Google Ads vs Twitter Ads

Last updated: June 27, 2018

Google Ads
Google Ads (former Adwords) is an online advertising service that places advertising copy at the top or bottom of, or beside, the list of results Google displays for a particular search query. The choice and placement of the ads is based in part on a proprietary determination of the relevance of the search query to the advertising copy.
Twitter Ads
Connect with the most receptive Twitter users at the most relevant moment with our Promoted Products. Build your community of vocal and motivated brand advocates quickly by reaching the Twitter users most likely to be interested in your brand. Deliver your message to non-followers and more of your existing followers with precision thanks to a range of targeting options.
Google Ads vs Twitter Ads in our news:

2018. Adwords rebrands as Google Ads, adds AI for small business

In July Google’s ad service AdWords will become Google Ads. But it’s not just a name change. Google is also launching something it calls Smart Campaigns, which will become the default mode for advertisers. It allows those advertisers to identify the actions (whether it’s phone calls, store visits or purchases) that they’re prioritizing, then Google Ads will use machine learning to optimize the images, text and targeting to drive more of those actions.

2016. Twitter invented sponsored stickers for brands

Twitter launched its first branded stickers. Pepsi is the first partner on board in an undisclosed deal that allows Twitter users to plaster stickers designed by the fizzy pop company onto their photos. Doing so and posting the photo triggers a hashtag to appear inside the tweet, which makes it discoverable to Pepsi — perhaps for further promotion or competitions — and that, in turn, helps promote the brand in a different way on Twitter.  Brands can design four or eight stickers — like accessories and other props — for users to add to their own photos. Photos with a brand’s stickers are shared with all of a user’s followers, allowing brands to be featured by their fans in a truly authentic way.

2015. Google Adwords will allow to target customers by email

Google Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail. It allows you to upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns and ads specifically designed to reach your audience. Users can control the ads they see, including Customer Match ads, by opting out of personalized ads or by muting or blocking ads from individual advertisers through Google Ads Settings. Another way Customer Match can be used is to generate new business by showing ads to prospective customers with similar interests as the rewards members as they are on YouTube and Gmail.

2015. Twitter launched Mobile Ads Manager

Twitter officially launched its new mobile Ads Manager, which allows users of Twitter’s smartphone applications to track their ad campaigns’ performance – including their impressions, engagements, spend, cost per engagement, and engagement rate – while on the go. The feature, while designed for mobile use, stops short of letting users actually build their ad campaigns from their smartphone. Instead, those campaigns must first be started on the web using a desktop or laptop computer. That’s a different path than Facebook recently took with its dedicated Facebook Ads Manager App which lets advertisers to track their current ad campaigns’ performance, as well as create new ones on the fly.

2015. Google testing mobile ads with images

Google is replacing some of its text-only Google Ads on mobile phones with produced photo versions. The visual ads, which are now available for cars like the Dodge Challenger, allow you to flip through photos, research product information and book reservations directly from the search screen—a major departure from the text ads that fade into the general noise of search results. For car buyers closer to making a purchase, the search giant is offering franchise auto dealerships better location-based ads with a click-to-call button and directions to stores. A beta version of the ad is available this week. Brands that choose not to pay for the revamped auto ads can stick with the conventional text-only listings. While Google's mobile search results already pulls click-to-call phone numbers, directions and sometimes images for many business or product searches, the updates will give companies more means to alter the user experience of their search results than ever before.

2015. Twitter Ads gets Google DoubleClick integration

Twitter will now allow its ads to be bought through DoubleClick’s bid manager to help advertisers centralize their buying. Through the partnership with Google’s DoubleClick ad exchange, ad agencies and other buyers will be able to purchase inventory on websites around the web, as well as Twitter Promoted Tweets from a single interface. Making Twitter ads easier to buy from one of the world’s most popular tools could help boost revenue. That’s something Twitter needs given it missed revenue estimates in today’s earnings. Twitter is also hoping to strengthen advertiser confidence in the return on investment of its direct response commerce ads by working with DoubleClick to properly measure when clicks or actions on Twitter lead to a purchase or conversion. The program will roll out later this year, so advertisers can attribute purchases to Twitter ads across platforms, regardless of whether the ad views or purchases happened on the web or mobile.

2014. Twitter launches Promoted Video ads

Twitter starts beta testing a new feature called Promoted Video which is aimed at brands looking to upload and distribute their videos to the Twitter network. Advertisers will only pay when a user starts playing a video. The feature expands upon the Twitter Amplify program, which previously focused on big media companies, including the likes of ESPN, NFL, McDonald’s, American Express, BBC and Viacom, to give you an idea.  The company notes that video is one of the most popular forms of media on the network, as test with the newer Twitter Video Card have shown that native Twitter videos generate “better engagement” and more views than they did in the past. Along with Promoted Video’s launch into beta, the company is also working to make it easier for advertisers to set up campaigns by running ads with a Cost Per View (CPV) buying model.

2014. Adwords adds free dynamic sitelinks

Google Adwords is rolling out globally dynamic sitelinks: automatically generated sitelinks that appear below your ad text, connecting potential customers to relevant pages on your website more easily. They say that sitelinks enhance user experience by increasing the relevance of ads and the relevance of the user experience that is delivered after the click. Clicks on dynamic sitelinks are FREE. Advertisers will still be charged for clicks on the ad headline and other ad extensions. While dynamic sitelinks typically boost the average performance of an ad, advertisers always have the option to disable them.

2013. Adwords pulls advertisers to mobile ads

If your company is advertising via Adwords you probably regularly receive notifications to update to the new Enhanced Campaigns (until July 22). What is it and why you need it? The idea is that day by day more and more people use smartphones and more and more ad clicks are coming from smartphones. However, the value of those clicks for your business can be significantly different compared to clicks from desktop (they may be less or more valuable). For example, if you sell SaaS-service, the visitor who clicks on your ad on a smartphone can't immediately try your demo version, so the value of such click will be less. But if you're selling mobile application - these mobile clicks can bring you more buyers.