The Power Duo: Optimizing Paid Ads with Meta and Google Ads [Video]

You’re not alone if you find paid advertising challenging to get right, but with the help of Meta Ads (formerly Facebook Ads) and Google Ads—you too can create a cohesive, high-performing campaign strategy. Here’s how you can optimize these platforms to unleash unmatched reach and visibility.

Lookalike Audiences for Laser-Focused Targeting

One potent strategy for optimizing ad campaigns is by generating lookalike audiences. These are essentially mirror images of your ideal customer, built by leveraging data about your existing engaged audience.

For example, you have a successful course for working adults. You can use data on enrolled students to create a lookalike audience on Meta Ads with similar demographics, interests, attributes, online behavior, etc. Reaching highly relevant individuals improves your ad engagement and maximizes your return on ad spend (ROAS).

The ‘lookalike’ concept isn’t limited to Meta Ads, the same feature is available in Google Ads through their lookalike segments solution. It’s also crucial for Institutions to check website visitor data to help …