From the SocialPro Conference in Seattle, Washington, June 20-21, 2016. SESSION: The Role Of Social Ads In Your Overall Marketing Campaigns. PRESENTATION: Scale, Meet Performance: The Powerful Interplay of Social & Search - Given by Sana Arsari, @3qaccelerate - 3Q Digital, General Manager. #SocialPro #14B

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High ROI Social, Search, & Retargeting
Scale, Meet Performance
The Powerful Interplay of Social & Search

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Sana Ansari/General Manager, Accelerate/3Q Digital
Channel and retargeting synergy
with the Accelerate Growth Engine

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Smart Segmentation of Our Customer Base

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Seed Lists for Lookalike Audiences

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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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Reach Your Target Audience
Lookalike targeting in FB is one of 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 & brand awareness generated from our
Facebook efforts, we take advantage of paid search.

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Alpha/Beta Campaign Structure
Alpha/Beta aims for query control through exact match, single-
keyword ad groups, paired with broad/broad modified match
keywords, and exact match negatives for mapping
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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Remarketing
Segment by time for greater control over sequential messaging and
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 their engagement with your
ad.
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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THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!