5 Steps to Better Integrate Google and Social Media Advertising


Since you've found yourself on a blog dedicated to social media marketing, chances are you have an idea of how important digital advertising is. It's not just important though, it's an absolutely huge industry that continues to grow exponentially. In fact, digital ad spend as a whole is expected to grow nearly 19 percent in 2018 to $107 billion. Billion, with a B.

So whether you’re spending nothing or spending millions on digital advertising, it’s time to look at how to integrate your strategies on each platform to generate the best results for your business. Check out these 5 tips to get on the road to better ROI.

1. Pick your platforms wisely.

As with any type of marketing, it’s important to know why you choose to advertise on any given platform. You wouldn’t buy ad space in a print newspaper to reach today’s high schoolers, and digital ad platforms are no different. If you’re just getting started with digital ads, pick two platforms you know (or have a strong hunch) your audience is already using. In addition to considering where your audience is, consider how people use each platform. Google and Pinterest are great at capturing users with intent to buy while other social media platforms can deliver conversions but also develop brand awareness.

And when in doubt, go with the biggest kids on the playground– Facebook and Google. At the very least, they offer the best reporting and represent the largest user bases.

2. Build a cross-platform funnel.

Once you’ve decided which platforms to advertise on, build a funnel across platforms so they complement, rather than compete against, each other. As mentioned, some platforms are better for capturing users who are ready to buy versus users who are still in the consideration phase (or not even considering buying anything yet) and will need more impressions and different messaging before converting.

For example, you could run brand awareness or lead ads on social media to start driving traffic to the website, follow up with keyword-specific targeting with Google AdWords and then head back to social media platforms to retarget website visitors and generate conversions.

3. Mix up your messaging.

Think about the user experience at each stage of your advertising strategy. It would be pretty annoying, not to mention ineffective, to see the same copy and creative in every ad, on every platform.

4. Support ads with organic search and social strategies.

Even the best, most foolproof advertising strategies need good organic content to back them up.

Make sure you’re set up for success with an easy-to-use, mobile-friendly and up-to-date website. Implement SEO best practices to ensure your site shows up in relevant searches– and not just as an ad. Finally, post consistently on the social media platforms you’ve deemed relevant to your brand to build an audience and keep them engaged.

With this strong foundation, it will be easier for your ads to convert. Users will already associate your brand with quality content and will know to expect a good experience when they click on an ad.

5. Test and apply what you learn.

Ultimately the best way to learn what advertising strategies drive the best results for your business is to test, test and test again. Try out steps 1-4 and then repeat using different combinations of audiences, advertising platforms and creative.

Want more ideas for your advertising efforts? Check out more recent updates & tips on the blog!

Story by: Kelsey Thompson