Editor's note: The marriage of technology and communication has been a boon to savvy entrepreneurs, but it's also a huge challenge for those who aren't sure how to navigate social networks. To help, Dallas-based entrepreneur and tech expert Shama Kabani is answering your questions. Email her at shama@marketingzen.com, or check out more of her advice at her online marketing company or on video.

Dear Shama,

I own a quirky clothing boutique in New Hampshire. We have been around for a while, and most of our customers come from word of mouth. This year, we feel like it is time to take it to the next level. We want to advertise online, but aren’t sure where to start. Which is better, Google Adwords or Facebook Ads? Thanks so much!

—Gracie, business owner in New Hampshire

Dear Gracie,

Kudos to you for building a thriving business and wanting to grow it. Online advertising can be very effective when done correctly and consistently. And, Google and Facebook are both solid platforms for advertising. But, they work differently when it comes to targeting. Google is about the “what” and Facebook is about the “whom.” I’ll explain further.

Google’s advertising platform, also known as Google Adwords, is all about what someone is looking for. It doesn’t present results based on the individual. It matches ads to specific search terms and phrases. So, let’s say I wanted to look up “shopping in New Hampshire.” Google would show me results, and ads, based on that term. On your side of the equation, you would bid on keywords for which you would like your ad to show up for. You would have to think in terms of what your potential customers would be searching for. Facebook, on the other hand, targets ads based on the individual. Their likes, dislikes, location, etc. For example, you could target women between the ages of 18 and 45 who live in your town and like fashion. They don’t have to be searching for your particular store or product.

With both Facebook and Google, you can choose to pay per click or per thousand impressions. Cost per click (CPC) allows you to set the maximum amount you are willing to pay for each click through to your website. This is good for quick conversions. Cost per thousand impressions (CPM) allows you to choose how much you are willing to pay for 1,000 views of your ad. This is better when you are focused on a long-term campaign to increase brand awareness.

From a cost perspective, Facebook ads are generally less expensive than Google Adwords. This is because the Facebook advertising platform is still relatively new. It doesn’t have the same track record as Google does. For a small business, Facebook Advertising can be an untapped goldmine. And, you can see traction with even just a few hundred dollars a month. If you are on a budget, and you know your target audience very well, I highly recommend testing Facebook advertising for your business.

Best of luck!

—Shama