With Facebook dominating most of the social media landscape, it’s unsurprising that the platform has become every marketer’s go-to resource. Consequently, Facebook’s legendary status has led brand marketers to forget about the tool that almost everyone uses to navigate the internet: Google.
Whether it’s AdWords, Display Network, or YouTube, Google has a plethora of useful opportunities for advertisers. As a digital marketer, you can’t afford to ignore the impact Google’s resources can have on your brand. For example, AdSense, Google’s primary ad-selling network, contributed to almost a fourth of Google’s total income the past few years, and Google Network Members achieved $17.59 billion in revenue from its properties last year.
Between Google’s assets and the widespread presence of YouTube, the company has a variety of tools that can ignite your brand’s awareness. And despite Facebook’s understandably renowned reputation, Google is still a more-than-viable option in providing consistent, lucrative marketing experiences, no matter what industry you’re in.
The Search Engine vs. Social Media
Facebook is an attractive tool for marketers because social media ads typically reach a more specific audience at cheaper costs, allowing advertisers to more effectively target their ideal prospects. Also, social media often relies less on cookies and browsing behavior (things with expiration dates) than information on users’ profiles, giving these sites an edge when it comes to data collection.
Sure, the benefits of Facebook as a marketing tool are valid. After all, data is every marketer’s best friend, and with lead generation ads becoming less expensive on social media, it’s hard to deny the pros of Zuckerberg’s powerhouse. Google, however, is restructuring its advertising process to compensate for this gap.
The company recently announced Google Measurement Partners, a synthesis of more than 20 reputable partners to innovate how brands measure their marketing efforts. With viewing capabilities, brand safety, and app attribution, the initiative offers several new data-measuring approaches, and it could give your brand the same desired outcome as other social media campaigns.
3 Ways to Leverage Google Better
Regardless of social media’s obvious advantages, Google is still the world’s largest ad network. And when used strategically, it can foster unprecedented breakthroughs for your brand. See whether the following approaches can help you reap the greatest possible rewards from Google’s services:
1. Combine Targeting With Re-Marketing
When using Google Ads, you have a variety of targeting methods at your disposal. You can use automatic targeting, for instance, to reach additional consumers without raising your cost per consumer. For a more traditional approach, utilize the Display Campaign Optimizer and select conservative targeting. Or opt for aggressive targeting to try a wider collection of methods.
Either type of automatic targeting can help with your re-marketing goals. Both conservative and aggressive targeting approaches provide opportunities to expand your search as long as the data is available. So regardless of your targeting preference, don’t forget to re-market to reach the widest audience possible.
2. Try YouTube
YouTube is arguably Google’s greatest marketing resource. It’s not just a hub for everyone’s favorite cat videos — it’s a blank canvas for your most cutting-edge marketing efforts.
With YouTube, you’re not limited to one ad type. Want to place a banner or provide a call-to-action overlay on a video? Easy. Interested in showing a personalized ad based on the preferred content of the user? Done. No matter what you choose, YouTube offers plenty of ways to expose your product to anyone you want.
3. Test Different Bidding Strategies
Once you’ve gathered enough conversion data, try experimenting with different bidding strategies instead of just using manual bidding or maximizing for clicks. You can use Target ROAS (return on ad spending), for example, to assess your revenue for single or multiple campaigns. With this AdWords bidding strategy, it’s easier to increase your conversion value at your desired ROAS rate.
The trick is to not get too comfortable with one strategy. AdWords attempts to maximize your conversion value and simultaneously achieve the ROAS you set. But as this automated tool adapts to your preferences, you must review the results to see whether a different AdWords bidding strategy can help you reach your ROAS more precisely.
Ultimately, with its abundance of marketing resources, Google isn’t just a search engine. Instead, it’s become a marketing guru that can give social media a run for its money. And if you’re smart about how you use it, your brand will have a better chance of being on your target consumers’ radar in the near future.