How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - AdWorld Experience

www.CultivativeMarketing.comwww.golearnmarketing.com
Integrating Paid Social into Your
Multi-Channel Strategy

www.CultivativeMarketing.com
• Owner, Cultivative, LLC.
• Travel Enthusiast
• Let’s chat: @Hoffman8
Amy Bishop, Digital Marketing Consultant

www.CultivativeMarketing.comwww.CultivativeMarketing.com
Pulling the Right Levers

Things Social Rocks At
• Prospecting
• Building Awareness
• Capturing High-Funnel Leads
• Building Remarketing Lists
• Re-engaging Prospects
• Converting Low-Funnel Traffic

Finding Your Target Audience

Personas
Apathetic April
Demographics
Hobbies
Problem Solving, Priorities, Decision Making
Factors
Obtains Information
From:
In an ideal world:
• Every client has personas
• The personas are detailed
• The personas are accurate
• The personas are grounded in
data
• The personas are validated
Psst: Need to build personas?
Check out these free
questionnaires:
B2B: http://bit.ly/2HqnSaf
B2C: http://bit.ly/2FwxmV1

Facebook Audience Insights

Pinterest Analytics
AudienceProfile
Content Visibility
Content Interactions
Top Performing
Content
Website
Demographics
Interests
Other Similar
Businesses
Traffic
Content Pinned
from Your Site
Claimed
Accounts
Pins Generated from
YouTube, Etsy & Insta

Twitter Analytics
● Video engagement
● Top content
● Current events
● Audience insights

Linkedin Website Analytics
● Compare audiences
● View by:
○ Job function
○ Job Title
○ Job Seniority
○ Company Size
○ Location
○ Country
○ Company

Some of it’s helpful and some of it is... this.

Some of it’s helpful and some of it is... this.
Thanks,
Twitter!

All of this data is free – you can access it without running a single ad!

Create Targeting Profiles to Support Personas
1.
Identify top
purchaser
demographics & zero
in
2.
Further segment by
layering interests &
other demographics
3.
Identify interests to
target.
4.
Monitor performance
to flesh out &
validate personas.

Miranda, the Young Mom
• Female, 25-30 years old
• Lives in the Midwest
• Has young kids
• Education level: High School
• Married or in a Serious Relationship
• Works in a service role (cleaning, food service)
• Stores she likes: Debshops, Shoe Carnival, Charlotte Russe. Family
Dollar, Dollar Tree
• Brands she likes: Mike’s hard lemonade, Covergirl, eos,
• Brands she likes pertaining to children: Fisher Price, Disney, Garanimals,
Huggies, Gerber, Carters
• Entertainment she likes: Teen Mom, Maury
• Restaurants: Applebee’s, KFC, Pizza Hut, Olive Garden, Dairy Queen
• Primarily uses mobile, below average desktop usage
• Avg 29 ads clicked in the past 30 days

Patty, the Young Professional
• Female, 25-30 years old
• Single or in a Relationship, not Engaged or Married
• Does not have kids
• Education level: college
• Works in an office
• Stores she likes: Old Navy
• Brands she likes: Ben & Jerry’s, Dove, Sharpie
• Brands she likes pertaining to children: N/A
• Entertainment she likes: Ellen DeGeneres, Boy Meets World, Girl
Meets World, Knocked Up, 21 Jump Street
• Restaurants: Cheesecake Factory
• Avg 38 ads clicked in the last 30 days
• Heavier desktop usage than avg. FB user, but uses mobile more

Understanding How They Buy

Integrating Campaigns

What’s Already Working?
High
Volume /
Low Cost
High
Volume /
High
Cost
Low Cost
/ Low
Volume
High
Cost /
Low
Volume
High Volume
Low Volume
Low Cost High Cost

Find Ways to
Use Social to
Make it
Better

What’s Working Right Now?
High
Volume /
Low Cost
High
Volume /
High
Cost
Low Cost
/ Low
Volume
High
Cost /
Low
Volume
High Volume
Low Volume
Don’t
Cannibalize
Low Cost High Cost

Improve
Efficiency
High
Volume /
Low Cost
High
Volume /
High
Cost
Low Cost
/ Low
Volume
High
Cost /
Low
Volume
High Volume
Low Volume
Don’t
Cannibalize
Low Cost High Cost

Improve
Efficiency
High
Volume /
Low Cost
High
Volume /
High
Cost
Low Cost
/ Low
Volume
High
Cost /
Low
Volume
High Volume
Low Volume
Don’t
Cannibalize
Look For
Ways to Fuel
Growth
Low Cost High Cost

Improve
Efficiency
Improve
Efficiency &
Volume or
Replace
High
Volume /
Low Cost
High
Volume /
High
Cost
Low Cost
/ Low
Volume
High
Cost /
Low
Volume
High Volume
Low Volume
Don’t
Cannibalize
Look For
Ways to Fuel
Growth
Low Cost High Cost

Example: Using Social to Strengthen Your Email
Campaigns
EmailCampaigns
GeneratingLeadsat aLowCost Not GeneratingLeads
Open/ClickRates HighOpen/ClickRates LowLowVolumeHighVolume
MapTimingTo Ensure No Cannibilization CaptureEmailAddresseswith LeadAds TargetAds to CustomAudience RemarketanEngagedAudience

Using Social to Increase Recall, Then Following with Email
Created a CRM
list of folks that
weren’t
responsive
Using Social to
Boost other
Channels

Created a CRM
list of folks that
weren’t
responsive
Created custom
audiences to target
them with ads.
Using Social to
Boost other
Channels

Sent a follow-
up email after
two weeks of ad
targeting
Created a CRM
list of folks that
weren’t
responsive
Created custom
audiences to target
them with ads.
Using Social to
Boost other
Channels

Sent a follow-
up email after
two weeks of ad
targeting
Created a CRM
list of folks that
weren’t
responsive
Created custom
audiences to target
them with ads.
Using Social to
Boost other
Channels
Saw up to a 50%
increase in open rates
from those that were on
the custom audience
versus those that
weren’t.

Another Example: Using Social to Strengthen Your Search
Campaigns
SearchCampaigns
Not GeneratingLeads GeneratingLeads
HighCost, HighVolume
LowCost, LowVolumeOR HighVolume
butMaxxed Out
ReceivingTrafficbut Not ConvertingNo SearchVolume
Look to build out
prospecting campaigns
& monitor the impact
Review CRO &
keywords, use social to
re-engage
Look to build out
Analyze multi-channel
conversion paths, &
build out funnels

Another Example: Using Social to Strengthen Your Search
Campaigns
SearchCampaigns
Not GeneratingLeads GeneratingLeads
HighCost, HighVolume
LowCost, LowVolumeOR HighVolume
butMaxxed Out
ReceivingTrafficbut Not ConvertingNo SearchVolume
Look to build out
Review CRO &
keywords, use social to
re-engage
Look to build out
Analyze multi-channel
conversion paths, &
build out funnels
Use social to build better audiences around demographics for use in other channels.

Planning For Integration
Psst: Want this
worksheet?
B2B: http://bit.ly/2HqnSaf
B2C:
http://bit.ly/2FwxmV1

Micro-Conversions
Video eBook
White
paper
Case Study Infographic
Blog Posts Fact Sheet FAQ
Webinar
ByThe
Numbers
Sheet

Red Light Stop, Green Light Go – Build Audiences to
Support the Funnel
Exclude Low
FunnelAudiences
in Higher Funnel
Campaigns
Sculpt
Progressively
Lower Funnel
Audiences to
Lower Funnel
Campaigns
One Way Street

Measuring Each Campaign
Decision/Purchase3
Contribution to
subsequent stage
2
Micro Conversion
GoalVolume
1

Analyzing Cross-Channel &
Cross-Campaign Performance

Review the Relationship Between Campaigns
• How do prospects move through campaigns?
• Which campaigns drive new interest? Which campaigns drive
leads?
Conversion Paths in
Google Analytics

Creating Custom Channel Groupings for Social Ad
Measurement

Assisted Conversion Reports

Why Custom Channel Groupings
● Segment channels more specifically
● Get better high-level visibility into cross-channel performance
● Can build multiple channel groupings

Leverage the Audience Report
Your
Audiences
Here

Enable the Demographic Report
1.

Leverage the Audience Reports
2. 3.

Leverage the Audience Reports
• Can only enable 20
audiences for GA reports
• Data takes 24 hours to
populate
• Data is not retroactive
4.

Leveraging Audience Reports

See at how your audiences engage
in all future sessions
(READ: not limited to future
Google Ads visits)

Once Enabled, Audiences are
Accessible for:
1. Custom Views
2. Segment Dimensions
3. Custom Reports
4. Custom Funnels (Analytics 360)

View How Repeat Visitors from Prospecting Campaigns
Engage Across Channels
• Cross-channel performance
for a campaign with more
data than the multi-channel
reports incorporate

View How Repeat Visitors from Prospecting Campaigns
Engage with Content
reports incorporate
• Look at flow reports for a
specific audience.

Identify High-Value Content
Which pages drive the most value?
Use this to inform landing page strategy
& as a source for audiences!
Pages

Create Custom Dashboards to Analyze Audiences Created
reports incorporate
• Look at flow reports for a
specific audience.
• Create custom reports &
dashboards

When Layering in ANY Remarketing, Watch for
Incremental Value

Things to Look out For
• Ensuring campaigns are adding incremental value
• Cannibalization among campaigns - ensure we aren’t
swapping paid traffic for traffic we were already getting for
“free”.
• The impact of prospecting campaigns on downstream
campaigns.
• The most common cross-channel and cross-campaign
paths.

Quick Attribution Tips

Multi-channel
Attribution &
LifetimeValue
3
Contribution to
subsequent stage
2
Micro Conversion
GoalVolume
1

Multi-channel
Attribution &
Lifetime Value
3
Contribution to
subsequent stage 2
Micro Conversion
Goal Volume
1
Triangulate where issues lie.
Low micro-conversion goal? Could
be the goal, or the campaign.
High micro conversion, low funnel
progression? Could be a flaw with
the next stage or lead quality issue.

To View-Through or Not to
View-Through

View-Through Conversions
Checklist
2
1
Y/N
The campaign goal is
to drive a new,
unfamiliar audience.
There is a
measurable impact
on performance.
To Value or Not to Value - That is The Question.

Marketing Mix Modeling – Monitor the Impact of View-
Through
Impressions & Reach
Cross-Channel Sales

To Value or Not to Value View-Through - That is The
Question.
Increase
Revenue
Increase Branded
Search or Direct
Traffic
Increase
Reach
Monitor This Ripple Effect

Two Ways to Value the Impact
CALCULATE ROAS
HOLISTICALLY
SHIFT A PERCENTAGE OF VALUE
ATTRIBUTED TO LOW-FUNNEL TO HIGHER-
FUNNEL CHANNELS
1.
2.

Shifting Value to View-Through Conversions
Determine Percentage
Determine the percentage of
value you want to allocate
and then base it upon the
average conversion
discrepancy.
Compare Trends
How Closely Aligned Are
Facebook Metrics w/ Last
Touch Conversion
Values?
Conversion Discrepancy
How consistent is the
discrepancy in conversions
between your attribution
platform of record and
Facebook?

Shifting Value to View-Through Conversions
Determine Percentage
Determine the percentage of
value you want to allocate
and then base it upon the
average conversion
discrepancy.
Compare Trends
How Closely Aligned Are
Facebook Metrics w/ Last
Touch Conversion
Values?
Conversion Discrepancy
How consistent is the
discrepancy in conversions
between your attribution
platform of record and
Facebook?
Example Scenario:
You might attribute 10% of
the ⅔ conversions that are
under-reported back to
Facebook.
Facebook consistently reports
3x more sales than Google
Analytics.
Scatterplot shows correlation
between Facebook reach
And conversions.

In Summary
Know Your Audience
Understand How They Buy
Determine How To Use
Social to Add Support
Analyze & Improve

Amy Bishop
amy@cultivativemarketing.com
www.linkedin.com/amybishopmarketing
Keep in Touch!

Thank you

Planning Campaigns

Objective Setting & Campaign Planning
• Business goals
• Department goals
• Limited Budget
Business
Goals
Department
Goals
Campaign
Goals

Purpose of the campaign?
High-Level
Campaign
ObjectiveHow is Success
Measured

High-Level
Campaign
Objective
KPIs For
Measuring
Objective
How is Success
Measured

Conversion
Rates &
Projections to
Determine
Volume
High-Level
Campaign
Objective
KPIs For
Measuring
Objective
How is Success
Measured

Program Selection Rubric

Program Selection Rubric
Programs = Large Scale Multi-Channel Campaigns

Path Length & Conversion
FILTER TO VIEW FIRST INTERACTION, LAST
INTERACTION SOURCE/MEDIUM/CAMPAIGN
OR ”NEW VISITOR” FOR BEHAVIORAL
INSIGHTS.

Using First-Party Data to Determine Information Needs
Client-
Facing
Resources
First-Party
Data
Your MarketPublicly
Available
Data
Review Paths:
• By Channel
• New vs. Returning
• By Landing Page/Page

What’s Missing?
92

Content Preferences
High-
Engagement
ContentTypes
Channel
Campaign &
Objective
New vs
Returning User

Measuring the Funnel
Each piece of your multi-channel
strategy has a goal to measure.
• Analyzing on-page conversion
rates & traffic sources
• Creating audiences to connect the
dots between channels
Infographic
Webinar
Case
Study

FirstTouch
High Funnel
Mid-Funnel
Zeroing in On Paths
Low
Funnel
• Evaluating high funnel campaigns
• Focus on growth

LastTouch
High Funnel
Mid-Funnel
Zeroing in On Paths
Low
Funnel • Evaluating low funnel campaigns
• Focus on efficiency

FirstTouch
LastTouch
High Funnel
Mid-Funnel
Zeroing in On Paths
Low
Funnel

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