Marketers in the United States are on track to spend over $200 billion on digital ads this year. Most of that budget is spent on Facebook and Google ads, though the market is expanding rapidly.
If you’re running ads online, what’s the best way to get the most “bang” for your bucks? For many, a combined ad strategy is paying off.
Discover how to combine Facebook ads and Google ads in one of the savviest, most cost-effective tactics to date. Then, learn how to leverage your momentum into a successful, omnichannel marketing strategy.
How to Combine Facebook Ads With Google Ads: Overview
Combining paid social ads on Facebook with a paid search ad strategy on Google is a surefire way to win.
Each ad tactic reinforces the other, creating an environment of mutual positive reinforcement. Get your strategy started in seven steps.
1. Set Up Google Ads Display in Facebook Attribution
First, set up Google Ads Display in Facebook attribution. To do this, follow Meta’s published guide. Facebook attribution is the better choice if you want to provoke searches of your brand.
2. Establish Meta (Facebook) Pixel On Your Landing Pages
The Meta Pixel is an incredibly useful analytics tool. You can leverage it to better understand users’ actions on your landing page—even if they get there via Google.
To set up the Meta pixel, follow these instructions. Before you do, make you have the ability to update your landing pages’ code.
3. Start With Google Ads Data
Google Ads data gives you the power to understand users. In your Google Ads, set up tracking parameters at the end of clickthrough URLs manually. This gives you UTM codes.
Pull these UTM codes into your Meta (Facebook) pixel. Then, use this data through the pixel to create custom audiences. These are audiences who are well-qualified to re-target on Facebook.
You can even take this a step further. Build a Facebook Ads dashboard in Google Data Studio.
4. Personalize Like a Pro
Use analytics data from both Google and Facebook to develop high-precision audience profiles. Tailor the messaging of your ads to target those audiences with a high degree of accuracy.
One messaging strategy is to use the key terms users were just searching for on Google to re-target them. Integrate these exact terms into new ad headlines.
Make sure each new, personalized ad leads to an equally personal landing page! Without it, all your new leads will just bounce.
5. Retarget Qualified Google Ads Leads on Facebook
Lookalikes retargeting and onsite retargeting methods empower you to market to Google-qualified leads on Facebook.
It’s easy to create a lookalike audience on Facebook. Use what your Google users were searching for as the basis of this audience.
Onsite retargeting uses the behavior of leads on your landing pages to develop targeted ads. The Meta pixel is critical to analyzing on-page behavior.
6. Remarket to Interested Facebook Users With Paid Search
Target the headlines of your Facebook ads as keywords on Google. Leverage paid search to deliver users answers to questions piqued by your ad.
If your ads in Facebook Ads Manager have UTM codes, bring those codes directly into Google Ads.
7. Cultivate Omnichannel Marketing Strategy
Facebook and Google are behemoth sites. But mastering them is just the beginning. Use this momentum to build an omnichannel marketing strategy.
Smarter Digital Marketing: BBT
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