The Journey from Search to Social: Marrying Paid Search with

Social Advertising

About Me

Sahil Jain, CEO and Co-founder of AdStage, @sahilio

• Co-founded first company, YC & SV Angel backed, Trigger.io at 20

• Dropped out of UC Berkeley to join AOL Corp Dev. at 19

• Dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional video game industry before that

About AdStage

Manage ad campaigns across Google, Bing, Facebook, LinkedIn, and Twitter

14 day free trial

Today’s Agenda

• The reality of paid search • The future of online advertising • Comparing search and social advertising • How to amplify your paid search campaigns with social • Setting up targeting on social networks

The Reality of Paid Search

2016 Display Will

Surpass Search Spend by > 10%

The Future of Online Advertising

2016 Social Media Will

Surpass Paid Search Spend

Time Spent Per Day on Social Media

41 MIN

21 MIN

21 MIN

10 MIN

17 MIN

17 MIN

Source: eMarketer, November 2014

Reach and Scale

Updated: March 2016

1.59B USERS

400M USERS

100M USERS

414M USERS

302M USERS

100M USERS

Aligning advertising efforts to optimize paid search campaigns, outside of AdWords

Integrating Social with Paid Search

Paid Search Versus Social Ads

SEARCH SOCIALDelivers clicks, exactly what you pay for Delivers brand recognition and free traffic

Shows relevant intent-based content Provides content discovery via articles or videos

Drives direct response based on a user’s query Drives long term engagement

Triggers purchases for promotions Triggers purchases for visual product categories

Targets keywords Targets people/personas

Examples of Ad Units on Social

Think of Social Ads as a Display Ad

Facebook now drives more referral traffic than Google

Where to Focus Your Efforts

Where Search Ads Optimize the Marketing Funnel

INTENT Search

CONVERSION Search and Social

AWARENESS Social

Retargeting

How to Optimize Search Outside of AdWords

INTENT Search

CONVERSION Search and Social

AWARENESS Social

Retargeting

Driving Awareness

INTENT Search

AWARENESS Social

CONVERSION Search and Social

Retargeting

Creating Social Ads to Drive Awareness

Billboard ad Print ad

Video ad

Facebook ad

Apple iPod

Display ad

Core Persona Targeting on Facebook

• Device

• Likes and Interests

• Demographics

• Behaviors

• Workplace

• Education

• Connections

Driving Conversions on Social

Retargeting

INTENT Search

CONVERSION Search and Social

AWARENESS Social

Leverage Retargeting on Social Networks

Retargeting with Website Custom Audiences

LAST SEEN ON YOUR WEBSITE

WEBSITE ACTIONSENGAGEMENT WITH VIDEOS

Website Actions

Last Seen on Your Site

Engagement with Video

Ensure You’ve Installed the Facebook Pixel

1

2

Bonus Tools to Drive Awareness Faster

INTENT Search

AWARENESS Social

CONVERSION Search and Social

Retargeting

Use Lookalike Audience Targeting

Ways to Create Lookalike Audiences

WEBSITE VISITORS

SEED LIST OF EXISTING

CUSTOMERS

CONNECTIONS THAT HAVE LIKED

YOUR PAGE

Best Practices for Lookalikes

Targeting Capabilities Across Social Networks

Facebook Twitter LinkedIn1.59 Billion Users 302 Million Users 414 Million Users

Interest, behavior, and demographic targeting

Interest, keyword, handle, and demographic targeting

Company, job title, skills, and demographic targeting targeting

Lookalike audiences Similar user targeting N/A

Custom audiences Tailored Audiences N/A

Ad Specs for Social Creatives

Facebook Twitter LinkedInUp to 45 minute videos Up to 10 minute videos YouTube video URLs

1.9:1 ratio for Link Ads (1200x628 recommended)

2:1 to 1:1 ratio for Promoted Tweets(1200x628 recommended)

1.91:1 ratio for Sponsored Updates (1200x627 recommended)

Lead ads Lead gen cards N/A

Master Multiple Channels with Automation

Performance Alerts

Optimization Rules

Schedule Campaigns

What You Can Do Today

• Create your ad accounts on Facebook, LinkedIn, and Twitter

• Create your ideal persona targeting for Facebook, LinkedIn, and Twitter

• Upload a list of existing customer email addresses to Facebook and Twitter

• Ensure you have the recommended image sizes for your social ads

• Create your first campaign on a social network

Questions?

CEO and Co-Founder of AdStage

@sahilio

SAHIL JAIN

bit.ly/slcsem-april2016

For today’s slides SLCSEM.org

@adstage

14 day free trial at adstage.io