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Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch (Pow, Right in the Kisser) By Justin Freid

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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch. PRESENTATION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch (Pow, Right in the Kisser) - Given by Justin Freid, @justin_freid - CMI Media, VP of Emerging Media. #SMX #21B

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Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch (Pow, Right in the Kisser) By Justin Freid

  1. 1. #SMX #21B @Justin_Freid Pow, Right In The Kisser Paid Search & Social: The Ultimate Knock- Out Punch
  2. 2. #SMX #21B @Justin_Freid Pow, Right In The Kisser Paid Search & Social: The Ultimate Knock- Out Punch
  3. 3. #SMX #21B @Justin_Freid SVP, Emerging Media CMI Media LLC WWP Health & Wellness @justin_freid Where you can find me: • My team and I’s thoughts on the world of digital: www.cmimedia.com/insights • Columnist on Search Engine Land • Columnist on MartechToday
  4. 4. #SMX #21B @Justin_Freid How We Access Information Has Changed
  5. 5. #SMX #21B @Justin_Freid YouTube: 40 MinutesFacebook: 35 MinutesSnapchat: 25 MinutesInstagram: 15 MinutesTwitter: 1 Minute **Social MediaToday
  6. 6. #SMX #21B @Justin_Freid
  7. 7. #SMX #21B @Justin_Freid What about US?
  8. 8. #SMX #21B @Justin_Freid
  9. 9. #SMX #21B @Justin_Freid
  10. 10. #SMX #21B @Justin_Freid What The Heck Do I Do With This Information? So What Does This Mean For You?
  11. 11. #SMX #21B @Justin_Freid
  12. 12. #SMX #21B @Justin_Freid § Social Media Provides Many Insights – Demographic data – Exposure to brand (follower, like etc…) – Are they cookied? – Device § Pinpoint Location Via Search – Intent in search query – Don’t let them get away – Demographics! – Device Use The Information Available To You
  13. 13. #SMX #21B @Justin_Freid Understand The Channels Your Target Audience Uses
  14. 14. #SMX #21B @Justin_Freid IfYou HaveThe Cash: The Other Cost Effective Approach
  15. 15. #SMX #21B @Justin_Freid Understand How The Channel Affects Conversion Paths
  16. 16. #SMX #21B @Justin_Freid
  17. 17. #SMX #21B @Justin_Freid Craft Your Message And Your Channel Strategy By The User’s Place In The Funnel
  18. 18. #SMX #21B @Justin_Freid
  19. 19. #SMX #21B @Justin_Freid Integration Between Teams Is Paramount
  20. 20. #SMX #21B @Justin_Freid § Coordination and Testing Of SEM and Facebook Lead To 89% Decrease In CPA – Situation: Inherited accounts from agency, no coordination between Social and SEM campaigns – CMI Implemented Tactics: • Segmentation of target audiences on FB • Implementation of search retargeting • Implementation of Facebook retargeting • Custom messages by touchpoint and frequency of touchpoints – Results: • Increase conversion rate of 114% • Decrease in CPA by 89% Integration Of Campaigns Drives Results
  21. 21. #SMX #21B @Justin_Freid
  22. 22. #SMX #21B @Justin_Freid CMI’s Approach To Search and Social Structure Director Search & Social Supervisor, SEM Sr Analyst, SEM Analyst, SEM Associate Analyst, SEM Supervisor, Social Sr Analyst, Social Analyst, Social Associate Analyst, Social Supervisor, SEO Sr Analyst, SEO Analyst, SEO Associate Analyst, SEO
  23. 23. #SMX #21B @Justin_Freid § Goal Of Meeting: Share data and execute cross channel testing – What can be used across both channels? – What Testing opportunities can occur across both networks? – Examine shifts in conversion path based on testing • Was it quicker? • Was it more efficient? • Did it increase profit? • Did we generate more conversions? Integration Meetings – Bi-Weekly
  24. 24. #SMX #21B @Justin_Freid WRAP UP 1. A user’s path to conversation is made of many touch points 2. Understand your audience’s online behavior 3. Understand your conversion paths 4. Match your message to channel and funnel placement
  25. 25. #SMX #21B @Justin_Freid LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX Have Questions? Hit me up on twitter @ justin_freid

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