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The two most recognizable digital platforms. Two of the most visited sites each day. Both are frequented with such astronomical numbers, it's imperative that marketers continue to work on making both platforms ideal for reaching the desired consumers.

Both platforms have their strengths, and based strictly off of volume, it's hard to say that either has a weakness. There is no single factor on this comparison chart that would ruin either platform's ability to be a successful tool for marketers. Reason being, other aspects of Google and Facebook more than make for any shortcomings with sheer volume.

That doesn't mean, however, that neither brand could stand to improve in some areas but here is a general rundown of some of the key points presented and their benefits to marketers:

Google AdWords

Keywords – An extremely important feature of Google AdWords because it allows for a much more targeted set of results for the marketer. An example: Instead of merely showing up under the category of jackets, a clothing manufacturer can be more specific and increase its visibility within the ski jacket category during the winter season.

Purchase Intent – This is a key factor for Google AdWords because searches mean the consumer is actively seeking something (duh). A purchasing or researching intent means the likelihood of the consumer clicking your ad is inherently increased.

Sales Cycle – Related to purchasing intent, a consumer actively searching for a product and product information, is wanting the right deal to present itself while conveniently shopping online. This is the one key difference between Google AdWords and Facebook Ads; while consumers may be open to seeing ads on Facebook, they're not seeking out the products so it will be harder to entice them and make a connection.

Facebook Ads

Likes – A big boon to Facebook advertising, a brand can be helped immensely by large numbers of likes on their product pages and in-news feed advertisements. The more people that like a page/ad, the more friends lists the ad can be spread throughout. The more friends' eyes that are exposed, the increased chances of a click.

Psychographics & Demographics – In my opinion, the single, greatest factor of Facebook Ads. With Facebook, consumers are practically begging you to advertise to their interests with the amount of information they willingly give up on the social network. Within minutes, you're able to know a consumer's age range, gender, music interests, movie tastes, favorite hobbies, and things they despise.

Facebook does the difficult task of figuring out how to get a consumer's attention, for us, by having the consumer present it all to you on a silver platter.

Jon Loomer Marketing