I get this question a lot on the Facebook group, on my YouTube channel, etc:
Which platform should I use to advertise my business? Should I go with Google Adwords or Facebook Ads?
This is actually a great question and it all comes down to the business model.
People are in different states of mind when browsing their Facebook timeline than when they are searching something in Google.
Facebook is more of a contextual advertising based on behavior, while Google Adwords is more of an intent based keywords based on searches.
Also, each network has different catalogs and placements you can use.
For example, Google Adwords is several times larger than Facebook and it also provides placements such as YouTube and the Google Display Network (which is closing on 3 million websites you can place advertisements on).
Now, the question doesn’t become “Which ONE should I choose?” but rather “How do I combine both for maximum impact”. And this is what this article is about.
Think about it for a minute: You wouldn’t want to eat bread OR butter, peanut butter OR jelly, etc. They work better when they are together, right?
This is the exact same case with Facebook Ads and Google Adwords. They work better when they feed of each other, and you’ll be taping in two of the largest advertising networks on the planet.
I’m going to share with you a pretty cool strategy that has been helping my businesses grow like mad, using the power of behavioral targeting on Facebook ads while still leveraging the power of Google Ads and its huge network.
This is usually the best way to get cheap traffic that you can then retarget to.
So first things first: Install both your Facebook and your Google remarketing pixel on your website.
While some people swear by banners and cold traffic from the Google Display Network, even from banner placements on YouTube, I’ve found that I feel more comfortable using Facebook and Instagram for cold traffic.
Maybe it’s because I spend most of my time working within the Facebook Power Editor (now known as the Power Manager), or maybe because I haven’t cracked the code to Google’s cold traffic without breaking the bank, but this is the way I’m rolling right now.
Maybe in the future, once we go deep into Google Adwords and how to get super cheap clicks, we’ll get to change this strategy, but for the time being it works wonders.
With that said, you’ll need a good piece of content that you can send people to, from Facebook.
This will allow you to target your specific demographics and interests, and leverage the power of “ungated” content to get the ball rolling.
For example, let’s say that your demographic is Males from 25 to 45 years old, living in the USA, UK and Canada, that are into Bodybuilding.
The first step is to create a really good piece of content (can be video, can be written, can be an infographic) about a specific topic within that niche.
In my case, since I’m targeting marketers, entrepreneurs and business owners, I’d direct them to one of my videos on my blog, or I’d create specific landing pages for these articles.
Once you have this on your blog or website, you want to send traffic through Facebook Ads to this piece of content. You can either use a Clicks Campaign or (my favorite) a Conversion Campaign with a ViewContent objective.
You want to install this piece of code in your blog posts so that Facebook detects that you’re triggering a “ViewContent” event on this page. So you’d optimize your campaigns for ViewContent instead of any other objective.
NOTE: A click is not a visitor. It’s just a click. So this is a way smarter way of setting up campaigns if you want to get cheap targeted traffic to your website.
Now that you have your piece of content and you’re sending traffic to this article or video, you want to set up a retargeting campaign both on Facebook and Google Display Network, delivering ads to people that have visited this article (or any other pages of your blog).
The best way to do this would be to offer some “free stuff” in exchange for an email. For example, if your audience is into Bodybuilding, you might want to offer a guide about “The Best 10 Exercises For Your Biceps” or something like that.
On my case, I’m offering a free Facebook Ads Template, that people can download in exchange for an email.
On Facebook, you’d want to create a retargeting audience of people that visited your website in general. Or if you want to get more advanced, you can create different audiences for different blog posts and serve them different lead magnets.
For the sake of simplicity, just create a general audience that you can retarget with your guide.
You’d then setup a campaign specifically for this audience, with a Conversion objective, which goal would be for people to sign up or become a Lead.
That’s just on the Facebook side of things. Now let’s use Google Display Network to achieve something similar.
Remember that you also installed your Google Remarketing Tag or Pixel on your website? This is where the magic happens.
Not only Facebook will be collecting and tagging everyone that visits your website from your ViewContent campaigns, but also Google will!
What you’d want to do is to create an Audience on Google Adwords based on visitors and target them with your banner ads, with the exact same Call To Action than before (“Download Your Free 10 Exercises To Get Bigger And Better Biceps In 10 Seconds A Day”).
Once you do this, you can set up a Display campaign where you’d be targeting this specific audience that you’ve just created.
Last but not least, you’d choose your creatives or banners.
You have a bunch of banner options in your arsenal to go with Google Display Network, but I usually choose the two most popular sizes:
Just like your Facebook ads, where split testing is important, you might also want to split test your display banners. So I like to have 2 variations of each size and let Google optimize the best ones for me.
Think about this for a minute…
What we’re doing here is to send cheap traffic from Facebook to a piece of valuable content, and then following them around on Facebook AND Google with some more valuable (gated) content.
Here’s a graphic showing you the funnel we’ve just build:
As usual, if you have any questions, please drop them on the Facebook group.
The Power of Marketing is a project by Hernan Vazquez Media, LLC. www.hernanvazquez.com. This initiative is to help small business owners, entrepreneurs and agencies learn tips, tricks, techniques and methods in regards to Digital Marketing and Marking in general.
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