In the competitive web marketing landscape, two advertising channels can be combined to enhance the effectiveness of campaigns.

In today’s marketing landscape, treating each channel as an isolated entity is no longer acceptable. A self-respecting marketing strategy should embrace synergy by creating an ecosystem that effectively manages the customer journey through continuous cross-referencing between tools and opportunities.

Google and Facebook Ads can collaborate in distinct ways, mutually benefiting each other. The primary difference lies in the user’s point of acquisition. This is how customers interact with our business or brand.

Social Acquisition Point:

When a target user encounters an ad on Facebook or Instagram, they are often impressed. Subsequently, they conduct a Google search and, likely, make a purchase. Therefore, it is crucial for a brand to be visible on the Google Shopping Network (demand-driven) and actively engage on social media (stimulating latent demand). To effectively capture this interest, it is essential to incorporate relevant keywords on both channels so that potential customers can easily find what they saw on social media when searching on the search engine.

Google Shopping Acquisition Point:

What truly sets Google Ads apart is remarketing.

Through Google Ads, we capture a substantial amount of high-quality traffic, a conscious and determined audience eager to purchase the products they need. However, it is uncertain whether they will make a purchase at the initial point of our website. This is where social media comes into play.

Thanks to the pixel, we can track users who have visited our site but have not converted, either by leaving their contact information or, in the case of an e-commerce website, making a purchase.

You should be aware that Google campaigns can be used to create Remarketing campaigns on Facebook and vice versa. This strategy allows you to recover abandoned carts and boost your conversion rate.

When a potential customer remembers seeing your site before, they are more likely to convert (purchase or contact) since they are familiar with your brand.

Do you currently utilize these two channels in conjunction?