Hey, two is better than one, right? This very concept can be applied to your digital marketing strategy. Facebook ads and Google Ads work so well together that they’re the Tom Hanks and Rita Wilson equivalent of the perfect duo. Let’s break it down…
Think about what you’re doing on Facebook vs. Google and how it relates to “cold” vs. “warm” audiences. Many of us Facebookers log on to socialize. We encounter a variety of ads encouraging us to take different actions, but the initial intent when accessing this social media channel is to be, well, social. In other words, purchasing an item or enrolling in a course (to name a couple of call-to-action examples) isn’t top of mind. This is why the majority of people you get in front of when running a simple geo-targeted awareness campaign can be categorized as a “cold” audience.
After they’ve been exposed to your messaging and they’ve seen your business/organization name at least once, they’re more inclined to either click on your ad the next time they see it, or they will head to the great Google and search for your business, product or service. The fact that they’re actively searching for your business or product/service moves them into the “warm” audience category. This is when your Google Ads swoop in to help seal the deal.
In this regard, they have a synergistic effect.
Caveats apply here, as far as retargeting campaigns and custom audiences are concerned, but that’s for another post!