Differences between Google And Meta
Google Ads typically appear on search result pages or websites within the Google Display Network (GDN), targeting users actively searching for information or products. Facebook Ads are displayed directly in the user's social feeds within Facebook-affiliated apps, catching attention during their social media interactions.
Why Use Google Ads in Addition to Meta Ads
Google Ads can reach a different audience than Meta ads, which means you can show your ads to more people. Also, Google Ads lets you put your ads on lots of websites and in search results, so it's not just on social media. This can help you find new customers who might be searching for what you offer but don't use social media much.
Creative Formats
Responsive (recommended): These ads can change their size, image and text and look to fit different spaces on websites, which is super handy and provides good results.
Image Set (recommended): Build multiple images to fit into all of Google's popular ad format placements.
Image (supported, not recommended due to limited ad format placements): Using just one image is okay if it's landscape (1.91:1) or square (1:1), but it won't show up in as many places, so it's not the best choice. A single vertical image (4:5 or 9:16) won't run on Google.
Video (not supported): Right now, you can't use video ads with Properti, so stick to the other types.
Audiences
Custom audiences and retargeting are not supported
Generic geographic and interest-based audiences only
1) Keywords for Google Ads can be thought of interest targeting.
Low competition means cheaper ad placements - you are bidding against fewer advertisers.
We automatically set bid amounts, so you don't have to worry about that
Can be used to target search terms and topics
So if a user searches for that term, or topic they may (not guaranteed) served ads on websites they visit
Any website that uses Google Display Network (GDN) for their ads can have placements
These don't have to be set, we automatically add keywords based on what we've seen works previously.
Google Ads on pay-per-campaign workspaces
If your workspace pays per campaign in AUD or NZD, we switch Google Ads on for you with a Properti managed account. No setup needed. If you already have Google Ads connected, or you removed it, we leave it as it is.
Ready to run campaigns split your budget across Meta and Google.
If splitting the budget would leave either platform with too little to spend each day, campaigns Properti builds from your listings run on Meta only. The screen tells you, and Use [amount] to add Google bumps the budget so Google can join in.
Google needs a square logo in Branding. If it's missing, those campaigns run on Meta until you add one.
More on this in Run a campaign from Ready to run. To see how Google did on its own, open the campaign and check the Google tab. For results by region, device and network, use the Google Breakdown tab (see Break down your campaign results by audience and placement).
Performance
Need to have Properti's Snippet for best performance: To get the most out of your ads, you should install Properti's snippet on your website. It helps track how well your ads are doing and can make them work even better.
This can be installed on your website (or multiple websites where neccessary). Please refer to our knowledge base article to learn more about the Properti Snippet here
When you build a campaign yourself, you can run Google Ads and Meta Ads separately. Ready to run campaigns use both when both are connected, and handle the budget split for you. These algorithms continuously evolve to improve user experience and service efficiency.