AdSense is the advertising network of Google which has been in the market for a long time. It allows publishers in the Google network of content sites to serve automatic text, image, video, or interactive media advertisements, that are targeted to site content and audience. These advertisements are administered, sorted, and maintained by Google. They can generate revenue on either a per-click or per-impression basis. It has proven itself to be extremely useful in monetizing a website. Facebook Audience Network is a relatively newer platform which has been developed by Facebook. It is a mobile advertising network which displays ads on the Facebook mobile app and mobile web. It also feeds ads to other apps and mobile websites through what it calls the “Audience Network”. It improves performance and expands the reach of the advertisers.
In this article, we do a comparative discussion of AdSense vs Facebook Audience Network with respect to their various characteristics like CPM rates, Payments and Earnings Reports and try to figure out the better option.
AdSense vs Facebook Audience Network : Minimum Traffic Requirement
Google AdSense imposes no minimum traffic requirement for a website. Its only requirement is that substantial content related to the advertisements, to be shown, has to frequently posted. The network supports all websites with languages that are supported by Google.
To create a custom audience in Facebook Audience Network, there have to be at least 20 individuals. However, Facebook recommends having several hundred people in the audience before using an ad so that the CPA and relevance score is higher. It becomes difficult to deliver and optimize an ad if the network is too small.
AdSense vs Facebook Audience Network : Revenue Share Percentage
AdSense shares 68% of the revenue with the publisher if the platform is used to display content advertisements. However if it has been mainly used on the search platform then the revenue percentage drops down to 51%. The rest of the share is kept by Google in recognition of the service provided. The share is kept constant irrespective of the demographic of the publishers.
The Facebook Audience Network aims to provide mobile publishers with the best monetization solution though the usage of people based targeting and high quality advertisements. The network does not disclose a specific revenue share at this point.
AdSense vs Facebook Audience Network : Ad Quality
The Google AdSense network with its global reachability displays high quality ad of all its advertisers across all its publisher networks. It has display as well as banner advertisements and offers CPC type revenue.
Facebook is one of the biggest names in today’s digital sector and displays high quality advertisements in its audience network across all mobile devices. It displays advertisements on the mobile app and mobile website across all platforms. Advertisers who use ads to drive actions like website purchases are more likely to employ Facebook Audience Network to scale individual acquisition campaigns. Advertisers could do this for limited-time sales or to promote brand-new products, then use those initial user actions to inform subsequent remarketing campaigns on Facebook.
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AdSense vs Facebook Audience Network : Publisher List
AdSense has a global reachability and therefore it is used by a large number of companies. Mashable, Times Network and HubPages are few of its top publishers.
Facebook Audience Network is used by top advertisers and publishers because the network is accessed by billions of people around the world. Publishers include AppNexus, media.net, Index Exchange, and sortable among other big names of the industry.
AdSense vs Facebook Audience Network : CPM and RPM Rates
AdSense offers high CPM rate in the range of USD 1 to 3. The average RPM for broad niches is about USD 5 to 10 while it is around USD 100 for competitive niches with much higher CPC. They have a very high fill rate.
The CPM earnings of Facebook Audience Network varies greatly depending upon the targeted traffic. It is generally in the range of 50 cents to USD 3. The more the advertisers bid for that audience, the higher will be the CPM. Strong CPMs can be seen if majority of the site’s traffic is mobile based and from tier one countries. The performance is good for Asian and global traffic and high eCPMs of USD 1 to 5 can be obtained.
AdSense vs Facebook Audience Network : Payments and Earnings Report
AdSense follows a monthly payment cycle wherein the earnings are accrued over the course of 30 days. At the beginning of the following month, it is finalized and posted to the balance. The minimum payout threshold for AdSense is USD 10. There are various payment options available which include transfer through check, EFT, Western Union, and Rapida. Reporting is one of the highlights and major advantages of Google AdSense. Unlike some networks that report with a lag of 24 hours or more (e.g., Media.net), AdSense delivers results in real time.
Bank details of the publisher needs to be provided. If the earning becomes greater than USD 100 without the publisher taking out the payment then further ad display gets suspended. Facebook launched the “Advertiser Outcome Score” in October to help publishers figure out how to make their ads more impactful. It shows publishers how their inventory is performing as calculated by a combination of ROI-focused metrics.
Google AdSense is a tried and tested platform in the advertising sector while Facebook Audience Network is relatively newer. The latter allows you to monetize the mobile traffic which is something that the AdSense network is lacking in. Regardless of the exact objectives of the publisher, the Facebook Audience Network is worth testing, particularly for campaigns that have a proven target audience on Facebook. Keeping in mind, all the points from this comparative discussion of AdSense vs Facebook Audience Network, it is recommended to use both the networks in conjugation with each other to get the best possible optimization of the traffic. The following video answers quite a few questions about the Audience Network. Take a look at it and for more information, check out this link which will take you to the help section of the network.
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