Fill in the blank: "Facebook Ads is great for targeting based on _______, while Google AdWords targets based on your audience's ________."

The correct answer centers on the fundamental differences in how Facebook Ads and Google AdWords approach audience targeting. Facebook Ads is particularly effective for targeting users based on their interests, which includes behaviors, hobbies, preferences, and other aspects that give advertisers insight into what might capture a user's attention beyond just their immediate search for a product or service. This interest-based targeting allows brands to reach a specific audience that may not be actively searching for their product but might be open to discovering it based on relevant interests.

Conversely, Google AdWords excels at targeting based on user intent, which is evident from their search activity. Users on Google are often actively searching for information, products, or services at the moment, indicating their specific intent. This means advertisers can capitalize on reaching individuals who are already expressing a desire to find something related to the products or services being offered.

This distinction highlights how these advertising platforms align with the different stages of customer engagement: Facebook Ads engages users through their predefined interests, while Google Ads connects with users who show intent through their search queries.