Paid Search And Paid Social: Birds Of A Feather Or Different Flock?
The Traffic Trifecta: Driving More Sales Through Paid Search + Organic Social + Paid Social
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Transcript of The Traffic Trifecta: Driving More Sales Through Paid Search + Organic Social + Paid Social
2@erinsagin @andrewcaravella
Meet Your Presenters
Erin Sagin
• PPC Evangelist & Community
Manager
• 4+ years at WordStream
• Hoola hooper, avid traveler, and
devotee of just about every
Netflix original TV series
• Tweet me! @erinsagin
Andrew Caravella
• VP, Marketing at Sprout Social
• 3+ years at Sprout Social
• Industry speaker, SoulCycler,
Tennis fanatic and known jet-
setter.
• Tweet me! @AndrewCaravella
3@erinsagin @andrewcaravella
Agenda: Our Traffic Funnel
Organic social media boosts:• Reach of your social posts
• Size of your social following
• Amount of search traffic you receive
Integrated paid search and social strategies:• Capitalize on your newfound search volume
• Convert social media impressions into revenue
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Step 2. Study Your Most Successful Posts
What Post Types Perform?
• Links
• Photos
• Videos
• Gifs
• Text Updates
• Offers
• User-Generated-Content
What Content Performs Well?
• Company Updates
• Articles from Your Blog
• Articles from Other Blogs
• eBooks
• Webinars
• Templates
• Free Tools
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Monitor Key
Phrases
• Brand Mentions
• Product Mentions
• Purchase Intent
• Customer Needs
• Competitors
• Misspellings
“Chicago restaurants”
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Get Your
Customers
Talking
1. Identify customer thought-
leaders and active users
1. Understand why customers
would want to talk about you
2. Provide amazing customer
support to ensure happiness
3. Engage with and amplify
customer content as you would
your own
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Get Thought
Leaders Talking
1. Identify thought-leaders important
to your brand/category
• Scale with tools
• Buzzsumo or Followerwonk.
2. Follow their social profiles and
engage with their content regularly
3. Ask them for content/blog quotes
and contributions, then mention
them when you post it
4. Grow the relationship until they
organically share your content
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Individual Employees are Highly Connected
AVERAGE
305 Friends
55% HAVE
300–3,000 Connections
AVERAGE
208 Followers
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trusted community of 85,000
100 employees
x 850 connections
Activating Employees Amplifies Brand Reach
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In the Interim — Explore Call Only Campaigns
Bypass Your
Mobile Landing
Pages
Altogether!
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Putting It Into Practice
• Cross-Sell/Upsell/Resell existing customers
• Segment and prioritize top candidates
• Exclude Existing Customers
• Extend to Similar Audiences
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Video Ads Are Quickly Gaining Popularity
Video ad revenue is
expected to grow by
TWENTY PERCENT!
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Remarketing Works Wonders
Yep, that’s
$56…on ice
cream. All thanks
to remarketing.