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

You are not alone if you see Facebook Ads and Google Ads as competitors. But there are good reasons to rethink the use of these two platforms in your marketing and sales strategy. In this article, we’ll look at 7 reasons to combine the two tools for better results.

1. Increased reach and brand awareness

Using Facebook Ads

Facebook has reach and brand awareness 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 top funnels with new prospects.

Read more, advertisers can use Facebook to attract prospects who will see their brands for the first time and remember them. 

Establishing an ad recall boost is vital for building relationships with prospects. Establishing relationships is a vital part of the process of driving 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 several campaign types to choose from, such as:

  • search;
  • display;
  • video;
  • discovery;
  • shopping mall ;
  • Universal app.

Each type of campaign and placement ensures you can gain reach and brand recognition when it makes sense for your business. This could be linked to an active search, market-segmented audience, or related video on YouTube.

Dentist Google Ads represent a dynamic and indispensable facet of modern dental marketing, empowering practitioners to connect with prospective patients actively seeking oral health solutions. These targeted advertisements leverage Google’s expansive reach to ensure visibility at the forefront of search results, providing a strategic avenue for dentists to showcase their expertise and services. Through carefully curated ad content and strategic keyword selections, dental professionals can communicate their unique offerings and specializations, capturing the attention of individuals in need of dental care. The precision of audience targeting allows dentists to tailor campaigns based on location, demographics, and user behavior, optimizing the likelihood of attracting ideal patients. With the ability to track performance metrics in real-time, dentists can assess the effectiveness of their campaigns, enabling continuous refinement for enhanced results. In an era where digital presence is paramount, Dentist Google Ads emerge as an invaluable tool for fostering visibility, attracting new patients, and fostering the growth of dental practices in a competitive online landscape.

2. Engagement of prospects with different intentions from the audience

Using Facebook Ads

Facebook is like the Google Display Network. User navigation on these networks has a different level of commercial intent than the Search Network. After all, they need to look for the solution your company offers actively.

But that doesn’t mean Facebook is worse at engaging potential customers. It means that the people you engage on Facebook will have a  different level of intent than those you engage on Google.

Both are important; you can use custom and lookalike audiences in Facebook Ads to build a large, cost-effective prospect base.

You can convert directly from the platform or re-tag actions in Google Ads from that base.

Using Google Ads

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

Gone are the days of targeting audiences via Display Network keywords and topics. Now, you have many options to target more precisely, plus you can observe new and existing audiences across your ad campaigns.

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

3. Moving prospects smoothly through the funnel 

Using Facebook Ads

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

Starting with the campaign objective, 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 correct type of account structure, audience segmentation, and campaign settings for each funnel stage.

Using Google Ads

Not only does Google offer broad reach, but it also allows advertisers to generate traffic, convert leads, and close new deals. 

You can mirror your marketing funnel through the different campaign types Google offers. Here’s an example.

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

Then, create a remarketing list for these viewers and reach them through a display campaign with a top-of-the-funnel offer.

Now, you can create an audience for those who converted in this last campaign and target them again, this time with a product-centric offer.

While these campaigns run, you can add your audiences as observations in your relevant search campaigns. This way, 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 have effectively moved prospects from the top of the funnel to the bottom.

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

4. Generating leads in quantity and quality

Using Facebook Ads

Facebook allows you to convert many leads for a relatively low cost. The network converts significantly more than Google ( 9.21%  compared to just  3.75% ). 

Additionally, Facebook Lead Ads allow you to convert at an even higher rate. An internal analysis by WordStream showed a 12.54% conversion rate. This compared to just 10.47% using campaigns 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 doesn’t have to wait for a new page to load in the browser. Facebook Lead Ads is a precious lead generation tool.

Using Google Ads

There’s only so much that can be as good as search intent. If a prospect is searching, they are actively seeking an answer or want help.

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

However, with higher quality comes a higher price. 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 achieve excellent results in quantity and quality.

5. Brand Alignment

Using Facebook Ads

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

Ads in Stories, in particular, give you the power to reach people in the format they are likely to feel most comfortable consuming content in full screen, vertical, and on their 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).

If so, Facebook is the perfect place to set the tone with visuals you can use later to build consistency across your Search ads.

Using Google Ads

Brand alignment can make or break your prospect’s experience. If you reach them through Google networks with inconsistencies in the message, creative actions, or brand value, you will confuse the prospect and lose their trust.

That’s why you must place your strategy across the funnel with ads that deliver a consistent message that adheres to brand guidelines.

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

6. Adapting strategy based on insights

Using Facebook Ads

You must constantly test to gather ideas for your Facebook marketing strategy. Fortunately, the network makes testing simple and scalable by offering A/B testing, like  Testar e Aprendir.

Your account can benefit from testing new things and applying learnings from audiences, placements, campaign settings, creativity, and messaging.

Using Google Ads

There are endless possibilities when it comes to testing on Google Ads. To take the guesswork out of it, you can use a campaign experiment or ad variations to set up and track your tests quickly.

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

You can then 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 offers a lower CPM than Google, meaning you pay less per thousand impressions. It also attracts cheaper CPCs ($1.72 vs. $2.69 on Search). 

Still, the comparison here is different: since clicks are naturally more qualified on Search than on Facebook, advertisers should be willing to pay more for them. 

Depending on your goal, Facebook is perfect for targeting cheap clicks and creating audiences for remarketing and nurturing. This will result in you generating a  lower final CPA and a higher conversion rate.

Using Google Ads

No matter your advertising goal, Google is a channel you can take advantage of.

With over 73 thousand searches processed per second, users use it to consume content, answer questions, and make purchasing decisions.

The first step towards achieving your advertising goals is to be present during your potential customers’ interaction points through Google networks.

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

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