Welcome to OneLogicSoft blog. We deliver complex custom software solutions for client all over the world. We genuinely believe that sharing expertise and ideas is crucial for the development of digital technology in particular and business in general. For this reason, we do our best to provide our clients with the information on latest solutions, technologies, tips and tricks that can help them meet their business goals faster, better, and in a more cost-effective manner.
Today, we’d like to tell you about the technology behind remarketing campaigns in Google AdWords and Facebook that can give you additional 1-2% of conversion to your AdWords campaign and cut down expenses. If you’re not using the big data to promote your business to your customers, somebody else sure does. So why lose money to the technologies of the past, if you can get the most of the innovations that are all around you now? Without further ado, let’s get in the details of how you can use the Facebook data in your AdWords campaigns.
Impact of Technology on Marketing
Nowadays it is impossible to imagine a marketing campaign that is active exclusively offline. If your business is not on the Internet in 2018, it probably does not exist at all or has next to no chances of surviving. Currently, online marketing is the dominant driving force behind all the businesses. Digital technology offers a wide choice of solutions that marketers and advertisers can use based on their experience, business model, budget and needs. Google Adwords and Facebook marketing tools are currently the two best tools you can use. Facebook alone has over two billion monthly active users, not to mention that this number is continuously growing.
Both Facebook and Google analyze the activity of their users, gather and analyze vast quantities of data about them and let you use all of it for your marketing and advertising needs. The platforms develop in the direction of the leanest functionality that would attract the most payments and make the creation of a marketing campaign effortless and smooth. Facebook lets you work with your core audience (primary targeting where you can choose the audience based on their demographics, location, interests, and some behavioural patterns), custom audiences (you can use the data that you previously gathered with the help of enabling Facebook Pixel on your website, and/or importing your customer base that has phone numbers and email addresses of your target audience in it), and lookalike audience (reach out to people with similar characteristics as your target audience; this Facebook feature resembles Google customer match a lot).
Using AdWords and Facebook ads together, you can save a lot of money on marketing. Let one platform use all the strength of its machine learning algorithm to collect data about the users of another platform. Here is how you can do it.
Combining Audiences Across Facebook and Google AdWords
Previously, converting data and transferring it from one system to another was a problem. Now it is an issue of the past, and the only question is which technologies can bring us the most use. Nowadays, you can use all the massive data, provided by Facebook about its audience, in your AdWords marketing campaigns, using one of the following four tactics of combining the power of the two systems.
Tactic 1: Your Search Ads and B2B Decision-Makers
The best advice we can give you is to start using the demographic information, provided by Facebook, in your Google Adwords marketing campaigns, right away. AdWords is excellent at combining the data of the audience with the keywords targeting, and here’s how you can make it work for your search ad campaign:
- First, launch a Facebook campaign to raise awareness of your audience;
- Now, target this campaign at people having job titles you need (top decision-makers for your market);
- Next, don’t forget to tag the campaign with unique UTM tags. You will need it to segment further the traffic your ad gets in Google Analytics;
- Finally, make the audience from your awareness Facebook campaign your target audience on Google Adwords search campaign.
Following these simple four steps, you will make sure that your ads are visible exclusively to the decision-makers who have already seen your awareness campaign ads on Facebook. These tactics let you spend every dollar on reaching out to the right audience only.
Tactic 2: Facebook Custom Audience on AdWords
Facebook collects a lot of valuable data and provides us with cool, flexible and powerful tools, such as Custom Audiences. The information, received from many partners and sources, allows advertisers to facilitate and itemize their targeting even more. Here’s how you can use these tactics on your Instagram audience:
- Go to your Audiences;
- Click on the Create Audience drop-down and pick Custom Audience;
- Note: if you haven’t created any Audience yet, you’ll see Create a Custom Audiences button, not a drop-down. Everything else will be the same;
- Click on Engagement;
- Click on the Instagram business profile;
- Click on the “Business Profile” drop-down and select the business profile the engagement of which you would like to utilize to make your audience;
- Set up your first rules section by clicking on the engagement-type dropdown and choose what type of engagement you would like to use as a basis for inclusion in your audience. For instance, you can include anyone who has ever engaged with your business profile in any way or anyone who messaged your business profile;
- Now, you need to use unique UTM tags for each of the Facebook awareness ads in order to draft RLSAs for your next AdWords campaign;
- Next, use the created list to boost the bids on your current Google campaign. People from your Instagram business profile will see your campaign, which will make them likely to convert into customers as well.
These tactics allow you to convert your Instagram visitors more effectively. Using it, you will be able to work with your potential customers using the best practices that worked well for the resembling customers you already have.
Tactic 3: Get the Most Expensive (Top Searched, High Rated) Keywords for Cheap
One of the best things about Facebook ad targeting is that the service lets you reach out to lookalike audience (show your ads to people with similar characteristics as your target audience). Here’s how you can use these tactics for your Google Ad campaign:
- First, make a Facebook ad campaign, targeted at the audience, similar to your current existing audience or its segment;
- Now, as your new audience sees the ad on Facebook, they are likely to look up your products or services. Write down your Google Adwords campaign keyword list, listing the top of the funnel keywords your new audience is likely to type in when looking up a service/product like yours;
- Finally, make a Google Adwords campaign with the top of the funnel keywords targeted at your new audience. Don’t forget to transfer your audience from Facebook via UTM and make it a target and a bid in Google Analytics.
These tactics will help you to find a new audience even if you feel that you exhausted it for your business. We can increase the conversion of your target audience, segmented on Facebook, using the most popular and expensive keywords from the Google Search. It’s amazing that we can do it without spending a massive budget.
Tactic 4: How Facebook Helps You Reach Your Buyers Based on Your Mailing Lists
With the help of Facebook and Google, you can use customer data to show Facebook ads to the users based on your mailing lists. Here is how you can make the most of these tactics:
- Make a new FB campaign with the high price and target it precisely at your potential customers by creating custom lookalike audience based on lists of your current client emails;
- Now, set higher ad bids for Gmail users in your ad set.
Tip: You can also create audiences based on a lot of other custom data:
- devices (example only Apple email users);
- size of business, etc.
Using these tactics, you will make the most of your Facebook ad budget and reach out to the audience who is very likely to have seen your messages.
Tactic 5: Integrating CRM Data with Google Analytics to Create Remarketing Audiences
This tactic requires developers, but the level of flexibility is amazing. With the help of Universal Analytics, webmasters can send CRM data about their users to Google Analytics for further segmentation. It can also be used for reporting and drafting remarketing lists. You can further use these lists in your Google Ads for display campaigns. Alternatively, you can use the remarketing lists for search ads (RLSA).
You can transfer your CRM data to Google Analytics in one of the following three ways:
- With the help of the Data Import feature (by uploading the CSV files);
- With the help of analytics.js (utilizing custom dimensions);
- With the help of the Measurement Protocol.
There are some pros and cons to each of the above-described methods, and some might be more difficult than others. No matter which way you choose, the main point is that your CRM data will be stored in Google Analytics as custom dimensions as a final result of the process.
If you need any assistance on the development side of your ad project, contact us and our developers will gladly assist you with your project.
Final Thoughts
In the time of innovations, every business funnels all energies into their marketing campaigns in hope to increase the sales. However, modern marketing technologies are only as good as your skills of using them. Targeting is everything when it comes to AdWords campaigns. Using tips like the ones provided in this post, you will be able to reach out to your potential customers in a more cost and time-effective manner than ever before. Modern technology, offered by top global corporations like Google and Facebook, big data and search campaign automation can help you save your budget in the long run.
Nowadays every forward-looking business owner and marketer tries to implement every latest technology as soon as it emerges before their competitors do the same. Try using Facebook and Google Adwords in tandem, and see the results they will bring to your business.
Using the two services in a team, you will be able to reach out to your cherry-picking audiences from Facebook on Google. What do you think of these tips? Let us know in the comments. Follow us on Instagram to get more updates, tips, and news from One Logic Soft.