Search and Social: 3 Tricks to Make Your Advertising Work Better Together by Mark Irvine
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Digital Marketing Summit Southampton 2018, Mark Irvine, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing @MarkIrvine89
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Search and Social: 3 Tricks to Make Your Advertising Work Better Together by Mark Irvine
- 1. 1 Social & Search: Made Better Together with More Data
- 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
- 6. 6 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!
- 7. 7 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
- 8. 8 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
- 9. 9 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.
- 10. 1010 Reach of Major Networks (Europe) Facebook: 90 million YouTube: 180 million Google: 400 million Pinterest: 16 million LinkedIn: 62 million Instagram: 40 million Twitter: 60 million Bing: 61 million Snapchat: 61 million YouTube: 180 million Facebook: 90 million Google: 400 million Bing: 61 million LinkedIn: 62 million Instagram: 40 million Snapchat: 61 million Twitter: 60 million Pinterest: 16 million
- 11. 1111 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
- 12. 1212 Power Your Social Campaigns with Search Traffic #1
- 13. 13 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!
- 14. 14 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.
- 15. 15 Keep People in your Funnel Longer with Remarketing
- 16. 16 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.
- 17. 17 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!
- 18. 1818 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!
- 19. 1919 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!
- 20. 2020 Returning Visitors are about 25% more likely to convert. Past buyers are up to 5 times more likely to convert.
- 21. 2121 Use Social to Anticipate Future Search Trends #2
- 22. 22 We Discover on Social – Later, we Search on Google Laurel Recent search interest for “Laurel” or “Yanny”:
- 23. 23 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.
- 24. 24 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
- 25. 2525 Advertising outside Google drives more Google Search Cross-Network Ads Lift Branded Search Interest on Google!
- 26. 26 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”
- 27. 27 We Discover on Social and then we Search on Google Historical search interest for “Pizza near me”
- 28. 28 We Discover on Social and then we Search on Google Historical search interest for “Pizza nearby”
- 29. 2929 #3: Using Social to Better Target your Search Ads
- 30. 30 Keywords Don’t Always Capture Intent School Trips Abroad Parents Students School Groups Teachers & Admin
- 31. 3131 Targeting On Search: Expanded Targeting on Social: Age Income Gender Parental Status Remarketing Audiences Interests & Affinities In-Market Audiences Job & Career School & Education Love & Relationship Life Events Get More Targeting Cross-Network
- 32. 3232 Targeting your Social Audiences in Search Campaigns Specific audience: Secondary School Teachers Target social campaign toward audience: $0.63 average cost per website click
- 33. 33 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
- 34. 3434 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
- 35. 35 Recap
- 36. 36 Make the most of your search campaigns by making the most of your remarketing across your social networks.
- 37. 37 Social Trends Predict Future Searches Manage your Search to Reengage Interested Searchers!
- 38. 3838 All of your campaigns work best together! Leverage the same advanced targeting in your display and social campaigns in your search campaigns!
- 39. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you! Mark Irvine, Senior Data Scientist mirvine@wordstream.com @MarkIrvine89