I noticed that a lot of people tend to forget about Facebook/Instagram ads once they start using Google ads in their efforts to maximize their sales and profits. And while that’s not necessarily a bad thing, you should remember that FB ads can be quite effective, too, when it comes to taking your sales to a whole new level.
So, I wanted to share with you some ideas (and strategies) on how you can combine Facebook and Google ads to get the best out of both worlds for your ecom store.
Google Ads vs. Facebook Ads
On one hand, if you have a product that solves a certain need and that’s a bit on the expensive side, you’ll have higher chances of selling it through Google ads rather than Facebook ads.
Why? Because people who click through an ad on Google are usually the ones searching for exactly what you have to offer. They type in a keyword or the name of the product, see your ad, go to the product page, and buy the product.
On the other hand, Facebook is great if you want to promote a new — and relatively cheap — product, something that people haven’t seen before, or if you have a product that’s really engaging. This means that if you create a great video ad, convince people that your product is cool, and then send them to the product page of an item they can by on a whim, you will be able to make a sale.
Of course, this doesn’t mean that you can’t sell expensive items on Facebook and vice versa, but that you might have more success if you used these two platforms the way they were intended to be used — when it comes to ecommerce and dropshipping, at least.
How to Get Google and Facebook Ads to “Work” Together
Like I said, I’ll give you a couple of strategies that you can use to get the best results for your business.
Strategy #1: Opt for Retargeting
Retargeting on Google can be highly effective — if you do it right.
Take dynamic retargeting, for example. The way it works is that Google shows your ads to people who viewed a product on your store, but didn’t buy it. These ads follow your consumers all of the Internet, no matter where they are, due to the fact that Google works with so many different websites all over the world.
In theory, dynamic retargeting should work great. In practice? Your ads will mostly show up on banners, which people are starting to ignore more and more (banner blindness), and you won’t be able to increase your sales.
If you use Facebook retargeting, however, you’ll probably have more success with your ads. All you need to do is install the Facebook Pixel on your website, use it to track the people who arrived to your site via Google ads (people who are actually interested in your product), and later on retarget them on Facebook.
Your ad will appear on the News Feed, where people are far more engaged than on Google and tend to click more on ads. If you put in some effort into creating a cool ad, with great copy and visuals, you should have no problems making sales.
NOTE: You can get your traffic on Facebook and retarget people on Google, but retargeting on FB is generally more effective and acquiring that initial traffic from Google is definitely easier
Instagram is like a fake pompous person that always brags about its travels and wardrobe. Twitter is a colleague always ready to have a quick argument about anything. Facebook is a family member that is always sending you images of his kids and pets.
Pinterest is a cool dude that loves video games and cooking, always willing to suggest new things.
Who would you like to hang around with the most? Yes, that’s right. On Pinterest, there is no pressure. Everything is about your satisfaction and helpfulness. The main goal is to find content that will inspire you and make your day better.
That is all cool but why would I spend part of my marketing budget on Pinterest?
So, 90% of Pinterest users say it helps them to decide what to buy. Majority of people (78%) like the content that companies are publishing and 66% decides on a purchase after they see a Pin from a certain bend.
On top of all that, people love to discover new things on Pinterest.
People are buying products on Pinterest more than on any other social network. It’s every marketers dream, especially for eCommerce.
Of course, Pinterest owners are well aware of this. They try to make the sales process smooth and fast for bought sellers and buyers. Therefore, they have an option like Buyable Pins. It allows your buyers to go through a purchasing process without ever leaving Pinterest. There are also, personalized buying recommendations as well as a product catalog.
There are other benefits of your business being present on Pinterest:
Having a business profile on Pinterest can have a positive impact on your website SEO.
It’s good for generating positive traffic by putting your links on pins.
Brand presentation and great content exposure.
Great opportunity to build a reputation as an expert in your niche.
Awesome opportunity for conducting market research and following trends.
A good opportunity for audience research.
Who uses Pinterest?
According to Shopify, the majority of users are women 70%. Still, the number of men is constantly on the rise. Half of the people are from the USA and majority are Millennials.
What kind of content should I share?
There are different types of popular content. What they have in common is that focus is on quality of the content, visuals and a link towards your website, store or product.
As the name suggests, these are the pins that hold images or videos that show your product. It’s very similar to product presentations in online ads. You can directly buy a product from clicking on a Pin and those ads have the best ROI.
Blog posts have tremendous potential on Pinterest. It’s important to have at least one pin for every post, as a text over an image and create a copy that will make people’s attention.
Infographics are incredibly effective visuals so naturally, they are popular on Pinterest. Just make sure that Infographic is not too big, content would be too small then to get attention.
There is an option of placing your own video or use one directly from YouTube. The autoplay option is only available for promotional pins. When it comes to content, tutorials and DIY are the most popular. There are also a big number of shopping guides. It’s an awesome opportunity for promoting your products.
How can all this be used in a marketing strategy?
Well, I will give you an example.
Let’s say that we are selling jewelry. This could be our content strategy:
Image of one jewelry piece with a link to our website.
The blog post “5 simple techniques for cleaning jewelry at home”
Infographic “Finding a perfect wedding ring – survival guide”
DIY video “How to create a necklace that everyone will love”
Shopping guide “10 perfect anniversary pieces”
15 songs for Valentine’s Day.
How can your pin be noticed?
A key is for your pin to get attention, it has to stand out from the others. I can give you some ideas from my experience on how to do that.
Pins that have a few dominant colors, not just one color, gets more attention.
Keep image lightning in mind. Images that are too dark or light are not very aesthetically pleasing.
Images with warm red tones are more popular than cold blue ones.
Pins with less than 30% white surface are most popular.
People in the images should look happy with smiley faces.
Text on the images should not take more than 20% of space.
If you are creating a multi-image pin, it should have a maximum of 4 images.
Write a copy with 75 to 100 characters.
Place your keywords to look as naturally as possible.
How to promote your Pins?
Promoting Pins is how you advertise on Pinterest. Similar to Facebook, placement options are feed or search. A pin can have an image or video with a little writing ‘’promoted’’ at the bottom.
Again, conversion goals are similar to Facebook. It can be website traffic – CPC, brand awareness (per 1000 impressions) it’s similar for video and app installs.
You can choose a daily or total budget. Audience targeting is similar to Facebook as well. The difference from my experience is that targeting based on interest and keywords is more precise and important than on other platforms.
Great thing is that there is no minimum budget, it’s all up to you to decide how much you want to spend. Keep in mind that Pin promotion is not available to everyone. Currently, there is a restricted number of countries where this option is available.
Like with all ads, analytics is incredibly important!
Everyone who has a Pinterest account has free access to Pinterest Analytics.
Key metrics that you need to follow are:
Impressions – How many times you Pin appeared on a feed or search result.
Saves – How many times people saved your pins on one of their tables.
Link clicks – this includes any link on your Pin that lead people somewhere.
All-time – you will see an all-time statistic of your account: how many saved Pins you have, what are high ranked Pins or a number of Power Pins (the ones with a big number of customer interactions)
Here you will not see your top Pins and tables but also Pins that your visitors created using the Save button or Pinterest browser extensions.
Some small advice for the end:
The fact that your Pin has many impressions is not worth anything if a small number of people clicked or saved them.
Pins that are saved can also be spin (re-shared) by your audience. Again, if a number of clicks are small, it won’t bring many people to your website. Keep this in mind when calculating the effectiveness of your Pins.
Useful programs for Pinterest:
Tailwind – It will help with scheduling Pins, creating Pins from your other social media posts and it has good analytics as well.
PinGroupie – Helps tremendously with searching tables on Pinterest.
PinFollow – As the name says, it will help you with gaining new followers.
Woobox’s Pinterest Tab – Allows you to add a Pinterest tab on Facebook.
IFTTT for Pinterest – Another tool to synchronize your Pinterest with other social networks.
This is an interesting problem; let’s say you create your own offer (maybe host n post, API or iframe based). You have your own domain for the offer; it’s direct, not through a CPA Network. You can’t place S2S or a conversion pixel like Facebook or Google Ads’ pixels. so What do you do? How do you track conversions?
I ran into this exact problem now that we’re scaling one of our own, in-house lead gen offers over at iAm Cash (our private cpa network).
I reached out to my tracker of choice – RedTrack, and ask if they know how we can track this, since there’s no CPA Network or advertiser platform that will send the clickID’s back that redtrack generates.
They told me, not to worry as their system already has a solution built in for this – RedTrack’s very own conversion pixel!
All we have to do is login to RedTrack, click on Tools > Conversion Tracking and look for the Conversion Pixel Tracking code.
Cut and paste the code, and place it on your Thank You page and that’s it. Now when someone goes through the redtrack link, and they complete the offer and arrive at the ‘thank you page’ the conversion will show up in RedTrack.
I was told this works 90% of the time, some browser or people that selected not to accept cookies – it won’t work, but for most it will work great. Enjoy!