Tips for Maximizing Your Return on Investment with Your Online Marketing
If you have a digital marketing plan in place, chances are strong that you’re already taking advantage of the opportunities available through Facebook and Google Ads (formerly called “AdWords”). What you may not know, however, is that there are ways to combine the power these platforms offer, tactics that will allow you to take the audiences you have already built in Facebook and integrate them into Google Ads, which can to help you get more return on your advertising expenses. There are ways to take advantage of the personal data that Facebook collects on its users and customize search ad campaigns for people who have previously visited your website. You can then tailor advertising to those individuals when they conduct a search on Google or any of its partner sites.
Research shows that it’s an effective strategy to combine search and social—one study concluded that paid search audiences who were previously recipients of Facebook advertising saw their return on investment on advertising increase by approximately 30% and experienced a nearly 10% increase in the number of web visitors who clicked through to their site.
In this blog, we’ll look at four specific actions you can use to merge your Facebook audience into a Google Ads campaign. All of these approaches assume that you’ll collect data from your Facebook campaign and use it to create lists that can be used on Google search platforms. There’s an easy way to ensure that you’re capturing that data, one that GetLegal.com can put in place for you.
Strategy #1—Target Job Titles (Decision-Makers) with Your Search Ads
With this approach, you’re looking to create a list based on the job title of the targeted individual, so that you can gear your Google Ads campaign specifically to those persons. To do this, you need to create an awareness campaign on Facebook and set it up to filter out the job titles you want as your target market. By correctly tagging your campaign (something GetLegal.com can do for you), you’ll be able to separate your Facebook traffic and create a specific list that includes only those persons with job titles that fit your target audience. You can then list this audience as your target and structure a Google Ads campaign where only persons with specific job titles who have seen your Facebook ad will be exposed to your Google ad.
Strategy #2—Cultivate a “Lookalike” Audience
You can use the power of Facebook to identify potential clients who have characteristics in common with your current client base. You can then create a remarketing list for a Google Ads campaign that uses what are referred to as “top of the funnel (TOFU)” keywords to appeal to those prospects. TOFU keywords are those that appeal to a much broader potential customer base, designed to bring in the largest number of potential responses.
Strategy #3—Take Advantage of Data Provided by Facebook Partners
Facebook has partnerships with a number of third-party data providers, including credit reporting agencies and consumer databases. Facebook advertisers have access to the information provided by these third parties, which they can use to refine and target their Facebook ads. You can tag your Facebook advertising to create remarketing lists that can then be transferred to a Google Ads campaign.
Strategy #4—Combine Facebook Advertisements with Gmail Advertising
Advertisers on Facebook and Google Ads have the opportunity to upload customer data and target ad campaigns to users who are logged in to their accounts. Running the same campaign on Facebook and Google can be an effective strategy, but you’ll want to give priority to prospects on your list who are Gmail users.
Let Us Help You Integrate Your Facebook and Google Ads Campaigns
At GetLegal.com, we have the knowledge and skill to help you combine your
Facebook and Google Ads strategies to maximize your return on investment. To