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

1. 1
Social & Search:
Made Better Together with More Data

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
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
The Digital Ad Duopoly

5. 5
Search vs Social?

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
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
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
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. 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. 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. 1212
Power Your Social Campaigns
with Search Traffic
#1

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
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
Keep People in your Funnel Longer with Remarketing

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
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. 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. 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. 2020
Returning Visitors are
about 25% more likely
to convert.
Past buyers are up to
5 times more likely
to convert.

21. 2121
Use Social to Anticipate
Future Search Trends
#2

22. 22
We Discover on Social – Later, we Search on Google
Laurel
Recent search interest for “Laurel” or “Yanny”:

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
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. 2525
Advertising outside Google
drives more Google Search
Cross-Network Ads Lift Branded Search Interest on Google!

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
We Discover on Social and then we Search on Google
Historical search interest for “Pizza near me”

28. 28
We Discover on Social and then we Search on Google
Historical search interest for “Pizza nearby”

29. 2929
#3:
Using Social to
Better Target your
Search Ads

30. 30
Keywords Don’t Always Capture Intent
School Trips Abroad
Parents Students School
Groups
Teachers
& Admin

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. 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
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. 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
Recap

36. 36
Make the most of your search campaigns by making the
most of your remarketing across your social networks.

37. 37
Social Trends Predict Future Searches
Manage your Search to Reengage Interested Searchers!

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. © Copyright 2018 WordStream, Inc. All rights reserved.
Thank you!
Mark Irvine, Senior Data Scientist
mirvine@wordstream.com
@MarkIrvine89