using search techniques to win at paid social
TRANSCRIPT
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Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch
Using Search Techniques to win
at Paid Social
Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
Example Title Slide:
Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
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Introduction
TaraSiegelPepperjam
SrDirectorofSocial@Tsiegel21
Resume:• 10Yearsindigitaladvertising• 2016KenshooInfinityAwardWinnerforbest
CrossChannelCampaign• 2015KenshooInfinityfinalist• 2014ShortyAwardFinalist
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Social industry stats:
Facebook§ UserBase
– 166.8Musersin2016
– Users35andoldermakeupmorethanhalfofFacebooksUSuserbase
– Millennialsspend57%oftheirtimeonlineonFacebook
Usage– 85%ofFacebookusers’primarydeviceis
mobile
– In2016,53.8MusersaccessFacebookstrictlythroughmobile,while16.8Musersuseddesktop/laptoponly.
• 92.4Maredualdesktop/laptopusers
Twitter§ UserBase
– Twittercurrentlyhas52.2Musers
– MillennialsmakeupthecoreofTwitter’sUSaudiencewith43.5%ofusersbetweentheagesof18and34
• 39%ofmillennialschecktheiraccountlessthanonceaweek,rarelyuseit,orhavecancelledtheiraccount
Usage
– In2016,26.9MusersaccessTwitteronmobile,4Musedesktoponly,and25.9Maredualmobileanddesktopusers
Instagram§ UserBase
– Instagramcurrentlyhas67.2Musers
– 56%haveahouseholdincomeof$75k+
– Femaleusersaccountfortwo-thirdsofInstagram’sUSdailyaudience
• WomenpreferInstagramforengagingwithbrandcontent
– MorethanhalfofUSmillennialinternetusersare“active”onInstagram
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Social as an omni-channel optimizer
Display
• Displayvs.PaidPlacementsduplicationcanbeavoidedbyaudiencesegmentation.WCA,andTWAaresocialretargetingoptionsdirectlyviapaidplacements.
• ProspectingaudiencesonFacebookwillbuildapoolforDisplayRetargetingacrosstheweb.
PaidSearch
• IDAcampaignsuseSearchbehaviortocreateaudiencesonFacebook.KeywordtargetingonTwitter.• QualityscoretoSearchisRelevancyscoretoFBisQualityAdjustedbidonTwitter.• Similaradtypes.PLA’s,ClicktoCall,LeadGeneration,etc.
• UtilizeCRMlistbyopen,click,andconversionrateandtargetappropriately.• BuildoutemaillistwithFacebookviaLeadAds.
PR
• PaidSocialhasanaturalsynergywithPublicRelations.ItisincreasinglydifficulttogetorganicplacementsonSocialchannels,assuchitismoreimportantthateachpaidpostbeconsistentwithPRstandards.
• Certainpostingoptionsareonlyavailablewithapaidcomponent.
SEO
• Sociallinkingwillincreaseorganicpagerank.• SocialMediaProfilesrankinorganiclistings.• SomeSocialNetworksareSearchEnginesinandofthemselves.
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Paid Social Targeting Breakdown
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Targeting Strategy is consistent across search and social.
RightMessage,RightPeople.
Acquisition
Fans CRMFileWebsiteCustomAudience
ProspectingExcludingallacquisitionaudiences
FanLookalikes
CRMFileLookalikes
WCALookalikes
IntentDriven
Audiences
EnhancedInterest
FacebookPartnerCategory
AllMarketingChannelswantthis!
Brand/Non-BrandcampaignswithNegativeKeywords
AudienceGroupsareyourADGroups,AudiencesareyourKeywords
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Lets get specific…
Example Title Slide:
Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
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KPI Strategy Consistency
ReactivationorNewCustomerAcquisition
UtilizeCRM,Tailored
Audiences&Lookalikes
IncreasePageEngagement
ClickstoWebsite
GainLeads LeadGenerationAds
In Social our Campaign Goals will Guide Ad Type and Strategy. Same
is true for search, with ad extensions like click to call, lead generation, etc.
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The Auction Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
WhensettingupaFacebookcampaign,choosebetweenAuctionandReachandFrequencycampaigntype.
Auctionismodeledafterasearchauction,withthechoiceofaCPMorCPCblindauction.Similartosearchthebid,andadqualityhavealargeinfluenceonauctionprice.
ReachandFrequencycampaignsallowforafixedprice,noauction,similartoaclassicmediapurchase.
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Relevancy Score Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
Facebookhasalwaysusedrelevanceasafactorindeterminingaddeliveryandprice,morerecently,in2015,Facebookbeganallowingthismetrictobereportedon,bothnativelyandviaAPI.Relevancyscoreisfluidandwillchangebasedonengagementovertime.
WhatFactorsdetermineRelevancyScore?
• PositiveandNegativeFeedback
• Hideorreportinganadasnegative
• AdCreativevs.AdObjective
• AudienceExpectedEngagement
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Relevancy and Quality Score Best Practices
§ UseSpecificTargeting,makeadsasrelevantaspossibletoeachtargetgroup.
§ AdImageandMessageshouldbeconsistentwithtargetingaudience.
§ Refreshtheadcopyorcreative,overtimerelevancyscorestendtodecreaseasadexhaustionsetsin.
§ Avoidmisleadingcopy/clickbait.OnFacebookthiswillcostyoumoreforlessqualityengagement.
RelevancyScore-Social QualityScore-Search§ Groupkeywordsbymatchtype(thustargetingasspecificaspossible)
§ RelevantAdText(consistentwithtargeting)
§ MixedopinionsonadcopyrefresheffectonQS
§ Clickbaitisbadacrosstheboard!
MajordifferenceisQualityscoreisattheaccount,campaign,adandkeywordlevelwhereRelevancyscoreisonlyadtheadlevel.
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Ad Type Consistency Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
DynamicProductAds ReachPeopleNearyourBusiness Appinstallads
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Campaign Setup Consistency Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
Campaign • Objective
AdSet• Audience,Placement,Budget,Schedule
Ads• Format,Image/Video,Links.
FacebookCampaignStructure AdwordsCampaignStructure
Campaign• Standardvs.entiresearchnetwork
AdGroup• Relevantkeywordlistandnegativekeywordlists
Keywords• LandingPages,QualityScore.
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Google Customer Match vs. Facebook Custom Audience vs. Twitter Tailored Audiences
Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
§ RemarketingListsbasedonCRMdata.
§ Googlerequiresaminimumof1kemails,Facebookhasaminimumof20.
§ ListscanbesharedacrossaccountsinbothGoogleandFacebook.
§ SimilaraudiencesinGoogleareavailableonYouTubeandGmail,Facebookwillbuildlookalikeaudiencesoffofanyaudience.
§ Google,Twitter,FacebookandPinterestallofferaWebsiteretargetinginadditiontotheCRMlevelTargets.
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Audience Insights & Google Analytics.
Example:Highendfashionretailerfoundthat7%oftheirfanswereMilitaryand5%wereVeterans.ThebrandlaunchedaMilitaryAppreciationlandingpagewithaspecialoffertothisaudience.
Example:AudiencebreakoutbylocationshedslightonCity’swherebrandfansare,thiscanhelpbrickandmortarandotherdigitalefforts.
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Audience Insight Data
• FacebookDemographicsconsistof54%Womenand46%Men,withthelargestagerangenowbeing25-34,ashiftfromprevious19-24segmentin2015.
• 48%ofareMarried,where32%aresingle.• 62%hasatleastsomecollegeeducation,only8%hasGradSchooleducation.• 50%ofFacebookuseismobileonly,9%isdesktoponly.
• ThelargesthouseholdincomesegmentonFacebookisthe$50k-$75ksegmentrepresenting32%ofallFacebookusers.
• FacebookusersPurchaseBehaviortellsusthat60%haverecentlypurchasedClothing,44%haverecentlypurchasedpetproducts,whereonly3%haverecentlypurchasedKidsProducts.
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Reporting
§ Reportingcanbebrokendownbydemographic,device,placement,timeofday,andmypersonalfavorite,ImpressionDevice.
§ UsingAudienceinsightdata+abrokendownperformancereportcangiveinsightintooptimizationopportunitiesacrosscampaigns.– Example:IfMobileiswherealltheimpressionsaregoing,
andaccordingtoaudienceinsightonly50%ofyouraudienceisonmobile,itmaybetimetobreakoutcampaignbydevicetype,andweighdesktopappropriately.
– TheselearningscanbesentquicklytotheSearchteamforsimilaroptimization.Mobilevs.Desktopbehaviorisuniversal.
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#TrueStory
How Facebook told me I was pregnant
Example Title Slide:
Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
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TITLE OPTION #2 – IMAGE Slide with SMX FOOTER:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooter-eitherforatitleslideorallothers.YOUMUSTUSETHISFOOTERATMINIMUMONYOURTITLESLIDE&ALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifusingexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionSMXwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
WhatdoesFacebookknowaboutme?
WhereIwork… WhereIhavebeen…
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WhatdoesFacebookknowaboutme?
WhatIwatch… WhatIpostonInstagramandPinterest
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FacebookwillshowmeadvertisingappropriatetothepersonaIwouldfitinto:
Iamamom: Iamafoodie: Iamaprofessional: ItraveltoNYCoften
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NoneofthosecategorieswouldtellFacebookthatI…
SufferfromMigraines: AmPregnant:
So…Howdidtheyknowthat?
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Mysearchbehaviorwouldtellmarketerspersonaldetailsaboutmylife,forinstance…
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#SMX #14B @TSiegel21 Allinformationcontainedhereinisconfidentialand/orproprietaryinformationofPepperjam,LLC,andanyunauthorizeduseand/oranydisclosureisstrictlyprohibited.
UseKenshoo’sTechnologytoprovidebridgebetweenSearchandSocialaswedidforaHighEndFashionBrand…
Challenge:ProspectonFacebookandInstagramtofindfullpricebuyingcustomersforlaunchofnewseason.Solution:UseIDA(IntentDrivenAudiences)tofindcustomerswhoweresearchingforbrand,competitor,andcategoryterms.
Results:CTRrose480%,andCPCdroppedover70%,resultinginamoreefficientcampaignthusincreasingROI.
Intent Driven Audiences
CustomerSearches
ClicksOnAd
CookiesMatched
AudienceBuilt
FacebookCustomAudience
LookalikeAudience
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Intent Driven Audiences Case Study
30%higherreturnonadspend
24%increaseinAOV
7%higherpaidCTR
Facebook+KenshooCaseStudy:ResearchwithaleadingretailershowsthatFacebook
advertisingmakessearchworkharder.
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Summary
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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
Have Questions?
Need another Search/Social Geek Gal to chat with?
Tara Siegel
[email protected] @TSiegel21