Scale, Meet Performance | The Powerful Interplay of Social, Display & Search by Sana Ansari

1. Scale, Meet Performance
The Powerful Interplay of
Social, Display & Search
Sana Ansari, General Manager, 3Q Accelerate

2. 2A Harte Hanks Company @3QAccelerate

3. 3A Harte Hanks Company @3QAccelerate

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Smart Segmentation of Our Customer Base
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Seed Lists for Lookalike Audiences
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Tailoring Creative & Messaging
Separate ad sets allow us to truly tailor messaging and creative.
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Highly Relevant Landing Pages
Separate ad sets allow us send audiences to the most relevant landing pages.
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Nested Lookalike Strategy
By using the nesting strategy, we can remove any overlap to fully understand
the performance and value of different types of users - and bid accordingly.
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Leveraging Segments with Audience Insights
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Develop Personas
• Core ages: 25 – 34
• Gender: Females
• Household income: $75-$100K
• Interested in: Camping, Cycling
• Purchase behavior: sports & outdoors
High LTV
• Core ages: 25 – 34
• Gender: Females
• Household income: $50-$75K
• Interested in: running, yoga
• Purchase Behavior: food & drink
Low LTV
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Topics, Interests & Demographics
High LTV
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Display Select Keywords
DSK is NOT standard Keyword Contextual Targeting; DSK leverages your keyword selection to match
your ads to sites when your customers are most likely to convert.
Selective Contextual Targeting
Matches your ads to contextually relevant sites
at the precise moment of user engagement
Efficient Performance
Only matches ads if there is a high likelihood of
conversion based on customer purchase intent,
keyword selection, and predictive models
Launch on top 10-15 keywords
• affordable gym clothes
• cute yoga pants for women
• trendy athletic wear
• fashionable gym wear
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Custom Affinity Audiences
Take advantage of custom affinity audience
targeting by placing ads in websites of
competitors or those that your core
customers tend to visit.
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Reach Your Target Audience
Pulling the right levers in GDN and leveraging lookalike targeting in Facebook
are among the most effective ways to get in front of your core audiences.
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Capture Users with Paid Search
To capitalize on the intent and brand awareness generated from our Facebook and
GDN efforts, we take advantage of paid search.
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Alpha-Beta Campaign Structure
BETA
(query mining)
Broad or +BMM
ALPHA
(query sculpting)
[Exact]
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Remarketing
Leverage remarketing to bring high-intent audiences back onto your site to
convert. Audience lists should be set up by the level of a visitor’s interaction.
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Sequential Remarketing
Segment by time for greater control over sequential messaging and to maintain
fresh creative for audiences.
Week 1 Week 2 Week 3
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Remarketing – Video Engagement
Prospect with video ads to educate the user about your product/offering. Then
remarket to users based on how they have viewed your video.
Remarket to video views and completions
CPCs can often be cheaper then prospecting with
static/carousel ads!
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Remarketing for Search Ads
Leverage RLSA to stay on top of high-intent audiences and pull them back to your
site to convert.
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Re-engage Facebook Custom Audiences
Once you have converted your user,
don’t forget that in many industries,
this customer can turn into a constant
stream of revenue.
Utilize your 1st-party data to market
and re-engage these users onto your
site.
Ad refresh is crucial here.
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Re-engage Google Customer Match
Leverage 1st-party data on Google to
target existing customers on GSP and
RLSA.
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29. Questions?