Search & Social: Made Better Together

1. 1
Search & Social:
Made Better Together

2. 2
Mark Irvine
WordStream, Senior Data Scientist •Analyzes trend data of
22,000+ WordStream Client
AdWords, Bing & Facebook
Accounts.
•6 Years of PPC experience

3. 3
State of Digital Advertising in 2018
• 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 $16 Billion
USD in 2017.
• 7 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 $13 Billion USD
in 2017.

4. 4
The Digital Ad Duopoly

5. 5
Search vs Social?

6. 6
Search Ads Have Distinct Strengths and Weaknesses
Your Product
• Search ads have relatively
good engagement – with
higher CTRs and CVRs!
• However, search is a
highly reactive medium.
• We have little control over
the audience who sees our
ads.

7. 7
Social Ads Have The Opposite Strengths
• Social ads are native and can
pique interest in unknown
products.
• Social ads can target any
audience our minds can
imagine.
• But, users are specifically not
looking for their product on
Social – and CTRs and CVR
are generally lower.

8. 8
Different Networks – Same Metrics?
Metric AdWords Search
Campaigns
Bing Search
Campaigns
Facebook Social
Campaigns
Reach 517,183 214,620 813,442
Engagements 26,480 8,322 320,675
CPA $41 $29 $110
Conversion Rate 2.86% 4.05% 0.65%
Conversions 314 170 58
Initial Reaction:
Pause /pull back campaign!

9. 9
Campaigns Provide Value Beyond CPA
 This campaign
produced a lot of
traffic – but rarely
ever converted.
1,400
1,600
1,800
2,000
2,200
2,400
2,600
300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000
SalesfromALLother
Campaigns
Reach of Poor Campaign
Original Performance

10. 10
Campaigns Provide Value Beyond CPA
 Without making
major changes to
any other
campaign, we saw
conversions from
other campaigns
begin to fall off as
a result.1,400
1,600
1,800
2,000
2,200
2,400
2,600
300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000
SalesfromALLother
Campaigns
Reach of Poor Campaign
After Pulling Back on the Campaign

11. 11
Campaigns Provide Value Beyond CPA
•In this case, not only did reducing this “poor converting”
campaign reduce direct sales. It also:
• Reduced the reach of other campaigns by 10%.
Many campaigns stagnated.
• Reduced the conversion rate of all website traffic by
12%.
• Total online sales suffered an
18% drop.

12. 1212
Reach of Major Networks (US)
Facebook:
207 million
YouTube:
180 million
Google:
246 million
Pinterest:
58 million
LinkedIn:
133 million
Instagram:
77 million
Twitter:
60 million
Bing:
141 million
Snapchat:
61 million
YouTube:
180 million
Facebook:
207 million
Google:
246 million
Bing:
141 million
LinkedIn:
133 million
Instagram:
77 million
Snapchat:
61 million
Twitter:
60 million
Pinterest:
58 million

13. 1313
Perfecting Your Audience Targeting Cross-Network
High Intent
Searchers on
Google
Sophisticated
Audience Targeting
on Display & Social
Search Display & Social
Winning
Combination!
Perfecting your Audience Targeting Cross-Network

14. 1414
Power Your Social Campaigns
with Search Traffic
#1

15. 15
Search isn’t Perfect Alone
Average CVR:
3.75%
Top 10% CVR:
11.3%
Top 1% CVR:
22.9%
Even the best don’t convert most of the time!

16. 16
97% of all visitors to your site won’t
complete your goal on their first visit.
70% of visitors who add an item to
their shopping cart will abandon their
cart without purchasing.

17. 17
Keep People in your Funnel Longer with Remarketing

18. 18
Facebook is Highly Engaging
•Facebook users visit Facebook
more than any other site –
averaging 14 visits a day.
•Social users spend more time –
averaging almost an hour
every day.

19. 19
Keep People in your Funnel Longer with Remarketing
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0.40%
1 2 3 4 5 6 7
AverageEngagementRate
# Times User has Seen an Ad
Remarketing
Other ad
targeting
 Remarketing ads not
only have higher
engagement rates
but also fatigue at
half the rate of
other ads!

20. 2020
Demographic Targeting
Returning Visitors are
about twice as likely
to click on your ad.
Past buyers are about 5
times as likely
to click on your ad!

21. 2121
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
2.2
2.4
1 2 3 4 5 6 7
RelativeConversionRate
Number of times a user has seen ad
Conversion Rate Increases with Exposure
More than 2x
more likely to
convert after seeing
your ad 6 times!

22. 2222
Returning Visitors are
about 25% more likely
to convert.
Past buyers are up to
5 times more likely
to convert.

23. 23
Use Email, Phone, & Email Data to Your Advantage
Customer Match allows you to target users by email, phone
numbers, and addresses on Google and Facebook. This allows
you to leverage more data to improve your targeting!

24. 24
Keep People in your Funnel Longer with Remarketing
These audiences you’re
currently already in
contact with are often
your most valuable.
Using customer match
increases conversion
rate by 300%!

25. 2525
Use your Google Analytics Time Lag Report to determine how long users
wait before they buy.
Give Them Time
Make sure you’re
reaching these audiences
long enough to capture
95% of these conversions!

26. 2626
Use Social to Anticipate
Future Search Trends
#2

27. 27
We Discover on Social – Later, we Search on Google
Laurel
Recent search interest for “Laurel” or “Yanny”:

28. 28
Social Trends Predict Search Trends
 Within 1 hour of
trending on Twitter,
searches for that
subject double.
0
1
2
3
4
5
6
-2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
RelativeSearchInterest
Hours Since First Trending on Twitter
 Within 6 hours,
searches for that
subject increase
fivefold.

29. 29
Social Trends Predict Search Trends
0
1
2
3
4
5
6
-2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
RelativeSearchInterest
Hours Since First Trending on Twitter
Promoted Hashtags
All other hashtags

30. 3030
Advertising outside Google
drives more Google Search
Cross-Network Ads Lift Branded Search Interest on Google!

31. 31
26% 31% 34%
420%
526%
50%
100%
150%
200%
250%
300%
350%
400%
450%
500%
550%
600%
Only Google
Search
Google Search &
Bing Ads
Google Search &
Display
Google Search &
Facebook Ads
Google Search &
Facebook Video
Ads
Google Search &
YouTube Video
ads
GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google!

32. 32
We Discover on Social and then we Search on Google
 Tweet @Google
Google Search result for NHL scores.
 Tweet @Google
Google Search result for local weather.
 Tweet @Google
Google Search result for
“Pizza nearby”
 Tweet @Google
Google Search result for
“Pizza nearby”

33. 33
We Discover on Social and then we Search on Google
Historical search interest for “Pizza near me”

34. 34
We Discover on Social and then we Search on Google
Historical search interest for “Pizza nearby”

35. 3535
#3:
Using Social to
Better Target your
Search Ads

36. 36
Keywords Don’t Always Capture Intent
School Trips Abroad
Parents Students School
Groups
Teachers
& Admin

37. 3737
Targeting On Search: Expanded Targeting on Social:
Age
Income
Gender Parental Status
Remarketing InterestsIn-Market
Job EducationRelationship
Life Events
Get More Targeting Cross-Network
Traveling

38. 3838
Targeting your Social Audiences in Search Campaigns
Specific audience: Secondary School Teachers
Target social
campaign toward
audience:
$0.63 average
cost per website
click

39. 39
Create audience lists from your social campaigns and target them
in your search campaigns to improve your PPC targeting!
Perfecting your Audience Targeting Cross-Network

40. 4040
school trips abroad
Targeting your Social Audiences in Search Campaigns
Specific audience: Secondary School Teachers
Target social
campaign toward
audience:
$0.63 average
cost per website
click

41. 41
Recap

42. 42
Make the most of your search campaigns by making the
most of your remarketing across your social networks.

43. 43
Social Trends Predict Future Searches
Manage your Search to Reengage Interested Searchers!

44. 4444
All of your campaigns work
best together!
Leverage the same
advanced targeting in your
display and social campaigns
in your search campaigns!

45. © Copyright 2018 WordStream, Inc. All rights reserved.
Thank you!
Mark Irvine, Senior Data Scientist
mirvine@wordstream.com
@MarkIrvine89