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Four Ways to Combine Audiences Across Facebook & AdWords

Both Facebook and Google AdWords offer more than a few advanced target audience focused on options to advertisers.

One of the greatest strengths of Google AdWords lies inside the potential to mix key-word targeting with audience records (RLSAs), even as Facebook is the don in terms of the demographic data they offer advertisers as part of their middle focused on options.

This post will outline how you could transfer your pinnacle performing Facebook audiences over to AdWords as RLSAs, and speak 4 simple tactics to mix Facebook audiences with RLSAs a good way to assist you to refine your concentrated on to leverage budget and maximize return on ad spend (ROAS).

The Power of Facebook Audience Targeting
Facebook’s consumer base is big. In Q4 2017 Facebook suggested over 2.Thirteen billion month-to-month lively Facebook users, that is a 14 percentage growth and represents over a 3rd of the entire populace on the earth!

The concentrated on alternatives available for advertisers to reach this big market on Facebook can be extensively break up into 3 streams:

Core audiences are Facebook’s base focused on alternatives for advertisers. The options available at this degree encompass demographic, place, interest, and behavioral targeting.
Custom audiences check with audiences created thru present internet site and audience records. These audiences can be created through Facebook Pixel (internet site monitoring code) or via importing your own contact lists (e mail addresses or telephone numbers) much like Google client suit.


Lookalike audiences permit advertisers to find people who proportion comparable characteristics (activity titles, page likes/follows, demographics) to their existing clients. Much like Google’s similar audience function, that is a first rate choice for increasing attain if you’re maxing out the reach of your existing purchaser lists.

The personal statistics Facebook has on its users is manner over and above what Google is able to provide.

While Google is aware of the sites people have visited and which keywords they’ve used to get there, Facebook has unique data on their users’ activity titles, age, interests, hobbies, likes, pals, and greater – all of which can be used by advertisers to target their campaigns.

Combining Search & Social Audiences
Layering social target market facts on search campaigns can be a really effective approach of improving the performance of your search campaigns.

By priming users with messaging on social you can then serve incredibly applicable advertisements whilst the ones customers sooner or later perform a keyword-based totally search on Google, handing over the closing knockout punch!

The facts around combining search and social is sincerely encouraging. A current Kenshoo study confirmed that paid search audiences which have been already exposed to Facebook advertising generated a 30 percent improvement in return on ad spend and a 7 percent uplift in CTR.

How to Transfer Facebook Audiences to AdWords
Many of the processes contained on this publish rely on moving statistics accumulated from Facebook and the use of it to create RLSAs for use on Google search.

All you need to do so that you can capture this statistics is make certain you’re the use of particular UTM tags in each advert set of your Facebook campaigns.

The extra specific you are along with your UTMs, the greater granular you’ll be able to get with your target audience segmentation.

One component to bear in mind is that any audience list you create need to include no less than 1,000 customers to be eligible to be used on the Google search community.

1. Target B2B Decision-Makers (Job Titles) via Your Search Ads
One tactic we’ve been using currently with some customers is concentrated on activity title information to filter out B2B choice-makers on Facebook before using this listing (as soon as users have visited your website) to goal advertisements only at these individuals on Google search.

To try this, you would need to:

Create an attention marketing campaign on Facebook.
Target demographics > Job Titles > filter out the titles of key choice-makers on your industry.
Tag the campaign the use of unique UTM tags so that you can segment the visitors in GA.
Create a new target audience definition in Google Analytics through filtering out this visitors the usage of the campaign UTMs you carried out on Facebook.
Apply this audience list as target and bid for your Google AdWords search campaigns to make sure best the selection-makers who have been reached by way of your ad on Facebook see the ad.

This tactic ensures that the clicks you pay for on AdWords are targeted at B2B choice-makers, handy for advertisers who want to squeeze the most out of a smaller budget.

While this may glaringly restrict reach for smaller advertisers, it’ll make sure that any finances spent is most effective being used to goal certified leads based at the demographic facts amassed from Facebook.

2. Uncover New Prospects on Facebook to Target TOFU Keywords
Lookalike audiences on Facebook are a wonderful tactic for finding new capability clients who proportion similar characteristics to your existing purchaser list.

This is an excellent tactic for advertisers who experience like they have exhausted the modern-day search call for in their enterprise.

It will make new users don’t forget your services or products on social, bringing them into your funnel after which pushing them in addition down the funnel each time they look for a associated informational key-word.

Specifically, I could advocate using Facebook lookalike audiences to uncover and goal new capacity clients with awareness commercials on Facebook, making them be aware of your services or products.

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Freelance introvert. Passionate zombie lover. Beer ninja. Music fanatic. Gamer. Internet expert. Cyclist, vegan, DJ, Vignelli fan and storyteller. Acting at the intersection of art and intellectual purity to create great work for living breathing human beings. I'm fueled by craft beer, hip-hop and tortilla chips.
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