Often, those in B2B marketing treat their advertising channels as separate forces and measure them one against another, to see which brings the best results. Mostly, it’s
Google vs. Facebook. But, there’s a better way to look at it.
Try to think in terms of Google PLUS Facebook.
Each has its own advantages and disadvantages, but when treated as one marketing force, they become more powerful than separated channels, and can improve your results (especially if your competitors stick to the “vs” approach).
The secret is, to fully use the power of each of these channels, and let each channel help the other.
Here's 4 tips to get started.
Get brand searches with Facebook, close the deal with Google
You’ll be surprised by the number of people who’ll go directly to Google and search for your
brand name after seeing an ad on Facebook, instead of directly clicking it. WordStream found that advertising on Facebook led to a 34% increase in brand searches on Google.
That’s because many of the people that see your Facebook ads may have some interest in the offer, but they want to know more about your company and what you sell. Therefore, instead of clicking the ad, they’ll leave Facebook and use search to get the information they want.
So, use your brand name as a keyword in your search campaigns, and match the messaging to your Facebook ads. This will lead your personas on Facebook to find what they were looking for on Google. It strengthens your marketing message and shows reliability.
But “Why should I use my brand name as a keyword when my website is highly ranked on Google for it?” Well, targeting your brand name as a keyword allows you to test your messaging in terms of CTR and conversions, and match it to what you’re saying about yourself in your Facebook ads.
Target your Facebook ad headlines as keywords
As mentioned above, a successful ad campaign on Facebook can reach many prospects and generate a lot of brand searches on Google, but when done right, it’s not only the brand name people will be searching for, it’s also your ad headlines.
A catchy headline can be more memorable than a brand name and generate more direct
Retarget your searching users with what they were searching for
If you manage B2B marketing campaigns on Facebook and Google, you’re probably aware of the importance of retargeting. But, there’s much more to retargeting than just displaying the same ads to past visitors, and a great way to use retargeting is cross-platform.
This means to retarget the users who got to your site from Google on Facebook and vice a versa. But, there’s a clever way to do it more efficiently.
Use Facebook to retarget people who found your website from a search ad, with exactly what they were searching for.
This may sound tricky, but it’s quite simple. It’s very easy to do (assuming you use unique landing pages, and don’t send everyone to your homepage). To make sure you’re displaying the right “answer” ad to the right people, you’ll need to segment your audiences on Facebook. Go to the audience tab, and create a custom audience that matches exactly the right landing page which the ad on Google leads to.
You can now use Facebook retargeting to reach the people who clicked on your search ads, with exactly what they were searching for.
Find more people like your searching users
The power of lookalikes targeting on Facebook is insane. So, if you are not familiar with it, I suggest you start.
If you are familiar and use lookalike audiences in your Facebook campaigns, here’s a trick
you can use: Create lookalikes audiences based on what your site visitors were searching for.
The best practice about lookalikes is to use your top users or customers as a seed and base your lookalike audiences on that. However, there’s more to do.
To create a high-quality seed, you need a high number of very homogenous audience members. Otherwise, you’ll see good results with your top lookalikes.
So what to do? Create a lookalike audience based on your site visitors from search campaigns. Then, you’ll be able to reach more people who are similar to the people who were searching for what you are offering.
But, why target people that are like my searching users, who did not convert? Just because you did not convert the people who clicked your ads on Google, doesn’t mean you will not convert their lookalikes.
But be careful. Some people in this lookalike audience might also be a part of your regular lookalikes audience, so you need to make sure you will not target them twice with two different ads.
Ensure you exclude your lookalikes based on customers from your search-based lookalike
Looking at the bigger picture and changing your approach from “Google vs. Facebook” to “Google plus Facebook” should improve your overall results. It helps you see the bigger picture and strategise better.
If, like me you use organic B2B marketing then check out the eBook from this link>>>