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Using Search Techniques to Win at Paid Social

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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 Search Techniques to Win at Paid Social

  1. 1. #SMX #14B @TSiegel21 Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch Using Search Techniques to win at Paid Social
  2. 2. #SMX #14B @TSiegel21 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
  3. 3. #SMX #14B @TSiegel21 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
  4. 4. #SMX #14B @TSiegel21 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.
  5. 5. #SMX #14B @TSiegel21 Paid Social Targeting Breakdown
  6. 6. #SMX #14B @TSiegel21 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
  7. 7. #SMX #14B @TSiegel21 Lets get specific…
  8. 8. #SMX #14B @TSiegel21 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.
  9. 9. #SMX #14B @TSiegel21 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.
  10. 10. #SMX #14B @TSiegel21 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
  11. 11. #SMX #14B @TSiegel21 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.
  12. 12. #SMX #14B @TSiegel21 Ad Type Consistency Dynamic Product Ads Reach People Near your Business App install ads
  13. 13. #SMX #14B @TSiegel21 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.
  14. 14. #SMX #14B @TSiegel21 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.
  15. 15. #SMX #14B @TSiegel21 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.
  16. 16. #SMX #14B @TSiegel21 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.
  17. 17. #SMX #14B @TSiegel21 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.
  18. 18. #SMX #14B @TSiegel21 #TrueStory How Facebook told me I was pregnant
  19. 19. #SMX #14B @TSiegel21 What does Facebook know about me? Where I work… Where I have been…
  20. 20. #SMX #14B @TSiegel21 What does Facebook know about me? What I watch… What I post on Instagram and Pinterest
  21. 21. #SMX #14B @TSiegel21 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
  22. 22. #SMX #14B @TSiegel21 None of those categories would tell Facebook that I… Suffer from Migraines: Am Pregnant : So…How did they know that?
  23. 23. #SMX #14B @TSiegel21 My search behavior would tell marketers personal details about my life, for instance…
  24. 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
  25. 25. #SMX #14B @TSiegel21 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.
  26. 26. #SMX #14B @TSiegel21 Summary
  27. 27. #SMX #14B @TSiegel21 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

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