Because of that tendency, you can use Facebook and Instagram Ads to drive more demand for your brand in search engines.

If you’re just getting started, the primary campaigns to invest in are:

• Awareness: Fresh audiences targeted by the interests and demographics of your best customers.
• Engagement: Remarketing to audiences who have already engaged with your brand as customers, on social media, your website, and/or your email newsletter.

With these campaigns, you can retarget the people with a proven interest in your products to help drive them toward a conversion. At the same time, you can drive more brand awareness by targeting new people who are similar to your customers.