Paid Media Manager Alan Schieber will use this session to challenge your assumptions about paid search and paid social ads with an eye toward ad spending with an ROI. You’ll learn how to use your audience list (yes, even your email list) as an extra touch point on the campaigns you’re already running.

1. #emflconf@emfluence
Alan Schieber, emfluence
aschieber@emfluence.com
Bring Home the Black Sheep: Integrating
Paid Media into Your Existing Campaigns
@AlanSchieber

2. #emflconf@emfluence

3. #emflconf@emfluence
Does your paid media campaigns feel like this?

4. #emflconf@emfluence
Overview
Debunk your current assumptions around Paid Media
Brief overview of each type of channel
- Video/Display
- Social Media
- Paid Search/Ecommerce
Discuss Customer Journey

5. #emflconf@emfluence
General Assumptions
- Costs too much money
- Struggle to get quality leads
- Takes too much time
- We struggle to prove ROI
- We want it Good, Cheap, and
Fast.

6. #emflconf@emfluence
General Assumptions
- Costs too much money
- Struggle to get quality leads
- Takes too much time
- We struggle to prove ROI
- We want it Good, Cheap, and
Fast.
Goo
d
Cheap Fas
t
Pick
Two

7. #emflconf@emfluence
The problem might not
be the channel!
It could be your strategy for the channel.
Google and Facebook will take your stupid money all day.
Let’s start giving them smart money.

8. #emflconf@emfluence
Spend with a purpose
- Take your goal/KPI through The 5 Whys
- Define your goals before you choose your channel
- Use successful strategies from other channels to guide these
goals
- Research smarter not harder
- Ask your sales teams what messages or sales points are the most
impactful for their clients
- See what email content is most engaged with and build a campaign
around it.

9. #emflconf@emfluence
Spend with a purpose
- Take your goal/KPI through The 5 Whys
- Define your goals before you choose your channel
- Use successful strategies from other channels to guide these
goals
- Research smarter not harder
- Ask your sales teams what messages or sales points are the most
impactful for their clients
- See what email content is most engaged with and build a campaign
around it.
Define your goals before you choose your channel!

10. #emflconf@emfluence
Are you spending your money on the right
Channel?What is the mindset of the user when they see your ad…
on Display/Video
Social Media?
on Search/ Ecommerce?

11. #emflconf@emfluence
Display/Video
- You message might be interrupting their experience

12. #emflconf@emfluence
Display/Video
- You message is might be interrupting their experience

13. #emflconf@emfluence
Display/Video
- You message is might be interrupting their experience

14. #emflconf@emfluence
Display/Video
- You message might be interrupting their experience
- Add additional brand touchpoints
- Hyper-Targeted Local Campaigns
- Use Remarketing

15. #emflconf@emfluence

16. #emflconf@emfluence
Display/Video
- You message might be interrupting their experience
- Add additional brand touchpoints
- Hyper-Targeted Local Campaigns
- Use Remarketing (It has a time and a place)
- New Product Launch
- Category/Product based re-targeting

17. #emflconf@emfluence
Social Media
- We’re on social to see our friends and family members lives
- Be interesting, unique and relevant

18. #emflconf@emfluence

19. #emflconf@emfluence
Social Media
- We’re on social to see our friends and family members lives
- Be interesting, unique and relevant
- Allows for Easy Audience Targeting (Use your email lists!)
“1 in 4 minutes spent on mobile in the US
is spent on a Facebook platform”

20. #emflconf@emfluence
Search/ Ecommerce

21. #emflconf@emfluence
Search/ Ecommerce
- Users are expressing intent by clicking “Search”
- They want an answer or solution, So give it to them!
- Pay-to-play

22. #emflconf@emfluence

23. #emflconf@emfluence
Search/ Ecommerce
- Users are expressing intent by clicking “Search”
- They want an answer or solution, So give it to them!
- Product Shopping Ads

24. #emflconf@emfluence
Shopping Ads
- A picture/price right in
the SERP.
- Shows before Search
Ads
- Product only shows
for specific queries
relating to purchase
intent

25. #emflconf@emfluence
Shopping Ads
- A picture/price right in
the SERP.
- Shows before Search
Ads
- Product only shows
for specific queries
relating to purchase
intent
- Pay-to-Play

26. #emflconf@emfluence
Search/ Ecommerce
- Users are expressing intent by clicking “Search”
- They want an answer or solution, So give it to them!
- Product Shopping Ads
- Find new customers (Potential leads) who are already interested
in your products/services.

27. #emflconf@emfluence
Are you spending your money on the right
Channel?Display/Video
Social Media
on Search/ Ecommerce

28. #emflconf@emfluence
We have a Clear Goal and a
Channel!
Now What?

29. #emflconf@emfluence
We have a Clear Goal and a
Channel!
Now What?
Message/Landing Page

30. #emflconf@emfluence
Is your message/landing page actually relevant?

31. #emflconf@emfluence
Is your message/landing page actually relevant?

32. #emflconf@emfluence

33. #emflconf@emfluence

34. #emflconf@emfluence

35. #emflconf@emfluence

36. #emflconf@emfluence

37. #emflconf@emfluence

38. #emflconf@emfluence

39. #emflconf@emfluence

40. #emflconf@emfluence

41. #emflconf@emfluence

42. #emflconf@emfluence

43. #emflconf@emfluence
Think about your Customer’s Journey!
- Treat customers like human beings!
- Think of Non-Landing Page Conversions
- Maps
- Calls
- Mobile Customized Experience

44. #emflconf@emfluence
Audience & Geo-Targeting
- Export your e-mail and customer lists
- Upload them to Facebook & LinkedIn and see list size
Potential KPI’s
- Lead Form/ Awareness
- A/B Test a Headline/Subject line before you ever send
- Add additional brand touchpoints between emails
- Learn how customers engage with your message on other
channels
- Target an already segmented list.

45. #emflconf@emfluence