There were days when we used to set up generic ad campaign. When we would pick short tail keywords and throw up some ads on Google Adwords. We threw up some ads on Google Adwords expecting a few clicks and conversions to appear magically. Those days are thankfully gone now, as we have platforms like Facebook and Google.
Today ads are targeting their audience more smartly and precisely than ever before. Marketers are now reaching their target audience with tailored content that converts. You know the tools and if you use them correctly, it will help you enhance your ROI. Let us take a look at the two most exciting features of the platforms we rely on. Facebook lookalike audience and Google similar audiences. Both these features aim at taping new audience based on the information collected about our past visitors. Both the platforms create their audience or custom audience.
Check out the tips to use Google similar audience and Facebook lookalike audience:
1. Build off your most effective audience
The first step is to determine your best audience. Begin with segmentation. You should have the eye for who is your ideal customer? You would not want to find new audiences on the basis of customers who only converted once.
You want someone like your highest lifetime customers to your brand. Customers who will continuously come back and purchase your products. Divide the right audience in different segment whether it is Google Similar Audiences or Facebook Lookalike Audiences. The core of your ad strategy is the audience. Without segmentation, it won’t help improve your ROI.
Make a list of the top converting customers based on the transaction value, engagement with your brand and lifetime value. Ideally, you will want to look for data from hundreds or thousands of customers to put on Google or Facebook.
Identifying your top engagers on Facebook is very simple just check who is liking your post, leaving comments or feedback, writing reviews of your brand and sharing your page on facebook. These are the kind of audience you want to replicate in your lookalike audience. Data shows Facebook recommends from 1000 to 50000 best customers.
Google does not have the convenience of taping into users interests the way it happens on Facebook. You still have the option to build a similar audience by inserting an email list or converted user list in Google.
You need to explore Google Tag Manager and input remarketing tags on your site and see who is viewing your product categories. This intensifies your most popular product categories. Magnifying the vital products will hopefully drive more conversions to the products that are not fast moving.
2. Don’t increase your budget
Many marketers are increasing their daily spend on an unproven campaign. Because they assume that their lookalike or the similar audience will come in through a big way. This is not a smart decision.
Any advertisement expert will always advise you to start with a smaller budget and slowly add more money to your campaign when you start seeing conversions. Facebook and Google can help you tap into new audiences. You need to make sure your offers are converting.
3. Use your best assets
Similar and lookalike audiences have the power of making average marketers look better. And they make the expert marketers look highly productive. All you need to know is which area of content creation you can benefit from. You can take the leverage of video production, long-term content, infographics, email marketing for advertising to your remarketing audiences.
4. Know your industry
Here the differences between Google similar audience and Facebook Lookalike audience are under a magnifier. Both the features are very similar to each other when it comes to implementation, collect customer data, create a customized audience, import data and market to new audiences.
The major difference between Facebook and Google is that Facebook is used by people who want to procrastinate work during office hours by just scrolling down or by people who scroll down facebook at night. Google is the opposite. It is a platform where people are looking for answers to their questions.
Facebook advertisements are considered as paid social as the ads are on social media. Therefore, Facebook markets content that will do well on social media. Content like a DIY video on ” How to make slime ? “. They market content that performs well on social media. The content can be in any form videos, blog post, webinars, e-books, etc.
But wisely speaking you should experiment on both the platforms. Since you can’t be sure which one will give a better opportunity. Do the test on small daily budgets and you will know which one works better for you.
Do the necessary research and analysis and determine your top converting audience. Know which piece of content is relatable to the target audience and boost your ROI.