search + social: 3 data-packed tips to finding your customers online

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Search + Social:3 Data-Packed Tips to Finding Your Customers Online

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| Search + Social: 3 Data-Packed Tips for Finding Your Customers Online 3

4

Mark IrvineSenior Data Scientist

• Senior Data Scientist at

WordStream

• 5 Years in Paid Search

Experience

•

Voted the 5th Most

Influential PPC Expert of

2017


State of Digital Advertising in 2017

• 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

$6.3 Billion USD in 2016.

• 2 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

$5.1 Billion USD in 2016.


Data Source: IAB

Everyone else

28.6%

Facebook19.4%

Google52.0%

Share of Digital Ad Spend, 2016

• Today, Google and Facebook comfortably

make up 71% of the digital advertising market.

• Google and Facebook’s growth makes up a

total of 69% of the growth in the market in 2016.

#1

Google AdWords vs. Facebook Ads –

Which is better?


Google vs. Facebook – Reach

Google

• 84% of the US online

population uses Google search.

• Google.com receives over 3.5

Billion searches everyday and

drives an estimated 15% of all

web traffic.

Facebook


population uses Facebook.

• Facebook users visit Facebook

more often than any other site!Tie


Google vs. Facebook – Secondary Network Reach

Google


population visit the

3+ Million sites on the Google

Display network everyday.

• Google’s YouTube is the world’s

second most popular search

engine and the most popular video hosting site.

Facebook


population uses Instagram.

• Facebook’s display ads outside

of Facebook and Instagram

reach thousands of other sites.Google wins


Google vs. Facebook – Ad Formats

Google

• Search ads

• Shopping Listings

• App Install ads

• Image ads

• Video ads

• Gmail ads

Facebook

• Image ads

• Video ads

• App Install ads

• Sponsored Posts

• Lead Generation Ads

• Event ads

Facebook

wins


Google vs. Facebook – Click Through Rate

Google

• Average search CTR is

1.91%.

• Particularly high for B2B,

Consumer Services, and

Financial Services

Facebook

• Average CTR is 0.90%.

• Higher for Legal, Retail,

and Apparel industries.Google

wins


Google vs. Facebook – Cost per Click

Google

• Average search CPC is

$2.32

• Cheaper clicks for Personals

and Advocacy groups.

Facebook

• Average CPC is $1.72

• Higher for Education,

Retail, and Travel.

Facebook

wins


Google vs. Facebook – Review

Google

• Largest search reach

• Largest display network

reach

• Diverse ad formats

• Higher ad CTR

Facebook

• Largest social network

reach

• Highly loyal returning users

• Diverse ad formats

• Lower ad CPC

14| Search + Social: 3 Data-Packed Tips for Finding Your Customers Online

So which is better?Google or Facebook?


Each Network has its own strength

Google

• Google benefits from

targeting users who are

actively searching for your

keywords.

• You have a lot of control

over what keywords your

ad show, but little control

of who sees your ads.

Your Product

• Consequently, search click through rates

& conversion rates are usually very high.


Each Network has its own strength

Facebook

• Facebook benefits from the

most sophisticated

audience targeting options

• You have a lot of control

over who sees your ads,

but they are specifically not

looking for your product in

their social feed.

• Consequently, you’ll be able to

inexpensively reach new users who may

not be searching for your product yet


• At $2 per click, advertisers can attract 100’s of potential customers a month for only a few hundred dollars.

• Most advertisers on both Google and Facebook are small and medium businesses, many spend fewer than $1,000/month!

Both Networks have flexible Bidding and Budgets


Google vs. Facebook – Review

Google Facebook

High Intent Searchers on

Google

Sophisticated & Inexpensive

Audience Targeting

Winning combination

#2

Using Facebook to Enhance your Google & Bing Campaigns


Facebook Ads drive People to Search More

80%

90%

100%

110%

120%

130%

140%

Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads

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ogl

e B

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stCross-Network Ads Lift Branded Search Interest on Google!

26%

80%

90%

100%

110%

120%

130%

140%


Go

ogl

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ear

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26%31%

80%

90%

100%

110%

120%

130%

140%


Go

ogl

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26%31% 34%

80%

90%

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Your Social Campaigns can Improve your Search Targeting

Target users based on:

• Job title

• Employer

• Industry

• Income


• Relationship status

• Sexual Orientation


• Home Ownership

• Property Value


• Life events

• Anniversaries

• Birthdays


• Education level

• Field of study

• School attended


• Gender

• Age

• Parental Status



Create audience lists from your social campaigns and target them in your search campaigns to improve your PPC targeting!



v

I’m getting married soon and I’m very excited!!!

But now I have to plan a wedding which means I need to:

• Find a venue

• Hire a Caterer

• Hire a DJ

• Hire a Photographer

• Buy Save the Dates & Invites

• Book a Hotel Block

• Build a wedding registry

• Buy a new Suit

• Plan a Honeymoon (Flights, Hotels, Things to do)

(Basically, I’m going to be buying a whole lot of stuff because I love this guy.)



Wedding Rings

Inexpensively target me based on my upcoming wedding of Facebook

Later target me on Googlebased on the fact I came through that Facebook campaign!

#3

Use Search to Grow your Facebook Audiences


Let Facebook Convert What Google Didn’t

96%of people who visit a website

leave without completing

the actions marketers want

them to take

70%of people abandon their

shopping cart without

completing a purchase

Opportunity notconverted by Google!


Let Facebook Convert What Google Didn’t

96%of people who visit a website

leave without completing

the actions marketers want

them to take

70%of people abandon their

shopping cart without

completing a purchase

search + social: 3 data-packed tips to finding your customers online

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