Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Search and Social: 3 Tricks to Make Your Advertising Work Better Together by Mark Irvine

57 views

Published on

Digital Marketing Summit Southampton 2018, Mark Irvine, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing @MarkIrvine89

Published in: Data & Analytics
  • Be the first to comment

  • Be the first to like this

Search and Social: 3 Tricks to Make Your Advertising Work Better Together by Mark Irvine

  1. 1. 1 Social & Search: Made Better Together with More Data
  2. 2. 2 Mark Irvine WordStream, Senior Data Scientist •Analyzes trend data of 22,000+ WordStream Client AdWords, Bing & Facebook Accounts. •6 Years of PPC experience
  3. 3. 3 State of Digital Advertising in 2018 • 10 Million+ advertisers rely on Google AdWords, growing every year since 2001. • 88% of all of Google’s revenue comes from advertising • Google’s ad revenue grew $16 Billion USD in 2017. • 7 Million of advertisers have joined Facebook in the past 2 years alone. • Nearly all of Facebook’s revenue comes from advertising • Facebook’s ad revenue grew $13 Billion USD in 2017.
  4. 4. 4 The Digital Ad Duopoly
  5. 5. 5 Search vs Social?
  6. 6. 6 Different Networks – Same Metrics? Metric AdWords Search Campaigns Bing Search Campaigns Facebook Social Campaigns Reach 517,183 214,620 813,442 Engagements 26,480 8,322 320,675 CPA $41 $29 $110 Conversion Rate 2.86% 4.05% 0.65% Conversions 314 170 58 Initial Reaction: Pause /pull back campaign!
  7. 7. 7 Campaigns Provide Value Beyond CPA  This campaign produced a lot of traffic – but rarely ever converted. 1,400 1,600 1,800 2,000 2,200 2,400 2,600 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 SalesfromALLother Campaigns Reach of Poor Campaign Original Performance
  8. 8. 8 Campaigns Provide Value Beyond CPA  Without making major changes to any other campaign, we saw conversions from other campaigns begin to fall off as a result.1,400 1,600 1,800 2,000 2,200 2,400 2,600 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 SalesfromALLother Campaigns Reach of Poor Campaign After Pulling Back on the Campaign
  9. 9. 9 Campaigns Provide Value Beyond CPA •In this case, not only did reducing this “poor converting” campaign reduce direct sales. It also: • Reduced the reach of other campaigns by 10%. Many campaigns stagnated. • Reduced the conversion rate of all website traffic by 12%. • Total online sales suffered an 18% drop.
  10. 10. 1010 Reach of Major Networks (Europe) Facebook: 90 million YouTube: 180 million Google: 400 million Pinterest: 16 million LinkedIn: 62 million Instagram: 40 million Twitter: 60 million Bing: 61 million Snapchat: 61 million YouTube: 180 million Facebook: 90 million Google: 400 million Bing: 61 million LinkedIn: 62 million Instagram: 40 million Snapchat: 61 million Twitter: 60 million Pinterest: 16 million
  11. 11. 1111 Perfecting Your Audience Targeting Cross-Network High Intent Searchers on Google Sophisticated Audience Targeting on Display & Social Search Display & Social Winning Combination! Perfecting your Audience Targeting Cross-Network
  12. 12. 1212 Power Your Social Campaigns with Search Traffic #1
  13. 13. 13 Search isn’t Perfect Alone Average CVR: 3.75% Top 10% CVR: 11.3% Top 1% CVR: 22.9% Even the best don’t convert most of the time!
  14. 14. 14 97% of all visitors to your site won’t complete your goal on their first visit. 70% of visitors who add an item to their shopping cart will abandon their cart without purchasing.
  15. 15. 15 Keep People in your Funnel Longer with Remarketing
  16. 16. 16 Facebook is Highly Engaging •Facebook users visit Facebook more than any other site – averaging 14 visits a day. •Social users spend more time – averaging almost an hour every day.
  17. 17. 17 Keep People in your Funnel Longer with Remarketing 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 1 2 3 4 5 6 7 AverageEngagementRate # Times User has Seen an Ad Remarketing Other ad targeting  Remarketing ads not only have higher engagement rates but also fatigue at half the rate of other ads!
  18. 18. 1818 Demographic Targeting Returning Visitors are about twice as likely to click on your ad. Past buyers are about 5 times as likely to click on your ad!
  19. 19. 1919 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2 2.2 2.4 1 2 3 4 5 6 7 RelativeConversionRate Number of times a user has seen ad Conversion Rate Increases with Exposure More than 2x more likely to convert after seeing your ad 6 times!
  20. 20. 2020 Returning Visitors are about 25% more likely to convert. Past buyers are up to 5 times more likely to convert.
  21. 21. 2121 Use Social to Anticipate Future Search Trends #2
  22. 22. 22 We Discover on Social – Later, we Search on Google Laurel Recent search interest for “Laurel” or “Yanny”:
  23. 23. 23 Social Trends Predict Search Trends  Within 1 hour of trending on Twitter, searches for that subject double. 0 1 2 3 4 5 6 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 RelativeSearchInterest Hours Since First Trending on Twitter  Within 6 hours, searches for that subject increase fivefold.
  24. 24. 24 Social Trends Predict Search Trends 0 1 2 3 4 5 6 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 RelativeSearchInterest Hours Since First Trending on Twitter Promoted Hashtags All other hashtags
  25. 25. 2525 Advertising outside Google drives more Google Search Cross-Network Ads Lift Branded Search Interest on Google!
  26. 26. 26 We Discover on Social and then we Search on Google  Tweet @Google Google Search result for NHL scores.  Tweet @Google Google Search result for local weather.  Tweet @Google Google Search result for “Pizza nearby”  Tweet @Google Google Search result for “Pizza nearby”
  27. 27. 27 We Discover on Social and then we Search on Google Historical search interest for “Pizza near me”
  28. 28. 28 We Discover on Social and then we Search on Google Historical search interest for “Pizza nearby”
  29. 29. 2929 #3: Using Social to Better Target your Search Ads
  30. 30. 30 Keywords Don’t Always Capture Intent School Trips Abroad Parents Students School Groups Teachers & Admin
  31. 31. 3131 Targeting On Search: Expanded Targeting on Social: Age Income Gender Parental Status Remarketing Audiences Interests & Affinities In-Market Audiences Job & Career School & Education Love & Relationship Life Events Get More Targeting Cross-Network
  32. 32. 3232 Targeting your Social Audiences in Search Campaigns Specific audience: Secondary School Teachers Target social campaign toward audience: $0.63 average cost per website click
  33. 33. 33 Create audience lists from your social campaigns and target them in your search campaigns to improve your PPC targeting! Perfecting your Audience Targeting Cross-Network
  34. 34. 3434 school trips abroad Targeting your Social Audiences in Search Campaigns Specific audience: Secondary School Teachers Target social campaign toward audience: $0.63 average cost per website click
  35. 35. 35 Recap
  36. 36. 36 Make the most of your search campaigns by making the most of your remarketing across your social networks.
  37. 37. 37 Social Trends Predict Future Searches Manage your Search to Reengage Interested Searchers!
  38. 38. 3838 All of your campaigns work best together! Leverage the same advanced targeting in your display and social campaigns in your search campaigns!
  39. 39. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you! Mark Irvine, Senior Data Scientist mirvine@wordstream.com @MarkIrvine89

×