Here’s the tricky part… your customers are ev-ery-where! Customers today have the world at their fingertips — they shop quickly and intelligently on multiple platforms and devices. In order to get in front of them, you need to be where they are…on multiple platforms and devices!
The best way to do this is to map out a holistic marketing strategy that delivers your message on more than one advertising channel. This way, you’re engaging the consumer at every stage of the buying process and your presence (and brand) will appear much larger.
Although Google and Facebook are competitors in the ad space, don’t be deceived into thinking you should use one or the other. On the contrary. Using both advertising platforms is a smart way to increase visibility. By leveraging the functionality of both, you stand to generate new leads, sales and customers…and we all want more of those right??
Here Are 6 Benefits Of Using More Than One Ad Platform
1. Develop A Consistent Marketing Message
A consistent marketing message takes your online presence to a new level. Maintaining consistency makes it much easier for consumers to associate your brand with your product or service. It also takes away any guesswork and reduces uncertainty – two things that make it much easier for consumers to make a purchase.
Consumers buy brands they trust. This is one of the reasons Starbucks is so successful. Starbucks drinks are consistent — a café latte in Los Angeles is the same café latte in Boston. As such, Starbucks has shored up a loyal consumer following.
The same concept applies to online advertising. By using more than one ad platform, you’re able to expand your reach, giving you the opportunity to develop a consistent marketing message. This in turn builds trust and consumer loyalty!
2. Reduce Your Risk
I think we’ve all heard the saying “don’t put all your eggs in one basket.”
This simple yet practical advice applies to online advertising too 🙂
Allocating your entire ad budget to one platform exposes you to more volatility and risk than spreading it over multiple platforms. In much the same way we’re all advised to diversify our financial investments, we should be diversifying our advertising investments too.
Facebook Ads and Google Adwords should be seen as complementary. The ability to mitigate risk comes when you share campaign results and demographic data across both platforms. This allows you to skip the time consuming process of running broad campaigns to gather baseline data – you’re already one step ahead.
3. Leverage The Functionality Of Each Platform
Both platforms tap into an immensely large audience, but there are distinct advantages to each. You need to know what they are.
Yes, Facebook is a social network, but for advertisers, it’s a vast database of audience profiles. Users post an incredible amount of data – they comment, share, like, purchase, attend, join groups, check in … all of this activity builds a very specific consumer profile.
From an advertiser’s perspective, this is a dream!
If you know your target audience (which you should), Facebook Ads allows you to match your ideal customer profile with Facebook user profiles. This means you can get your product or service even closer to your consumers and spend less doing so.
Google processes more than 40,000 search queries every second! As far as search engines go, nobody can compete.
But translate that into an advertising opportunity, search is amazing for business owners, for the sole reason that Search = Intent.
One of the biggest advantages of Adwords Search over other forms of advertising is that it enables a business owner to get in front of their ideal customer at the very point that they are looking for that specific product.
That is an opportunity that is second to none and allows you to reach a huge audience of potential new customers.
4. Generate A Higher ROI
Compelling research reveals the power of a holistic marketing approach – a consistent brand message, across multiple platforms, and multiple devices.
According to a Harvard Business Review report, consumers go through six channels before they arrive at their decision to buy.
To complement this consumer behavior, research reveals that 72% of consumers prefer to connect with brands that embrace an integrated marketing strategy.
What does this mean for you? Well, ads in multiple channels experience a higher conversion rate than ads in only one channel – 24% higher to be precise. What’s more, brands who advertise in multiple channels see a 300% increase in ROI.
So although there is an added cost of advertising on more than one platform, the potential ROI could comfortably offset this cost.
We like to think of it as the total being greater than the sum of their parts.
5. Take Advantage Of Remarketing
Remarketing is a savvy way to generate repeat sales and gain new customers. You can take advantage of remarketing on both platforms or use them together to target your reach even further.
There are plenty of strategies to combine the power of both platforms. For example, you can target Google search users who have reached your site as a result of a top converting Facebook ad. Or, you can target Gmail account holders in Facebook who you’ve previously targeted with Gmail Sponsored Promotions. You can even create specific ad text for your search ads for users who have been exposed to your Facebook specific offers!
Remarketing is low hanging fruit… you’re targeting people who already know about you, or have already shown an interest in your brand. These consumers are much more likely to purchase from you than those who’ve never heard of you.
Check out our recent blog post “6 Easy Ways To Win Customers With Remarketing” to learn more about remarketing on Facebook.
6. Reach A Wider Audience
We’ve talked about the immense audience size of Facebook Ads and Google Ads independently, so you can just imagine your combined reach if you use both. With Google’s enormous traffic and Facebook’s exceptional targeting capabilities, you can get in front of the right audience and help them remember who you are.
The most important takeaway here is that Google Adwords and Facebook Ads are more effective when used together. The key is to ensure your marketing strategy includes both their unique capabilities as well as their collaborative capabilities to really maximize your efforts.
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