Cross-channel remarketing on Google and Facebook


Let’s first start with examining various advertising platform, as they have their own set of strengths and weaknesses.


Search Driven Marketing

If you want prospects to find your brand while they are seeking a solution, you will utilize search marketing techniques such as SEO or SEM. This is frequently seen towards the bottom of the funnel (read about marketing funnel) or near the conclusion of the buying cycle in sponsored search.  However, the volume may be small.

Some prospective customers may be unaware that they have a problem. Some people may be unaware that there is a remedy. Those who are aware that there is a solution may not even consider your brand to be the solution.

Keep in mind that SEO and SEM are intent-driven. It motivates qualified prospects to take action, but it is insufficient on its own.


Display Advertising

You will employ display advertising to reach out to relevant prospects if you want your brand to look for prospects.

Consider Facebook advertisements.  This may be employed at several phases, such as brand awareness or remarketing. Each prospect, on the other hand, must go through a buying cycle. As a result, you will question yourself. Where are your prospects in the cycle?


Cross Platform Remarketing

To fulfill your goal of obtaining a lead or transaction, you must contact your prospect more than once. It is also unlikely that you would be able to achieve your goal using only one marketing platform.

Most of the time, you’ll need to reach out to your prospect on a platform other than the one he came from. That is one of the reasons for cross-platform remarketing. In order to attain your goal, you frequently need to harness the strengths of each platform.

For example, just because your company is a B2B SAAS supplier does not mean that your prospective customer is not on Facebook or Instagram.  Some people assume that in a conversion-driven campaign, social media is not the ideal approach to reach out to prospects. They are leaving money on the table when they assume that their prospects are not on social media.


How exactly does Cross Platform Remarketing work?

It is broken down into 2 steps.

1. Using the UTM parameters or the Facebook Pixel, create an audience of people who visited a given landing page.

2. Use the audience to remind them or repurpose the message from a different

It requires some planning and patience to enjoy the benefits.  Take notice that the webpage serves as an intermediary stage in gathering individuals into an audience.  For example, Google Paid Search advertising directs users to the following webpage:

When a person visits a website, he gets added to the audience for remarketing.

Scenario 1:
Typically, businesses gather the audience that visited a certain product page and re-enforces the message to the same audience that visited the page during the last 7 days.

Scenario 2:
Your brand may also gather the audience that arrives at the thank you page after submitting a lead or completing a purchase. They can frequently upsell or cross-sell items to audiences who have already seen them. After all, trust must be developed before action can be taken.

Scenario 3:
Some businesses take it a step further and create a lookalike crowd based on their current custom audience. As a cold audience, this new lookalike audience will be put on tier 1 advertising. This audience is typically more responsive to your brand’s message.

Scenario 4:
The same bespoke audience can also be excluded from the following tier campaign.  Customers who have purchased once will not be required to buy again in the near future in some businesses. As a result, excluding them is critical.

Scenarios 3 and 4 are not applicable to remarketing strictly.

For both scenarios 1 and 2, your brand can easily serve the display ads as a reminder to the custom audience. This step is often recognized as tier 2 ads or remarketing ads.


Creation of a Facebook Custom Audience

Facebook Advertising is utilized as Tier 2 remarketing ads in this case. It is critical to use UTM parameters such as google (utm source) and T1 SearchAds (utm campaign) to establish a custom or receiving audience.

After populating this audience, you can use Facebook advertisements to remarket new messages to them.

Segmentation of the audience

The audience might be raw when it reaches tier 2 advertisements. Your brand may further segment their audiences by repeating the preceding stages.

For example, for B2B SAAS, they may have SME or MNC possibilities. Each component acts and reacts in a unique way. After all, they have distinct needs and desires.

In Tier 2 advertisements, you may construct a bespoke and distinctive display ad for each part. In the advertisement, you address them directly, highlighting their particular difficulty and how your brand can assist them in overcoming it.  They are molded into their specialized audience when they reach their specific tier 2 landing
page. Your brand may simply run tier 3 ads to better target their intended demographic.


Other possible combinations

You can also consider other forms of combinations, like

Linkedin Ads to Facebook Ads

Using Linkedin’s unique job position targeting to identify the correct audience and
remarket to them through Facebook advertising. The audience will be qualified by
LinkedIn advertisements and they will be contacted again by Facebook ads.

Linkedin Ads to GDN

Youtube Ads to Facebook Ads

Each unique combination should think about how to capitalize on the platform’s strengths.

An audience is generated on the tier 2 platform once the audience has visited the particular landing page. They are then remarketed or driven down the funnel.
With each successful interaction, the audience is nurtured and placed in a stronger position to convert.

To learn more about advertising on Google search/display networks and Facebook/Instagram, join our digital advertising course!

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Author: Manfred Shi

About the author

Manfred helps businesses get more leads with a low budget using effective online marketing strategies e.g. Facebook Ads, SEO, SEM, Content Marketing, Lead Generation, Email Marketing etc.