The good times when one online platform was enough to promote your brand are long over. This session will demonstrate how to connect advertising campaigns from different channels, such as Google AdWords and Facebook, to meaningfully engage users and increase conversions for large brands.

1. @Rocco_Zebra_Adv

2. Sebas&an
Wenzel,
Webanaly&csbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

4. Integrate
campaigns from
different channels
Use conversion
data from Platform A
and use it for
Platform B
Find out where
platforms influence
the sales funnel &
adapt ads accordingly

5. @Rocco_Zebra_Adv

6. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
Website
SALE
NO SALE
Cross-Channel

7. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
8-10 Times Exposure
to Ads Before
Converting
Multiple Channels
Boost Brand
Recognition
Easy Setup with
Pixels
Cross-Channel

8. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
+
OFFLINE
Cross-Channel

9. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
Online & Offline

10. @Rocco_Zebra_Adv

11. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
Example 1
1. Take data from Google Analytics, referral source: Facebook
2. Create a remarketing list for people who got to your website via Facebook
& had certain behaviors on your site (e.g. didn’t convert, visited product
page, etc.)
3. Use this list as targeting for AdWords Display and/or Search Remarketing

12. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
Website
Example 2
1. Install Facebook pixel on custom landing page for AdWords
2. Show Facebook ads to people who came via AdWords

13. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
Why Start
Cross-Channel Advertising?
Majorly scale up profitable campaigns
Shorten time between website visit and conversion
Become a top of mind brand faster & control who sees
what
Combine intent driven and behavior based ads

14. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv

15. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv

16. @Rocco_Zebra_Adv

17. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
1. Google Analytics
2. FB Audience Insights
3. Experience
4. Data
5. […]
1. Define Buyer Profiles
2. Locate Buyer Profiles in the Funnel

18. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
Online Customer Journey
Industry: Books & Literature

19. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
Online Customer Journey
Industry: Sports

20. #SEJSummit
#Searchmetrics
@Rocco_Zebra_Adv
Online Customer Journey
Industry: Computer & Electronics

21. Integrate
campaigns from
different channels
Use conversion
data from Platform A
and use it for
Platform B
Find out where
platforms influence
the sales funnel &
adapt ads accordingly