Facebook Ads and Google Ads are two of the most effective ways to attract customers who are ready to make a purchase to your website, according to several established digital merchants as well as others who are converting their brick-and-mortar stores to an online environment.
Are you wondering whether Facebook ads are superior to Google ads? In a previous article, we analyzed the variations between the platforms and the benefits that each channel may provide to your shopping strategy.
Don’t worry, you don’t have to pick one or the other; in fact, you may combine Google Ads and Facebook Ads as part of a more comprehensive ecommerce strategy. Let’s examine three distinct approaches that you could use for your company.
Increase business awareness through paid social media and increase sales through paid search
The term “paid social” refers to the usage of social media platforms to display your adverts, in this example using Facebook. On the other hand, paid search refers to advertisements displayed on a search engine results page (SERP), such as Google Ads.
Using Facebook’s demographic tool “Lookalike Audiences,” in particular, paid social is an excellent approach to increase brand exposure. You can target current and potential clients by utilizing this priceless resource in addition to Facebook’s vast user database.
According to research, Facebook paid social marketing increased branded search volume on Google by 34%. Users that see your Facebook advertisement frequently visit Google to look up your business, generating organic traffic and saving money on paid clicks. Additionally, after the user has visited and interacted with your website, you can remarket to them.
Make sure you bid on your brand name as a keyword in your PPC campaigns. This may seem like an unnecessary expense and a waste of money, but you can be sure that your competitors are using your brand name as a keyword in their Google ads to attract your customers.
This tactic is a terrific approach to introduce your brand to cold audiences and then use Google Ads ads to advance them down the sales funnel.
Utilize Google Ads information to target Facebook users.
Google Analytics gives you information about the demographics that are watching, engaging with, and buying from your shopping advertising on your website. These data are important for managing Google Shopping, but they can also be used to target audiences for Facebook Ads.
You can optimize your sponsored media strategy by using the following data brackets:
Gender
household earnings
Date of the engagement
retargeting customers
You can display your advertisements to the most relevant visitors, even if they aren’t searching for your brand, by targeting users who have already interacted with your website as well as “Lookalike Audiences.”
To promote both platforms, look for similar audiences on Facebook.
Of course, using Facebook’s Lookalike Audiences feature allows you to do the same strategy in reverse.
The best course of action may be to base your Lookalike Audience on the data of your ideal client in order to target like potential customers. To develop a larger targeting population for paid search marketing, you can use the same data from the Lookalike Audience created by Facebook on Google.
Your ads can reach a wider, more relevant audience on Facebook and Google Shopping thanks to this increased depth of information.
You can reinforce your remarketing ads, increase brand visibility and awareness, and increase traffic to your products on Google by merging the two platforms.
To summarize, you may increase your brand awareness and click-through rates by combining and switching between Facebook advertisements and Google Ads. Make sure to account for the various buying intentions of users of either platform when constructing your strategy.
