Date post: | 12-May-2015 |
Category: |
Social Media |
Upload: | ddm-alliance |
View: | 352 times |
Download: | 1 times |
Integrated Search and Social Advertising
Jon MyersVP & Managing Director - EMEA
@JonDMyers
Marin Software is the Leader in Digital Advertising Technology
2
Over €1bn of annual European spendmanaged through our platform
Europe’s leading brands trust us to manage their spend
Over 130 employees across 5 locations in Europe
5 European awards in 4 years
Great Partnerships in History
part·ner·ship (pärt nər-shĭp )′ ′ n.A relationship between individuals or groups that is characterised by mutual cooperation and responsibility, as for the achievement of a specified goal
4
Search and Social Have Become Our Go-To Channels
Rapid and Continuous Growth
50% of Total Media Budgets
50% of Marketers Will Increase
6 Billion Google Searches / Day
1 Billion Daily Facebook Users
Google / Facebook = #1 / #2 for ROI
75% See as Critical for Cross-Channel
Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm
Consumer Usage is Omnipresent
Marketers Are Embracing
Looking at Search and Social Separately Doesn’t Tell the Full Story
Social is more likely to “assist” sales made in other channels For every Social click resulting in a purchase, there are two clicks assisting another
converting channel
Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
The Buyer’s Journey is Highly Fragmented
47% of revenue comes from purchases made in more than one day (Google) 65% of revenue comes from purchases made in more than one step (Google) Search engines and social networks are the top two sources used to research and
inspire purchase decisions (eMarketer)
Sources: Brand Perfect, “Adventures in Retail”, November 9 2012 and http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
How Can Search and Social be Used Together to Drive a Better Overall ROI?
8
Social Advertising Drives Better Search Performance
44% of Marketers Have Seen Search Performance Improve
Following launch of a Social campaign
Brands Experience a 50% Increase in Search CTR
When their target audience is also exposed to Social ad
Brands Experience a 11% Lift in Brand Searches
If they’re also running FB ads
Consumers Are 2.8x More Likely to Search for Your Brand
If they’ve been exposed your Social ad
Customers Who Touch Both Channels Are More Valuable
Search Touches + Social Touches = Better Performance
• 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only
Focus on Acquiring Customers Across Channels
• Focusing on a single channel ignores the customers’ path to conversion • Focusing on a single channel limits the potential results you can achieve
Google / Bing Click+ Facebook Click
Facebook ClickOnly
Google /BingClick Only
3.56% CR$3.16 RPC
1.88% CR$1.56 RPC
.76% CR$.77 RPC
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
Quick Tips for Integrating Your Search and Social Strategies
Breaking Down Management Silos toFocus on the Customer
Combine Workflows
Focus on the Customer, Not the Channel
Integrate Targeting
Measure Across Channels
Optimise Towards Audience LTV
Self Assessment - Is Your Organisation Cross Channel Focused?
Are your teams working towards the same business objectives?
Is your message / creative consistent across channels?
Are you properly attributing revenue to each channel?
Are you budgeting appropriately?
Are your promotions aligned across each channel?
Is your business intelligence strategy integrated?
Joint Marketing Objective: 200% ROI
IntegratedOptimisation
Strategy
Create and launch new promotional campaigns at the same time Automate URL building across both channels Integrate your daily, weekly, monthly reports across Search and Social Manage bids across both channels towards a common business objective
Combining Search and Social Workflows Creates Efficiencies
Female, age 25-35 who haspurchased shoes in the past
Focus on the Customer, Not the Channel
Target Customer Customer Intention
Use the Strengths of Each Channel toReach the Right Customer at the Right Time
?? “buy black running shoes”
Social Advertising
• Audience targeting capabilities
• Reach a specific audience based on demo, behavior, or customer characteristics
• Use to Push advertising message to customers
Search Advertising
• Intention targeting capabilities
• Reach customers based on their buying intentions at a specific moment in time
• Use to Pull customers into your advertising message
Female, age 25-35 who has purchased shoes in the past
Search-> Social: Build Custom Audiences based off Search visits to your website o “Retarget” the same users on FB with nurturing campaigns to bring them back
Social -> Search: Build Google Remarketing lists based off Social visitso Use RLSAs to boost Search bids based on visits from high LTV FB audiences
Integrate Your Search and Social Targeting Strategies
Retargeted on Facebook
Real-life example, following a “buy at&t
bundle” Google Search
Webtrends Increase Sales for Insurance Provider by 10%
Challenges Targeting specific audiences across Search and Social Limited ability to segment audiences using only Search
Solution Used Marin to drive leads through Google and Bing Segmented audiences by location, keyword, recency,
prospect vs. existing customer Retargeted leads and customers via FB Custom Audiences
Results 85% lower cost/acquisition than SEM alone 45% lower cost/acquisition than brand SEM campaigns 70% lower cost/acquisition from retargeting
15
“Marin makes it incredibly easy to advertise across Google, Bing and Facebook all in one interface. In particular, their platform has dramatically changed the way we advertise on Facebook and has made it one of our most effective performance marketing channels.”
- Chase WellsDirector of Performance Marketing at Webtrends
Case Study:Automotive
Evaluate campaign performance and budget allocation across channels Ensure your Search and Social campaigns are using the same data source Evaluate the ROI of each channel as well as combinations of channels Evaluate the Search and Social paths to conversion that result in the highest ROI
Measure Performance Across Channels
Are you budgeting your Search and Social campaigns
based on overall ROI?
Did you know that 48% of Search conversions start
with Facebook? *
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
Stylistpick Discovered Facebook Was Being Undervalued by 12%
Challenges Lack of visibility across channels led to
misguided optimisation decisions
Solution Manage campaigns across search, social and
display in one interface Predictive bidding algorithm drove
maximum volume, exceeding ROI targets Creative rotation reduced impact of ad
blindness on CTRs
Results Discovered Facebook performance was
being undervalued by 12% Saved significant time from managing
search and social programs together Increased Facebook CTR by 50% within the
first month
17
“The fact you can manage Facebook alongside other channels such as search and display means you can gain an understanding of how Facebook Ads are working as part of your online media mix and not in a silo.”
- Cormac Doyle, Senior Online Marketing Manager, Stylistpick
Case Study:Retail
Integrated Search and Social Optimisation
Optimise Search and Social Bids Based on Lifetime Value
Use Click-Weighted Attribution to Assign LTV Assisting Clicks
Forecast Budget and Profit at Different ROI Targets
Create Look-Alike Audiences Based on LTV of Converting Audiences
Search Revenue per Click is Higher When Managed with Social o + 36% higher than Search campaigns managed independently
Search Revenue per Conversion is Higher When Managed with Social o + 68% higher than Search campaigns managed independently
Is Search and Social Campaign Integration Worth It?
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
Summary: Putting it All Together
Customers are using Search and Social together – so should you!
Integrate and align your advertising programs around the customer, not the channel
Target, report and optimise your Search and Social programs together, not separately
Thanks!Jon MyersVP & Managing Director - EMEA
@JonDMyers
Questions?