Is it Google and Meta, or Google vs. Meta? Promoting your products via a Facebook page is an incredibly easy thing to do.
Firstly, the page setup is completely free. So, it presents the perfect chance for small business owners who may or may not have a website.
You curate and decorate your FB page with sections such as About Us and portfolio. In addition, you add videos and images, and run competitions!
The opportunities are endless. On the other hand, Google Ads is the gold standard marketing platform for digital marketers.
The paid system allows you to select from various ad formats. One can leverage the potential of the powerhouse search engine along with placements on YouTube, App Store, Gmail, and partner sites.
Meta also has a paid ad system. There, your adverts show up on the right-hand panel by the main news feed.
The million-dollar question is, can you combine the power of both? Aren’t they competitors? So, let’s have a look.
There is nothing against using FB page for Google Ads per se
Here’s the good news. Officially, Google Ads does not foot a rule that explicitly forbids the scenario. Therefore, marketers have the option to use their brand pages on Meta as a sitelink on their Google Ad.
However, for all practical purposes, the link should comply with the destination requirements specified by Google. Furthermore, the ad should fall in line with Google’s ad policies.
The destination requirements are quite elaborate and exceed the scope of this post. Nevertheless, here are a few of the most important rules.
- You may not use destinations that Google Ads won’t be able to crawl and index
- Using a link that does not work is not allowed
- The destination link should be full and final. It must not redirect the user automatically to another page.
- The link should make sense. It cannot be a bundle of incoherent words, letters, numbers, or symbols.
The ad should correlate with Google’s policies
Besides destination URLs, the overall ad should be coherent with Google’s ad policies.
These policies provide the ultimate framework for upholding Google’s commitment to fair and quality advertising. It’s no good trying to sidestep these policies. Sooner or later, the big daddy will catch you, and put you to the task.
You risk extension disapproval, account suspension, remarketing list disabling, and even a thorough compliance review.
The bottom line is, you can use your Facebook page link in Google Ads. But, the bells and whistles should be just about right.
You should rather have a website that shows your FB page
Marketing experts suggest that people should rather use an actual website on Google Ads instead of a Facebook page.
Firstly, this lends credibility to your branding. Instances of marketers using the URL of their FB page in Google Ads are rare to get by.
Secondly, you cannot access Analytics data from the FB page. Of course, the in-house metrics from FB would be there, but it may not be sufficient.
A great idea to combine both should be to present your audience with the option to like your page once they reach your website via Google Ads.
Can you access Google Ads via Meta?
How can you achieve the coordination between Google Ads and Meta? Facebook Ads presents a step-by-step process to achieve this integration.
You can add clicks and impression tags to your off-Facebook media (read Google Ads). This helps marketers with the insight to obtain a more complete picture of the conversion path.
After adding the tags, one can import the mapping data to render simplicity to the dashboards. For instance, cost mapping allows a marketer to see the cost metrics and ROAS.
The Facebook Attribution process:
- Click on ‘Ad platforms’ in Settings
- Next, click on ‘Add a platform’
- After that, click on ‘Google Ads (AdWords Display) from that list, and click ‘Choose’
- Observe the instructions to navigate to Google Ads, install tags, and set up imports
You might want to hit ‘like’ on the Facebook page for Google Ads. It is a great way to stay updated on the latest info from the house of Google Ads.
Using FB page to create brand awareness that converts via Google Ads
You will have to figure out creative methods to combine the power of Google Ads and Facebook pages.
For example, your FB page presents a fine scope for branding. Given that you have an established page with a substantial user base, every post you make generates brand awareness.
A portion of these users would like to know more about you and look you up on Google.
To get these leads to convert, you should have a parallel Google Ads campaign. Even if your site runs a good position via SEO, you should still have a Google Ads campaign.
It works vice-versa also when you link your FB page to your website. People may first visit your website through Google Ads, and then go click on the Facebook page.
Keyword strategies for combining Facebook and Google Ads
Pro tip: Use your brand name as a keyword in Google campaigns. Obviously, you should also peruse other keyword strategies such as case matching, location keywords, actionable keywords, and more.
You can also run Facebook ads, and use the headlines thereby as keywords in Google Ads. This is because people do not usually visit socials with active buying intent. It is a place for recreation at large, but one may get interested in responding to the relevant ads displayed.
Sometimes, a Meta user may see an ad, but can’t remember the brand later on. Only the ad headline memory is retained. He types in the headline in Google and lands up on your Google Ad promptly.
Using Google Ads parameters and Facebook Ads for retargeting
Last but not the least, the combo of Google Ads and Facebook ads can be used for retargeting campaigns. This is achievable by Google’s campaign tracking parameters.
Setting up a Google Ads campaign enables tracking parameters at the end of clickthrough URLs. You can also set these manually as UTM (Urchin Tracking Module) parameters. Here are a few examples.
In addition, URLs may consist of a Google Click ID. Using third-party tracking managers also generates unique parameters. All these parameters can be used on Facebook for tracking.
You will only have to set up the Facebook Pixel on your website or landing page. These codes equip you with a list of custom audiences who clicked on your website but are yet to convert.
You can run remarketing campaigns for this critical subset of users.
Having a Facebook page is an extremely vital branding strategy, and so is running a Google Ads campaign.
There are various ways to combine the effectiveness of both platforms. In the end, you are only richer with more people getting to know you.
As always, if you need my assistance in managing your Google ads account, you can contact me anytime and I am always happy to help you:)