Retargeting cross-platform

Cross-platform retargeting means to retarget the users who got to your site from Google on Facebook, and the other way around. 

Strategies used in retargeting cross-platform

1. Locate and Target More Potential Shoppers Who are Similar to Your Search Traffic

One of the most powerful ways you can use Facebook and Google ads together is with audiences. By creating Facebook lookalike audiences based on store visitors from your search campaigns, you are able to target potential shoppers on Facebook who are similar to those already searching for what you’re selling. This will allow you to create very specific ad sets within your campaigns to reach specific people with specific product promotions, thus increasing your conversion potential.

2. Use High-Performing Facebook Headlines in Search Campaigns

By using these well-received, tested headlines in either your new search or remarketing campaigns can have great results. For new search campaigns targeting new potential shoppers, using tested, high-performing headlines from your Facebook campaigns means a higher chance of success. In regard to remarketing search ads, use these catchy headlines to help create consistency and branding, working to bring that traffic back to your store.

3. Use Facebook Interest to Boost Google Conversions

The number of shoppers likely to actively search for your brand on Google will increase after running a good Facebook branding campaign. This means that by using Facebook to elicit store brand searches and then Google to close the deal with a clever remarketing offer, you can use both platforms together to boost conversions.

This is effective for a number of reasons, with the most important one being that people will often Google a brand instead of clicking a Facebook ad button to find out more about your brand.

4. Take Cross-Platform Retargeting to a New Level

By now you should be aware of how effective remarketing campaigns can be with both Facebook and Google Ads. But there is one highly effective strategy that you should be testing above all else: using Facebook remarketing campaigns to target search ad clickers. This ensures that these ads show exactly what the searcher was actively searching for.

5. Use Google Data to Boost Facebook Campaigns and Vice Versa

Another way to use Facebook and Google ads together like a pro lies in your Google Analytics data. This hack is very simple but very effective. Google data such as household income, gender and engagement can at times help you refine your Facebook targeting to improve your ROIs. This can also be used the other way round, with one study showing a 30% ROI improvement and a 7% CTR increase.

6. Combine Google Shopping and Facebook for More Conversions

By using Facebook to engage with potential shoppers and Google Shopping to convert, you have a mega multi-channel strategy designed to convert. A potential shopper searching on Google Shopping has a much higher buying intent than your average traffic. By combining these platforms to reach these audiences on both platforms concurrently, you can re-target Google Shopping searchers who showed interest in your products but hadn’t yet bought, with a Facebook campaign.