Google and Meta Ads: Strategy Overview

[00:00:00] uh you know let's say you have um a new Beauty device that people don't know about you know you won't have like direct search for it so meta is usually like a best fit for it in this in this call we want to talk about uh you know the the strategy uh between uh Google and the meta so how the the two platform can work together I think the the key is to have consistency uh we don't want to be misalign in terms of the headline or the offers um ideally for all the all the three step of the funnel so top middle and bottom I think uh everyone here is probably uh you know familiar with top middle and bottom of f of funnel but uh let me just give a quick uh you know overview of how I see it so top of a funnel would be people that are would be prospecting would be people that are you know considering um they're looking for information but not ready just yet uh to buy middle would be people that you know kind of are um

[00:01:01] aware of the brand or uh of the of the offer you have and then bottom would be people that uh just recently uh visit visited the website or added to cart recently or um you know existing customers uh for retention so uh before I get into that I wanted to kind of talk about the difference uh of of meta ads compared to Google ads so the the major difference to me is the the passive uh versus active intent so on Google users uh will search uh for for the product so actually looking for it using their time uh actually for looking for those uh products and services versus meta is kind of just like displayed uh while they're browsing family and friends and when they're they're bored um and whatnot so it's quite a different approach but I think it's it's if we can align as much as possible I think that's that's great for uh for the overall results and just for the the client satisfaction if he sees uh you know both

[00:02:02] on Google and and meta um either on the call or if he he searched for it that that usually uh you know comes up pretty pretty clean so um you know meta has a lot of information on the on the users and sometimes you know it's it's so smart and uh or sometimes they will just kind of listen to to conversation we feel I don't think know they're not allowed to but you know um it could be that people think that they listen to just their behavior or uh you know maybe uh messages they they type or something like that so often uh meta can deliver in that even before they search uh for it so that's that's quite powerful thing of meta and um yeah it's it's it could be a bit bit similar to YouTube too so um it can be quite uh it works quite well for brand awareness and and engagement if that's a goal but um as a as an agency usually our goal is not really like brand awareness and engagement it's mostly leads or sales so something to

[00:03:02] keep in mind um yeah so this uh this I went over a little bit so uh it's meta is is uh you know more suitable for uh product and services that don't have any direct search so uh you know let's say you have um a new Beauty device that people don't know about you know you won't have like direct search for it so meta is usually like a best fit for it or if it's a coach that you know will teach you how to close the leads better for example um of course there there might be some search for it but um usually meta will be a better fit for those type of products so something to keep in mind um also the social proof engagement you know uh there's it's it's a key factor for for meta and it gives you a lot of feedback on uh people will often com comment on the ad itself but also sometimes on their experience of the business if they were like a happy customer or if they had a bad experience so just looking at comments uh on your

[00:04:00] on your top performing ads the ones that have the most pen will usually give you a good idea of the health of the business um you know if you have a lot of comments um yeah and meta is more Vis visual of course uh there's YouTube that you know kind of goes in with with Google but in terms of images um especially with videos Carousel um it's quite it can be better for brand uh storytelling um and you know it's there's there's there's way too uh with objective um that are um with objective that are more like awareness and engagement often we can see like a lower reach and uh you know Factor better the the impact uh of the brand awareness there's an objective called uh brand lift which Facebook you know survey just certain people on if they remember the ads and then from that from those result they can uh they can know um how much of a brand LIF um in terms of brand awareness that that did so pretty cool features that that meta

[00:05:02] has that I don't think we can you know really achieve directly on on Google um yeah and targeting I think targeting can be more narrowed uh on meta you know in terms of look likes interest you can narrow both of them you have custom audience you have gender age I know there's some on Google too but I think meta might be uh a bit more narrow but you know best practice and what I recommend is to uh leave it open or leave it as a large audience so that's kind of it for the the major difference I see in terms of Google ads I think those were important to to point out before we go into the strategy um so yeah there's only like a a small portion of the the market that is ready to buy uh right now and the rest you know is kind of either considering or just researching or thinking about it kind of thing so that's kind of the the the the reason for the three the three steps so top of and all would be uh you know people that

[00:06:01] that are not just yet ready uh middle of FAL are almost ready and bottom of FAL are ready now and want to close them so that's kind of the idea so in terms of uh you know where we start I think uh existing Google clients with you know no meta story or low previous result low span or bad results I think we can start with uh Google best performing at Angles so we can look into the account and see you know uh which headlines in description are working best or getting the most impressed uh same things for images or or videos for YouTube as well um I think there's those should be tested you know the ones that uh Google are are are showing uh the most uh there's probably a reason for it and we should try to match that on on met that's kind of low hanging fruit to U align both both platform so I think the both the the ad buyers on on Google and on meta should should connect on that and probably share uh info um if it's an Google

[00:07:00] client with no meta uh history or low results you know but if they have um you know bet if they're a new client and they have better results previously on meta I would suggest to look at the uh best performing creative the one that has the most fan of course not just a few purchases but quite a bit and then try to implement that on the Google ads uh side of things in terms of Copy in videos and images and if it's you know start from CRA from scratch or you know the results were were bad uh in or the setup was bad on meta and Google I would say start with the client briefing uh look at the website the social media and then do some internal uh brainstorming in terms of uh what you want to do for uh top of funnel uh middle funnel bottom funnel what other marketing does he run Facebook small amount of Facebook yeah and I've I've asked for access to his Facebook so that uh uh Fon and I can look at um what they're doing because he

[00:08:05] said he said in the meeting I had with him that they've switched from outbound to mostly remarketing in their Facebook