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Pairing Paid Social + Search: Get More Bang for Your Buck

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Allow us to introduce you to the dream team of online marketing...
Facebook and AdWords: good in their own right, infinitely better in concert.

Check out our live webinar to find out how you can get ahead with cross-platform strategies including:

- Using advanced targeting capabilities across networks
- Choosing the right ad formats for your business
- Leveraging data from multiple platforms to evaluate performance

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Pairing Paid Social + Search: Get More Bang for Your Buck

  1. 1. LIVE WEBINAR © Copyright 2018 WordStream, Inc. All rights reserved. Pairing Paid Social + Search: Get More Bang for Your Buck
  2. 2. 2@allenthomasfinnQuestion? Just ask:
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. 4@allenthomasfinnQuestion? Just ask: • Former account manager at WordStream • Currently Senior Content Marketing Specialist (also at WordStream) • NH native • Rabid Boston sports fan I’m Allen Allen Finn
  5. 5. 5@allenthomasfinnQuestion? Just ask: • Paid search • Paid social • The keys to using them in concert • Strategy in action Today We’ll Talk About…
  6. 6. 6| @allenthomasfinn But first…
  7. 7. 7@allenthomasfinnQuestion? Just ask:
  8. 8. 8@allenthomasfinnQuestion? Just ask: State of Digital Advertising Everyone Else 31.5% Facebook 20.9% Google 42.2% Instagram 5.4% Share of Digital Ad Spend, 2017 • Today, Google and Facebook(stagram) make up 68.5% of the digital advertising market
  9. 9. 9@allenthomasfinnQuestion? Just ask: Google AdWords • Google benefits from targeting users who are actively searching for your keywords. • You have a lot of control over what keywords your ad show, but little control of who sees your ads. • Consequently, search click through rates & conversion rates are usually very high. Your Product
  10. 10. 10@allenthomasfinnQuestion? Just ask: Facebook Ads • Facebook benefits from the most sophisticated audience targeting options. • You have a lot of control over who sees your ads, but they are specifically not looking for your product in their social feed. • Consequently, you’ll be able to reach new users inexpensively who may not be searching for your product yet.
  11. 11. 11@allenthomasfinnQuestion? Just ask: Google vs. Facebook - Reach Google • 84% of the US online population uses Google search. • Google.com receives over 3.5 Billion searches everyday and drives an estimated 15% of all web traffic. Facebook • 79% of the US online population uses Facebook.
  12. 12. 12@allenthomasfinnQuestion? Just ask: Google vs. Facebook – Secondary Reach Google • 90% of the US online population visit the 3+ Million sites on the Google Display network everyday. • Google’s YouTube is the world’s second most popular search engine and the most popular video hosting site. Facebook • 32% of the US online population uses Instagram. • Facebook’s display ads outside of Facebook and Instagram reach thousands of other sites.
  13. 13. 13@allenthomasfinnQuestion? Just ask: Google vs. Facebook – Ad Formats Google • Search ads • Shopping Listings • App Install ads • Call-Only ads • Video ads • Gmail ads Facebook • Image ads • Lead ads • Video ads • App Install ads • Sponsored Posts • Event ads • Canvas ads • Carousel ads • Offer ads • Collections
  14. 14. 14@allenthomasfinnQuestion? Just ask: Google vs. Facebook – The Bottom Line Google • Largest search reach • Largest display network reach • Higher CTR • INTENT Facebook • Largest social network reach • Diverse ad formats • Lower CPC • ROBUST AUDIENCE TARGETING
  15. 15. 15| @allenthomasfinn So which is better?
  16. 16. 16@allenthomasfinnQuestion? Just ask: Why Decide? Google Facebook High Intent Searchers Sophisticated & Inexpensive Audience Targeting Winning combination
  17. 17. 17@allenthomasfinnQuestion? Just ask: Facebook Ads drive People to Search More 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 34% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google!
  18. 18. 18@allenthomasfinnQuestion? Just ask: Illustrated Buy flannel shirt online Use Facebook to build an audience that mirrors your desired customer Then use AdWords to target prospects making high-value search queries who have already been exposed to your brand
  19. 19. 19| @allenthomasfinn BUT HOW?!?!?!?!?!?!?!
  20. 20. 20@allenthomasfinnQuestion? Just ask: The 3 Keys to Pairing Paid Search and Social • Audience • Alignment • Attribution
  21. 21. 21| | @allenthomasfinn #1: Audience (UTM Parameters)
  22. 22. 22@allenthomasfinnQuestion? Just ask: https://www.yourdomainhere.com/?utm_source=faceb ook&utm_medium=cpc&utm_campaign=whatever_ you_damn_well_please&utm_content=unicorns_sho wponies • Campaign, Ad Set, or Ad: Get as granular as you see fit
  23. 23. 23@allenthomasfinnQuestion? Just ask: utm_source=facebook&utm_medium=cpc&utm_camp aign=whatever_you_damn_well_please&utm_content= unicorns_showponies • Tracking section ad the ad level • Optional(?!)
  24. 24. 24@allenthomasfinnQuestion? Just ask:
  25. 25. 25@allenthomasfinnQuestion? Just ask: Create audience lists from your social campaigns and target them in your search campaigns to improve your AdWords targeting!
  26. 26. 26@allenthomasfinnQuestion? Just ask:
  27. 27. 27@allenthomasfinnQuestion? Just ask:
  28. 28. 28@allenthomasfinnQuestion? Just ask: PIXELS IN PLACE
  29. 29. 29| | @allenthomasfinn #2: Alignment
  30. 30. 30@allenthomasfinnQuestion? Just ask:
  31. 31. 31@allenthomasfinnQuestion? Just ask:
  32. 32. 32@allenthomasfinnQuestion? Just ask: 1-15
  33. 33. 33@allenthomasfinnQuestion? Just ask:
  34. 34. 34@allenthomasfinnQuestion? Just ask:
  35. 35. 35@allenthomasfinnQuestion? Just ask:
  36. 36. 36@allenthomasfinnQuestion? Just ask:
  37. 37. 37@allenthomasfinnQuestion? Just ask: Align brand, message, and offer
  38. 38. 38| | @allenthomasfinn #3: Thoughtful Attribution
  39. 39. 39@allenthomasfinnQuestion? Just ask: Not Everyone’s a Scorer Some assist. ▪They create new opportunities with new audiences and bring them closer to your goal.
  40. 40. 40@allenthomasfinnQuestion? Just ask: THEY STILL MATTER
  41. 41. 41@allenthomasfinnQuestion? Just ask: Different Campaigns Need to Play Different Positions •Conversion paths within Google Analytics will show how a user interacted with your different channels before converting. • Conversion paths can be sorted and viewed at the network, campaign, or even ad level paths.
  42. 42. 42@allenthomasfinnQuestion? Just ask: Different Campaigns (and Networks) Need to Play Different Positions ▪These are your assisted conversions. ▪ They create new opportunities with new audiences and bring them closer to your goal. ▪ These are your direct conversions. ▪ They work with your existing audiences and directly convert them.
  43. 43. 43@allenthomasfinnQuestion? Just ask:
  44. 44. 44@allenthomasfinnQuestion? Just ask:
  45. 45. 45@allenthomasfinnQuestion? Just ask: Attribution is Critical 89% of marketers believe attribution is important. Source: AdRoll
  46. 46. 46@allenthomasfinnQuestion? Just ask: But Most Aren’t Thinking With It But 66% of marketers use a single-touch attribution model Source: AdRoll
  47. 47. 47@allenthomasfinnQuestion? Just ask: Rocking First-Touch Attribution? You’re gonna have a bad time
  48. 48. 48| @allenthomasfinn Putting it all together
  49. 49. 49| @allenthomasfinn RLSA-ing Your Woes Away (in 10 steps)
  50. 50. 50@allenthomasfinnQuestion? Just ask: Let’s say you operate in an expensive vertical
  51. 51. 51@allenthomasfinnQuestion? Just ask: Or one with razor thin margins…
  52. 52. 52@allenthomasfinnQuestion? Just ask: The Scenario…
  53. 53. 53@allenthomasfinnQuestion? Just ask: Ideal World
  54. 54. 54@allenthomasfinnQuestion? Just ask: Real World
  55. 55. 55@allenthomasfinnQuestion? Just ask:
  56. 56. 56| @allenthomasfinn 10-Step Process
  57. 57. 57@allenthomasfinnQuestion? Just ask: Reach the people most likely to be interested in your brand #1: Build a Brand Awareness Campaign
  58. 58. 58@allenthomasfinnQuestion? Just ask: #2: Define Your Audience
  59. 59. 59@allenthomasfinnQuestion? Just ask: #3: Placements, Budget, Schedule
  60. 60. 60@allenthomasfinnQuestion? Just ask: #4: UTM!!!!!!!!!!!!!!!!!! ?utm_source=facebook&utm_medium= cpc&utm_campaign=awareness_celtics_ cavs_finals&utm_content=carousel_v1
  61. 61. 61@allenthomasfinnQuestion? Just ask: #5: Build Your Remarketing Audience in GA Admin > Audiences > New Audience
  62. 62. 62@allenthomasfinnQuestion? Just ask: #6: Leverage Engaging Ad Creative OFFER MESSENGER CAROUSEL
  63. 63. 63@allenthomasfinnQuestion? Just ask: #7: Hook ‘Em
  64. 64. 64@allenthomasfinnQuestion? Just ask:
  65. 65. 65@allenthomasfinnQuestion? Just ask: #8: Apply RLSA to High- Intent Search Campaign
  66. 66. 66@allenthomasfinnQuestion? Just ask: #9: Sell Sell Sell with Paid Search
  67. 67. 67@allenthomasfinnQuestion? Just ask: “But What About Cart Abandoners, Allen?”
  68. 68. 68@allenthomasfinnQuestion? Just ask: #10: Sweeten the Deal w/ IF Functions NEW AUDIENCE • Target people who hit the payment page & bounce with a $weet deal
  69. 69. 69@allenthomasfinnQuestion? Just ask: Lucky PalCustomer
  70. 70. 70@allenthomasfinnQuestion? Just ask:
  71. 71. 71@allenthomasfinnQuestion? Just ask:
  72. 72. 72@allenthomasfinnQuestion? Just ask: RECAP AdWords is great for targeting based on intent Facebook is great for targeting audiences Don’t just pick one, silly Use UTMs to engage your audience on both channels Align your brand, message, and offer Give credit where credit is due ToFu - Facebook $$$ - AdWords
  73. 73. 73@allenthomasfinnQuestion? Just ask:
  74. 74. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you! Allen Finn, Senior Content Marketing Specialist afinn@wordstream.com @allenthomasfinn

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