From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch. PRESENTATION: Using Search Techniques To Win At Paid Social - Given by Tara Siegel, @TSiegel21 - Pepperjam, Sr. Director of Social. #SMX #14B

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Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch
Using Search
Techniques to win
at Paid Social

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Introduction
Tara Siegel
Pepperjam
Sr Director of Social
@Tsiegel21
Resume:
• 10 Years in digital advertising
• 2016 Kenshoo Infinity Award Winner for best
Cross Channel Campaign
• 2015 Kenshoo Infinity finalist
• 2014 Shorty Award Finalist

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Social industry stats:
Facebook
§ User Base
– 166.8M users in 2016
– Users 35 and older make up more than half
of Facebooks US user base
– Millennials spend 57% of their time online
on Facebook
Usage
– 85% of Facebook users’ primary device is
mobile
– In 2016, 53.8M users access Facebook
strictly through mobile, while 16.8M users
used desktop/laptop only.
• 92.4M are dual desktop/laptop users
Twitter
§ User Base
– Twitter currently has 52.2M users
– Millennials make up the core of Twitter’s
US audience with 43.5% of users between
the ages of 18 and 34
• 39% of millennials check their account less
than once a week, rarely use it, or have
cancelled their account
Usage
– In 2016, 26.9M users access Twitter on
mobile, 4M use desktop only, and 25.9M
are dual mobile and desktop users
Instagram
§ User Base
– Instagram currently has 67.2M
users
– 56% have a household income of
$75k+
– Female users account for two-
thirds of Instagram’s US daily
audience
• Women prefer Instagram for
engaging with brand content
– More than half of US millennial
internet users are “active” on
Instagram

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Social as an omni-channel optimizer
Display
• Display vs. Paid Placements duplication can be avoided by audience segmentation. WCA, and TWA are social retargeting options directly via paid
placements.
• Prospecting audiences on Facebook will build a pool for Display Retargeting across the web.
Paid Search
• IDA campaigns use Search behavior to create audiences on Facebook. Keyword targeting on Twitter.
• Quality score to Search is Relevancy score to FB is Quality Adjusted bid on Twitter.
• Similar ad types. PLA’s, Click to Call, Lead Generation, etc.
Email
• Utilize CRM list by open, click, and conversion rate and target appropriately.
• Build out email list with Facebook via Lead Ads.
PR
• Paid Social has a natural synergy with Public Relations. It is increasingly difficult to get organic placements on Social channels, as such it is more
important that each paid post be consistent with PR standards.
• Certain posting options are only available with a paid component.
SEO
• Social linking will increase organic page rank.
• Social Media Profiles rank in organic listings.
• Some Social Networks are Search Engines in and of themselves.

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Paid Social Targeting Breakdown

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Targeting Strategy is consistent across search and social.
Right Message, Right People.
Acquisition
Fans CRM File
Website
Custom
Audience
Prospecting
Excluding all acquisition audiences
Fan
Lookalikes
CRM File
Lookalikes
WCA
Lookalikes
Intent
Driven
Audiences
Enhanced
Interest
Facebook
Partner
Category
All Marketing Channels want this!
Brand/Non-Brand campaigns with
Negative Keywords
Audience Groups are your AD
Groups, Audiences are your
Keywords

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Lets get specific…

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KPI Strategy Consistency
Reactivation or
New Customer
Acquisition
Utilize CRM,
Tailored
Audiences &
Lookalikes
Increase Page
Engagement
Clicks to
Website
Gain Leads
Lead
Generation Ads
In Social our Campaign Goals will
Guide Ad Type and Strategy. Same
is true for search, with ad extensions
like click to call, lead generation, etc.

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The Auction
When setting up a Facebook
campaign, choose between
Auction and Reach and Frequency
campaign type.
Auction is modeled after a search
auction, with the choice of a CPM
or CPC blind auction. Similar to
search the bid, and ad quality have
a large influence on auction price.
Reach and Frequency campaigns
allow for a fixed price, no auction,
similar to a classic media purchase.

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Relevancy Score
Facebook has always used relevance as a factor in
determining ad delivery and price, more recently, in 2015,
Facebook began allowing this metric to be reported on, both
natively and via API. Relevancy score is fluid and will change
based on engagement over time.
What Factors determine Relevancy Score?
• Positive and Negative Feedback
• Hide or reporting an ad as negative
• Ad Creative vs. Ad Objective
• Audience Expected Engagement

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Relevancy and Quality Score Best Practices
§ Use Specific Targeting, make ads as relevant as
possible to each target group.
§ Ad Image and Message should be consistent with
targeting audience.
§ Refresh the ad copy or creative, over time
relevancy scores tend to decrease as ad
exhaustion sets in.
§ Avoid misleading copy/clickbait. On Facebook
this will cost you more for less quality
engagement.
Relevancy Score- Social Quality Score- Search
§ Group keywords by match type
(thus targeting as specific as
possible)
§ Relevant Ad Text (consistent with
targeting)
§ Mixed opinions on ad copy
refresh effect on QS
§ Clickbait is bad across the board!
Major difference is Quality score is at the account, campaign, ad and keyword level where Relevancy score is only ad the ad level.

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Ad Type Consistency
Dynamic Product Ads Reach People Near your Business App install ads

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Campaign Setup Consistency
Campaign • Objective
Ad Set
• Audience,
Placement,
Budget,
Schedule
Ads
• Format,
Image/Video,
Links.
Facebook Campaign Structure Adwords Campaign Structure
Campaign
• Standard vs.
entire search
network
Ad Group
• Relevant
keyword list
and negative
keyword lists
Keywords
• Landing
Pages,
Quality
Score.

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Google Customer Match vs. Facebook Custom
Audience vs. Twitter Tailored Audiences
§ Remarketing Lists based on CRM data.
§ Google requires a minimum of 1k emails,
Facebook has a minimum of 20.
§ Lists can be shared across accounts in both
Google and Facebook.
§ Similar audiences in Google are available on
YouTube and Gmail, Facebook will build lookalike
audiences off of any audience.
§ Google, Twitter, Facebook and Pinterest all offer
a Website retargeting in addition to the CRM
level Targets.

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Audience Insights & Google Analytics.
Example: High end fashion retailer found that 7% of their
fans were Military and 5% were Veterans. The brand
launched a Military Appreciation landing page with a
special offer to this audience.
Example: Audience breakout by location sheds light on
City’s where brand fans are, this can help brick and
mortar and other digital efforts.

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Audience Insight Data
• Facebook Demographics consist of 54% Women and 46% Men, with the largest age range now
being 25-34, a shift from previous 19-24 segment in 2015.
• 48% of are Married, where 32% are single.
• 62% has at least some college education, only 8% has Grad School education.
• 50% of Facebook use is mobile only, 9% is desktop only.
• The largest household income segment on Facebook is the $50k- $75k segment representing
32% of all Facebook users.
• Facebook users Purchase Behavior tells us that 60% have recently purchased Clothing, 44%
have recently purchased pet products, where only 3% have recently purchased Kids
Products.

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Reporting
§ Reporting can be broken down by demographic,
device, placement, time of day, and my personal
favorite, Impression Device.
§ Using Audience insight data + a broken down
performance report can give insight into
optimization opportunities across campaigns.
– Example: If Mobile is where all the impressions are going,
and according to audience insight only 50% of your
audience is on mobile, it may be time to break out
campaign by device type, and weigh desktop
appropriately.
– These learnings can be sent quickly to the Search team for
similar optimization. Mobile vs. Desktop behavior is
universal.

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#TrueStory
How Facebook told me I was
pregnant

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What does Facebook know about me?
Where I work…
Where I have been…

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What does Facebook know about me?
What I watch… What I post on Instagram and Pinterest

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Facebook will show me advertising appropriate to the persona I would
fit into:
I am a mom: I am a foodie: I am a professional: I travel to NYC often

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None of those categories would tell Facebook that I…
Suffer from Migraines: Am Pregnant :
So…How did they
know that?

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My search behavior would tell marketers personal details about my life,
for instance…

24. #SMX #14B @TSiegel21All information contained herein is confidential and/or proprietary information of Pepperjam, LLC,
and any unauthorized use and/or any disclosure is strictly prohibited.
Use Kenshoo’s Technology to provide bridge between Search and Social as we did for a High End Fashion Brand…
Challenge: Prospect on Facebook and Instagram to find full price buying
customers for launch of new season.
Solution: Use IDA (Intent Driven Audiences) to find customers who were searching for brand, competitor, and category terms.
Results: CTR rose 480%, and CPC dropped over 70%, resulting in a more
efficient campaign thus increasing ROI.
Intent Driven Audiences
Customer
Searches
Clicks
On Ad
Cookies
Matched
Audience
Built
Facebook
Custom
Audience
Lookalike
Audience

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Intent Driven Audiences Case Study
30% higher
return on
adspend
24%increase
in AOV
7% higher
paid CTR
Facebook + Kenshoo Case Study:
Research with a leading retailer shows that Facebook
advertising makes search work harder.

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Summary

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
Have Questions?
Need another Search/Social
Geek Gal to chat with?
Tara Siegel
Tsiegel@pepperjam.com
@TSiegel21