Google and Facebook have often been seen as competitors. Many businesses have been led to believe that you must choose one over the other without any consideration as to how you could leverage both synergistically.
In this article you will learn how we are using both Google and Facebook to their unique strengths and capabilities.
First let's discern the main difference between the two platforms:
Google - Users search for their desired solution i.e, your product or service. This makes them a much higher "intent" audience who are actively looking for a solution to a problem.
Facebook - Users are presented ads via "pattern interrupt" whilst scrolling to gain consideration toward a product or service that they may or may not, be actively seeking out. Users are served ads based off of the targeting options available to us advertisers.
So as you can see, there are slight differences in the type of audience you can reach on either platform.
Now let's talk about the good stuff..
How Do You Use both Facebook and Google together?
Watch the video below for an in-depth walk-through
Here is a visual
The diagram is a visual representation of the following sales & marketing funnel:
User clicks on a Google/Facebook Ad --> User hits the webpage --> [Variable] Did user purchase/enquire? [YES] --> End of funnel. [NO] --> Google/Facebook Remarketing Ad now shows to users who visited webpage.
With this strategy we are able to reap the best of both worlds.
Drive high intent customers from Google and generate consideration from Facebook, then remarket to both types of audiences at the same time, if they do not purchase or enquire.
This results in multiple opportunities to sell your product or generate leads for as long as you see fit.
On average we see at least a 30% reduction in "cost per purchase" and/or "cost per lead" using this synergistic strategy between Google and Facebook
Be sure to give this a shot and as always,
I hope you found this helpful