Multi-Channel Marketing: How to Combine Google Ads & Facebook Ads
As we move into second quarter of 2019, you can expect more advertisers to embrace PPC as a multi-channel affair.
Because Facebook boasts one of the biggest audiences outside of Google, it will become increasingly common for traditional search campaigns to extend to the Facebook audience.
In fact, customers who click both social and search ads are 200% more likely to convert than users who click just one.
Not only that, but a recent Kenshoo study showed that paid search audiences which were already exposed to Facebook advertising generated a 30% improvement in return on ad spend and a 7 percent uplift in CTR.
Search and Social Are Natural Complements
It’s where people spend most of their time – 75% of it, to be exact.
Because of that, the advertiser’s who take advantage of the two platforms will likely see higher views, click-throughs, and conversions.
But combining the two is a far more effective way to push awareness and sales.
This is one of the greater benefits of cross-channel marketing.
See, users are typing exactly what they’re looking for into Google, and as marketers, you can use that information to better target and optimize your ads – on both search and social.
One way you can do that is to use search information to better tailor your ad copy.
So if you see that users are clicking on your search ads after searching for specific queries, you can then use those search queries to form more relevant social ads.
For example, if you sell furniture and a large number of your audience is searching for “modern decor,” you can feature that phrasing and imaging in your Facebook ads.
"Articles from Edwin Dearborn
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