Integrated digital marketing has established itself as a concept. An effective approach that sees astonishingly limited use is the integration of social media channels with paid search. We explain the necessary steps: the right remarketing strategy, a solid tracking set-up and consistent user language. Nicole M. Laine, Senior Specialist SEA at Webrepublic, was giving that speech on October 23rd, 2017.

1. Title
Subtitle
Body text
Better Together
Marrying Social and Search
Nicole M. Laine / @nmlaine
Senior Specialist SEA

2. Agenda
1. Intro Webrepublic
2. Social Marries Search
3. Marriage Basics
4. Marriage Insights
5. Marriage Counseling

3. Performance
Advertising on
Search Engines
Display
Networks, and
Social Media
Meet Webrepublic – CH Digital Agency of the Year (IAB)
130+
employees
working in
idyllic
Switzerland
12 languages
in-house
An Agency full
of digital
pioneers with
heart, soul, and
oomph!

4. Social Marries Search
Better Together

5. Let me Tell you a Story

6. Once upon a Time...

7. But what would happen if they
were to get to know each
other?Maybe they would like each other, form a kind of
symbioses, even start to get close?
They could learn from each other, grow together, etc!
What would the result be of such a union?!

8. Marriage Expectations
Experiment with 2 expectations.
For Search ad copies: If we start using language
(phrases, words AND emotionality) that is more similar to
the language used on social media we expect

9. Marriage Expectation 1
(1) The brand experience will be more unified over the
two channels, leading to higher brand affinity and a
stronger branding message.

10. Marriage Expectation 2
(2) We can only measure the actual x-channel effects by
using RMKT lists in Search.

11. Now, in order to Live a
Successful Marriage, you have
to
COMMUNICATE

13. Social Example

14. Search Example

15. What might happen, if the two
would actually start to
COMMUNICATE

17. Social Example

18. Search Example

19. Marriage Basics - Communication
Better Together

20. For a Marriage to Work
You will have
to break down
existing silos

21. Organisational Implications
• ideas
• goals
• marketing measures
• wordings
• targeting
• content
•images
•data
•what emotions should
be generated
•insights/learning's
etc so that this
marriage can work!
The Social and Search teams from both parties must
work together, discuss and share:

22. Marriage Insights
Better Together

23. Marriage Insights - Sharing is
Caring
For each product push or seasonal flight (starting last
holiday season) we received the social calendar and
texted new ad copies using certain key phrases, words,
and emotionality.

24. Marriage Insights - Ad CTR
Each marriage has it’s ups and downs. Sometimes you’re
really close, other times not so much...
→ For some events/flights we see a clear lift in ad click
through rate yoy (→ Ads are more engaging)
→ For other events/flights we see neutral results yoy

25. Marriage Insights - RMKT
We talked about it 2 weeks ago, but why didn’t you remind
me again yesterday?!...
For now, the amount of RMKT traffic coming from social
channels to Search is not large enough to have
conclusive results.
However, one conclusion we can draw from this, is that it
is not necessarily common behaviour to search for a
brand or product after being confronted with this in a
social channel.

26. Not
common
behaviour

27. Marriage Digression
An interesting question deriving from this experiment is:
Are search ad copies that are written in a more ‘social
coloured’ language more engaging, even without them
being recognised from a prior social engagement?
Does the time we spend consuming social media
language have an influence on how we perceive
communications on other non-social channels?

28. Marriage Counseling
Better Together

29. How to get even Closer
Since the efforts we have taken have shown neutral to
positive results in a yoy comparison, we will take the
experiment one step further and start setting up A/B
testing in the campaigns and for the events with the
most traffic and potential.
We will also set up more RMKT lists including additional
social channels (Instagram etc.) to widen our measuring
scope and testing/insight sources.

30. Summary(Speak these Vows after me…)
• Use similar Social Content /advertising wording and
Search Ad wording to ensure x-channel uniformity
• In this instance, x-channel behaviour Social → Search is
not very common
• As a next step, A/B testing will be applied in order to
receive clear and insightful data that is statistically
significant, and based on which, a clear path forward can
be defined.

31. And They Lived Happily Ever After...

32. THANK YOU!