Live blog update (@bizwatchlaura) from SMX Advanced Seattle. I will add photos from the session as time permits.
Kieley Taylor, Catalyst | GroupM – How to Integrate Paid Search & Social
Start with your audience:
- What is your objective
- What is the audience
- What actions do we want them to take? (video production, completed views, once they see your video, what do you want them to do, do we just want them to be entertained)
- measurement (significant improvements are needed industry-wide, but understanding KPIs available)
Three types of audiences (each with their own creative assets)
- Lapsed loyalists (search + social = 69%)
- Category buyers
After doing campaign for major brand, noted 13% in overall organic and paid search referred site visits. 17% increase in paid search visits. 9% increase in social related visits to the site.
Paid Social for Search Marketers (Sr. Director)
Noted when there is a substantial increase in Facebook impressions, leads to increase in Google brand search impressions, peaking on day 3-4. If functions in Adwords allow you create messaging funnel. Paid search has predictable funnels. Social does not. As paid social CTR gets better, the CPC rates go down. Create and test different audiences, see what sticks, then mostly focus on budgets.
Impact of mobile on search vs social
On one particular client, mobile traffic was about 33% of spend, 43% of clicks, 30% of revenue, but 11% lower ROAS than desktop
Mobile traffic on Facebook seeing 30% of clicks coming from mobile, but a 2.3% better ROAS on mobile than on desktop
Noted a client with five different image ads, and yet very different CPAs and CVR. Product vs Lifestyle – lifestyle might have had better CTR but had lower CVR in one case. Another thing noted was taking the same ad, and relaunching it, turning it back on gets some fresh lift & traffic.
Two main roadblocks to paid search and social success:
- data sharing challenges
Design campaigns based on intention first
- Purchase (keep in mind that the higher the price or buying decision, the more you will have to do as the agency or advertiser)
Paid search should have access to any SOV tools, including Sproutsocial, Spotfire, Knime, Sprinklr or you have a spreadsheet ninja. Do you have a learning report that you share with your social and search agencies, collaborative.
Typical goal is to sell, acquire new customers. Here are the steps they took
- Define strategy
- Looked at overall search behavior
- Other data to consider – they looked at customer survey data and numerous other data points
- Finalized the personas (families, avid golf fans, millenials)
- Create the campaign (head + heart) – Let the head lead the way
- For target millenials: intention ticket purchase (initial keywords and topics for testing)
- Rule: Keep naming conventions consistent – match sem with social
- Make creative similar across paid search and social
Reserved budget for key cultural moments on paid social. Fail fast, fail forward. Design campaigns based on intention first. Keep one brand voice across all media owned, earned and paid. Be agile and flexible with media and budgets.
Q&A: How much is boosted posts vs ads – One of the speakers said as long as you can target your preferred audience. For smaller budgets, boosted posts is good, but otherwise, larger percentage of ad spend is preferred to spend on actual Facebook ads (not boosted posts).