Facebook ads are important because they increase visibility to reach the audience in a larger chunk. From a business perspective Facebook has helped to increase the revenue through its conversions and similarly to engage a larger audience.
If we look into today’s market Facebook has captured the “Market Space” in the digital world. So, it is a helpful and effective way of marketing to a set of audiences. Similarly, with Google Ads; both these platforms help businesses to grow in the virtual marketplace.
Therefore, for an institute, it is important to work around these platforms to get the desired target group. So, here, in Meritto, we use the concept of Remarketing through these platforms. In simple terms, running targeted ads to the audience who visited the website and converting them through regular engagement.
Therefore, running Ads, for the leads in the system, it is important to have an Integration with the appropriate Facebook Account & Google Account as well.
Learning the Concept
Let’s discuss Facebook and Google Integration.
Technically, Facebook has different methods of running an Ad, such as:
- Facebook Custom Audience
- Facebook Lead Ads.
Similarly, Google has:
- Google Custom Audience.
These methods cater to different objectives such as; Lead Ads are used for specific leads who have the intent for that particular Ad. Moreover, Facebook & Google’s custom audience Ads are used for a set of targeted audiences and show them specific Ads based on their behavior.
The Integration Process
Now, will discuss the integration process with Facebook/Google Custom Audience and Facebook Lead Ads.
1. For Facebook Custom audience:
As we know, we have leads in our system and those leads can be called the target group (TG). Now, it’s important to be integrated to run an ad with the Facebook & Google AdWords Accounts from where the Ads have to be triggered.
2. For Facebook Lead Ads:
Lead ads are for a particular set of audiences who have an intent for the Ad and enter their data by filling up the form. It’s a small form where the target audience needs to fill in their details and submit, from which various leads have been captured and sent to the system through the API in real-time. For running lead Ads there are some prerequisites then only we can run Lead Ads on Facebook.
To integrate Facebook into the system there are mandatory steps to follow:
- The Facebook account should have a verified Facebook Business Page.
- Secondly, there has to be NoPaperForms Facebook Configuration Permission.
3. For Google Custom Audience:
Google Custom Audience works similarly to Facebook Custom Audience. The only difference is that Google Custom Audience has the option of ADDING/REMOVE field in the custom list while Facebook doesn’t allow ADD the field.
Even, Google Custom Audience has some prerequisites, without that we cannot run an Ad on AdWords.
- For running an Ad over Google custom audience the spent should be USD 50,000 or more.
- It has to be linked with a Google AdWords ID.
Steps to Follow
There are similar steps to be followed for Facebook Custom Audience/ Lead Ads & Google Custom Audience.
Step 1: Navigate to the Menu Tab and select "Settings".
Step 2: Access the "Extensions" section.
Step 3: Within the Extensions menu, choose "Ads Integration" from the options listed on the left-hand side.
Step 4: Locate the Toggle Bar on the right-hand side. Switching it to the left changes its color to green, indicating that it's enabled. Now, proceed with configuring it.
Step 5: Click on "Configure", and it will prompt you to link with either a Facebook or Google Account (depending on your selection) to target ads toward specific audiences.
Facebook Custom Audience: In the case of Custom Audience, it will ask for Facebook’s account from where the Ads are to be shot for the particular Audience.
Facebook Lead Ads: In the case of Lead Ads, it will ask for the prerequisites that we have discussed above.
Google Custom audience: In the case of Lead Ads, it will ask for Google AdWords ID and the prerequisites that we have discussed above.
Therefore, once the configuration is done, Ads can be triggered as per the objective. Finally, With the help of API, lead inflow will start from Lead Ads.