Patience Hurlburt-LawtonDoes your eCommerce business benefit from running Meta Ads?
Yes, and in more ways than one.
Solutions 8 Meta Ads Manager Jonathan Paquin provides a detailed explanation in this quick video, and the following is a brief overview of the key takeaways.
How does Meta Ads impact overall eCommerce performance?
Meta is incredibly powerful and typically one of the main platforms businesses use, says Jonathan. In addition to driving more traffic to your site and increasing orders, running Meta Ads can help boost the search volume on Google—especially branded search. It can also help with remarketing.
Even though sometimes it won’t get the credit, very often Meta is the first touch for someone to discover your brand and then purchase later through Google or directly from your site. Most businesses will see a big lift by using Meta, simply because the algorithm is so powerful and because of the large volume of people using Facebook and Instagram.
Is it possible to measure the impact of Meta on your Google Ads performance?
The simplest way to do this would be to pause Meta Ads completely for about a week or two and see how it affects your brand search volume. If you see a drop, the likely reason is that Meta was feeding some of the branded search.
You can also look at ROAS on Google, as well as your overall revenue (using MER) to see how it was impacted. On the flip side, you can do a big jump—for example doubling your budget. Just make sure it has time to optimize, and you should see your branded search volume go up.
Are prospecting and remarketing still relevant for lead gen accounts?
Though you may not have phenomenal results like you would with an eCommerce campaign, Jonathan says it is worth giving it a try—mainly on your warm audiences, including followers, video viewers, or just the recent people who visited the site, engaged with the page, or opened the form in the last several days.
Often, lead generation remarketing will be less effective than eCommerce remarketing, so don’t be surprised if you don’t see spectacular results. (The reason being, says Jonathan, that it is a much bigger decision to take out your credit card and purchase something than it is to just fill out a form). Meta will also do some remarketing by itself with lead gen campaigns, so you can look at your frequency to see how much remarketing is happening.
