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* Social Media
USING YOUR PAID SOCIAL STRATEGY TO BOOST YOUR PPC ADS
By Lauren Clawson / November 18 2021
We get a lot of questions from our clients around how to maximize the investment
in platforms that drive the best CPA, CPL, or other key KPIs and the optimal
channel mix. It is understandable that when you find a platform that works, the
first thought is to invest all of your ad dollars in that one top-performing
channel. We try to preach channel diversification (within reason) to our
clients. Thinking back to a few weeks ago when Facebook had a major outage,
those that had all their advertising wrapped up in one channel suffered the
most. Beyond not putting all your eggs in one basket, we see the best
performance for our clients come from a well thought out cohesive paid media
strategy.
WHAT IS A PAID MEDIA STRATEGY?
When our team refers to a paid media strategy, we typically mean our client’s
entire paid media marketing mix. How paid social, paid search, and programmatic
work together to fulfill separate parts of the marketing funnel. How specialists
working within each channel collaborate to share insights and ensure that there
is cohesive messaging. If your paid media channels are operating agnostically,
there are likely audiences you are targeting too aggressively and others you are
not reaching.
PAID SOCIAL MEDIA VS. PPC
Typically we think of paid search as a channel driven by user intent and paid
social as a channel driven by user behavior and demographics. In reality, paid
social media platforms and paid search platforms have features that can reach
users in any part of the funnel. For example, Google Discovery ads are much
higher in the funnel than Google search text ads. On Facebook, dynamic
retargeting allows advertisers to reach users at the bottom of the funnel,
showing them products that they’ve already viewed. That being said, to ensure
that there is no significant overlap between channels, it’s best to treat each
platform as a channel satisfying specific needs. This may mean that you aren’t
using all of the platforms ‘best practices’, but you will follow the best
practices needed for your specific marketing funnel. The major differences I see
in the two channels are:
1. Push vs. Pull – Paid social aims to push a product or benefit to a user,
while paid search aims to appeal to users who are pulling specific
information from search platforms.
2. Creative capabilities – Social media is extremely visual, while paid search
heavily relies on conveying specific value propositions in a few lines of
text.
3. Audience targeting – while paid search has powerful keyword and intent
targeting capabilities, paid social audiences are strongest from a
behavioral and demographic standpoint.
4. Analytics – Because paid search and paid social typically influence
different aspects of the funnel, attribution and performance analytics look
different.
BENEFITS OF PAID SOCIAL
There are many benefits to paid social. With the largest user base in the world,
Facebook’s targeting and reach capabilities are unmatched. While paid social can
be used as a lower-funnel marketing channel, we find the most efficiencies and
opportunities in the upper funnel.
BENEFITS OF PPC
The four distinct benefits of PPC we value are speed, precision, agility, and
measurement. Combining a large user base and a high intent audience provides
opportunities for high ROAS and growth.
USING YOUR PAID SOCIAL & PPC TOGETHER
There are many ways to use your paid social and paid search channels in a way
that creates synergy. Here are a few of the most important ways to get the most
out of using both simultaneously.
CROSS-CHANNEL CREATIVE INSIGHTS
By far the most important, sharing creative insights across channels can open a
door for testing and innovation. By understanding what people are searching
across Google and Microsoft, paid social ads can be more relevant and engaging
for your audience. Alternatively, by understanding how users respond to seeing
brand content for the first time (both through clicks and comments), paid search
copy can be tailored to engage new users better.
PAID SEARCH CUSTOM AUDIENCES ON FACEBOOK ADS
Facebook has powerful lookalike audience capabilities, and the best way to
create a top-performing lookalike is to have a strong seed audience. Audience
segments can be built from specific search terms used to reach the site, and
those segments can be both retargeted and used as a seed audience for a specific
and powerful lookalike.
KEYWORD LISTS FOR TWITTER AND PINTEREST
Keyword research is typically completed for paid search and SEO purposes, but it
can be repurposed for paid social campaigns as well. Our team regularly uses the
keyword research already completed in both Pinterest and Twitter campaigns.
Similar to Google, Pinterest is primarily a discovery platform. Users spend a
significant portion of their time searching for specific content, and the
Pinterest ad platform allows businesses to target those searches. Twitter also
has keyword targeting capabilities based on terms and hashtags that users
include in their tweets. In both of these instances, we directly import keyword
lists to the platforms.
ATTRIBUTION AND CLOSED LOOP ANALYTICS
Attribution is by far the biggest question our clients have when evaluating the
performance of a multi-channel strategy. If you don’t have a multi-touch
attribution solution, there is always the risky strategy of turning off a
channel (either nationally or regionally) to evaluate performance. This can take
months to understand and can impact the bottom line. It’s important to ensure
you have a solid understanding of how to report on assisted conversions, which
attribution model is right for your business, or if you should implement a
closed-loop analytics solution.
EXAMPLE OF PPC & PAID SOCIAL IN ACTION
Our clients have seen significant success from a cohesive paid social and paid
search strategy. In this example, our client wanted to grow their customer base
by driving trial through paid social media. With low brand awareness and a high
price point, users were not converting from paid social or paid search on the
first touch. By focusing our social media campaigns on brand awareness and
conversions in the upper funnel, we saw a 180% increase in PoP non-branded
search revenue and a 41% increase in PoP SEM conversion rate within the first 12
months of implementing our strategy.
TIPS FOR OPTIMIZING PPC WITH PAID SOCIAL
A benefit to diversifying your marketing mix is one channel can learn from the
other. That is especially true between PPC and Paid Social platforms. Here are a
few to test.
1. IMPROVE PPC AD COPY BY MONITORING SOCIAL SENTIMENT
Writing engaging PPC ad copy is crucial to the success of a campaign. When we
create PPC ad copy for Google Ads, we get limited feedback. Raw numbers like CTR
tell us which ad copy is resonating the best, but that can sometimes be
misleading. Copy on paid social gets more direct feedback in the way of social
sentiment. Monitor comments from users on social and look for opportunities to
create more clarity and boost CTR for PPC.
2. REMARKET TO PAID SOCIAL SITE VISITORS
Display remarketing is very effective in many formats. Segmenting your audiences
based on the content they view and their engagement with your site is a great
way to improve its effectiveness even more. One of the major benefits of paid
social is its upper-funnel new user acquisition capabilities. Combine that with
your PPC remarketing by segmenting users based on the number of social
touchpoints by tagging your ads based on the stage in the funnel. This is a
great way to qualify your audience further and ensure you are investing
appropriately to reach users who are engaging again and again.
3. SET UP RLSAS USING PAID SOCIAL AUDIENCES
Similar to above, leveraging remarketing lists for search is a great way to
improve spending efficiency and boost conversion. Use those same audiences as
remarketing lists for search ads and ad bid modifiers. If a user has engaged
with a paid social ad multiple times and is now actively searching branded or
nonbranded queries that match your keywords, they are very highly qualified and
worth a higher average CPC.
CONCLUSION
There are two things I hope you take from this post:
1. Paid channel specialists shouldn’t work in a silo. There are so many
benefits to collaboration and strategy sharing.
2. Results of each paid channel also don’t happen in a silo. User behavior
spans different platforms, and a culmination of those interactions
contributes to the end result. If you look at paid media as a cohesive
experience for a user, your performance results will reflect it.
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LAUREN CLAWSON
Social Media Team Lead
linkedin
Social Media Team Lead
Lauren is the social media team lead at Portent. She manages a range of social
media accounts from small business to large enterprise clients, as well as
guiding the social strategy across the entire agency. Lauren started her digital
marketing career in programmatic, but her passion for the art and science of
connecting the client and consumer online lead her to the social space. When she
is not at work, Lauren enjoys doing all things you would expect in the Pacific
Northwest: camping, hiking, and playing with her chocolate lab, Norman.
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