Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch (Pow, Right in the Kisser) By Justin Freid

#SMX #21B @Justin_Freid

Pow, Right In The Kisser

Paid Search & Social: The

Ultimate Knock-Out Punch


Pow, Right In The Kisser

Paid Search & Social: The

Ultimate Knock-Out Punch


SVP, Emerging Media

CMI Media LLC

WWP Health & Wellness

@justin_freid

Where you can find me:

• My team and I’s thoughts on the world of digital: www.cmimedia.com/insights

• Columnist on Search Engine Land

• Columnist on Martech Today


How We Access Information Has Changed


YouTube: 40 MinutesFacebook: 35 MinutesSnapchat: 25 MinutesInstagram: 15 MinutesTwitter: 1 Minute

**Social Media Today



What about US?



#SMX #21B @Justin_FreidWhat The Heck Do I Do With This Information?

So What Does This Mean For You?



§ Social Media Provides Many Insights– Demographic data– Exposure to brand (follower, like etc…)

– Are they cookied?– Device

§ Pinpoint Location Via Search– Intent in search query

– Don’t let them get away– Demographics!

– Device

Use The Information Available To You


Understand The Channels Your Target Audience Uses


If You Have The Cash: The Other Cost Effective Approach


Understand How The Channel Affects Conversion Paths



Craft Your Message And Your Channel Strategy By The User’s Place In The Funnel



Integration Between Teams Is Paramount


§ Coordination and Testing Of SEM and Facebook Lead To 89% Decrease In CPA– Situation: Inherited accounts from agency, no coordination between Social and SEM

campaigns

– CMI Implemented Tactics: • Segmentation of target audiences on FB

• Implementation of search retargeting

• Implementation of Facebook retargeting

• Custom messages by touchpoint and frequency of touchpoints

– Results: • Increase conversion rate of 114%

• Decrease in CPA by 89%

Integration Of Campaigns Drives Results



CMI’s Approach To Search and Social StructureDirector Search

& Social

Supervisor, SEM

Sr Analyst, SEM

Analyst, SEM

Associate Analyst, SEM

Supervisor, Social

Sr Analyst, Social

Analyst, Social

Associate Analyst, Social

Supervisor, SEO

Sr Analyst, SEO

Analyst, SEO

Associate Analyst, SEO


§ Goal Of Meeting: Share data and execute cross channel testing – What can be used across both channels? – What Testing opportunities can occur across both networks?

– Examine shifts in conversion path based on testing• Was it quicker?

• Was it more efficient?

• Did it increase profit?

• Did we generate more conversions?

Integration Meetings – Bi-Weekly


WRAP UP

1. A user’s path to conversation is made of many touch points

2. Understand your audience’s online behavior3. Understand your conversion paths4. Match your message to channel and funnel placement


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Have Questions? Hit me up on twitter @ justin_freid

Marketing

Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch (Pow, Right in the Kisser) By Justin Freid