How To Actionably Improve Facebook Marketing with Google Search Data

Karl Villanueva

Marketing

  • Discover what your customers are searching for with Google's Search Term Performance Report
  • Feed those insights to improve Audience Targeting and Ad Creatives on Facebook marketing
  • Search results can even surface product sub-categories that could be useful for product and procurement teams
  • This is Part 2 in Smartly.io's Search Series. Part 1 discussed demand forecasting through search queries

As Facebook and Google account for 56.8% of US digital marketing spend and around 25% of global online ad spend, they are the two channels that most companies are using to scale their business. However, many teams fail to take into account potential synergies between search and social data, despite them likely sitting beside each other in the office.

Keywords vs Interests

One of the main differences between Facebook and Google is how users interact with them.

Google is a keyword-based “pull” channel, where users say they want specific information, such as italian restaurants near me or to perform an action like book italian restaurant in New York”.

Facebook, on the other hand, is an interest-based "push" channel: users say they’re interested in, say, an Italian Cooking Show, and an ad for an Italian restaurant would probably pique their interest.

The Difference Between Keywords and Queries

Note that search keywords are not the same as search terms. The former is used for targeting with a certain match type, whereas the latter (a query or search term) is what the user is actually typing when searching for something.

For example:

Keyword = +food +delivery (targets searches that contain both “food” AND “delivery”)

Query = matching queries would be italian food delivery”, “sushi food delivery”, and so on

Or more simply put:

  • “food delivery...” has many different underlying intents
  • “...near me” means user is hungry now and wants a quick delivery
  • “...app” = user may be looking to download an app that will be used again and again
  • “...companies” = user may be researching food delivery competitors

google_auto_complete_resultsImage Source: https://www.google.com/search?q=food+delivery

#1 Improve Facebook Targeting

The initial insights are already quite strong, even with just the autocomplete results. A brick-and-mortar restaurant would probably not want to bid for “app” searches, but with location targeting would definitely be a good candidate for “near me” searches.

Facebook Marketer Tip #1

Test different audience segments. While broad targeting on Facebook is a standard best practice, combining this with some more surgical interest targeting can help provide a better portfolio of campaign performance. This might also be ideal for more niche product categories with a more particular target demographic.

#2 Improve Facebook Creatives

Google Keywords can help businesses in different verticals to create content designed to their audience. Let’s take a fashion web shop as an example: they may have their own insider terminology for their products, but even the simplest Google search, such as “dress”, can bring up numerous different options. Thankfully, Google images provides a great way of visualizing this.

google_image_search_dressImage Source: https://www.google.com/search?q=dress

From this search with the seed keyword “dress” alone, we can categorize dresses by:

  • Cut: “two piece”, “knee length”, “tea length”, “floor length”, “asymmetric”
  • Color: “red, “blue”, “purple”, “pink”, “gold”, “black”
  • Style: “cute”, “classy”, “formal”, “casual”
  • Event: “sweet 16”, “quinceanera”, “prom”, “graduation”, “homecoming”, “baby shower” 

Facebook Marketer Tip #2

Speak your audience’s language on your creatives and ad copies for Facebook and Instagram, you will create a stronger emotional connection. Your customers (and your CTR and conversion rate) will appreciate it over time.

In Action: Putting Audience & Creative Insights Together

Imagine you are a fashion retailer, and Google’s query recommendation showed a growing number of searches for “8th grade” dresses. It’s not a dress for 8th graders, but rather refers to a particular style and cut.

googleblogpost3Image Source: https://www.google.com/search?q=black+dress

Incorporating this insight with Google Trends data shows that this dress style peaks in searches every May, with pre-peak searches trending up from February onwards.

googleblogpost4 Image Source: https://trends.google.com/trends/?q=8th+grade+dress

If we feed these insights into the Google Keyword Planner, the May seasonality is further explained by the high occurrence of formal events, which have a higher search volume than dress searches without an associated event. Searches for “8th grade” also tend to be more common than “eighth grade” or “grade 8”

googleblogpost5Image Source: Google Keyword Planner

So with very little work, we have compiled strong data and identified a meta search term for a particular dress and a seasonality factor on this dress style, and also the reason as to which events this dress cut is sought after.

Combining this with Smartly.io Dynamic Video Templates, we are able to easily create a highly relevant and engaging vertical Instagram stories video ad in minutes!

googleblogpost6Demo Credit: Test feed items from a Macy’s Prom catalog Google SERP. 

If you’re interested in learning more about Smartly.io’s Dynamic Video Templates, scalable Facebook & Instagram creative solutions and Google marketing optimization, contact your Account Manager or send a demo request here!