AdRoll vs Google Ads: Which One Should You Use?

Asif Mahmud


Asif Mahmud


May 1, 2022

AdRoll vs Google Ads: Which One Should You Use?

Table of Contents:

  1. AdRoll: An Overview
  2. Google Ads: An Overview
  3. AdRoll vs Google Ads: Which is More Cost Efficient?
  4. AdRoll vs Google Ads: Which One Has the Better Features?
  5. AdRoll vs Google Ads: The Drawbacks
  6. Which One Should You Choose?

Retargeting is one of the most significant parts of online marketing. And in that aspect, few platforms are better than AdRoll and Google Ads. AdRoll and Google Ads deliver amazing performance, and we can safely say that you’ll be wise to choose either of the two.

However, if you are looking to grow your business through such platforms, finding the perfect fit for your business is a must. And in order to do so, you need to conduct in-depth research in terms of which platform fits your business and serves your purpose better.

That’s where we come in.

In this article, we will discuss the different aspects of both these unique platforms to help you find the one that your business will benefit the most from. So, let’s get right into it!

AdRoll: An Overview

AdRoll is a digital marketing platform that helps you with your retargeting endeavors. With AdRoll, you can communicate with your customers from anywhere in the world. The machine learning analytics that AdRoll works effectively in terms of placing relevant advertisements to consumers with a high level of accuracy. AdRoll is one of the best retargeting platforms out there.

Retargeting is not the only aspect that AdRoll offers, however. AdRoll also presents to you an incredible array of online advertising options. AdRoll does hold an edge over Google Ads in the sense that AdRoll can place advertisements on websites that Google doesn't have access to.

Google Ads: An Overview

Put simply, Google Ads places paid advertisements where customers are most likely to come across them – at the top of Google search results. With staggering numbers such as more than 259 million unique visitors and 4.7 billion daily interactions, Google is a website that you just have to put at the top of your priority list.

Google Ads is unique in its simplicity. You won’t have any trouble setting up the targeting parameters. With Google Ads, you can almost reach 10% of the whole internet.

AdRoll vs Google Ads: Which is More Cost Efficient?

Pricing arguably is the most crucial aspect to consider when you think of retargeting. If retargeting costs you more than you can afford, it simply isn’t worth it. That’s why it’s crucial to understand the pricing of both these platforms.

Pricing: AdRoll

In terms of advertisements, AdRoll uses a dynamic pricing model. You have to pay them based on CPM, which basically means there will be a set price for every 1000 advertisement impressions on a web page. With AdRoll’s ROAS Calculator, you can get an idea of how much your campaign will cost, and make proper adjustments accordingly.

AdRoll also works as a marketing platform, of course. It provides both starter and paid monthly packages. The starter plan is free, where you can use some handy features. Among the paid plans, the Essentials Plan costs $9 per month, while the Pro Plan costs $19 per month.

Pricing: Google Ads

Google Ads uses a different pricing model than that of AdRoll. Google Ads’s pricing model uses a PPC (pay-per-click) system. With Google Ads, you can get a more flexible, and in some cases, more helpful pricing system. Google Ads will take your monthly budget into account, and will place your advertisement until your budget is finished. In this way, you can decide whether you want to go slow or fast in a particular month.

Sometimes, though, it’s possible that your budget can be exhausted very soon. If for some reason people start clicking too much in your advertisements, your monthly budget will run the risk of getting outstripped. Of course, Google Ads won’t let you go over your limit for the month, but then again, you’ll have to adjust accordingly, which can be a problem sometimes.

AdRoll vs Google Ads: Which One Has the Better Features?

This one is a tough question to answer, because Google Ads and AdRoll specializes in different areas. So let us discuss the features that both the platforms offer.

Features: Google Ads

Google Ads is the best platform to go to if you want to advertise on anything found or related to Google. If you’re using Google Ads, you will be able to place advertisements not only at Google search results, but also on Maps, Gmail, Google Shopping, YouTube etc. You will also be able to create very easy-to-use advertisements, and Google Ads will provide statistics with significant insights, helping you improve your strategies.

Features: AdRoll

As mentioned before, AdRoll specializes in retargeting. AdRoll will help you reach almost 98% of the websites on the internet. With features like customer segmentation, geo-targeting etc. AdRoll may possibly be the platform with the most advanced features available.

With AdRoll, brands can target their customers specifically and make sure that the advertisements fall to the right places. As AdRoll provides insights into different demographic details, it's a great tool to use for retargeting with specificity.

AdRoll vs Google Ads: The Drawbacks

Both these platforms have some drawbacks that you need to consider if you’re in a dilemma of choosing one of them. When it comes to AdRoll, some users have complained that proper support is sometimes offered belatedly. And due to the pricing model of AdRoll, customers can find the pricing to be very fluctuating, and sometimes inconvenient. Moreover, businesses that don’t need insightful details about the users will not find some of AdRoll's best features to be that helpful.

With Google Ads, there are some drawbacks that you should be aware of. For businesses that do not have online advertising experience, using Google Ads may be a bit difficult at first. For selling to a large segment of customers, Google Ads is perfect. But for a small pool of target customers, Google Ads sometimes can prove to be not helpful enough.

Which One Should You Choose?

There is no holistic answer to this question. Google Ads and AdRoll both have their specialties. So, you should try to consider the requirements that your business specifically needs, and then look into the pros and cons of both these platforms. All the best!

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