1. SEATTLE INTERACTIVE CONFERENCEPaid Social Advertising:Now, Next and What Works Best

2. Why are we talking about search in a discussion about paid social?The early days of search Marketers dream comes true We built it, they came Few tools, big results Highly targeted, reactive Customers flocked to us At low costSearch was brilliant. 3. Why are we talking about search in a discussion about paid social?The middle years Battle for top rankings intensifies Fierce competition for keywords The age of SEO begins Fuzzy metrics ROI uncertain Enter paid search 4. Why are we talking about search in a discussion about paid social?Today SEOs have tried all sorts of things Diminished search experience Algorithms (Vince, Panda) Brands cant control search results Paid Search is a multi-billion dollara year industry.Most brands have to pay for reach and scale 5. Current LandscapeSocial Marketing Today Social reach in decline Battle for the newsfeed Algorithms control eyeballs Confusing metrics If brands build content, consumptionis not guaranteed. This is a problem. Enter Paid SocialBrands have lost control of whosees their social content. Sound Familiar? 6. Current LandscapeSearch Marketing Today/ SocialReach in decline Climate Visibility in declineFront Page Battle Zone NewsfeedAlgorithms Control AlgorithmsKeywords Targeting Gender, age, geoFuzzy Metrics Confusing 7. Current LandscapeSocial Marketing Today Followers, retweets Fans, likes, comments, shares Likes, comments, sharesThis model leaves lots of unanswered questions 8. Current LandscapeWho is on my social channels?Why is it important to know?How you can find out?What to do with the information? 9. Current LandscapeHow can I reach them?FACEBOOK TWITTER LINKEDIN Location Age, Gender Interests Behavior Education Levels Connections Keywords Interests Location Gender Language Devices By job title andfunction By industry andcompany size By seniority 10. Current LandscapeWhat content is working?Why is it important to know?How you can find out?What to do with the information? 11. Current LandscapeWho is sharing it?Why is it important to know?How you can find out?What to do with the information? 12. Current LandscapeLimitationsThe customer journey is not limited to just social channelsAnalytics should give deep insight across channelsMultichannel/Full Lifecycle approach to managing the customer experience 13. The future of social advertisingProgrammatic What does programmatic mean to you? Then & Now 14. The future of social advertisingAudience Profiles The best audience profile is data-driven Utilize a combination of native targeting onsocial networks in addition to yourfirst-party data First-party data Social network native targeting 15. The future of social advertisingAudience Profiles continued3 KEY WAYS OF TARGETING AUDIENCES ON FACEBOOK AND TWITTER:1. Core Audiences2. Custom or Tailored Audiences3. Look-a-like Audiences 16. The future of social advertisingSocial RetargetingWhy retarget?How do you retarget?What are the use causes? 17. The future of social advertisingForecasted campaigns and predictive analytics A single source of truth bringing data together Adopt consistent ad tech and marketing techsolution No single user journey is the same Leverage other unique data points such as richanalytics data as early signals that correlate to aconversion rate to address data sparsity issues. 18. The future of social advertisingPredictive analytics to inform ad buyingSome company have access to hundreds ofanalytics metricsIdentify ones that have a high correlation withconversion rate and leverage as revenue signals.This may differ from industry vertical to vertical.Common revenue signals are:1. Page views in the first visit2. Total time spent on multiple visits3. Bounce rate4. Total page views across multiple visits5. Time spent onsite in first visit 19. The future of social advertisingBest practices for targeting in a multi-channelecosystem Common business objectives Leverage customer profiles &audience targeting Segment audiences at scale and testdifferent levers that influence performance Leverage early predictors of performanceusing web analytics Optimize channels holistically to maximizedigital ROI Experiment and iterate 20. Case StudiesLead Generation for Education clientOBJECTIVE: TEST AND MAXIMIZE FULL POTENTIAL OF 1ST PARTY CRM DATASolution: Test overlay of core native targetingwith Look-a-like targetingResults: Benchmarked against Core nativetargeting on FacebookClick through rate increased +447%Conversion rate increased +51%Cost per lead improved 46%Solution: Look-a-like audiences generated fromCustom AudiencesResults: Benchmarked against Core nativetargeting on FacebookConversion rate increased +199%Cost per lead improved by 59% 21. Custom audiences & other Audience Targets relative to avg. CPO and ROAS-100% -50% 0% 50% 100% 150% 200%-66%-45%-5%4%3%166%100%-4%1%-14%ROAS CPOCase StudiesOnline sales for eCommerce clientLOOKALIKE AUDIENCESLIKES & INTERESTSLOOKALIKE AUDIENCES+ LIKES & INTERESTSCUSTOM AUDIENCESWEBSITE CUSTOM AUDIENCES 22. Case StudiesOnline sales for Travel clientOBJECTIVE: DRIVE INCREMENTAL SCALE BEYOND SEARCH, COST-EFFICIENTLYSolution: Social retargeting through Website and CRM Custom Audiences6%5%4%3%2%1%0%Search Behavior Lifetime Website Custom Audiences Last 60DaysSearch Behavior Last 7 DaysCTR CVRResults:ROAS: 5.69 6.64 8.11 23. Case StudiesOnline sales for Travel clientCTR CVR1.02%3.06%8.25%0.41% 0.61% 0.50% 0.56%9.70%12%10%8%6%4%2%0%Engaged Newsletter Subscribers High Value Customers Lower Tier Loyalty Program Higher Tier Loyalty ProgramROAS: 5.69 12.12 15.55 24.85 24. Thank You