Facebook Ads Domination Course
Facebook Retarget Marketing Versus Google Remarketing
NB: There is no video for this segment. Please read the information included below or you can view it within Guide 6: How to Use Retarget Marketing with Facebook. You can also refer back to the video in segment 1 of this module where this topic is discussed.
Facebook is not the only platform that retargets site visitors. It’s not the only game in town to do that, but there’s no doubt that it’s one of the most powerful due to the hyper-targeting options you can do on Facebook. The top alternative to Facebook remarketing is Google remarketing.
Google remarketing works almost the same way as Facebook remarketing. Where Facebook remarketing ads are limited to Facebook, Google remarketing can follow you all around the web! For instance, if you read an article on Website 1, when you go Websites 2 and 3, you’ll see an ad for Website 1 on these websites even though Websites 2 and 3 are totally unrelated to Website 1!
The Google equivalent of the Facebook pixel is known as the ‘Google remarketing tag.’ It’s not a fancy name, but it’s easier for beginners to understand exactly what that code does. It works basically the same way as the Facebook pixel wherein the tag or code is placed on pages you want to track.
When a site visitor lands on a ‘cookied’ page, it enables Google to follow you around the web which is why you’re able to see Website 1 ads even though you’ve long since left that site.
What most marketers love about Google remarketing is that the click-through rates are much higher which results in a lower cost per click or action. Of course, the same thing is happening with Facebook retargeting.
And the reason for this is because with remarketing, whether it be on Google or Facebook, you’re targeting people who have already interacted with your brand or your website. These people already know you – you just need to make sure that your ads reminds them of who you are.
The main thing Google remarketing has over Facebook is that Google’s Display Network is quite vast. So, you can pretty much have your ad follow people around the web for as long as your budget allows you to! Of course, this might not be the most sensible thing to do.
After all, if people have been seeing your ad constantly for the past few days and they’re not taking any action, it might mean they’re not interested. They could also develop this thing called ‘ad blindness.’
The key takeaway here is that whether you use Facebook or Google for remarketing to warm audiences, you need to create ads that will help them remember your brand. Create something outstanding, something they can relate to. Don’t follow them with boring ads that don’t really speak out to them and address their pain points.
Final Thoughts About Retarget Marketing
There’s no doubt that retarget marketing is a very powerful tool in any serious marketer’s arsenal. However, if you want to have consistently high conversions, you’d also need to change up your ads from time to time.
Keep your ads fresh and relevant so you don’t annoy your potential customers. Keep in mind that annoyed users mean no sales for your business.