Social and Search

Google AdWords and Facebook, both are pioneers in offering numbers of advanced audience targeting opportunities to marketers.

Where Google AdWords is the spearhead in combining keyword targeting with remarketing list of search ads (RLSA), the Facebook comes up with demographic information for advertisers as their core audience targeting strategy.

In this post, you’ll come to know how you can shift your best performing Facebook audiences over to Google AdWords as RLSAs.

It also comprises four techniques for combining Facebook audiences with RLSAs in order to distill your targeting goals to control budget and increase return on ad spend.

Facebook Audience Targeting

As per reports on Q4 2017, Facebook had more 2.13 billion active users which are 14% increased.

Facebook has divided its user base into three categories-

The strength of Facebook, although, lies in the size of its user base and the data of all those users.

The personal data which Facebook offers is much more than what Google has.

But the difference in the data pattern of Google and Facebook is that Google has a list of sites visited by users and the keywords which were used by them to get there and Facebook delivers name, age, interest, family background, friends and much more.

Both types of data can be utilized by marketers to target their campaigning procedures.

Adding Google & Facebook Audiences

Combining Facebook audiences, data and Google search campaigns allows you to enhance your search campaigns performance.

You need to encourage users with social media messaging to serve them highly appropriate ads when they perform a keyword-based Google search and you will get desired results.

The effectiveness of combining social and search has been shown in a Kenshoo study that reveals “paid search audiences already exposed to Facebook ads brought a rise of 30% in ROAS and 7% in CTR.

How to convey Facebook Audiences to AdWords?

This post includes the techniques of transferring Facebook data and employing it to create RLSAs for using in Google searching.

What you need to do to is to collect data and use unique UTM tags in every advert set of your Facebook campaigns.

The more specifically you choose your UTMs, the more refined audience segmentation you will have.

Once you are getting traffic from these UTM tagged URLs, you can further segment this traffic in Google Analytics’ audience builder.

Remember, the audience list you would create must have a minimum of 1,000 users which would make it eligible to use on the Google search network.

1. Use Search Ads to Target B2B Decision-Makers on the basis of Job Titles

The first tactic includes a few customers targeting the data of job titles to drag out Facebook B2B decision makers prior to using this list in order to target ads only at these users on Google search.

To accomplish this, you need to perform

  • Create a Facebook awareness campaign.
  • Target demographics > Job Titles > filter the titles of B2B decision-makers in the targeted industry.
  • Use unique UTM tags to tag the campaign so you can segment the traffic in Google Analytics.
  • Go for making a new audience in Google Analytics by refining this traffic with the use of campaign UTMs that was applied on Facebook.
  • Now you have to apply this audience list as the target and start bidding on your Google AdWords campaigns to make sure your ad will be seen by only those B2B decision-makers whom you reached through your Facebook ad.

This tactic ascertains that the clicks paid by you for AdWords are targeted on B2B decision-makers, which is easy for advertisers who are looking to get the best returns from their smaller budget.

Undoubtedly, this will restrict the outreach of small marketers; it’ll confirm that any budget that was utilized on targeting potential leads relied on the demographic information collected from Facebook.


2. Find New Audiences on Facebook to Target TOFU Keywords

TOFU or Top of the Funnel Keywords helps advertisers to discover new prospects on Facebook. Through this step, you will learn about the same.

“Facebook Lookalike audience” acts as a tactic that helps in getting new customers who have same attributes which your existing customers show.

Lookalike audiences are an excellent technique for marketers who think that they have completely used the current search demand in their industry.

It will encourage new users to go through your product or service on social media, bringing and pushing them down in your funnel whenever they go browsing related informational keyword.

Facebook lookalike audiences help in finding and targeting audiences through Facebook awareness ads allowing them to notice your product or service.

For this, you will have to make a new campaign targeting a customer which is similar to your existing audiences.


3. Ensure Partner Categories is Used in Facebook & AdWords

Facebook partner categories rely on information that third-party data providers like Experian & Acxiom provide.

With the help of these categories, advertisers can further filter their targeting scopes based on information (behavioral information like home ownership or purchase history) made by these partners.

For instance, the marketer uses data profiling service like Experian Mosaic can target audience who are viable for their Facebook target customer segments.

To use the services of any of these new Facebook data partners, you need to target the categories by selecting “Partner categories by request” in the complete targeting drop down and choosing the appropriate customer segment.

4. Use Gmail & Facebook Ad Platforms Together

Can you ask anything better than using Gmail and Facebook ads together? Both service providers allow their advertisers to add customer data and run ads at these users when they open their Gmail (Gmail Ads) or Facebook account.

To earn great returns through both networks, you should work judiciously in setting the targeting of GSP and Facebook campaigns.

If an advertiser is running the similar campaign across both networks, he/she needs to make two Facebook Ad sets and place higher bids for your people on your mailing list as Gmail users.

This technique helps you in increasing your budget on Facebook and making more of the budget is used on the known audience that has been encouraged by your message already.



This post is to serve the aspects of combining social and search audience and letting advertisers know how they maximize their returns using the above-mentioned steps.

These four ways are essential for creating campaigns on basis of available social and search audience data.

Advertisers can now use Facebook and Google AdWords simultaneously to draw revenue.

DSIM Blog is created to help you to know all aspects of Digital Marketing ranging from basics of Digital Marketing to Advance Level Topics, Read our posts and feel free to reach our team for any queries.

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