making it happen: search & social
TRANSCRIPT
March 5, 2015
Making it Happen:
Search & Social
Elizabeth Marsten
@ebkendo
searchmarketingexpo.com
@ebkendo #SMX #33C
@ebkendo PPC nerd Seattleite Libra
Elizabeth Marsten
searchmarketingexpo.com
@ebkendo #SMX #33C
Dynamic Duos
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Is Organic Social Dead?
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6%-16% Reach on Facebook
http://www.slideshare.net/socialogilvy/facebook-zero-white-paper-31934430
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Sharing Resources
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Editorial/Posting Calendars
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Voice & Style
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Sharing Tools
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Content Promotion
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Sprout Social
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Small, Targeted Buys
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Sharing Audiences
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• Share on organic social
• Boost on social channels
• Push through content promotion
• Tag and bag visitors for remarketing later
Shake & Bake: 1 Piece, 4 Ways
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Remarketing Lists
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Remarketing Lists
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Remarketing Lists
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Content Tracking with UA
http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
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Sharing the Conversation
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• Relevant & thoughtful conversations
• Avoid the firestorm response on social
• Create ads that reflect the community
• Build trust
Don’t Over Serve
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Sitelinks in AdWords
http://www.thesempost.com/use-adwords-sitelinks-promote-social-media-accounts/
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Social in Bing Ads
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3rd Party Reviews
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Sharing the Credit
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• Determine what “success” is
• Run with campaigns in mind
• Don’t forget about direct or organic
Engagement or Clicks
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Attribution Modeling
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Cohort Analysis
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Advanced Segments
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Clinton-Palin 2016!
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