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Integrating AdWords and Social Media Strategies

Christina Baldassarre
Integrating AdWords and Social Media Strategies

Improving your Google AdWords campaign is fundamental to improving your conversion rate. But you will still miss out on a user base that visited your site and did not buy. Many of these users are likely to go back to Google, compare your business with the competition and finally make a decision based on the best quality and price.

Chances are high that a potential client will forget the name of your website and cause you to lose a sale. What is needed in this case is not only a reminder for visitors who did not convert, but also the chance to provide additional information and convince them to go for you instead of your competitors.

Integrating remarketing campaigns from Google AdWords and social media channels that target users who did not convert yet is one of the best ways to do this. It allows you to reach out to the same users via different channels, build a strong brand and eventually become their top of mind choice for your product or service category.

Here are the top 10 best practices to follow while integrating AdWords and social media strategies.

10. Remarket on the Facebook Newsfeed

The newsfeed is a great place for your remarketing ads because it shows up right in front of users’ eyes and not on the side of the page. This allows you to get their attention right away. Additionally, you will be getting a bigger piece of the pie regarding taking up space on users’ Facebook homepages.

9. Use Images for Remarketing on Twitter

Results will be dramatically better when you add a 440x220 image in your tweets. The reason is simple: you will engage more users by adding an eye-catching photo or infographic. Also, look into Twitter cards for a more advanced strategy.

8. Test Different Unique Selling Propositions (USPs)

Every product or service has USPs, but some might be selling better than others because of the importance users give to a specific feature or benefit. You need to test ads with different USPs and find out the ones that sell best. This will allow you to change the overall communication strategy toward a better ROI.

7. Test Images

Images will influence both your CTR and conversion rate. Test several images and find the ones that work best for you. Additionally, once you find the style that performs best, test various images within that style for continuous improvement.

6. Exclude People That Already Converted

You might not be interested in advertising to people that already purchased from you. This means you do not have to remarket to these users and can exclude them from your ads targeting. While this is not currently available on Twitter, you can create an exclusion list on Facebook by creating a custom audience including anyone who visited a given URL. In this case, the "thank you" page.

5. Use a Different Landing Page

There is no need to send people to the page they have already read. They need to be sent to a page with additional information that supports the theory of you being the best company in the market to go for. This is a good chance to focus on the USPs you already found out work best with potential customers.

4. Use Custom UTM Parameters

UTM parameters are tags you can add to any URL. They are useful for many reasons, but in this case, they enable you to track the traffic you generate via remarketing on social media with Google Analytics. This will give you valuable insights regarding the quality of your incoming traffic, which is essential to analyze the performance of your campaigns.

3. Align Ads and Website with Social Media Profiles and Pages

The strategic alignment of ads, website pages and social media profiles or pages is often underestimated, but can significantly influence your conversion rate based on how well they live up to visitors’ expectations. A typical mistake would be to have completely different designs across social media business pages, which leads to the customer not recognizing the brand.

2. Test Different Bidding Strategies on Facebook

Facebook will give you the possibility to pick among CPC, CPM and Optimized CPM bidding. They can all perform well depending on your remarketing lists. Once a bidding strategy that works is found, most businesses prefer to stop testing bids all together. What is recommended though is exactly the contrary.

Unlike other advertising platforms, Facebook is the one where continuous bid testing is essential. Especially when using the Optimized CPM bidding, switching back and forth between CPM, for instance, can make a big difference. It allows you to collect more data, which in return influences the way your campaigns are optimized when going back to Optimized CPM bidding afterward. Do not be afraid to test them over and over with the goal of improving the overall CPA.

1. Engage with Your Audience

People love to comment and start a discussion. Some comments will be positive and others negative. Make sure to respond in a timely manner and thank anyone who leaves a positive response. The same goes for negative comments, as long as it remains professional and does not spiral downhill quickly. Most of the time, a great reply to a negative comment will be much more effective than 10 positive answers.

In Conclusion

Social media can be a great tool to generate additional leads at a better CPA, but it needs to be managed with a particular focus on the set up. Specific targeting and strategic testing are two pillars you cannot live without.

Test these 10 best practices on your campaigns and feel free to comment and share your thoughts below!

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Christina Baldassarre is a Social Media Consultant and Founder of and Zebra Advertisement, a multilingual PPC agency and Google Partners All-Stars winner. She was shortlisted by the 2014 U.S. Search Awards in the category of “Best Use of Social Media in a Search Campaign.” Her most recent article for SEMrush was “5 Ways to Better Sell Your Skill Set.”
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