Google Ads Remarketing vs Facebook Remarketing

Editor’s Note:


Are you thinking about doing remarketing on Facebook or via Google Ads? Have you been wondering which, between the two, is the best for your business? My name is Francisco and I am the owner of Planet Marketing, a digital marketing company. We specialize in Facebook Advertising, Google Ads and remarketing. I am, therefore, well placed to give you all the information that you need with regard to today’s topic; “Google Ads remarketing vs Facebook Ads remarketing. In this article, I am going to;

  1. Define and explain remarketing
  2. Talk about some of the advantages of remarketing
  3. Compare Google Ads remarketing with Facebook remarketing

What is Remarketing?

The following is an example of a situation that takes place across the world of eCommerce on a daily basis;

Let’s assume that you run an eCommerce website selling various electronic goods, including the latest Canon digital cameras. Let’s also assume that you advertise your products on Facebook. Then John Smith in California decides to gift himself with a Canon camera and carries out a search on Google. Your site comes up and John ends up visiting your website. There, he browses through your products . He is particularly interested on one of the Canon cameras that you are selling.He even adds it to his shopping catalogue. However, before  making a purchase, he abruptly leaves your website! Isn’t that just a too bad? Well, unfortunately, this scenario plays itself out across the globe on a daily basis. Most people never get around to buying the goods and products that they express an interested in! Wouldn’t it be great, therefore, if there was something that you could do to give them that small nudge that is needed to turn interest into a purchase?

Welcome to the World of Remarketing

Google Ads Remarketing vs Facebook Remarketing
A Remarketing YouTube video ad for one of my clients

Fortunately, there is a way in which you can turn peoples interest into purchases. This is where remarketing comes into play. Its what enables you to have relevant ads “follow,” your prospects around the web to help convince them to turn their interest into solid leads. If you are using Facebook Ads, then your ads will follow people to Facebook.

For Google Ads remarketing, your Ads (containing the relevant product or service) will follow John Smith to any of the millions of websites that have signed up for Google AdSense. This may include such big names as CNN, YouTube etc. There are also other dedicated remarketing platforms, as you will see below.

Definition of Remarketing

Remarketing can be described as the use of algorithms that are specifically designed to track an individual’s interests across the internet and to show them relevant ads based on these interests.

Highly Relevant Custom Audiences

The beauty of remarketing, whether it is taking place on Facebook, through Google or on any other platform, is that it allows you to create custom audiences that have a higher than normal conversion rate. In fact, remarketing can help you get a CTR that is more than 10 times what you get through your broad spectrum ads.

Advantages of Remarketing

So, why should any business ever bother with remarketing? Isn’t it just a waste of time and money? Well, remarketing definitely works great for business that wish to improve on their conversion statistics. The following are but some of the advantages of remarketing;

  • Ads are displayed to people who have previously expressed an interest in your business. This increases the likelihood that they will make a purchase.
  • Remarketing allows for focused advertising. Do you wish to have your ads delivered only to people who added products to their shopping cart? Well, this is something that you can do with remarketing.
  • With Google remarketing, you can create campaigns that have automated bidding. This makes your advertising campaigns cost effective.

Where can you do Remarketing?

Below are some of the platforms on which you can do remarketing. You will notice that Facebook and Google are not the only platforms on which remarketing takes place. Other great platforms include Taboola and Outbrain. These two actually boast of having a host of great clients, including Business Insider, Bloomberg, USA Today, CBS News, CNN and other great content platforms. So, by signing up for either Taboola or Outbrain, what it means is that when someone who has visited your site goes to these partner content sites, they will be shown your ads. That is great, considering that we all, at one point or the other, visit these sites to check out on the days news.

  • Facebook
  • Instagram (Instagram is actually part of Facebook)
  • Google
  • LinkedIn
  • Snapchat
  • Taboola
  • Outbrain

Facebook Remarketing

Okay, now that I have given you all the information that you need to know about remarketing on Google, it’s time for us to take a look at Facebook remarketing;

Facebook Pixel

Facebook Pixel allows you to remarket on Facebook
Facebook Pixel allows you to remarket on Facebook

Facebook remarketing happens through Facebook Pixel.  With Facebook remarketing, all that you need to do is add a piece of code to your website. Actions on your website then trigger the Facebook pixel, enabling you to get reports about the actions that people are taking after seeing your ads. Facebook Pixel also allows you to reach these customers using Custom Audiences. You can also use conversion optimization on Facebook to reach people who are most likely to take certain actions.

Google Ads Remarketing

If your business has been using Google Ads and you have not already been harnessing the power of remarketing, then you have definitely been losing out on a lot of potential business! So, how do you set up remarketing for Google Ads? The full instructions on how to setup remarketing for your Google Ads can be found here.  

Getting started should be easy enough. However, if in doubt, don’t hesitate to get in touch with me and I will be VERY glad to help you out!

Tracking your Remarketing campaigns

The best way to track which of your ads is generating more sales is by tracking your conversions. This allows you to see how much you are paying per lead when it comes to remarketing.

The best eCommerce Marketing Strategy that I have ever seen

This is a topic that I have previously covered on this blog. For many eCommerce website, particularly those that are just beginning, using paid search tends to be a bit expensive. The best eCommerce marketing strategy that I have ever seen used SEO and Google organic for traffic. The eCommerce website would then remarket on Facebook. So, Facebook remarketing allowed this company to significantly boost its business.

Google Ads Remarketing vs Facebook Remarketing

Advertising one of our Facebook Ads products using Google Ads

I get this question a lot; “Where should I remarket?” Most website visitors will use Facebook or YouTube at least once per day. Whatever platform you use to remarket should, therefore, be okay because you are likely to reach lots and lots of people who have already visited your website.

1. Remarket on the platform that performs best for your business

Let’s assume that you have been running ads on both Facebook and Google. If your CTR is greater on Facebook, then you should definitely go with Facebook when it comes to remarketing. Conversely, it you are getting more and better leads through Google Ads, then you should choose that when it comes to your remarketing efforts.

2. Why not use both Facebook Ads and Google Ads Remarketing?

This article assumes that you only have the budget to choose one, between Facebook and Google, when it comes to remarketing. However, should your budget allow it, there is nothing stopping you from syncing your Facebook and Google remarketing efforts! In fact, I have already spoken of a company that combined Google organic and Facebook remarketing. There is nothing stopping you from getting your traffic through Google Paid search and then using Facebook Pixel to remarket to people who have shown an interest in the products that are on your website.

3. Facebook has more targeting options

This is something that you will notice when it comes to the Google Ads Remarketing vs Facebook Remarketing debate. Simply put, Facebook is much better when it comes to audience targeting. As an example, you can choose to have your ads delivered to people who listen to a particular musician, or who make such and such an amount per month.

4. Google has a bigger reach

Google Ads get displayed on an astounding number of websites across the globe. Of course, with Facebook having over 2.3 billion monthly active users, the platform is no laughing matter. Fact remains, however, that your Facebook Ads are only going to be shown on Facebook and on Instagram. This can be limiting in terms of scope. On the other hand, when it comes to reach, Google simply is unsurpassed.

Need help getting set up?

Start Remarketing today
Start remarketing today!

In this article I talk about remarketing on Facebook, Google Display Network, YouTube, Taboola, & Outbrian. But don’t forget other channels that are available including LinkedIn, Twitter, Snapchat, Pinterest, etc.If you need help getting started with your remarketing efforts, Planet Marketing has a number of products that are tailor made for businesses that are similar to yours! Check out all the available plans and prices here.

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