13 Ways to Make Facebook & Google Ads Work Better Together
Most marketers and brands usually have many irons in the fire when it comes to advertising channels. This just means that they use the different advertising channels available to them separately and look to compare which one is proving to be more productive to them. This however brings about tunnel vision which denies them the chance to see how some of these advertising channels could work together for better results than separately. This article will look to investigate how Facebook and Google ads could work together in unison and how that would work out.
One of the ways in which you can combine Facebook and Google Ads is by using Facebook Dynamic Ads to close the deal on users who had been on your Google Ads pages but may have abandoned their cart. This is because dynamic ads are powerful and are very much conversion-oriented and should help you get over the line as far as deals are concerned.
The other way round can work as well. You could use a well targeted campaign on Facebook and in the end seal the deal on Google. You will find that people will go to Google to search for your brand and find out more about it after seeing your ad on Facebook. You could use this tendency by most people to combine both platforms and hence reach and convert a much broader audience.
Another way that you could double-team Facebook and Google ads for better results is by using Facebook to retarget audiences from Google ads that are highly targeted. This is likely to push such users with a high buying intent over the edge and make them make a purchase. When these people get on Facebook and are retargeted with the same ads they saw on Google ads, they are very likely to make a purchase. Facebook in this case gets you over the line. This however only works with those people who have yet to make purchases and as such should be excluded.
Google ads contains a lot of interesting and useful data that could be used to inform Facebook audience targeting. You could for instance analyze and use data from Google ads on parameters like gender, age, income of your users to help you build better Facebook ads and help you target audiences on Facebook more effectively. Just another way on how these two can work well together.
Another way to make Facebook and Google work better in tandem with each other is by targeting your Facebook ad headlines as Keywords. This is in a nutshell using keywords as your Facebook headlines which when done well generate a lot of brand searches on Google with people searching for both your brand name and ad headlines.
You could also use Facebook to gain a lot more knowledge on the demographics your users belong to and their interest which you could then use to better reach your audience on Google ads. This is particularly useful as you could potentially target people working in a given industry or from a given country and offer them products and services specific to them and their needs.
Google has a feature on non-branded queries which you could use to create demand on Facebook and ensure that the two are working better together. You could look at the best performing non branded terms on Google and use them to build Facebook audiences by looking for users on Facebook with some sort of connection to the said terms. This strategy requires patience however as it will take time to bear fruit.
Another way to make Facebook and Google ads work better together is by ensuring you retarget users who access your site from one of these platforms to the other and vice versa. This translates to retargeting the people who got to your site from Google on Facebook and the other way round as well. This helps in finding audiences on both platforms without being time intensive.
Another way to combine both Facebook and Google ads and reap the rewards is by using them both to help reach customers in their inbox, that is Gmail. You can use Facebook campaigns targeting people who viewed your Google ads and if among them Gmail is a popular email provider, you could promote your products and services right in their email inbox.
You could also use Facebook location ads to retarget those people who searched for your business’ location on Google. When most people see your ad on Google, they will most likely search to find out where it is located and by using both Facebook and Google ads you could expand your audience by retargeting them on Facebook.
While Google ads has Google analytics, Facebook has its own conversion tracking platform called Facebook pixel. The two however track conversions very differently and there are likely to be cases where on records a conversion that the other could not be able to and hence by combining the two you get the best of both worlds and a full range of conversions to use as you optimize your ads.
You can target lookalike audiences on both Facebook and Google ads in yet another way that highlights the benefits of using both Facebook and Google ads. This is basically finding more people who are similar to your searching users. This will allow you to expand your audience and hence conversion rates.
Another way to make Facebook and Google ads work better together is by not looking to find out which one between the two is doing better. When you choose to use both it just means that sometimes one will be your hero sometimes the other will be. Understanding this is the key to both working better together.
From the above, thinking out of the box and not looking to pit Facebook and Google ads against each other and rather using them both is sure to boost your results and lead to more successful campaigns. For more on this and much more runrex.com is the place to visit.