how to find and market to audiences across different platforms by phoebe hanley
DESCRIPTION
SMX Advanced 2014 Session #SMX #13B - Maximizing The Synergy Of Paid Search & Social - How To Find And Market To Audiences Across Different Platforms By Pheobe Hanley Of Social Code For more on SEM visit http://searchengineland.com and for social media and marketing check out http://marketingland.comTRANSCRIPT
6/11/14 SMX Advanced 2014
How To Find And Market To Audiences Across Different
Platforms
Introductions
Phoebe Hanley Senior Ad Manager, managing full funnel social
campaigns for our largest partners.
What We Do SocialCode helps the largest brands in the world
advertise on Facebook and Twitter
Partnerships
API Partner with Facebook, Twitter, and official
Platform Developer on Instagram
Our Clients More than 30% of Fortune 100 brands rely on
SocialCode
What We’ll Talk About Today
Why Social Media?
Finding Customers On Social
Custom Audiences and Existing Customers
Building New Customer Base
Audience Testing
Sharing Audience Learnings
Using Full Funnel Advertising for Scale Engagement to Direct Response
Creative Synergy
Case Study
Why Social Media?
• 1.28 billion monthly active users
• 802 million daily active users
• 79% of Facebook active users are on mobile
• 255 million monthly active users
• 500 million Tweets are sent per day
• 78% of Twitter active users are on mobile
Finding Your Customers on Social
Retargeting Your Search Audience
• Retargets users based on past online history
• Product dynamic and automatic
• Place WCA Pixel
• Retarget previous visitors of your website
• Facebook targeting overlays
• Customer emails, phone numbers,
Facebook IDs, or app users
• Segment your search customers
Facebook Exchange (FBX)
Website Custom Audience
Custom Audiences
Finding New Audiences on Social
Using third party purchase data, both online
and in store, to identify Facebook users that
are more likely to convert
Use your Custom Audiences to find similar
audiences based on similar interests and
Facebook behavior. Custom Audiences of
500k can be scaled to 20MM
Facebook identifies users based on home
composition, income, ethnicity, family
structure, life events, and political views.
Partner Categories
FB Advanced Demo
Look-A-Likes
Keyword Targeting: Competing Outside Your Vertical
Student, College, Exams Travel, Airplanes
Wedding, Engagement, Bridal Gaming
9
Sharing Audience Learnings
TEST
CREATE ANALYIZE
AUDIENCE
SYNERGY
Break down the make-up of
search converters
ANALYIZE
Create Website Custom
Audience and Custom Audience
by Keyword Segments
Analyze the composition of
your Custom Audience
Test new audience possibilities with
specific messaging for each
Full Funnel Advertising and Scale
Full Funnel Advertising
1
1
Serve engagement and DR to
maintain Community
Management and Create
Demand
Using paid as a response to intent
11
Social
Drive Conversions
Search
Find audiences with keyword targeting
Engagement and
Awareness against
multiple audiences for
Audience Learnings
Create a DR Testing Program to use
paid to Create Demand with Scale
Drive Conversions
Scaling Direct Response
Look-A-Likes/Fans
Interests/Partner Categories
Search
Self Identifiers
Custom Audiences
Test, Optimize, Then Scale
Click
/D
ow
nlo
ad
Vo
lum
e
Align on Logistics
& Launch
Scale
• Incrementally increase spend against top
performing clusters and placement types
4 Weeks Ongoing
Test
Scale
Test all variables
and levers.
1 Week
Evaluating Marketing Mix
Creative Synergy
Use Your Historical Search
Findings!
• Top ads on search
• Messaging and Call to Actions
• Products vs. Branding
1
6
Engagement vs. Direct Response
Story Time
Aligning on Promotional Messaging A Case Study
Overall Direct Response Results
Targeting Conv Rate (Conv/Click) ROAS
Custom Audiences 21.58% $9.83
Look-alike 14.61% $5.57
Fans 11.88% $3.34
16.17% $5.96
Promotional Weekend Results
Targeting Conv Rate (Conv/Click) ROAS
Custom Audiences 16.09% $6.24
Look-alike 8.25% $4.07
Fans 10.62% $2.97
10.97% $5.06
• Engagement Prep
• Hashtag Targeting
• Aligning on Messaging
• Consistent Creative
Promotional Weekend #1
Direct, Engagement, Search Alignment
In Summary
• Bring Audiences Across Platforms
• Creative Learnings from Search to Social
• Plan Holistically, Execute Separately
Thank you!