneurs get tremendous segmented with advert audiences. Typically, Fb Adverts has three predominant focusing on choices the place you’ll be able to goal new consumers, earlier retailer site 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 based mostly on location, demographics, and pursuits.
  2. Customized Audiences. Customized Audiences allows retailer manufacturers to reconnect with (retarget) potential consumers who’ve already engaged with their retailer.  
  3. Lookalike audiences. Fb’s lookalike viewers targets new potential consumers with the identical intent and conduct as present prospects.

Facebook lookalike audience

You may 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 contains Lookalike or Customized Viewers (just like Fb) focusing on.
  2. Demographic focusing on. TikTok advert demographics segmentation contains gender, age, location, and language.
  3. Pursuits and conduct focusing on. With this focusing on, entrepreneurs can ship advertisements to segments based mostly on curiosity, buy intent, hashtag engagement historical past, and content material conduct.
  4. Gadget. With TikTok advertising, eCommerce advertisers can outline focusing on by connection sorts (Wi-Fi/5G/and many others.), operation sort (iOS/Android), operation system model (Android 4.0 and better), and cellular service.
  5. TikTok Sensible Focusing on. TikTok Sensible Focusing on advert characteristic allows eCommerce entrepreneurs to mechanically outline one of the best focusing on choice by way of objectives resembling Site visitors, App, Lead Gen, Neighborhood Interplay, or Conversion Internet Aims. Moreover, it mechanically expands focusing on settings to succeed in even bigger audiences.

tiktok targeting options

[Source: Influencer Marketing

You may 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 sorts. For instance, whereas Google Adverts is primarily constructed round search intent and key phrases, Fb targets potential customers based mostly 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 completely different channels and advert sorts with completely 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. Subsequently prices will rely on a number of elements, resembling focusing on and the quantity of competitors. Moreover, advertisers think about conversion charges, which differ per business, to get precise prices: ROAS.

Subsequently, to evaluate the prices, entrepreneurs have to assess a bunch of issues, together with CTRs, conversion charges, and ROAS stats for every, in addition to exterior market elements resembling business, shopping for stage, or demand.  

Google Adverts Prices 2022

Some elements that have an effect on Google prices embody: 

  1. Your finances. The quantity of every day and/or complete finances you set for every marketing campaign. 
  2. High quality rating and advert rank. These are scores that Google makes use of to assist decide a model’s click on price. 
  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 client. 
  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 advertisements. 
  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 simply’re getting outcomes for that spend. Stunning Catastrophe, as an illustration, is seeing a mean of 9.4 ROAS with their Google, YouTube, and Dynamic Product promoting, which they’re operating with Site visitors Booster for a set finances. I.e., no hidden prices or pricey errors!

good google ad example high roas

Fb Adverts Prices 2022

Some elements that have an effect on Fb prices embody 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 advertisements. 
  2. Marketing campaign goal. Campaigns with retailer visits (site visitors) or product buy objectives can result in increased advert prices. Nevertheless, in addition they enhance ROAS. It’s a balancing act. 
  3. Funds. The utmost quantity you’re keen to pay for marketing campaign conversions. This will both be a greenback cap you set on your marketing campaign in complete or your every day spend setting.
  4. Viewers phase. Who you select to focus on along with your marketing campaign impacts your Fb CPCs. The broader the attain, the upper the finances you will have. Moreover, some segments have extra competitors than others, which drives up the price of your advertisements. 
  5. Bid technique. Whether or not you select guide or automated bidding can have an effect on the price of your advertisements.  
  6. Advert placement. Every of Meta’s promoting channels has assorted CPCs. As an example, one website stories that the common CPC for advertisements positioned on Fb could be round $0.30 lower than these positioned on Instagram.

Professional Tip: You may cut back your Fb advert prices whereas bettering ROIs by:

  • Staying extremely related 
  • Bettering your advert frequency rating 
  • Reviewing your marketing campaign goals to make sure they’re appropriate on your objectives and desires 
  • Segmenting your Fb audiences additional to slender 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 costs for advertisements 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 finances required of $500 per marketing campaign. 

The underside line is that as a result of TikTok advertisements are new and the app itself is rising rapidly in person recognition, they’ll afford to cost premium charges. Right here’s a breakdown from Influencer Advertising Hub of what a few of the campaigns may price you. 


Google vs. Fb vs. TikTok Advert Prices 

Finally the price of your advertisements 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 less expensive your advertisements shall be. 

Nevertheless, you’ll be able to have the most affordable advertisements in your area of interest, but when they don’t seem to be driving site visitors to your retailer, what’s the level? The thought is to get one of the best outcomes for the least quantity of spend. Subsequently, when evaluating the prices of Google, Fb, and TikTok Adverts, you have to be testing and tweaking to optimize ROAS. 

To have the ability to get one of the best ROAS on your Fb (and Google) marketing campaign, think about investing in a PPC administration system that handles your whole finances — and, after all, the administration of your advertisements — throughout all of your channels. Site visitors Booster, as an illustration, permits you to select your complete promoting finances (ranging from as little as $120 per 30 days in complete promoting spend) and runs your advertisements for you with no extra or shock prices. Choose your finances right here

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

Remaining 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 sort for the appropriate digital advertising channel on the proper time for the appropriate shopper. 

Every area of interest, model, and viewers will reply otherwise and must be examined and tweaked till you’ve got a set of advertisements, campaigns, and channels working throughout your whole 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 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 subsequent content material pattern or creating informative small enterprise content material, she’s an avid beachgoer, espresso store junkie and hangs out on LinkedIn.



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