Once we see that Google search is working and we can see that we're getting some assists on Facebook and Instagram retargeting (remember retargeting is where we send ads to someone who's already been on our website, so they're already a warm lead), then it is our goal to expand our advertising to try and reach people who have not shown interest but might still be in the market to purchase.
Remember with the Google strategy these people are showing interest by searching for our term and then browsing our page. With that we can tag them in the Instagram and Facebook ad system so that we can retarget them and drive home the sale.
But for people who have never been to our website, these people are much colder and it's going to be more difficult for us to convert them into customers. Many of these people will just not be in the market for what we're trying to sell.
But Facebook and Instagram do have hundreds of thousands of data points about each person, and with their statistical analysis, basically their artificial intelligence, they are able to find needles in the haystack.
Meaning that even if a person hasn't searched and come on our website, if we give Facebook enough spend and we start getting people to sign up to be a lead, eventually Facebook will figure out what type of people are signing up. It will find people just like that.
Imagine in our example of someone looking for an estate planning attorney for their elderly parents. Even if they don't search on Google, Facebook likely already knows that their parents are old and they know that they have a certain income class or wealth level so that Facebook can guess that this person might be interested in this service.
And unlike with Google Ads, this channel has a lot of inventory. Meaning that with Google we are limited by the number of times someone searches something during the day, but with Instagram and Facebook we can serve ads to people who are likely interested and start to bring in massive numbers of leads.
That's why Google is the thing that we do first. It's a bit easier and more guaranteed because people are showing intent. If you can get Facebook and Instagram to work, then you grow the scale of what your business can do by quite a lot.