Integrated Search and Social Advertising

Jon MyersVP & Managing Director - EMEA

@JonDMyers

Marin Software is the Leader in Digital Advertising Technology

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Over €1bn of annual European spendmanaged through our platform

Europe’s leading brands trust us to manage their spend

Over 130 employees across 5 locations in Europe

5 European awards in 4 years

Great Partnerships in History

part·ner·ship (pärt nər-shĭp )′ ′ n.A relationship between individuals or groups that is characterised by mutual cooperation and responsibility, as for the achievement of a specified goal

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Search and Social Have Become Our Go-To Channels

Rapid and Continuous Growth

50% of Total Media Budgets

50% of Marketers Will Increase

6 Billion Google Searches / Day

1 Billion Daily Facebook Users

Google / Facebook = #1 / #2 for ROI

75% See as Critical for Cross-Channel

Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm

Consumer Usage is Omnipresent

Marketers Are Embracing

Looking at Search and Social Separately Doesn’t Tell the Full Story

Social is more likely to “assist” sales made in other channels For every Social click resulting in a purchase, there are two clicks assisting another

converting channel

Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

The Buyer’s Journey is Highly Fragmented

47% of revenue comes from purchases made in more than one day (Google) 65% of revenue comes from purchases made in more than one step (Google) Search engines and social networks are the top two sources used to research and

inspire purchase decisions (eMarketer)

Sources: Brand Perfect, “Adventures in Retail”, November 9 2012 and http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

How Can Search and Social be Used Together to Drive a Better Overall ROI?

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Social Advertising Drives Better Search Performance

44% of Marketers Have Seen Search Performance Improve

Following launch of a Social campaign

Brands Experience a 50% Increase in Search CTR

When their target audience is also exposed to Social ad

Brands Experience a 11% Lift in Brand Searches

If they’re also running FB ads

Consumers Are 2.8x More Likely to Search for Your Brand

If they’ve been exposed your Social ad

Customers Who Touch Both Channels Are More Valuable

Search Touches + Social Touches = Better Performance

• 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only

Focus on Acquiring Customers Across Channels

• Focusing on a single channel ignores the customers’ path to conversion • Focusing on a single channel limits the potential results you can achieve

Google / Bing Click+ Facebook Click

Facebook ClickOnly

Google /BingClick Only

3.56% CR$3.16 RPC

1.88% CR$1.56 RPC

.76% CR$.77 RPC

Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report

Quick Tips for Integrating Your Search and Social Strategies

Breaking Down Management Silos toFocus on the Customer

Combine Workflows

Focus on the Customer, Not the Channel

Integrate Targeting

Measure Across Channels

Optimise Towards Audience LTV

Self Assessment - Is Your Organisation Cross Channel Focused?

Are your teams working towards the same business objectives?

Is your message / creative consistent across channels?

Are you properly attributing revenue to each channel?

Are you budgeting appropriately?

Are your promotions aligned across each channel?

Is your business intelligence strategy integrated?

Joint Marketing Objective: 200% ROI

IntegratedOptimisation

Strategy

Create and launch new promotional campaigns at the same time Automate URL building across both channels Integrate your daily, weekly, monthly reports across Search and Social Manage bids across both channels towards a common business objective

Combining Search and Social Workflows Creates Efficiencies

Female, age 25-35 who haspurchased shoes in the past

Focus on the Customer, Not the Channel

Target Customer Customer Intention

Use the Strengths of Each Channel toReach the Right Customer at the Right Time

?? “buy black running shoes”

Social Advertising

• Audience targeting capabilities

• Reach a specific audience based on demo, behavior, or customer characteristics

• Use to Push advertising message to customers

Search Advertising

• Intention targeting capabilities

• Reach customers based on their buying intentions at a specific moment in time

• Use to Pull customers into your advertising message

Female, age 25-35 who has purchased shoes in the past

Search-> Social: Build Custom Audiences based off Search visits to your website o “Retarget” the same users on FB with nurturing campaigns to bring them back

Social -> Search: Build Google Remarketing lists based off Social visitso Use RLSAs to boost Search bids based on visits from high LTV FB audiences

Integrate Your Search and Social Targeting Strategies

Retargeted on Facebook

Real-life example, following a “buy at&t

bundle” Google Search

Webtrends Increase Sales for Insurance Provider by 10%

Challenges Targeting specific audiences across Search and Social Limited ability to segment audiences using only Search

Solution Used Marin to drive leads through Google and Bing Segmented audiences by location, keyword, recency,

prospect vs. existing customer Retargeted leads and customers via FB Custom Audiences

Results 85% lower cost/acquisition than SEM alone 45% lower cost/acquisition than brand SEM campaigns 70% lower cost/acquisition from retargeting

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“Marin makes it incredibly easy to advertise across Google, Bing and Facebook all in one interface. In particular, their platform has dramatically changed the way we advertise on Facebook and has made it one of our most effective performance marketing channels.”

- Chase WellsDirector of Performance Marketing at Webtrends

Case Study:Automotive

Evaluate campaign performance and budget allocation across channels Ensure your Search and Social campaigns are using the same data source Evaluate the ROI of each channel as well as combinations of channels Evaluate the Search and Social paths to conversion that result in the highest ROI

Measure Performance Across Channels

Are you budgeting your Search and Social campaigns

based on overall ROI?

Did you know that 48% of Search conversions start

with Facebook? *

Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report

Stylistpick Discovered Facebook Was Being Undervalued by 12%

Challenges Lack of visibility across channels led to

misguided optimisation decisions

Solution Manage campaigns across search, social and

display in one interface Predictive bidding algorithm drove

maximum volume, exceeding ROI targets Creative rotation reduced impact of ad

blindness on CTRs

Results Discovered Facebook performance was

being undervalued by 12% Saved significant time from managing

search and social programs together Increased Facebook CTR by 50% within the

first month

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“The fact you can manage Facebook alongside other channels such as search and display means you can gain an understanding of how Facebook Ads are working as part of your online media mix and not in a silo.”

- Cormac Doyle, Senior Online Marketing Manager, Stylistpick

Case Study:Retail

Integrated Search and Social Optimisation

Optimise Search and Social Bids Based on Lifetime Value

Use Click-Weighted Attribution to Assign LTV Assisting Clicks

Forecast Budget and Profit at Different ROI Targets

Create Look-Alike Audiences Based on LTV of Converting Audiences

Search Revenue per Click is Higher When Managed with Social o + 36% higher than Search campaigns managed independently

Search Revenue per Conversion is Higher When Managed with Social o + 68% higher than Search campaigns managed independently

Is Search and Social Campaign Integration Worth It?

Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report

Summary: Putting it All Together

Customers are using Search and Social together – so should you!

Integrate and align your advertising programs around the customer, not the channel

Target, report and optimise your Search and Social programs together, not separately

Thanks!Jon MyersVP & Managing Director - EMEA

@JonDMyers

Questions?