Comparing Facebook & Google Ads Auction

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While Google takes into account 2 factors in determining the ad position of an advertiser, Facebook looks at 3 factors. Here, we explore each of these factors and their differences and similarities.

Google’s bidding system is relatively straightforward as it allows advertisers to check the Cost Per Click(CPC) bid estimate on Google keywords planner. On the other hand, Facebook advertisers bid on actions such as likes, visits, and shares, which doesn’t come with a price tag attached. Hence the latter usually relies on an automated bid and allow Facebook to adjust its bid based on its algorithm.

Facebook’s Relevance score is relatively similar to the Quality Score by Google Ads. Both are hugely determined by an ad’s Click-Through-Rate (CTR). Facebook takes into account more factors including the positive feedback(shares, comments and other social engagement) and negative feedback of the ads.

The Action Rate is the 3rd factor that Facebook uses. It is a completely different mechanism than that of conversion rate. The Action Rate is determined by the “action” that was chosen for a specific campaign such as clicks, video views, post engagements (likes, comments, shares), conversions and downloads (apps). Based on how likely the users are to take the action you specify, your ads will appear higher or lower on the ads auction.

A comparison of Google and Facebook ads auction platform
Courtesy of: Icecube Marketing

Ted is from Ice Cube Marketing, a digital marketing agency in Singapore that helps local small businesses acquire leads from channels such as Facebook and Google.


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