{"id":8652,"date":"2019-10-04T09:04:58","date_gmt":"2019-10-04T07:04:58","guid":{"rendered":"https:\/\/www.mickyweis.com\/sammenspillet-mellem-google-og-facebook\/"},"modified":"2025-08-05T20:31:34","modified_gmt":"2025-08-05T18:31:34","slug":"synergy-google-facebook","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/synergy-google-facebook\/","title":{"rendered":"The synergy between Google and Facebook"},"content":{"rendered":"<p>Many people talk about the difference between the two major platforms: Facebook and Google<\/p>\n<p>These are two entirely different channels, and that is why I recommend not comparing them directly. However, if you do choose to compare them, keep in mind that you must exclude brand searches from your Google Ads data, and you also need to make sure you&#8217;re looking at the correct ROAS.<\/p>\n<p>Google is a search engine used when a user wants to buy a product or service, or research something related to a specific product. This person is already in buying mode and is therefore further down the sales funnel.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/synergy-google-facebook\/#But_what_about_Facebook\" >But what about Facebook?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/synergy-google-facebook\/#Later_in_the_week\" >Later in the week<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/synergy-google-facebook\/#My_point_is_this\" >My point is this<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/synergy-google-facebook\/#Let_me_ask_you_a_question%E2%80%A6\" >Let me ask you a question\u2026<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"But_what_about_Facebook\"><\/span><strong>But what about Facebook?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>What kind of mode is the user in when scrolling through Facebook? Think about it for a moment.<\/p>\n<p>Why do you go on Facebook? To buy something\u2014or to catch up with friends and scroll through your feed to see the latest gossip and what Anders Hemmingsen has posted since the last time you checked, maybe an hour ago?<\/p>\n<p>I\u2019m guessing the latter.<\/p>\n<p>You do not go to Facebook because you want to buy something; you go there for other reasons. But suddenly, you are hit by an ad.<\/p>\n<p>Maybe it\u2019s an ad for tennis balls\u2026 But you just twisted your ankle&#8230;<\/p>\n<p>What on earth would you need tennis balls for? Still, curiosity gets the better of you and you click on the ad. But! At that exact moment, your mom calls to chat about unimportant things, and you completely forget about the tennis balls. In other words, you&#8217;re out of the mood. But truthfully, you were never in \u201ctrue buying mode\u201d to begin with. You just thought the offer was pretty good.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Later_in_the_week\"><\/span><strong>Later in the week<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You Google &#8220;Ketshop tennis balls&#8221; and click on a Google ad that conveniently appears with a 50% discount, and you see that the tennis balls are still on sale. You buy them.<\/p>\n<p>In this scenario, Google gets the credit for the sale.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"My_point_is_this\"><\/span><strong>My point is this<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Facebook and Instagram are excellent for creating inspiration. These platforms are great for capturing users\u2019 attention when they forget to buy something. Facebook, especially, works well when running sales campaigns because it leverages the user\u2019s fear of missing out on a good deal. On the flip side, Facebook can be a \u201cdead\u201d channel when there are no attractive offers.<\/p>\n<p>Channel synergy is the keyword here, and those who succeed in understanding this, in my opinion, understand the entire game.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Let_me_ask_you_a_question%E2%80%A6\"><\/span><strong>Let me ask you a question\u2026<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Most high-ROAS revenue on Google Ads comes from users searching for brand names across all three businesses. How do you think they were influenced to search for that brand name in the first place?<\/p>\n<p>Let that question sink in for a moment\u2014and then read the answers below:<\/p>\n<ul>\n<li>Great customer service<\/li>\n<li>Social media<\/li>\n<li>Influencers<\/li>\n<li>Word of mouth<\/li>\n<li>TV commercials<\/li>\n<li>Radio ads<\/li>\n<li>Contests<\/li>\n<li>Sponsorships<\/li>\n<li>Offline print materials<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/marketing-future\/\">Also read: Have we completely misunderstood marketing?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many people talk about the difference between the two major platforms: Facebook and Google These are two entirely different channels, and that is why I [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5630,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[81,82,85,108,79],"series":[],"class_list":["post-8652","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b-marketing-en","category-big-data-en","category-facebook","category-marketing","category-online-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Google-Facebook synergy: What you need to know<\/title>\n<meta name=\"description\" content=\"Many people talk about the difference between the two major platforms: Facebook and Google. 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