Let’s run through an example strategy put together by our PPC team:
Strategy: Develop a customer acquisition channel using Google Ads and expand into Paid Social campaigns to target incremental customers and conversions.
Tactic: Use Google Analytics to understand your user and customer behavior on your website as you drive relevant and targeted traffic through Google Ads. Use this data to help target the right audience in paid social by understanding who converts on your website. Knowing who your customer is — and isn’t — will help guide you as you expand your efforts.
Key data points to follow include demographic and audience data such as geo-location, gender, age, user conversion trends, conversion rate, bounce rate, avg CPC by keyword, avg Cost per Acquisition, and existing internal customer data such as customer emails, sales qualified leads, customer job title, company, industry, and more.
Once you see what is working in Google Ads, apply those learnings to a highly-targeted Facebook campaign using custom audiences. For example, if you see that high-income Males aged 45-64 in Texas, New York, and Georgia make up the majority of your sales and highest conversion rate, plug those metrics into your Facebook audience targeting. Add additional targets to get even more specific. Targeting allows you to hone in on the most interested and qualified customer profile while saving wasted budget on clicks that are less likely to convert.
On top of covering the demographic basics, get a little more advanced and take your customer email list and upload it into your Facebook campaign to create additional targets that match your existing customers’ profile, such as Income, Job title, and other specific interests. You can also exclude your existing customer list to preserve more ad budget for only new customers and incremental sales. Your lookalike audience is a great way to target new customers while leaving your existing customers alone.
Once you have both PPC and Paid Social running, monitor the performance and make changes based on your data. For instance, you can use Affinity and In-Market segment data from your Google Ads campaigns to make decisions on additional targeting options to test on Facebook.
On the flip side, you can look at customer profiles from Social Media and organic channels and work those additional targets into new Google Ad campaigns using audiences.
You can also use your Google Ads campaigns and Remarketing lists to drive traffic back to people who visited your site from your social media channels. This is a great way to re-engage with customers who visited your website but did not convert to a sale. This is also a very effective upsell tactic.
You can also take Facebook data and internal customer data to expand profitable efforts into a highly targeted LinkedIn Paid Social campaign. Each channel will allow you to improve upon the other. The end result will be a highly-targeted, profitable multi-channel paid acquisition machine humming along and driving sales!