The two powerhouses of the digital marketing advertising world, Facebook and Google ads.
With a near 60% market share of the advertising space, it doesn’t have to be a matter of one or the other, you can and should use both!
We want to show you in this article how you can combine the two and create an advertising powerhouse that will have your competitors shivering in their boots.
Google URL Builder
To track the data from your Facebook Ads into your Google Analytics account and thus set up RLSA Google Ads, you will need to use the Google URL builder – https://ga-dev-tools.appspot.com/campaign-url-builder/
The best way to do this is to create custom landing pages with specific keywords and then create a custom audience using the URL of the custom landing page.
When you have created the custom audience, you can create a super-specific headline, image and copy to the custom landing page.
How To Combine The Two With Lead Ads
With this campaign, you will need a landing page in order to create a form to generate leads.
Once you have created a landing page and generated leads, you can begin to transfer this information over to Facebook.
What is the point of this?
It’s about building familiarity with your brand and building a relationship with your potential customers.
Some would say this is a bit over the top, but if you’re selling high-ticket items, for example, you will need this level advertising between the two platforms just to get people to trust you.
Use Facebook’s Detailed Targeting To Your Advantage
For us advertisers though, it’s a gold mine.
Combine this with RSLA Google Ads, and you’re in for a treat.
What are RSLA Google ads?
RSLA stands for ‘remarketing list for search ads’.
Google defines the use of RSLA ads as: “Remarketing lists for search ads (RLSA) is a feature that lets you customise your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites.”
Keep in mind: Google requires 1,000 cookies before the list can be used to tailor ads.
How do you do this?
- Fill out the demographics for your audience targeting on Facebook
- Fill out the markets you are interested in targeting
- Use the Google URL builder we spoke about at the start of the article and run the ads as usual in Facebook
- Use the URL generated from the URL builder and copy + paste it to create a new audience in the URL box
Combining Google with Lookalike Audiences
Lookalike audiences specific targeting will help tremendously with furthering your reach in attracting new customers.
You can also create a lookalike audience of 1% and then also target your highest valued customers with an LTV lookalike.
Additional Things To Keep In Mind:
- Try and keep/make your audience size big to keep CPC costs down
- Keep in mind where the audience is in your funnel
- With your messaging, keep it consistent across Facebook and Google
- Exclude the audiences above from other campaigns you are running to avoid overlap
Using the highly specific targeting of Facebook alongside Google’s keyword targeting, you can make sure your ads are targeted to the exact individual(s), reduce your ad costs and increase your conversion rate.