Remarket to website visitors that came from social campaigns.
Run organic social posts on Facebook and target those interested, or run paid ads on Facebook and loop them back into Google Ads, the options are endless. Let’s jump in.
My favourite ways to run these multi-channel ads is by using RLSAs + Facebook Ads + UTM Codes.
This approach works by:
Taking an active, engaged Facebook Ad audience and targeting them on Google searches.
If you aren’t familiar with RLSAs (Remarketing Lists for Search Ads), it’s essentially remarketing but on the search network, not the display network.
To do this with Facebook Ad (or any other social platform that create ads for) audiences, you’ll need UTM tags.
UTM tags will help you distinguish traffic and create audiences on Google Ads:
By tagging key source and medium features, you can easily recognize where traffic came from.
And for remarketing via URLs, you need it to ensure you aren’t targeting just any page visit.
Google UTM Builder
Using Google’s UTM Builder, create a new UTM code for the landing page that you will drive traffic to via a Facebook Ad or organic Facebook post.
Under “Share the generated campaign URL,” copy your new URL and use it as your destination URL for Facebook Ads or posts.
Google Analytics Audiences
Once traffic has started to accumulate, you can head to Google Analytics and create a new audience.
To do this, head to your admin section and choose the audience section:
Next, create a new audience based on site visitors to specific sections:
This is where you can input the UTM code link that you used for that given Facebook Ad or organic post URL:
This will ensure that: only people clicking on that exact ad or organic post you published will be targeted.
Don’t create an audience just based on general traffic from Facebook
Base it on specific campaigns you run on Facebook that you can tie back to organic Google searches.
For instance, if you created a UTM code URL for an organic post on PPC Tools, now you can run RLSAs to this exact engaged audience targeting an “PPC Tools” keyword on Google searches.
Now connect this audience directly to Google Ads:
Now when you go to run a RLSA ad on Google, your audience will be available to select.
Enjoy running multi-channel ads to the same audience for great conversions.
Google Ads is a wonderful place to bring in extra business and sales.
Most advertisers will do pretty well on the platform thanks to powerful features and automation.
Here’s a quick recap:
- Start by writing more ads more often. Write at least five ads per ad group, and do it often. When you hit 1,000 impressions on a given ad, assess performance, pause, and write new ads.
- You need to be creating dedicated landing pages for your ad groups. This ensures relevancy, increase quality scores, and lower CPAs.
- Lastly, connect social media and Google Ads for a powerhouse of audience targeting. Social media is a great driver of leads, and Google Ads can help you close the gaps.