From left to right: Pamela Parker, Executive Features Editor, Marketing Land & Search Engine Land; Tara Siegel, Senior Director of Social at Pepperjam; Maggie Malek, the head of social at the MMI Agency; and Sahil Jain, CEO of AdStage.
No news flash here. Marketing teams cannot afford to exist in silos.
Paid search and social are no exception. You can amplify the reach of both of these channels by combining your efforts and leveraging data from each together.
In the SMX East session, “Using Paid Search and Social Together,” three speakers, Tara Siegel, Jahil Sain and Maggie Malek, shared their top tips for winning with paid search and social.
Using search techniques to win at paid social by Tara Siegel
Tara Siegel , the Senior Director of Social at Pepperjam, said she is on a mission to make people understand that social must be viewed holistically. Social is an omnichannel optimizer.
It’s very important to be consistent across channels. Deliver the right message to the right people, Siegel explained.
In social, campaign goals will guide ad type and strategy. The same is true for search, with ad extensions, click-to-call, lead generation and so on.
Facebook is the Google of social. In Facebook, there are two ways to buy: in an auction or in a Reach and Frequency campaign. The latter is a fixed price and is very similar to a traditional media buy.
Relevancy Score couldn’t be more important. Facebook has always used relevance as a factor in determining ad delivery and price. In 2015, Facebook began allowing this metric to be reported natively and via the API . The score is fluid and based on engagement over time.