Using Search Techniques to Win at Paid Social

#SMX #14B @TSiegel21

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.


Introduction

TaraSiegelPepperjam

SrDirectorofSocial@Tsiegel21

Resume:•  10Yearsindigitaladvertising•  2016KenshooInfinityAwardWinnerforbest

CrossChannelCampaign•  2015KenshooInfinityfinalist•  2014ShortyAwardFinalist


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


Social as an omni-channel optimizer

Display

• Displayvs.PaidPlacementsduplicationcanbeavoidedbyaudiencesegmentation.WCA,andTWAaresocialretargetingoptionsdirectlyviapaidplacements.

• ProspectingaudiencesonFacebookwillbuildapoolforDisplayRetargetingacrosstheweb.

PaidSearch

• IDAcampaignsuseSearchbehaviortocreateaudiencesonFacebook.KeywordtargetingonTwitter.• QualityscoretoSearchisRelevancyscoretoFBisQualityAdjustedbidonTwitter.• Similaradtypes.PLA’s,ClicktoCall,LeadGeneration,etc.

Email

• UtilizeCRMlistbyopen,click,andconversionrateandtargetappropriately.• BuildoutemaillistwithFacebookviaLeadAds.

PR

• PaidSocialhasanaturalsynergywithPublicRelations.ItisincreasinglydifficulttogetorganicplacementsonSocialchannels,assuchitismoreimportantthateachpaidpostbeconsistentwithPRstandards.

• Certainpostingoptionsareonlyavailablewithapaidcomponent.

SEO

• Sociallinkingwillincreaseorganicpagerank.• SocialMediaProfilesrankinorganiclistings.• SomeSocialNetworksareSearchEnginesinandofthemselves.


Paid Social Targeting Breakdown


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


Lets get specific…




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.


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.


Relevancy Score Text Slide with Solid Blue Banner:


Facebookhasalwaysusedrelevanceasafactorindeterminingaddeliveryandprice,morerecently,in2015,Facebookbeganallowingthismetrictobereportedon,bothnativelyandviaAPI.Relevancyscoreisfluidandwillchangebasedonengagementovertime.

WhatFactorsdetermineRelevancyScore?

•  PositiveandNegativeFeedback

•  Hideorreportinganadasnegative

•  AdCreativevs.AdObjective

•  AudienceExpectedEngagement


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.


Ad Type Consistency Text Slide with Solid Blue Banner:


DynamicProductAds ReachPeopleNearyourBusiness Appinstallads


Campaign Setup Consistency Text Slide with Solid Blue Banner:


Campaign • Objective

AdSet• Audience,Placement,Budget,Schedule

Ads• Format,Image/Video,Links.

FacebookCampaignStructure AdwordsCampaignStructure

Campaign• Standardvs.entiresearchnetwork

AdGroup• Relevantkeywordlistandnegativekeywordlists

Keywords• LandingPages,QualityScore.


Google Customer Match vs. Facebook Custom Audience vs. Twitter Tailored Audiences

Text Slide with Solid Blue Banner:


§  RemarketingListsbasedonCRMdata.

§  Googlerequiresaminimumof1kemails,Facebookhasaminimumof20.

§  ListscanbesharedacrossaccountsinbothGoogleandFacebook.

§  SimilaraudiencesinGoogleareavailableonYouTubeandGmail,Facebookwillbuildlookalikeaudiencesoffofanyaudience.

§  Google,Twitter,FacebookandPinterestallofferaWebsiteretargetinginadditiontotheCRMlevelTargets.


Audience Insights & Google Analytics.

Example:Highendfashionretailerfoundthat7%oftheirfanswereMilitaryand5%wereVeterans.ThebrandlaunchedaMilitaryAppreciationlandingpagewithaspecialoffertothisaudience.

Example:AudiencebreakoutbylocationshedslightonCity’swherebrandfansare,thiscanhelpbrickandmortarandotherdigitalefforts.


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.


Reporting

§  Reportingcanbebrokendownbydemographic,device,placement,timeofday,andmypersonalfavorite,ImpressionDevice.

§  UsingAudienceinsightdata+abrokendownperformancereportcangiveinsightintooptimizationopportunitiesacrosscampaigns.–  Example:IfMobileiswherealltheimpressionsaregoing,

andaccordingtoaudienceinsightonly50%ofyouraudienceisonmobile,itmaybetimetobreakoutcampaignbydevicetype,andweighdesktopappropriately.

–  TheselearningscanbesentquicklytotheSearchteamforsimilaroptimization.Mobilevs.Desktopbehaviorisuniversal.


#TrueStory

How Facebook told me I was pregnant




TITLE OPTION #2 – IMAGE Slide with SMX FOOTER:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooter-eitherforatitleslideorallothers.YOUMUSTUSETHISFOOTERATMINIMUMONYOURTITLESLIDE&ALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifusingexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionSMXwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

WhatdoesFacebookknowaboutme?

WhereIwork… WhereIhavebeen…


WhatdoesFacebookknowaboutme?

WhatIwatch… WhatIpostonInstagramandPinterest


FacebookwillshowmeadvertisingappropriatetothepersonaIwouldfitinto:

Iamamom: Iamafoodie: Iamaprofessional: ItraveltoNYCoften


NoneofthosecategorieswouldtellFacebookthatI…

SufferfromMigraines: AmPregnant:

So…Howdidtheyknowthat?


Mysearchbehaviorwouldtellmarketerspersonaldetailsaboutmylife,forinstance…

#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


Intent Driven Audiences Case Study

30%higherreturnonadspend

24%increaseinAOV

7%higherpaidCTR

Facebook+KenshooCaseStudy:ResearchwithaleadingretailershowsthatFacebook

advertisingmakessearchworkharder.


Summary


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

Social Media

Using Search Techniques to Win at Paid Social