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Facebook Remarketing versus Google Remarketing
26 February 2020

Facebook Remarketing versus Google Remarketing

Remarketing, whether it be through Facebook or Google, is a way of reconnecting with users who previously visited your website. It is done by collecting data of users who visited a website and positioning targeted adverts on platforms like Facebook or Google when they are browsing. Remarketing also encompasses the use of emails to reconnect with previous users.

In order for a remarketing program to be successful, it needs to meet several criteria. It needs to find the right people, at the right times, in the right places, with the right message to successfully convert them. It’s your second chance, but you don’t necessarily get a third.

With that in mind, obviously two of the biggest ad networks in the world have retargeting programs. Between the juggernauts of Facebook and Google, which is best?

Facebook Remarketing

Facebook remarketing is a way of reconnecting with Facebook users who have visited your website. This is achieved by installing a pixel on your webpages, which relays information back to Facebook.

As soon the user signs in, they become eligible for remarketing campaigns. But before this you need to set up custom audiences to capture the users, and set a goal for them to complete.

You can easily segment within your custom audience, creating simple demographics and target them with relevant content.

What Can Facebook Remarketing Do For You?

Facebook remarketing has a few major points in its favor, to convince you to use their service.

  • Facebook have lower Cost per click than remarketing done through a search engine.
  • It allows you to drive higher conversions.
  • You can create your remarketing advertising based on off-site lists such as mailing lists.
  • One thing we love about Facebook is the lookalike audience. You can track the people who actually converted and build an audience out of them.

Google Remarketing:

Much like, Facebook remarketing, Google remarketing uses a small snippet of code on your website, known as a Google remarketing tag. This is then placed on pages which correspond to certain categories, such as the products you sell, or the events you are promoting.

Now whenever a user visits your webpage a tagged cookie is placed on his or her browser. When you create an advertising campaign through Google, you can target all the users having tagged cookies.

What Can Google Remarketing Do For You?

Here are some of the advantages to take note of with Google remarketing:

  • Google produces a more targeted ad copy.
  • Just like Facebook, it also offer lower CPCs.
  • Google’s massive display network encompasses over 90% of the internet.
  • It enables you to review what websites are performing the best in relation to conversion and click through rates.

Limitations:

  • A significant difference is that sessions on Facebook tend to last longer compared to Google, so you don’t have a lot of time to get across your message.
  • Google’s reach is widely through the Display Network, but is considerably smaller than third parties like Facebook’s AdRoll.
  • The biggest flaw surrounding Google is the fact you can’t use any keywords that stray too far from your core product or Google just flat out says no.
  • Facebook’s demographic detail, activity logs and interest tracking sort of have Google stumped on this one.

 

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