Pairing Paid Social + Search: Get More Bang for Your Buck
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The document is a summary of a live webinar about pairing paid search and social advertising to get more value from digital advertising spending. The webinar discusses using Facebook ads to build audiences and drive awareness, then retargeting those audiences with search ads on Google to capture higher intent users. It provides tips on setting up UTMs to track audiences across channels, aligning brand messaging, and using multi-touch attribution to properly value contributions from each channel. A 10-step process is outlined for an example campaign combining awareness ads on Facebook with search retargeting on Google.
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Pairing Paid Social + Search: Get More Bang for Your Buck
- 1. LIVE WEBINAR © Copyright 2018 WordStream, Inc. All rights reserved. Pairing Paid Social + Search: Get More Bang for Your Buck
- 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
- 4. 4@allenthomasfinnQuestion? Just ask: • Former account manager at WordStream • Currently Senior Content Marketing Specialist (also at WordStream) • NH native • Rabid Boston sports fan I’m Allen Allen Finn
- 5. 5@allenthomasfinnQuestion? Just ask: • Paid search • Paid social • The keys to using them in concert • Strategy in action Today We’ll Talk About…
- 8. 8@allenthomasfinnQuestion? Just ask: State of Digital Advertising Everyone Else 31.5% Facebook 20.9% Google 42.2% Instagram 5.4% Share of Digital Ad Spend, 2017 • Today, Google and Facebook(stagram) make up 68.5% of the digital advertising market
- 9. 9@allenthomasfinnQuestion? Just ask: Google AdWords • 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. • Consequently, search click through rates & conversion rates are usually very high. Your Product
- 10. 10@allenthomasfinnQuestion? Just ask: Facebook Ads • 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 reach new users inexpensively who may not be searching for your product yet.
- 11. 11@allenthomasfinnQuestion? Just ask: 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 • 79% of the US online population uses Facebook.
- 12. 12@allenthomasfinnQuestion? Just ask: Google vs. Facebook – Secondary Reach Google • 90% of the US online 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 • 32% of the US online population uses Instagram. • Facebook’s display ads outside of Facebook and Instagram reach thousands of other sites.
- 13. 13@allenthomasfinnQuestion? Just ask: Google vs. Facebook – Ad Formats Google • Search ads • Shopping Listings • App Install ads • Call-Only ads • Video ads • Gmail ads Facebook • Image ads • Lead ads • Video ads • App Install ads • Sponsored Posts • Event ads • Canvas ads • Carousel ads • Offer ads • Collections
- 14. 14@allenthomasfinnQuestion? Just ask: Google vs. Facebook – The Bottom Line Google • Largest search reach • Largest display network reach • Higher CTR • INTENT Facebook • Largest social network reach • Diverse ad formats • Lower CPC • ROBUST AUDIENCE TARGETING
- 15. 15| @allenthomasfinn So which is better?
- 16. 16@allenthomasfinnQuestion? Just ask: Why Decide? Google Facebook High Intent Searchers Sophisticated & Inexpensive Audience Targeting Winning combination
- 17. 17@allenthomasfinnQuestion? Just ask: 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 GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 34% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google!
- 18. 18@allenthomasfinnQuestion? Just ask: Illustrated Buy flannel shirt online Use Facebook to build an audience that mirrors your desired customer Then use AdWords to target prospects making high-value search queries who have already been exposed to your brand
- 20. 20@allenthomasfinnQuestion? Just ask: The 3 Keys to Pairing Paid Search and Social • Audience • Alignment • Attribution
- 21. 21| | @allenthomasfinn #1: Audience (UTM Parameters)
- 22. 22@allenthomasfinnQuestion? Just ask: https://www.yourdomainhere.com/?utm_source=faceb ook&utm_medium=cpc&utm_campaign=whatever_ you_damn_well_please&utm_content=unicorns_sho wponies • Campaign, Ad Set, or Ad: Get as granular as you see fit
- 23. 23@allenthomasfinnQuestion? Just ask: utm_source=facebook&utm_medium=cpc&utm_camp aign=whatever_you_damn_well_please&utm_content= unicorns_showponies • Tracking section ad the ad level • Optional(?!)
- 25. 25@allenthomasfinnQuestion? Just ask: Create audience lists from your social campaigns and target them in your search campaigns to improve your AdWords targeting!
- 28. 28@allenthomasfinnQuestion? Just ask: PIXELS IN PLACE
- 29. 29| | @allenthomasfinn #2: Alignment
- 37. 37@allenthomasfinnQuestion? Just ask: Align brand, message, and offer
- 38. 38| | @allenthomasfinn #3: Thoughtful Attribution
- 39. 39@allenthomasfinnQuestion? Just ask: Not Everyone’s a Scorer Some assist. ▪They create new opportunities with new audiences and bring them closer to your goal.
- 40. 40@allenthomasfinnQuestion? Just ask: THEY STILL MATTER
- 41. 41@allenthomasfinnQuestion? Just ask: Different Campaigns Need to Play Different Positions •Conversion paths within Google Analytics will show how a user interacted with your different channels before converting. • Conversion paths can be sorted and viewed at the network, campaign, or even ad level paths.
- 42. 42@allenthomasfinnQuestion? Just ask: Different Campaigns (and Networks) Need to Play Different Positions ▪These are your assisted conversions. ▪ They create new opportunities with new audiences and bring them closer to your goal. ▪ These are your direct conversions. ▪ They work with your existing audiences and directly convert them.
- 45. 45@allenthomasfinnQuestion? Just ask: Attribution is Critical 89% of marketers believe attribution is important. Source: AdRoll
- 46. 46@allenthomasfinnQuestion? Just ask: But Most Aren’t Thinking With It But 66% of marketers use a single-touch attribution model Source: AdRoll
- 47. 47@allenthomasfinnQuestion? Just ask: Rocking First-Touch Attribution? You’re gonna have a bad time
- 48. 48| @allenthomasfinn Putting it all together
- 49. 49| @allenthomasfinn RLSA-ing Your Woes Away (in 10 steps)
- 50. 50@allenthomasfinnQuestion? Just ask: Let’s say you operate in an expensive vertical
- 51. 51@allenthomasfinnQuestion? Just ask: Or one with razor thin margins…
- 52. 52@allenthomasfinnQuestion? Just ask: The Scenario…
- 57. 57@allenthomasfinnQuestion? Just ask: Reach the people most likely to be interested in your brand #1: Build a Brand Awareness Campaign
- 58. 58@allenthomasfinnQuestion? Just ask: #2: Define Your Audience
- 59. 59@allenthomasfinnQuestion? Just ask: #3: Placements, Budget, Schedule
- 60. 60@allenthomasfinnQuestion? Just ask: #4: UTM!!!!!!!!!!!!!!!!!! ?utm_source=facebook&utm_medium= cpc&utm_campaign=awareness_celtics_ cavs_finals&utm_content=carousel_v1
- 61. 61@allenthomasfinnQuestion? Just ask: #5: Build Your Remarketing Audience in GA Admin > Audiences > New Audience
- 62. 62@allenthomasfinnQuestion? Just ask: #6: Leverage Engaging Ad Creative OFFER MESSENGER CAROUSEL
- 63. 63@allenthomasfinnQuestion? Just ask: #7: Hook ‘Em
- 65. 65@allenthomasfinnQuestion? Just ask: #8: Apply RLSA to High- Intent Search Campaign
- 66. 66@allenthomasfinnQuestion? Just ask: #9: Sell Sell Sell with Paid Search
- 67. 67@allenthomasfinnQuestion? Just ask: “But What About Cart Abandoners, Allen?”
- 68. 68@allenthomasfinnQuestion? Just ask: #10: Sweeten the Deal w/ IF Functions NEW AUDIENCE • Target people who hit the payment page & bounce with a $weet deal
- 69. 69@allenthomasfinnQuestion? Just ask: Lucky PalCustomer
- 72. 72@allenthomasfinnQuestion? Just ask: RECAP AdWords is great for targeting based on intent Facebook is great for targeting audiences Don’t just pick one, silly Use UTMs to engage your audience on both channels Align your brand, message, and offer Give credit where credit is due ToFu - Facebook $$$ - AdWords
- 74. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you! Allen Finn, Senior Content Marketing Specialist afinn@wordstream.com @allenthomasfinn