7 reasons for you to work with Facebook Ads and Google Ads – WAU

If you see Facebook Ads and Google Ads as competitors, you’re not the only one. But there are good reasons to rethink the use of these two platforms in your marketing and sales strategy. In this article, we will see 7 reasons to combine the two tools for better results.

In traditional marketing, advertisements in newspapers and magazines are a common way to advertise a business and promote sales. Well, in Digital Marketing, we have a similar element: Ads, that is, online ads. Similar in concept, but much more powerful!

There are several channels (called “paid media”) that you can use to advertise ads. In this article, we’ll focus on the main two: Facebook Ads and Google Adwords. They win the podium thanks to their coverage, to resources that they offer and results that guarantee.

But, and if you had to choose only one of them, which one would be the best?

The answer to that question requires a bit of analysis, since Facebook Ads and Google Adwords have some very different characteristics. Each of them has strengths and weaknesses.

In this complete article, you will understand in depth the peculiarities of each one, find out which one is the more suitable for your strategy and how best to combine these strategies. Come on?

What is Facebook Ads?

Facebook Ads is the most used alternative when it comes to “Paid social”, that is, ads on social networks. Although there are ad services on several other networks – such as LinkedIn, Twitter and Instagram – Facebook is still considered the channel with the highest return.

The reason is its great reach potential. See in numbers:

  • Facebook has the highest number of active users per month: more than 1.28 billion
  • And it comes to 1 trillion views per month
  • Totaling a potential to reach 43.8% of all internet users in the world!

What is Google Adwords?

Google Ads is a digital marketing tool that is already consolidated for a long time. It was launched in 2000, with only 350 advertisers.

In those years, the tool has become synonymous with “Paid search”, or “paid search”. But it is important to remember that other search engines, such as Bing, also offer similar services.

The great advantage of Google Adwords, compared to competitors, is its reach. Basically any internet user in the world uses Google daily.

Let’s put this in more precise numbers:

  • There are more than 40,000 searches performed on Google per second
  • AND 180 billion of searches per month
  • With Google Adwords, 2.6 billion of searches per month display ads from advertisers
  • Totaling a potential to reach 90% of all internet users in the world!

However, this is not the only advantage. Google is also becoming increasingly sophisticated, with the use of artificial intelligence and machine learning.

For this reason, it has the potential to become, more and more, an integrated element in the life of the population.

And, through the use of ads, any advertiser can embark on this integration between people and the digital world.

Facebook Ads or Google Ads?

So, we are back to the clash between Facebook Ads and Google Adwords. You probably already realized: we cannot say that one of them is better than the other.

Both are very powerful channels of dissemination. What happens, in fact, is that one of them will be more appropriate for the purpose of your company.

For those looking for a direct improvement in sales results, Google Adwords is the most suitable option. The first reason is that it has a higher conversion rate.

The second reason is that the user who clicks on the ad was already searching for the subject. Therefore, he is in an “interest” stage, closer to making the purchase.

On the other hand, if you are looking for build or consolidate the brand of your business and develop relationships with the public, so you should choose Facebook Ads.

And a good tip is to use the ad to direct users to your fanpage, not the website.

Your goal should be to make the user like your page, to receive updates and content.

Keep in mind that this is the beginning of a work of long term; these users are probably not going to buy anything right away.

How to combine Facebook Ads with Google Adwords?

And here’s the final catch: you don’t have to choose just one option. Facebook Ads and Google Adwords are not rivals! Since these channels serve different purposes, you can mix the use of the two.

The first will attract potential consumers to generate new demand; in the meantime, the second will meet a demand that already exists.

AND, combined, they will ensure maximum visibility for your business.

With that in mind, check out our main tips on how to integrate these different channels to obtain successful results!

1. Increase in reach and brand recognition

Using Facebook Ads

Facebook has brand awareness and reach campaigns, bids and optimizations in cost per thousand impressions (CPM) and numerous positioning options (including Instagram).

In doing so, the network gives advertisers a virtually unlimited ability to generate brand awareness – and in doing so, fill their funnel tops with new prospects.

Advertisers can use Facebook to attract prospects who will not only see their brands for the first time, but really remember them.

Establishing an increase in ad recall is vital when it comes to establishing relationships with prospects. And establishing relationships is a vital part of the process of generating conversions.

Using Google Ads

Google Ads offers a broad spectrum of campaign types and placements to help you expand your reach and gain brand awareness.

Depending on your marketing objective, you have a number of campaign types to choose from, such as:

  • search;
  • display;
  • video;
  • discovery;
  • mall;
  • universal app.

Each type of campaign and placement ensures that you have the opportunity to achieve brand awareness and reach, when it makes sense for your business. This can be linked to an active search, audience segmented by market, or related video on YouTube.

2. Engagement of prospects with different intentions from the audience

Using Facebook Ads

Facebook is a bit like the Google Display Network. User browsing on these networks does not have the same level of commercial intent that the Search Network has. After all, they are not actively looking for the solution that your company offers.

But that does not mean that Facebook is worse for engaging potential customers. It just means that the people you engage on Facebook will have a different level of intention of those you engage with on Google.

Both are important, and in fact, you can use personalized and similar audiences on Facebook Ads to create a large, economical base of prospects.

From that base, you can convert directly from the platform or reschedule into shares on Google Ads.

Using Google Ads

You’ve heard it before, and we’ll keep repeating: Google audiences are becoming more and more crucial to your Google Ads ad strategy – even more on the Search Network.

Gone are the days when it was enough to segment audiences using Display Network keywords and topics. Now you have it many options to target more accurately, in addition to being able to see new and existing audiences among your ad campaigns.

You can use these audiences to personalize your offer, your message, and bid to optimize your return on spend (ROAS).

3. Conducting prospects smoothly through the funnel

Using Facebook Ads

Facebook offers an excellent opportunity for advertisers to gain new prospects and move current leads through the marketing funnel.

Starting with the goal of the campaign, advertisers have the opportunity to use each step of the traditional marketing funnel:

  • recognition;
  • consideration;
  • conversion.

You can take this funnel strategy to the next level by associating the right type of account structure, audience segmentation and campaign settings for each stage of your funnel.

Using Google Ads

Google not only offers broad reach, it also gives advertisers the opportunity to generate traffic, convert leads and close new business.

You can mirror your marketing funnel through the different types of campaigns that Google has to offer. Here’s an example.

First, create an in-market audience (people who are actively looking for solutions like yours) to achieve low CPM brand awareness through YouTube.

Then, create a remarketing list for those viewers and reach them through a display campaign, with a funnel top offer.

Now, you can create an audience for those who converted in that last campaign and focus on it again, this time with a product-centric offering.

While these campaigns are running, you can add your audiences as an observation to your relevant search campaigns. So you can bid more aggressively and understand the relationship between different types of campaigns on the Search Network for those audiences.

Now, with three different tactics, your campaigns will have reach, recognition, engagement and conversions. You effectively moved potential customers from top to bottom of the funnel.

This is just one example of how you can use Google as a channel to reach your marketing goals through the funnel.

You may be interested in these other sales funnel content!

What is the best content for each step of the sales funnel?

Faceook Debugger: what is it and how to use the tool?

Funnel top: what is it and how to create content for it?

Funnel medium: what is it and how to create this type of content?

Funnel Fund: How do I create content for this stage of the funnel?

4. Lead generation in quantity and quality

Using Facebook Ads

Facebook gives you the ability to convert many leads for relatively low cost. The network converts at a rate significantly higher than Google (9.21% compared to just 3.75%).

In addition, Facebook Lead Ads allows you to convert at an even higher rate. An internal analysis of WordStream showed a rate of 12.54% conversion. This compared to just 10.47% with using campaigns just to get people to fill out a form on a landing page.

And here’s the feature that makes Facebook Lead Ads so effective: when your prospect engages with the ad, a lead generation form opens instantly, within the Facebook app.

Your potential customer no need to wait for a new page to load in the browser. Facebook Lead Ads is a very valuable lead generation tool.

Using Google Ads

There is not much that can be as good as the search intent. If a prospective customer is looking for it, it means he is actively looking for an answer or wants help.

This makes that person better for your company to interact with than a passive prospect.

However, with higher quality, a higher price comes. The CPA (cost per action) on the Search Network generally costs more than a typical CPA on Facebook Ads or a Google Display Network campaign.

Therefore, you can balance your ad spend across different types of campaigns on Google to get great results in quantity and quality.

5. Brand alignment

Using Facebook Ads

Facebook and Instagram are the perfect places to showcase the most visually appealing aspects of your brand.

Ads in Stories, in particular, give you the power to reach people in the format they are most likely to be comfortable using content: in full screen, vertically and on your mobile devices.

Let’s say you want to use Facebook to optimize your reach or brand awareness and then use Google to convert prospects (when they’re at the bottom of the funnel).

In that case, Facebook is the perfect place to set the tone with visuals that you can use later to create consistency in your search ads.

Using Google Ads

Brand alignment can make your prospect experience successful or unsuccessful. If you reach it through Google networks with inconsistencies in the message, creative actions or brand value, you will confuse the prospect and lose your confidence.

So it’s crucial that you place your strategy across the funnel with ads that deliver a consistent message and that stick to brand guidelines.

That way, you can deliver an experience that impresses and delights potential customers at each point of interaction.

6. Adapting the strategy based on insights

Using Facebook Ads

It is crucial that you do constant testing to gather ideas for your Facebook marketing strategy. Fortunately, the network makes testing simple and scalable by offering A / B tests, such as Test and Learn.

From audiences, placements, campaign settings, creative and message, your account can benefit from testing new things and applying learning.

Using Google Ads

There are endless possibilities when it comes to testing on Google Ads. To end guessing, you can use a campaign experiment or ad variations to easily set up and track your tests.

For example, you can use campaign experiments to prove which accounts are most at risk to help with your bid strategy.

Then, you can use the results to consider your bidding strategies across accounts and understand which campaigns would benefit from the same results.

7. Achieve your advertising goals and KPIs

Using Facebook Ads

Facebook doesn’t just offer a lower CPM than Google’s, that is, you pay less per thousand impressions. It also attracts cheaper CPCs ($ 1.72 versus $ 2.69 on the Search Network).

Still, the comparison here is not exactly the same: since clicks are naturally more qualified on the Search Network than on Facebook, advertisers should be willing to pay more for them.

Depending on your goal, Facebook is perfect for focusing on cheap clicks, creating audiences for remarketing and nurturing. This will make you generate a lowest final CPA and a conversion rate bigger.

Using Google Ads

It doesn’t matter what your advertising goal is: Google is a channel you can’t miss.

With more than 73,000 searches processed per second, users always turn to it to consume content, answer questions and make purchase decisions.

The first step towards your advertising goals is be present during the interaction points of your potential customers through Google networks.

And, once you understand how Google Ads works and how to optimize your performance, the opportunities to adjust your strategies to reach your KPIs are limitless.

To get deeper into the subject, how about learning some optimization tips for your Google Ads strategy? This post tells you everything you need to know about it!

This content has been translated and adapted of this article published by WordStream.