From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock Out Punch. PRESENTATION: Using Paid Search and Social Together - Given by Jonathon Kagan, @jonkagan - MARC USA|Results Digital, Sr Director of Search and Biddable Media and Tara Siegel, @tsiegel21 - Pepperjam, Senior Director of Social#SMX #14B

1. #SMX #14B @JonKagan & @TSiegel21
Search + Social = <3
Using Paid Search & Social Together

2. #SMX #14B @JonKagan & @TSiegel21
Robbing Peter to Pay Paul? No!
How Search and Social Work Together to Maximize Performance

3. #SMX #14B @JonKagan & @TSiegel21
Seriously, we’re legit. We are:
Jonathan Kagan
MARC USA|Results:Digital
Sr Director of Search & Biddable Media
Resume:
• 10+ Years in digital advertising
• 2013 Recipient of Google Search
Excellence Award
• Digitas, Mediacom, Forbes
Fun Fact: Former firefighter
@JonKagan
Tara Siegel
Pepperjam
Sr Director of Social
Resume:
• 10 Years in digital advertising
• 2016 Kenshoo Infinity Award Winner
for best Cross Channel Campaign
• 2015 Kenshoo Infinity finalist
• 2014 Shorty Award Finalist
Fun Fact: First time in Seattle!
@TSiegel21

4. #SMX #14B @JonKagan & @TSiegel21
Search and Social crossover optimization is not about the investment, the traffic or even the results. It is about the
audience.
To truly be successful in this cross media endeavor, you can no longer think about influencers, users, searchers,
clicks or even consumers.
You must think about people. You must understand their likes, dislikes, where they are from, how old they are,
how they spend their free time. You must gather all the information humanly possible to become their friend,
before you should consider marketing to them...
and then once you have that information, you must analyze the living hell out of it, to fulfill their needs before
they can even contemplate them.
You must move from marketer mentality, to a big brother mentality
Something to think about…

5. #SMX #14B @JonKagan & @TSiegel21
What are we going to talk about?
• Upfront
• Social and Search: A Two Way Street
• Social as an Omni-Channel Optimizer
• Why a Social Program is Important Across Five Phases
• Audiences, Personas, Targets
• It’s All About the Audience
• Targeting Breakdown
• Ad Types, Based on Audience Persona
• Audience Insights
• Analytics Makes the Magic Happen
• In the Real World
• Intent Driven Audiences
• Cross Channel Synergy
• Television: It’s Not the Enemy, It’s a Unifier
• Who Can Benefit and How
• What You Should Know
• Future of Search & Social teams: A Great Debate
• At the End of the Day, Your Take Away is This…

6. #SMX #14B @JonKagan & @TSiegel21
Search & Social: A Two Way Street
Because of the similarities between Search and Social, the exchange of information, insights, and optimization strategies between them
just makes sense
Demographic insights
Chatter and language
Keyword/common theme performance
Create remarketing lists (for search)
Creative performance
Product success/failure and feedback
Device performance
Impact from offline media
Consumer profile development
Time of day and day of week performance
Audience performance

7. #SMX #14B @JonKagan & @TSiegel21
Social as an Omni-Channel Optimizer
7
Display
• Display vs. Paid Placements duplication can be avoided by audience segmentation. WCA, and TWA are social retargeting options directly via paid
placements.
• Prospecting audiences on Facebook will build a pool for Display Retargeting across the web.
Paid Search
• IDA campaigns use Search behavior to create audiences on Facebook. Keyword targeting on Twitter.
• Quality score to Search is Relevancy score to FB is Quality Adjusted bid on Twitter.
• Similar ad types. PLA’s, Click to Call, Lead Generation, etc.
Email
• Utilize CRM list by open, click, and conversion rate and target appropriately.
• Build out email list with Facebook via Lead Ads.
PR
• Paid Social has a natural synergy with Public Relations. It is increasingly difficult to get organic placements on Social channels, as such it is more
important that each paid post be consistent with PR standards.
• Certain posting options are only available with a paid component.
SEO
• Social linking will increase organic page rank.
• Social Media Profiles rank in organic listings.
• Some Social Networks are Search Engines in and of themselves.

8. #SMX #14B @JonKagan & @TSiegel21
Why a Social Program is Important Across Five Phases
Acquire Onboard Engage Retain Advocate
Reach users in our
core audience
segments and drive
additional fans and
followers to grow
our audience base
and increase reach
Recognize value in
each fan acquired
and welcome them
by serving custom
creative and
offering exclusive,
relevant promotion
Continually reach
and engage with
current fans and
non-fans to deliver
content and drive
affinity to the
brand
Evolve content
strategy to remain
relevant and
engaging to avoid
user drop-off.
Test and learn to
optimize from
historical success
and refine
retention strategy
Leverage user
comments and
testimonials to
create customer
advocates and
continue the
feedback loop.
Focus on community
building by creating
relationships with
engagers and
influencers

9. #SMX #14B @JonKagan & @TSiegel21
Search + Social = <3
Audiences, Personas, Targets
aka- the People who see your ad

10. #SMX #14B @JonKagan & @TSiegel21
It’s All About the Audience
You know, in case you haven’t figured out our stance on this yet…
• Search is one of the most reactive form of marketing
around.
• You want it, it in turn appears
• You are a hand raiser
• Doesn’t target the audience, targets the intention
• Top closer for DR and Ecommerce function
• Might know your email and recent site visits
• Social is a largely proactive form of marketing.
• You ask didn’t for something, well tough, you’re going
to see it anyways
• You are often the case of wrong place, wrong time
• Targets whatever the advertiser is feeling that day
• High up for branding and brand engagement efforts
• Knows more about you than some family members
Merging of insights between the 2 channels
can creates a devastating blow to your target
audience’s wallet. Don’t pay for a target,
pay a premium for an ideal audience.
• From Social, search gets:
• Audience targeting for GDN
• Creative and keyword targeting engagement and ideas
• Audience exclusion and inclusion based on performance
• Impact of offline media
• From Search, social gets:
• A better feel on time of day engagement
• Audience targeting off search queries
• Insight of top performing metrics/site activity
• Ongoing demand/interest level of consumers

11. #SMX #14B @JonKagan & @TSiegel21
Targeting Breakdown
Right Message, Right People.
Acquisition
Fans CRM File
Website
Custom
Audience
Prospecting
Excluding all acquisition audiences
Fan
Lookalikes
CRM File
Lookalikes
WCA
Lookalikes
Intent
Driven
Audiences
Enhanced
Interest
Facebook
Partner
Category

12. #SMX #14B @JonKagan & @TSiegel21
All information contained herein is confidential and/or proprietary information of Pepperjam, LLC,
and any unauthorized use and/or any disclosure is strictly prohibited.
Ad types, based on audience persona
Product Driven Ads
• Leverage performance from Google PLAs
• Still in Beta
• Only available on Facebook
DPA Ads
• Product Feed is loaded into Facebook with a creative template.
• Products will populate based on targeting and audience
Classic Ad formats
• Multi- Product Ads
• Video Ads
• Link to Page Ads

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Audience Insights- Free tool, priceless information for all
digital campaigns
Example: High end fashion retailer found that 7% of their
fans were Military and 5% were Veterans. The brand
launched a Military Appreciation landing page with a
special offer to this audience.
Example: Audience breakout by location sheds light on
City’s where brand fans are, this can help brick and
mortar and other digital efforts.

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Analytics Makes The Magic Happen
If you want one to help the other, then make sure you learn to love analytics
To deliver cross channel optimization, the first and most important
step is to understand the audience that engages with you via
channels
One of the most effective crossovers of optimization are
remarketing lists and audience targeting
• Know your desired targeted audience
• Know what audience you don’t want
• Know what audience visits and engages
1. Run your media
2. Investigate your data
3. Refine your media
4. Repeat

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Slide is Solely Designed to Get You Off
Tinder at the Moment and Refocus Your
Attention on This Presentation…FOCUS!

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What Happens…

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30% higher
return on ad
spend
24%increase
in AOV
7% higher
paid CTR
Intent-Driven Audiences
Facebook + Kenshoo Case Study:
Research with a leading retailer shows that Facebook
advertising makes search work harder.
Kenshoo intent driven audiences currently in Beta with Kenshoo Social

18. #SMX #14B @JonKagan & @TSiegel21
All information contained herein is confidential and/or proprietary information of Pepperjam, LLC,
and any unauthorized use and/or any disclosure is strictly prohibited.
Use Kenshoo’s Technology to provide bridge between Search and Social as we did for a High End Fashion Brand…
Challenge: Prospect on Facebook and Instagram to find full price buying customers for launch of new season.
Solution: Use IDA (Intent Driven Audiences) to find customers who were searching for brand, competitor, and category
terms.
Results: CTR rose 480%, and CPC dropped over 70%, resulting in a
more efficient campaign thus increasing ROI.
Cross Channel Synergy, Search + Social
Customer
Searches
Clicks
On Ad
Cookies
Matched
Audience
Built
Facebook
Custom
Audience
Lookalike
Audience

19. #SMX #14B @JonKagan & @TSiegel21
TV shows and commercials typically does one of
two things to consumers quickly (and then does
the other thing not long after)
1 in 5 social brand engagements is driven by TV*
TV drives up to 80% lift in brand searches**
Television: It’s Not The Enemy, It’s a Unifier
Don’t shy away from TV efforts, ride that deliver until the wheels fall off
#Tweet/Status Update
(likely not on G+)
*”Television Advertising is a Key Driver of Social Media Engagements for Brands”, 4cinights
**”TV ads drive 80% rise in branded search”, Efficient Frontier
Performed a search relevant to
the brand (usually on mobile)
Engagement
Rate Up 300%+
Brand Search
Rate Up 200%

20. #SMX #14B @JonKagan & @TSiegel21
Who Can Benefit and How
Short answer: Everyone, Long Answer: Defer to Short Answer
The media optimization crossover, is not about getting additional traffic and driving better
revenue. It is about making your media more cost efficient through effectiveness.
Target audience is not always the most engaging audience. Understanding
who visits vs. who converts can save you big time ad spend.
Sample: Senior Living Facility Chain
Theorized Audience: Primarily Adult Children (55+), even on gender, heavy affinity to travel, cooking
and TV
Top Actual Engaging Audience: Upper Middle Age (45-54), female dominant, with heavy affinity
toward movies, news and travel (a 38% higher conversion rate)
Assumes a 1% CTR, all audience sees 1 impression
(70% reach), $1 CPC and 1% CVR
Assumes a 2% CTR, all audience sees 1 impression
(70% reach), $1 CPC, 1.38% CVR
=
=
2.45M Impressions, 24,500 Clicks, $24,500 in cost
and 245 conversions at $100 CPA
1.75M Impressions, 35,000 Clicks, $35,000 in cost
and 483 conversions at $72 CPA
By adjusting audience targeting to converters, spend increased 42% but conversions increased 97%

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What You Should Know…

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Future of Search & Social Teams: A Great Debate
Needless to say, our opinions do not align…
As paid social and paid search continue to show overlap from for strategy, implementation, management and reporting, the concept of consolidated teams
within operations has been debated. Some operations have put it in motion to combine, while others are going the complete opposite direction.
For Merging Operations:
• Disciplines share similar optimization reporting
• Overlap on settings and audience targeting
• Creative development
• Trafficking alignment
• Similar impact (engagement and timing) from offline
media
• Teams are more accustomed to executing work vs. just
planning (ie display)
• Reduced overhead costs
• Agency increased billability opportunities (varies)
• Have a team vs. Have a Discipline
Against Merging Operations:
• Dedicated team to monitor and react to industry changes
became necessary.
• Insight writing on audience vs. keywords
• Client Marketing Team responsible for overall client story,
social team responsible for reaching goals specific to
social channels
• All social responsibilities under one department head
• Clear line of sight on hours/profitability of search vs.
social teams.
• Create experts in social, community, influencer and
reputation management
• Partner with best in class social technology

23. #SMX #14B @JonKagan & @TSiegel21
At the End of the Day, Your Take Away is This…
Providing you were paying attention.
Only you ultimately know what is right for your business, not us. But when you have to justify the cost of the very expensive tickets to this conference you can
rattle off the following:
Knowledge:
• 3rd part analytics capturing both disciplines in a universal spot is needed
• The give/take relationship between the disciplines is great, but when you break it down, it really comes down to targeting
• To get crossover media optimizations to work, you must stop targeting the intention and start understanding the audience
• Overlapping insights->optimizations->cost efficient traffic and savings to be reinvested
• Technology updates are linking search and social behaviors and tracking results
• Social media is an omni-channel optimizer
Actions:
• Compare demographic behavioral performance
• Continue to target the ideal customer, but also begin to segment and target the converting customer
• People on couches watching TV go between search and social, coordinate strategies to effectively execute
• Segment social campaigns the way you would search campaigns (you wouldn’t put broad and exact in the same adgroup, same
principles apply to social)
• Link product listing ads free to DPA ads for a quick social win

24. #SMX #14B @JonKagan & @TSiegel21
LEARN MORE: UPCOMING @SMX EVENTS
Thank You For Showing Up!
Have Questions or Just Want a Pen Pal?
If you try and pitch us via LinkedIn, the conversation will go bad quite quickly
Jonathan Kagan
jkagan@marcusa.com
@JonKagan
Tara Siegel
Tsiegel@pepperjam.com
@TSiegel21