Google is the internet’s most popular website, processing over 3.5 billion searches per day. As for Facebook, over 2 billion people log onto the social network every day.
When you’re talking about the two advertising giants — Meta and Google — clearly, there’s a lot of overlap in reach. So, do you really need to advertise on both Google and Facebook?
Yes, and here are five reasons why.
Sections
1. Achieve ultimate brand awareness
When you run ads on both Google and Facebook, you ensure you reach the maximum amount of people. Running ads on both platforms is the best way to keep your brand top of mind with your target audience, whether they’re socializing or searching.
Plus, both platforms offer different ad formats and campaign types, so people can encounter your brand in different ways. On Google, you have traditional Search, Display, Video, Shopping, Discovery ads, and more. On Facebook, you can run ads on both Facebook and Instagram, reaching users through their News Feed, Stories, Messenger, and more.
2. Show different sides of your brand
While you always want to provide a consistent brand experience, running Google ads and Facebook ads simultaneously allows you to show different sides of your brand’s personality.
For example, with Facebook Story ads, you can get visual and creative, providing a much more immersive experience than you can with a traditional Google Search ad (or even a Display ad). And with Facebook Messenger (which has 1.3 billion monthly users), you can get interactive with your ads, helping people choose a product or find your nearest store.
3. Reach people across the marketing funnel
Generally, people don’t go to Facebook to shop. Although, ads often persuade them otherwise. Three in four people purchase a product they see in a social media post, with 11% purchasing that product immediately, and another 44% buying it at a later time.
But, you can’t necessarily rely on Facebook users being ready to shop. Unlike on Google, where many people start their eCommerce shopping journey, people go to Facebook to be social.
Still, you want to keep your brand top of mind. That’s why it’s smart to run Facebook and Google ads at the same time. On both platforms, you can cater your ads to different goals, or stages of the marketing funnel — from awareness to consideration to conversion.
Facebook is excellent for boosting brand awareness and consideration, encouraging users to get to know your brand and consider your products through eye-catching social media visuals and videos. On Google, you can capture people at the end of the marketing funnel, by targeting keywords with purchase intent for your Search ads and using Display campaigns for remarketing.
4. Optimize your conversion rate and ad KPIs
Facebook ads have higher conversion rates, but Google ads can cater to people specifically looking to buy now. And, by meeting people on Facebook first, through awareness campaigns, consumers can get to know your brand until they’re ready to buy — potentially lowering your cost per conversion on Google since they’ve already been primed to buy.
In fact, since they’re already familiar with your brand from Facebook, shoppers may click directly on your organic result, saving you the spend altogether. Research shows running Facebook ads drives a 19% increase in organic search traffic and 10% increase in paid search traffic.
5. Learn more, faster
When you run ads on Google and Facebook at the same time, you accelerate the learning process. You can glean insights from two platforms, doubling the amount of knowledge you gain about what works and what doesn’t.
Both ad platforms offer split testing and optimization features, so you can experiment and optimize to your heart’s content — and apply those learnings across both ad platforms. You can use lookalike audiences to hone in on specific audiences, improving your ad performance on each individual platform and discovering demographic similarities you can apply to the other platform.
The benefits of running ads on Google and Facebook simultaneously are many and powerful. Are you ready to develop a winning ads strategy that incorporates both platforms? Contact Your Marketing People today.
