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For many existing digital retailers – as well as those adapting their brick-and-mortar businesses to an ecommerce environment – Facebook Ads and Google Ads are both unparalleled platforms for driving purchase-ready traffic to your website.
Introduction
Wondering if Facebook Ads are better than Google Ads? Our previous article explores the differences between the platforms, as well as the advantages each channel offers as part of your Shopping strategy.
Worry not – you don’t have to choose one or the other: in fact, Google Ads and Facebook Ads can be used together in your broader ecommerce approach. Let’s look at three different strategies you could apply to your business.
1. Build brand recognition through paid social; close sales through paid search
Paid social – in this case, using Facebook – is a term referring to the use of social media platforms to display your advertisements. Paid search, on the other hand, relates to ads served within a search engine results page (SERP) such as Google Ads.
Paid social is a fantastic way to build brand awareness, particularly using Facebook’s demographic feature, “Lookalike Audiences”. Using this invaluable asset, along with Facebook’s existing wealth of user data, allows you to target existing and potential customers.
Research shows that paid social campaigns using Facebook generated a 34% increase in branded search queries on Google. It’s not uncommon for users exposed to your Facebook ad to pop over to Google to search for your brand, driving organic traffic and saving money on those paid clicks. What’s more, you can then remarket to the user once they’ve visited and interacted with your website.
Make sure to bid for your brand name as a keyword in your PPC campaigns: this may seem a costly and unnecessary expense, but you can be sure your competitors are advertising on Google with your brand name as a keyword to catch your traffic.
Read more about using a PPC agency for Shopping ads
This strategy is a great way to warm up your cold audiences with brand exposure, with follow up Google Ads campaigns to move them through the sales funnel.
2. Use Google Ads data to target your Facebook audience
Google Analytics provides insights into the demographics viewing and interacting with your Shopping ads, and completing those sales on your website. This data is not only significant in your Google Shopping management but it can also be repurposed for your audience targeting on Facebook Ads.
The following data brackets can help you fine-tune your paid media strategy:
- Gender
- Household income
- Time of engagement
- Remarketing audiences
Targeting consumers who have already interacted with your website as well as “Lookalike Audiences” enables you to display your ads to the most relevant users, even when they’re not searching for your brand.
3. Combine retargeting efforts on both platforms
Retargeting is a powerful technique that allows you to reach out to users who have shown interest in your products or services but have not made a purchase. By using both Google Ads and Facebook Ads for retargeting, you can increase your chances of converting these potential customers into actual buyers.
On Google Ads, you can set up retargeting campaigns to show your ads to users who have visited specific pages on your website or have taken certain actions, such as adding items to their cart but not completing the purchase. By reminding these users of the products they were interested in, you can encourage them to come back and complete the transaction.
Similarly, on Facebook Ads, you can create custom audiences based on website visitors and target them with personalized ads. This allows you to stay top-of-mind with potential customers and remind them of the products they were considering.
By combining retargeting efforts on both platforms, you can maximize your chances of converting users who have already shown interest in your products or services.
Conclusion
In conclusion, both Google Ads and Facebook Ads have their own unique advantages and can be used together to create a comprehensive and effective ecommerce strategy. By leveraging the strengths of each platform and implementing the strategies mentioned above, you can drive purchase-ready traffic to your website, build brand recognition, and increase your chances of converting potential customers into actual buyers.
So, instead of choosing between Google Ads and Facebook Ads, consider using them in conjunction to get the best results for your business. Start optimizing your ecommerce approach today and reap the benefits of these powerful advertising platforms.
Remember, at https://www.scrollreads.com/, we are here to help you navigate the world of digital advertising and maximize your online presence. Contact us today to learn more about how we can assist you in creating a successful ecommerce strategy using Google Ads and Facebook Ads.
