Facebook ads vs. TikTok ads. Although both platforms have a lot of interest, the most frequently asked question is: which platform is better for my business? Facebook and TikTok are two of the most popular platforms for running ad campaigns.
Each platform has its own unique features and audience, making it important to understand the differences between the two.
In this blog post, everything is about Facebook ads vs. TikTok ads. We’ll start by talking about the basic differences between Facebook and TikTok ads. As we go deeper into our analysis, we’ll show you the cost and performance comparison.
As we said before it’s crucial to understand the key differences between Facebook and TikTok ads. Let’s begin with exploring formats and ad targeting comparison.
Ad Formats
When it comes to ad formats, both Facebook and TikTok offer a wide range of options to choose from.
Facebook offers a variety of ad formats such as photo ads, video ads, carousel ads, slideshow ads, and collection ads. These ad formats are designed to fit different business objectives and target different audiences.
For example, photo ads shine when it comes to product showcases. On the other hand, video ads excel at storytelling.
Carousel ads are your go-to for featuring multiple products in a single ad, while slideshow ads effortlessly craft brief, engaging videos.
Lastly, collection ads offer a seamless shopping experience by presenting a cohesive group of products.
TikTok also offers a variety of ad formats such as Native ads, Branded content, and TopView ads. To make your ad more engaging, you can use a video editor to add effects and text overlays.
TikTok’s “Spark ads” are similar to Facebook’s “Engagement ads” in that they are designed to encourage users to engage with the ad by swiping up or commenting.
TikTok also offers campaigns optimized for purchase with “Complete Payment” campaign type. This type of campaign allows businesses to drive conversion by adding a ‘Shop Now’ button to their ads.
The button directs users to a landing page where they can complete a purchase. This is a great approach for e-commerce merchants looking to drive sales.
Both platforms offer a wide range of ad formats to choose from. So, it’s important to consider your business objectives and target audience when choosing the right ad format. With the right ad format, you can effectively reach and engage your target audience, and drive conversions.
Ad Targeting
Both Facebook and TikTok offer a wide range of targeting options to help businesses reach their desired audience.
Facebook has one of the most advanced targeting options. Businesses can target users based on their demographics, location, interests, behaviors, and connections.
Also, Facebook allows businesses to create Custom Audiences using customer data and retargeting options, without relying on a custom QR code. With Facebook’s Lookalike Audiences feature, businesses can also target users who are similar to their existing customers.
TikTok’s targeting options are not as advanced as Facebook’s, but it still allows businesses to target users based on their demographics, location, interests, and device type.
Also, TikTok allows businesses to create Custom Audiences using customer data and retargeting options. TikTok also offers Interest Targeting which allows businesses to reach users based on their interests.
Both platforms allow businesses to target a specific audience by using their data, interests, and behaviors, which is key for improving ad performance.
However, Facebook offers more advanced targeting options and a broader range of audience data and analytics. So, Comparing targeting in TikTok ads vs. Facebook ads, Facebook is a winner.
Facebook ads vs. TikTok ads: Cost and Performance Comparison
Now, let’s dive deep into the comparison of the cost and performance of Facebook and TikTok ads. We’ll take a look at the costs associated with each platform and the metrics used to measure the effectiveness of your ads.
Ad costs: CPM comparison
Advertising on Facebook and TikTok can vary greatly in terms of costs. To give a comparison, we’ll analyze ad costs for a business that is spending between $10,000 and $140,000 on advertising, targets a US audience, follows advertising best practices, and optimizes for purchase (Facebook) or Complete payment (TikTok) events.
Facebook allows businesses to set their own budget for their ad campaigns, and costs can vary depending on the targeting options, ad format, and ad placement.
The average cost per click (CPC) on Facebook is around $1.84, while the average cost per thousand impressions (CPM) is around $6.97.
TikTok’s advertising costs are generally lower than Facebook’s, but they also vary depending on the targeting options, ad format, and ad placement.
The average cost per click (CPC) on TikTok is around $1.63, while the average cost per thousand impressions (CPM) is around $3.21. It’s important to note that while TikTok’s advertising costs may be lower, the platform also has a smaller user base.
So, by comparing Facebook vs. TikTok ads cost, we can say that on Facebook you can expect higher average CPM and CPC than on TikTok.
However, while TikTok’s advertising costs may be lower, businesses should consider their overall marketing goals and budget, as well as the size of the platform’s user base when deciding which platform to advertise on.
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Ad performance: CTR comparison
Comparing Facebook vs. TikTok CTR, Facebook, on average, has a higher link CTR of 1.07% compared to TikTok’s average of around 0.84%.
This means that users are more likely to click on a link in a Facebook ad than a TikTok ad. Facebook’s extensive history and user familiarity create a strong foundation for trust and active engagement with ads on the platform.
Additionally, it’s relatively easier to achieve a high CTR on Facebook through ad copy optimization. With the right optimization, you can achieve a CTR of over 2%.
However, TikTok tends to keep more of its audience within the platform, which can be beneficial for businesses looking to drive engagement and increase brand awareness.
TikTok’s focus on video content also means that users are more likely to engage with the ad for a longer period of time, increasing the chances of them taking action.
Facebook achieves a higher CTR through ad copy optimization, whereas TikTok relies on captivating video content for increased CTR. With the right creative and targeting, businesses can achieve a high CTR on TikTok.
Beyond Clicks: CR and CAC Analysis
As we mentioned before, Facebook and TikTok each showcase unique strengths.
On Facebook, the average conversion rate is 1.77%, and the cost to acquire a customer (CAC) stands around $25.02.
Shifting our focus to TikTok, the platform presents a distinct dynamic. While its conversion rate is lower at 0.46%, indicating a smaller percentage of clicks leading to conversions compared to Facebook, the CAC on TikTok is slightly higher at $42.97.
When comparing Facebook vs. TikTok ads conversion rate, the average CR is higher on Facebook than on TikTok ads. Also, you can expect lower CAC on Facebook than on TikTok ads.
So, Facebook demonstrates a more efficient conversion process with a lower CAC, whereas TikTok, with its unique short-form video content, may necessitate a slightly higher investment for customer acquisition.
Carefully consider these factors based on your specific goals and audience preferences when deciding between TikTok or Facebook.
Summary
In the Facebook vs. TikTok ad debate, it’s clear that each platform has its strengths. Facebook boasts a solid CR and reasonable CAC, while TikTok offers a unique engagement style at a slightly higher cost.
Remember, every business has unique goals. Choose a platform aligning with your specific objectives, whether it’s high conversion, cost-effectiveness, or brand visibility. Customizing your strategy to your business goals ensures a more impactful and successful advertising campaign.
And here is a table with key metric comparison – taking into the account US market market, ad spent between $10k and $150k and, and product AOV between $50 and $200.
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