The Bridges of Silicon Valley: Maximising your Facebook and Google Advertising
They are run by separate companies, but wouldn’t it be great if the insight you build in one could be transferred to the other?
As competitors, Google and Facebook do try to operate within their own silos in maintaining a competitive advantage. However, here at ARK Advance, we are keen to make 1 plus 1 equal 3 by using the knowledge stored by one company to make the other perform better for you.
Here are a couple of strategies that can help you build a bridge between the giants of Silicon Valley.
Do more of what works
First up is how you target your audiences, and the messages and imagery you use. Your audience targeting in Google could work well in Facebook, and vice versa. For instance, Google might tell you that your ads are working well in YouTube or the Google Display Network, for those targeted in Auckland who are renovating a new house. You should be able to find a similar audience in Facebook using their audience selection tools; we have covered this in our previous blog about Google Life Event targeting.
Likewise, your Facebook advertising manager tells you that certain images and text could be performing well in Instagram. Why not test these within the ‘responsive display ad’ option you can use for Google Display?
Get smarter with data gathering
Next up is remarketing, and how learning from one can help the other.
The integration between Google Analytics and Google Ads is super-smart, allowing us to remarket to site visitors according to a whole bunch of factors like page visits, demographics, traffic sources and more. (For more on remarketing, check out our September blog post Good Things Take Time.) Facebook is a bit more rudimentary, only allowing us to build audiences according to the pages people actually look at. However, we can form a bridge here too.
Let’s say that you have a landing page on your site that is specific to a certain Google Ad campaign, with its unique audience target. From here, you can build a remarketing audience list out of the visitors who landed on this page, and “feed” this through to Facebook. The initial targeting could have been unique to Google – say, through prior search behaviour – but now through the basic remarketing of Facebook, you can gain the benefits of this unique Google feature through the Facebook channel as well.
Call us today if you would like to learn more about building the bridges of Silicon Valley.