People can’t click ads they don’t see. Audience targeting is the best way to reach the right people with relevant ads and grow revenue. And, when it’s done in an integrated way across channels, audience targeting will jump-start your advertising efforts.
Google and Facebook have particular strengths that help advertisers. Google captures data on what people are looking for, and Facebook identifies who people are and what they like. The combined power of both channels allows you to reach people anywhere in the funnel.
Here are three pointers as you combine the best of Google and Facebook in cross-channel campaigns for maximum ad exposure:
- Find the perfect match: Use Google’s Customer Match and Facebook’s Custom Audiences to identify your existing customers, and then build lookalikes to find potential customers with similar affinities.
- Show up for shoppers: With Broad Audiences for Dynamic Ads, reach people in-market for your product who haven’t visited your website.
- Give them what they want: People are telling Google exactly what they’re looking for. Use this information to tailor the ads they see on Facebook by creating audiences based on their search query.
We live in an age of personalized experiences—your customers are open to hearing from you if there’s something in it for them. By leveraging cross-channel advertising on Google and Facebook and the potential to be laser-focused in your ad targeting, you can indeed give them exactly what they’re looking for.
Want to Learn More?
For more great tips—including how to develop a cross-channel story, grow ROI with incremental lift testing, and measure performance beyond the last click—sign up for our upcoming webinar, Facebook + Google: Bridging the Search and Social Divide.
To make it convenient for global marketing teams, we’ve scheduled the webinar at three different times:
- Tuesday, July 11th @ 10am PT (1pm ET)
- Wednesday, July 12th @ 10 am GMT
- Wednesday, July 12th @ 1pm Singapore Time
Speakers include Noah Singer, Product Marketing, Monetization and Measurement Manager from Facebook, and Brett Loney, Product Marketing Manager – Social, Marin Software. Be sure to register today—we hope you can join us!
Noah Singer helps lead and manage Atlas’ and Facebook’s ads measurement solutions, bring products to market, conduct market analysis, lead policy decision making, identify and execute against operational improvements, evangelize Facebook solutions and points of view within the industry, and determine how to best partner with companies in the Facebook ecosystem. He previously helped launch and build its mobile app ads business and Facebook Analytics for Apps.
Brett Loney has managed over $50 million in paid social spend for diverse companies, from startups to the Fortune 500. Brett led paid social for Cartwheel by Target, Target’s first digital product team and internal startup. The app achieved, and has sustained, a top 5 ranking in the retail category on the Apple and Google Play stores, with over 10 million downloads in its first year. Brett has a B.S. in Marketing from St. John’s University and is a die-hard Minnesota Vikings fan.