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Maximizing Advertising Power: 4 Strategies To Enhance Collaboration Between Facebook & Google Ads

In the realm of marketing, it is common for marketers and brands to treat their advertising channels as rival forces, pitting them against each other in a quest for ultimate success. The battle between Google and Facebook, along with the competition from PPC agencies like PPC Beast, often takes center stage in the world of digital marketing. However, there exists an alternative perspective worth exploring.

Rather than viewing Google and Facebook as competing marketing channels, their potential combined action is worth considering for online marketing. Both platforms present their unique advantages and disadvantages, but when used together, they have the power to create a force greater than the sum of their parts. By strategically leveraging the individual strengths of each platform and utilizing them in conjunction with one another, we can achieve superior online marketing results that far surpass what can be accomplished when each channel is treated separately.

Here are some suggestions to begin with.



1. Boost your Brand’s Traffic by Combining the Power of Facebook and Google to Drive More Visitors to Your Website

This presents an excellent opportunity for a PPC agency or Google Ads specialist to “close the deal” when they are interested in learning more about your brand after seeing your ad on Facebook. It is common for individuals to conduct direct searches for your brand on Google after viewing your ad on Facebook rather than clicking directly on the ad itself. This behavior highlights the impact of Facebook ads in creating brand awareness and generating interest, ultimately driving users to seek out more information about your brand on Google independently.

A recent study by PPC Beast revealed that advertising on Facebook resulted in a remarkable 34% increase in brand searches on Google. This phenomenon can be easily explained. When individuals come across your Facebook ads, they may have some interest in the offer but want to learn more about your company and products. As a result, instead of clicking on the ad itself, they exit Facebook and conduct a search using your brand name to gather the desired information.

To leverage this behavior, by executing a precisely targeted campaign on Facebook; you can effectively connect with and convert new prospects. Not only does this strategy expand your reach and bring in fresh customers, but it can also boost the volume of individuals actively searching for your brand name on Google. This symbiotic relationship between Facebook and Google can amplify your overall brand visibility and capture the attention of a wider audience.

To optimize your digital marketing search campaigns, consider incorporating your brand name as a keyword and aligning the messaging with your existing Facebook ads. This strategic alignment between your search and Facebook campaigns ensures consistency in your messaging, reinforcing brand recognition and increasing the likelihood of capturing the attention of potential customers. By doing so, you guide your Facebook audience towards finding the exact information they were seeking on Google, reinforcing your marketing message and instilling trust.

You may wonder why you should use your brand name as a keyword when your website ranks first on Google. 

Here’s a real-life example of a live test following the abovementioned strategy. The Facebook ad targets a completely cold audience, comprising individuals who are likely unfamiliar with the brand.

And here, we have a corresponding ad on Google, complete with aligned messaging, eagerly awaiting the arrival of those Facebook users.

To sum it up, you can effortlessly connect with an expansive, unfamiliar audience on Facebook, then finalize the transaction on Google when they search. Why should you target your brand name as a keyword? The answer is straightforward. By doing so, you can effectively evaluate and refine your messaging regarding click-through rates (CTR) and conversions, ensuring that it aligns seamlessly with the brand messaging conveyed in your Facebook ads. By adopting this approach, you can evaluate the effectiveness of your messaging and make necessary adjustments to optimize the impact of your marketing campaigns, specifically when it comes to promoting your brand name. This iterative process allows you to enhance the overall impact of your campaigns, ensuring they effectively convey your brand’s message and resonate with your target audience for maximum results.



2. Employ Strategic Targeting by Using Keywords in your Facebook Ad Headlines for Maximum Impact

This strategy is straightforward, taking the concept of using your brand name as a keyword to the next level.

As discussed earlier, a successful advertising campaign on Facebook has the potential to reach numerous prospects and generate a significant number of brand searches on Google. However, when executed effectively, people will not just be searching for your brand name but also your ad headlines.

A captivating headline can be more memorable than a brand name and drive more direct searches. It may come as a surprise, but it makes much sense. For instance, a compelling headline like “Turn invoices into cash,” as illustrated in the image below, can create a lasting impression and prompt individuals who see it to search when they need more information using Google Ads Manager. A headline communicating what your business does, such as “Grow Your Business with the Top PPC (pay per click) Agency,” can also increase clicks and conversions.

The compelling advertisement created by Fundbox successfully motivated people to search for various terms on Google, including: actively.

  • “turn invoices into cash.”
  • “turn invoices into cash company.”
  • “invoice to cash”
  • and numerous other related search terms.

The catchy and concise title of the ad served as a trigger for many searches, resulting in many effortless conversions. Fundbox addressed the search query directly and established a strong level of trust with users seeking additional information about the intriguing advertisement they had encountered on Facebook.



3. Retarget the Users with their Specific Search Queries

In the previous sections, we discussed retargeting on Google to reach the Facebook audience, regardless of whether the ad was clicked. However, leveraging actual retargeting techniques can further enhance the connection between Facebook and Google, making it even more powerful.

If you’re already managing campaigns on Facebook and Google and looking for a highly effective approach to retargeting, you probably understand the significance of retargeting. However, there is more to retargeting than simply displaying the same ads to all previous website visitors. As an expert PPC agency like PPC Beast, we highly recommend implementing cross-platform retargeting to maximize your advertising efforts.

Cross-platform retargeting involves retargeting users who have visited your website from Google on Facebook and vice versa. But there’s an even more clever and efficient way to do this.

You can utilize Facebook to retarget individuals who arrive at your website through a search ad, providing them with content that directly corresponds to their original search query.

While this tactic may appear complex, it is quite straightforward. Take a look at this example to better understand its effectiveness:

For instance, the advertisement shown below was specifically targeted at people who were searching for “eBay templates” on Google.

Doing this is quite simple, as long as you use unique landing pages instead of directing everyone to your homepage. It would help if you segmented your custom audiences on Facebook to ensure that you display the appropriate “answer” advertisement to the right audience. Just follow these steps:

  • Go to the audience tab on Facebook.
  • Create a custom audience that matches the landing page where the Google ad leads.

By doing this, you can ensure that the targeted audience sees the relevant ad that corresponds to their specific search query.

Let’s see how this process works in our example:

To accomplish this, I segmented my audience based on individuals accessing the website through the “AdWords” source and landing on the template page.

And that’s it! Now, you can utilize Facebook retargeting to specifically reach the individuals who clicked on your search ads, providing them with the exact content they were searching for.



4. Discover Additional Users Who are Similar to Your Search Audience

The potential of utilizing lookalike targeting on Facebook is incredibly powerful, although it’s a broader topic I won’t delve into extensively in this post. If you’re unfamiliar with it, I recommend exploring it further.

Suppose you are already leveraging lookalike audiences to enhance your Facebook campaigns. In that case, you can further optimize your strategy with this valuable trick: create lookalike audiences based on the search queries of your website visitors. By doing so, you can more accurately target individuals who have shown a particular interest in your products or services, increasing the effectiveness of your online marketing outreach efforts. Collaborating with a PPC agency like PPC Beast can be particularly effective in identifying relevant search queries and optimizing your advertising campaigns accordingly.

By creating these lookalike audiences, you can expand your reach to individuals with similar interests and behavior patterns to your existing searching audience, thereby increasing your chances of attracting highly relevant and engaged users, including Google Ads specialists.

You’re probably familiar with using your top customers or users as a seed and building your lookalike audiences around them. While this is undoubtedly effective, there are additional techniques you can employ.

You may need help to create a high-quality seed as you require many homogeneous audience members. Other times, you may achieve decent results with your top lookalikes but desire further expansion, primarily for advertisers operating with substantial budgets.

So, what’s the solution? Creating a lookalike audience involves basing it on your website visitors from search campaigns and pay-per-click. This approach enables you to reach more people who share traits with those searching for a product/service similar to what you’re offering.

You might wonder why you would target individuals similar to your searching audience who may not have converted. The answer is simple: just because the people who clicked on your Google ads did not convert doesn’t mean their lookalikes won’t.

It would be best if you use caution while doing it. Some users in this lookalike audience might also belong to your regular lookalike audience. Hence, you should only target them once in different ad sets.

Excluding your lookalikes based on customers from your search-based lookalike audiences is crucial, especially with PPC Beast’s guidance.



When Seeking a PPC Agency in Your Local Area, Think of PPC Beast as Your Go-to Option.

Book a call today with PPC Beast, the leading online marketing and digital marketing PPC (Pay-Per-Click) agency. Discover how our expertise can assist you in successfully launching your pay-per-click campaigns. As a dedicated PPC agency, our team comprises skilled Google Ads specialists who are committed to helping you achieve your objectives and expand your business through effective online marketing strategies. By harnessing tools such as Google Ads Manager, we aim to collaborate with you to transform your entrepreneurial dreams into a thriving and prosperous reality!

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