Advertising on Google and Meta/Facebook both have their own advantages and disadvantages.

Advantages of Advertising on Google:

• Google has a larger audience reach: Google is the most widely used search engine in the world, and it’s used by billions of people every day. This makes it an excellent platform for reaching a large and diverse audience.
• Google Ads allows for precise targeting: Google’s advertising platform, Google Ads, allows you to target your ads to specific keywords, demographics, locations, and more, which means you can reach the right people at the right time.
• Google ads are often more cost-effective: Google Ads operates on a pay-per-click model, which means you only pay when someone clicks on your ad. This can make it more cost-effective than other advertising platforms, particularly for e-commerce businesses.
• Google ads show up in search results: Google Ads can show up at the top of the search engine results page (SERP) for specific keywords that you bid on, this increase the visibility of your ads and help you attract more qualified leads.

Advantages of Advertising on Meta/Facebook:

• Facebook has a highly engaged audience: With over 2 billion active monthly users, Facebook is one of the most widely used social media platforms in the world. It has a large and diverse user base that is highly engaged with the platform, which makes it a great place to advertise.
• Facebook ads allow for precise targeting: Facebook’s advertising platform allows you to target your ads to specific demographics, interests, behaviors, and more, making it easy to reach the right people.
• Facebook offers a variety of ad formats: Facebook offers a wide range of ad formats, such as sponsored posts, video ads, carousel ads, and more, which allows you to experiment with different types of ads and see which ones perform best for your business.
• Facebook’s pixel and catalogs allow for retargeting: Facebook’s pixel and catalogs allows you to retarget customers who have previously interacted with your website or business, which can help you increase conversions.

Disadvantages of Advertising on Google:

• Google Ads can be competitive: Because Google is the most widely used search engine in the world, it can be quite competitive to advertise on the platform, particularly for highly sought-after keywords.
• Google Ads can be complex: Google Ads has a lot of features and settings, which can be difficult to navigate and can take a while to get used to.
• Click-through rate(CTR) might not be as high as Facebook’s: Since Google Ads are displayed in search engine results and not on a social media platform, they might not be as visible as Facebook’s, and might not have as high a click-through rate.

Disadvantages of Advertising on Meta/Facebook:

• Facebook’s algorithm prioritizes native content: Facebook’s algorithm prioritizes native content and organic reach, which can make it difficult for businesses to reach their target audience unless they are willing to pay for ads.
• Privacy concerns: Facebook has faced a lot of criticism over the years for the way it handles user data, which has led to increased scrutiny and privacy concerns among users. This can make it harder for businesses to reach their target audience on the platform.
• Ad fatigue: Facebook users are exposed to a large number of ads on a daily basis, this can lead to Ad fatigue, which is when people start to ignore ads they see frequently, reducing their effectiveness.

Both Google and Meta/Facebook can be great platforms to advertise on, it really depends on the type of business and products you have and the audience you’re trying to reach. It might be worth trying both platforms out and see which one works better for your e-commerce store.