Remarketing is a revolutionary digital marketing medium that allows businesses to reconnect with audiences who have already visited their websites. Google and Facebook, two behemoths of technology and internet popularity, offer remarketing in their advertising interfaces but how can a business with limited budget decide which one is best for its advertising objectives?
Here’s how a professional remarketing services provider would compare the two in simple terms
#1 How They Work
Both AdWords remarketing ads and Facebook retargeting ads have similar set-up. While Google requires you to put a tag, Facebook needs you to put a pixel (a short piece of code) on all the pages of your website where you want searchers to get added to your remarketing audience list via browser cookies.
While Google’s remarketing ads are shown when the visitor visits websites that are partner sites of the Google Display Network, Facebook retargeting ads are shown on Facebook and if required on the Audience Network.
#2 Lower Cost per Click
When you ask a white label remarketing expert about the advantages of Facebook retargeting ads, you will come to know that these ads usually deliver lower cost-per-click than when you advertise on search engines. This might be because traffic tends to be less targeted on Facebook but businesses can tap into potential customers.
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#3 Build Offsite Lists with Facebook
Another advantage of Facebook retargeting is that it allows users to develop ads based on offsite lists such as mailing lists which is not possible with Facebook remarketing. With Facebook retargeting, you can target a lookalike audience that is a group of the audience sharing the same attributes of people who actually converted. You can also capitalize on Facebook’s social networking prowess to build brand equity and customer loyalty.
#4 Facebook Remarketing Limitations
At present, Facebook retargeting does not allow analytics integration and does not provide for goal tracking of clicks alone. This implies that it is difficult to target site visitors based on certain actions they took on the site. Moreover, the organic reach of Facebook is going down which means that the cost of advertising is most likely to increase.
#5 Google’s Massive Reach
Any white label AdWords remarketing services provider will tell you that Google remarketing ads have massive potential. Google remarketing ads run on the Google Display Network which includes over two million websites that reach out to over 90% of the audience who surf the internet.
Google provides a wide array of ad formats and allows the use of custom graphics for its remarketing ads which is a boon for e-commerce businesses or other businesses that need high visual impact.
#6 Greater Variety and Better Analytics
Google also allows users to provide more targeted ad copy so professional remarketing services providers can create a variety of ads to target each type of audience. With Google’s advanced analytics tools, AdWords remarketing professionals can identify which websites are performing best in terms of click-through rates and conversion rates. This provides them with an opportunity to make modifications to ensure the best possible ROI.
Also read: The Impact of Voice Search on Paid Search AdWords Campaigns
#7 Google Remarketing Limitations
An experienced remarketing services provider will explain how users don’t have a lot of time to get the message across with Google whereas Facebook allows for more time for remarketing ads. Also, with Google, you have to be careful with keywords to ensure they are accurate.
Google does not allow advertisers to advertise on websites unrelated to the chosen subject – a drawback that prevents them from tapping into Google’s massive reach.
In the end, it must be remembered that every business is different and so is the audience. While it’s ideal to combine both practices, if you’re on a limited budget it’s better to consult a professional AdWords remarketing expert to help you decide.