When using digital marketing channels, getting in front of the right audience is critical. Both Google and Facebook are great for this, and each has its own unique advantages. Google works well because you can target people who are actively searching for things like checking accounts, credit cards, home loans, and other products and services your bank or credit union offers – so you’re reaching them with a highly relevant message at a critical moment in their journey.
With Facebook, ads serve a slightly different purpose, since most people are logging on to see what’s going on with their friends, not compare auto loans. However, because of Facebook’s format, there are incredible opportunities to build brand awareness. And because Facebook has unparalleled capabilities for narrowing in on your target audience and presenting them with highly personalized messages, Facebook ads can be very effective once a high-value lead has been identified – either through remarketing, or by using your in-house email lists.
And, as powerful as advertising on Facebook and Google can be in their own right, they are even more effective when used together as part of a comprehensive, integrated strategy.
RAISING AWARENESS ON FACEBOOK CAN INCREASE CONVERSIONS ON GOOGLE
When it comes to digital ads, the click-through rate is the most important measure of success. And even when a user doesn’t click on your Facebook ad, you’re still raising awareness. So, while most people don’t want to get sidetracked by ads while they’re on Facebook, it’s not uncommon for them to make a mental note and search for a company on Google later. Smart advertisers know this, and use it to their advantage.
Of course, it’s not just a one-way street. You can also use data from Google to target people on Facebook with highly relevant messages that will improve your Facebook conversions. Here are four tips to make sure your Google and Facebook ads are working together so your bank or credit union can get the most out of your advertising dollars:
1. Use Consistent Imagery and Messaging.
The key to any cross-channel campaign is to keep the messaging and imagery consistent. If someone first comes across your brand on Facebook, you want it to be easy for them to make the connection if they later search on Google, and vice versa. When creating your Facebook ads, be sure to make high-value keywords as prominent as possible. This way people are more likely to search for those keywords in Google.
2. Turn Your Ad Headlines into Keyword Phrases.
When you’ve got a memorable headline for an advertising campaign, people who see that ad may search for your headline when they’re ready to learn more. For example, if you’re running a campaign to promote your auto loans using the headline “Apply Today, Drive Tomorrow!”, don’t just stick to the standard keyword phrases like “best auto loan” – make your headline a keyword phrase too. It may not get as high of a search volume, but the people who do search for it are some of the most likely to click on your ad and convert.
3. Add Facebook Pixel to Your Website for Remarketing on Both Platforms.
Facebook Pixel tracks activity data for users on your site, which you can then use to target them on both Google and Facebook based on the specific product or service they’re interested in. For example, a person who came to your site to research mortgage options would see your ads directed at homebuyers, while someone interested in opening a checking account would see ads relevant to them.
4. Use the Lookalike Audience Features in Facebook and Google.
Both Google and Facebook allow you to create target audiences based on people who are already clicking on your ad. This helps you define your target audience for each campaign even better than you could yourself, and can also lead you to refine your campaign strategies and develop new ads to target even more specific audiences.
For example, say your bank or credit union is promoting a new credit card, and you’re trying to target men and women ages 25-54, but your campaign is doing a lot better with women ages 35 and up than anyone else. Using the Lookalike Audience features, you can focus more of your ad spend on the demographics that are responding the best while you develop new ads to target different demographics.
If you’re interested in discussing how integrating your marketing channels for a more coordinated campaign can help generate more high-value leads and improve ROI for your bank or credit union, we’d love to start a conversation.