Search & Social: Made Better Together
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This document discusses how search and social advertising can be better integrated to improve digital marketing campaigns. It notes that search and social have complementary strengths and weaknesses, with search having better engagement but less audience control, while social allows broad targeting but with lower engagement. The document advocates using social data like interests and behaviors to improve audience targeting in search campaigns. It also recommends remarketing strategies across networks to keep people engaged in the customer journey. Overall, the key message is that search, display, and social campaigns work best when integrated and leveraging the same audience insights from each network.
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Search & Social: Made Better Together
- 1. 1 Search & Social: Made Better Together
- 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
- 6. 6 Search Ads Have Distinct Strengths and Weaknesses Your Product • Search ads have relatively good engagement – with higher CTRs and CVRs! • However, search is a highly reactive medium. • We have little control over the audience who sees our ads.
- 7. 7 Social Ads Have The Opposite Strengths • Social ads are native and can pique interest in unknown products. • Social ads can target any audience our minds can imagine. • But, users are specifically not looking for their product on Social – and CTRs and CVR are generally lower.
- 8. 8 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!
- 9. 9 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
- 10. 10 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
- 11. 11 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.
- 12. 1212 Reach of Major Networks (US) Facebook: 207 million YouTube: 180 million Google: 246 million Pinterest: 58 million LinkedIn: 133 million Instagram: 77 million Twitter: 60 million Bing: 141 million Snapchat: 61 million YouTube: 180 million Facebook: 207 million Google: 246 million Bing: 141 million LinkedIn: 133 million Instagram: 77 million Snapchat: 61 million Twitter: 60 million Pinterest: 58 million
- 13. 1313 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
- 14. 1414 Power Your Social Campaigns with Search Traffic #1
- 15. 15 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!
- 16. 16 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.
- 17. 17 Keep People in your Funnel Longer with Remarketing
- 18. 18 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.
- 19. 19 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!
- 20. 2020 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!
- 21. 2121 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!
- 22. 2222 Returning Visitors are about 25% more likely to convert. Past buyers are up to 5 times more likely to convert.
- 23. 23 Use Email, Phone, & Email Data to Your Advantage Customer Match allows you to target users by email, phone numbers, and addresses on Google and Facebook. This allows you to leverage more data to improve your targeting!
- 24. 24 Keep People in your Funnel Longer with Remarketing These audiences you’re currently already in contact with are often your most valuable. Using customer match increases conversion rate by 300%!
- 25. 2525 Use your Google Analytics Time Lag Report to determine how long users wait before they buy. Give Them Time Make sure you’re reaching these audiences long enough to capture 95% of these conversions!
- 26. 2626 Use Social to Anticipate Future Search Trends #2
- 27. 27 We Discover on Social – Later, we Search on Google Laurel Recent search interest for “Laurel” or “Yanny”:
- 28. 28 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.
- 29. 29 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
- 30. 3030 Advertising outside Google drives more Google Search Cross-Network Ads Lift Branded Search Interest on Google!
- 31. 31 26% 31% 34% 420% 526% 50% 100% 150% 200% 250% 300% 350% 400% 450% 500% 550% 600% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads Google Search & Facebook Video Ads Google Search & YouTube Video ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google!
- 32. 32 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”
- 33. 33 We Discover on Social and then we Search on Google Historical search interest for “Pizza near me”
- 34. 34 We Discover on Social and then we Search on Google Historical search interest for “Pizza nearby”
- 35. 3535 #3: Using Social to Better Target your Search Ads
- 36. 36 Keywords Don’t Always Capture Intent School Trips Abroad Parents Students School Groups Teachers & Admin
- 37. 3737 Targeting On Search: Expanded Targeting on Social: Age Income Gender Parental Status Remarketing InterestsIn-Market Job EducationRelationship Life Events Get More Targeting Cross-Network Traveling
- 38. 3838 Targeting your Social Audiences in Search Campaigns Specific audience: Secondary School Teachers Target social campaign toward audience: $0.63 average cost per website click
- 39. 39 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
- 40. 4040 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
- 41. 41 Recap
- 42. 42 Make the most of your search campaigns by making the most of your remarketing across your social networks.
- 43. 43 Social Trends Predict Future Searches Manage your Search to Reengage Interested Searchers!
- 44. 4444 All of your campaigns work best together! Leverage the same advanced targeting in your display and social campaigns in your search campaigns!
- 45. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you! Mark Irvine, Senior Data Scientist mirvine@wordstream.com @MarkIrvine89