Google Ads vs Facebook Ads: Integrated Strategy for More Leads
Facebook Ads is an advertising platform used for paid social campaigns on Facebook while Google Ads run search and display ads. While they both run pay-per-click (PPC) ads, they do so on separate channels and often target users at different stages in the buyer’s journey.
Because Facebook and Google Ads platforms target users at different stages in their purchase journey, you may maximise their effectiveness by integrating your strategy.
Integrating Google and Facebook Ads can help you:
- Build brand awareness
- Increase the spread of information
- Drive buyer behaviour
- Provide reminders to curious buyers
- Use repetition to improve sales
- Provide multiple purchase pathways
Google Ads vs Facebook Ads Benefits
The benefits of each channel come down to its users and how they use each platform. This means Facebook Ads grabs top-of-the-funnel prospects (those ready to learn) whereas Google Ads is better at bottom-of-the-funnel prospects (those ready to buy).
Facebook Ads may be better for brand awareness, Google Ads is better for purchase intent
Facebook Ads targeting by demographics, interests, behaviours, Google Ads targets by keywords with some demographics targeting capabilities
Facebook Ads can get you more exposure and clicks for lower costs, Google Ads has a higher cost for clicks but users are more likely to convert
What Facebook Ads is Best For
Facebook Ads is best for promoting products/services, generating demand for your product or service and building your brand.
This means if you’re promoting a brand-new product/service, Facebook Ads may be a good way to introduce your product to consumers.
What Google Ads is Best For
Google Ads is best for generating immediate leads from users with high purchase intent.
If you’re promoting an already established product/service, Google Ads may be the best way to funnel users towards your offer.
How to Combine Facebook and Google Ads
To combine Facebook and Google Ads do the following:
- Create a Facebook Ads campaign targeting specific interests. Make sure to tag the ads accordingly using UTM tags.
- Combine all interests related to your business so the audience size should be relatively big.
- Head over to Google Analytics and create a remarketing list that matches the Facebook Ad UTM tags
- Use this list and apply it to your Google Ads campaigns using Display network remarketing and Remarketing Lists for Search Ads (RLSA)
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