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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 ...
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
•...
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 SOCIAL
Delivers clicks, exactly what you pay for Delivers brand recognition and free ...
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
• Con...
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 ACTIONS
ENGAGEMENT 

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 P...
Best Practices for Lookalikes
Targeting Capabilities Across Social Networks
Facebook Twitter LinkedIn
1.59 Billion Users 302 Million Users 414 Million U...
Ad Specs for Social Creatives
Facebook Twitter LinkedIn
Up to 45 minute videos Up to 10 minute videos YouTube video URLs
1...
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 f...
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
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The Journey from Search to Social: Marrying Paid Search with Social Advertising

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New tactics to always stay relevant in digital advertising are revealed in this presentation. Learn how to take your paid search expertise and spin it into social advertising for more syndication.

Veröffentlicht in: Marketing
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The Journey from Search to Social: Marrying Paid Search with Social Advertising

  1. 1. The Journey from Search to Social: Marrying Paid Search with 
 Social Advertising
  2. 2. 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
  3. 3. About AdStage Manage ad campaigns across Google, Bing, Facebook, LinkedIn, and Twitter 14 day free trial
  4. 4. 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
  5. 5. The Reality of Paid Search 2016 Display Will Surpass Search Spend by > 10%
  6. 6. The Future of Online Advertising 2016 Social Media Will Surpass Paid Search Spend
  7. 7. Time Spent Per Day on Social Media 41 MIN 21 MIN 21 MIN 10 MIN 17 MIN 17 MIN Source: eMarketer, November 2014
  8. 8. Reach and Scale Updated: March 2016 1.59B USERS 400M USERS 100M USERS 414M USERS 302M USERS 100M USERS
  9. 9. Aligning advertising efforts to optimize paid search campaigns, outside of AdWords Integrating Social with Paid Search
  10. 10. Paid Search Versus Social Ads SEARCH SOCIAL Delivers 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
  11. 11. Examples of Ad Units on Social
  12. 12. Think of Social Ads as a Display Ad
  13. 13. Facebook now drives more referral traffic than Google Where to Focus Your Efforts
  14. 14. Where Search Ads Optimize the Marketing Funnel INTENT Search CONVERSION Search and Social AWARENESS Social Retargeting
  15. 15. How to Optimize Search Outside of AdWords INTENT Search CONVERSION Search and Social AWARENESS Social Retargeting
  16. 16. Driving Awareness INTENT Search AWARENESS Social CONVERSION Search and Social Retargeting
  17. 17. Creating Social Ads to Drive Awareness Billboard ad Print ad Video ad Facebook ad Apple iPod Display ad
  18. 18. Core Persona Targeting on Facebook • Device • Likes and Interests • Demographics • Behaviors • Workplace • Education • Connections
  19. 19. Driving Conversions on Social Retargeting INTENT Search CONVERSION Search and Social AWARENESS Social
  20. 20. Leverage Retargeting on Social Networks
  21. 21. Retargeting with Website Custom Audiences LAST SEEN ON YOUR WEBSITE WEBSITE ACTIONS ENGAGEMENT 
 WITH VIDEOS
  22. 22. Website Actions
  23. 23. Last Seen on Your Site
  24. 24. Engagement with Video
  25. 25. Ensure You’ve Installed the Facebook Pixel 1 2
  26. 26. Bonus Tools to Drive Awareness Faster INTENT Search AWARENESS Social CONVERSION Search and Social Retargeting
  27. 27. Use Lookalike Audience Targeting
  28. 28. Ways to Create Lookalike Audiences WEBSITE VISITORS SEED LIST OF EXISTING CUSTOMERS CONNECTIONS 
 THAT HAVE LIKED 
 YOUR PAGE
  29. 29. Best Practices for Lookalikes
  30. 30. Targeting Capabilities Across Social Networks Facebook Twitter LinkedIn 1.59 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
  31. 31. Ad Specs for Social Creatives Facebook Twitter LinkedIn Up 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
  32. 32. Master Multiple Channels with Automation
  33. 33. Performance Alerts
  34. 34. Optimization Rules
  35. 35. Schedule Campaigns
  36. 36. 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
  37. 37. Questions? CEO and Co-Founder of AdStage @sahilio SAHIL JAIN bit.ly/slcsem-april2016 For today’s slides SLCSEM.org @adstage
  38. 38. 14 day free trial at adstage.io

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