{"id":39527,"date":"2016-02-11T09:00:03","date_gmt":"2016-02-11T17:00:03","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=39527"},"modified":"2019-07-01T14:41:46","modified_gmt":"2019-07-01T21:41:46","slug":"5-ways-to-integrate-search-and-social","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/5-ways-to-integrate-search-and-social\/","title":{"rendered":"5 Core Ways to Integrate Paid Search and Social"},"content":{"rendered":"

This guest post by Sana Ansari, GM at our friends\u00a03Q Accelerate<\/a>, outlines five strategies that are\u00a0considered key best practices for smart search and social campaigns. These integrations bring your digital marketing to the big leagues. Be sure you’re hitting all these bases with your paid search and social campaigns, or check with your ad team to make sure they are.\u00a0(And yes, both 3Q and\u00a0BCI\u00a0offer\u00a0SEM and paid social services<\/a>!) Don’t miss\u00a0these opportunities for engaging customers throughout the funnel and driving them back to your site. Take it away, Sana!<\/em><\/p>\n

\"Search<\/p>\n

SEM<\/a> and paid social are both performance channels with particular strengths and weaknesses; SEM captures intent where Facebook doesn\u2019t, but Facebook can open awareness to a huge new audience that AdWords can\u2019t reach.\u00a0Used intelligently together<\/em>, however, these two channels combine for a powerhouse marketing campaign.<\/p>\n

Here are five ways to\u00a0integrate your\u00a0paid search and paid social campaigns\u00a0for immediate results.<\/p>\n

1. Generate Demand and Brand Awareness<\/h2>\n

To attract users at the top of the funnel, use Facebook to increase share of voice, brand engagement, and awareness. This will help generate demand. As users begin to learn about your product and services, they\u2019ll end up going back to Google later and performing a search. You can capture and convert those with SEM.<\/p>\n

\"generate<\/p>\n

2. Leverage Facebook for Remarketing<\/h2>\n

Let\u2019s say we\u2019ve been successful in getting our ad to high-intent audiences via SEM and we\u2019ve been able to bring them to our site. However, for one reason or another, we were unable to get them to convert. We can leverage Facebook for additional scale on high-intent customers by using remarketing and getting our brand back in the eye of those visitors. We can leverage Facebook\u2019s creative options to take another stab at convincing them (with value props, product imagery, etc.) to convert as well as sending the user to a highly relevant page to finish the job.<\/p>\n

\"leverage<\/p>\n

3. Use Facebook for Re-engagement<\/h2>\n

If you are a business where users can come and convert multiple times (think ecomm \u2013 toy stores, apparel, etc. \u2013\u00a0or services \u2013 spas, food delivery, etc.), you\u2019ll want to use SEM to capture those high-intent users initially. Once they have made a purchase or signup and you have gotten that first-party data (email really), Facebook is a perfect avenue to remind these customers later on about great deals, new products\/offerings, etc., to lure them back in for new purchases. Facebook allows you to upload first-party data to narrow out your customer base within their members and allow you to show your ads directly to that audience.<\/p>\n

\"use<\/p>\n

4. Leverage Lookalike Audiences<\/h2>\n

In the same vein as above, there are a bunch of good options in Facebook to really leverage our first-party data to help us capture incremental unique users. Let\u2019s say we have been able to build up a great customer base via SEM. However, often there\u2019s a limited number of people searching for our product\/service, and we want to venture out to get our offering to more audiences.<\/p>\n

A great way to do this in an efficient manner is to take our customer list (ideally segmenting them out into smaller lists of audiences with a similarity \u2013 for example, high lifetime value\/LTV, medium LTV, and low LTV) and upload that into Facebook, essentially creating website custom audiences. From those website custom audiences, we can then use Facebook\u2019s lookalike technology to find additional audiences that show characteristics\/traits very similar to our customer base.<\/p>\n

\"leverage<\/p>\n

5. Go after Your Competitors<\/h2>\n

Double up on your competition by going after audiences who like competitors in Facebook \u2013 target them specifically on Facebook and bid on competitor terms in SEM. If we continue to get our brand in front of these audiences, they\u2019ll become familiar with our name, and with the right ads we should be able to capture enough interest to bring them onto our site via either Facebook or SEM.<\/p>\n

\"go<\/p>\n

\"go<\/p>\n

Have you developed any other ways to use Facebook and SEM campaigns together, replicating successful messaging, for example? Leave a comment!<\/em><\/p>\n

If you enjoyed reading this post, then be sure to check out our How to Improve Your Social Media Strategy<\/a> article too! <\/em> <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

This guest post by Sana Ansari, GM at our friends 3Q Accelerate, outlines five strategies that are considered key best practices for smart search and social campaigns. These integrations bring your digital marketing to the big leagues. Be sure you’re hitting all these bases with your paid search and social campaigns, or check with your ad team to make sure they are. (And yes, we offer SEM and paid social services, too!) Don’t miss these opportunities for engaging customers throughout the funnel and driving them back to your site. Take it away, Sana!<\/p>\n

SEM and paid social are both performance channels with particular strengths and weaknesses; SEM captures intent where Facebook doesn\u2019t, but Facebook can open awareness to a huge new audience that AdWords can\u2019t reach. Used intelligently together, however, these two channels combine for a powerhouse marketing campaign.<\/p>\n

Read 5 Core Ways to Integrate Paid Search and Social<\/a><\/p>\n","protected":false},"author":101012,"featured_media":39543,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[11],"tags":[188],"acf":[],"yoast_head":"BruceClay - 5 Core Ways to Integrate Paid Search and Social Media<\/title>\n<meta name=\"description\" content=\"Here are five ways to\u00a0integrate your\u00a0paid search and paid social campaigns to engage customers throughout the funnel and drive them back to your site.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/blog\/5-ways-to-integrate-search-and-social\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Core Ways to Integrate Paid Search and Social Media\" \/>\n<meta property=\"og:description\" content=\"Here are five ways to integrate your paid search and paid social campaigns to engage customers throughout the funnel and drive them back to your site.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bruceclay.com\/blog\/5-ways-to-integrate-search-and-social\/\" \/>\n<meta property=\"og:site_name\" content=\"Bruce Clay, Inc.\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-11T17:00:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-01T21:41:46+00:00\" \/>\n<meta name=\"author\" content=\"Sana Ansari\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"http:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2016\/02\/Search-Social-Integration.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sana Ansari\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/5-ways-to-integrate-search-and-social\/\",\"url\":\"https:\/\/www.bruceclay.com\/blog\/5-ways-to-integrate-search-and-social\/\",\"name\":\"5 Core Ways to Integrate Paid Search and Social Media\",\"isPartOf\":{\"@id\":\"https:\/\/www.bruceclay.com\/#website\"},\"datePublished\":\"2016-02-11T17:00:03+00:00\",\"dateModified\":\"2019-07-01T21:41:46+00:00\",\"author\":{\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/e6ec5f0136ed26244611d2637c726e55\"},\"description\":\"Here are five ways to\u00a0integrate your\u00a0paid search and paid social campaigns to engage customers throughout the funnel and drive them back to your site.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bruceclay.com\/blog\/5-ways-to-integrate-search-and-social\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bruceclay.com\/blog\/5-ways-to-integrate-search-and-social\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/5-ways-to-integrate-search-and-social\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bruceclay.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"5 Core Ways to Integrate Paid Search and Social\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bruceclay.com\/#website\",\"url\":\"https:\/\/www.bruceclay.com\/\",\"name\":\"Bruce Clay, Inc.\",\"description\":\"SEO and Internet Marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bruceclay.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/e6ec5f0136ed26244611d2637c726e55\",\"name\":\"Sana Ansari\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c8251134f7ccc3b9e56adb623bb2a17e?s=96&d=retro&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c8251134f7ccc3b9e56adb623bb2a17e?s=96&d=retro&r=g\",\"caption\":\"Sana Ansari\"},\"description\":\"Sana Ansari, General Manager of 3Q Accelerate, has worked in digital marketing since 2009. 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