As brands recognize that paid search is a last-click platform, how will they truly understand the customer journey? For her SEJ eSummit session, Susan Wenograd, Director of Paid Acquisitions at Nextiva, discusses how you can go beyond just pushing to convert and leverage what you know about your paid social users to further improve your marketing results. paid search. Here is a summary of his presentation. A Happy Marriage of Paid and Paid Social Search What happens to paid media? There was a time when we only had paid search. Advertising Continue reading below It was simplistic media with simplistic metrics – you bid high and on the keywords you wanted. It was just clickthrough rates and desktop conversions – and that was it. It was a simpler environment. Media was also either free (i.e. organic) or much cheaper. Costs per click were lower.
There was a lot of free reach on Facebook. He logo design didn't feel like the high stakes he's doing now because it didn't cost anything. We've also seen the creative interfaces start to evolve more. Previously, these were just text ads or a simple newsfeed ad with a static image. Now, there are videos and other interactive elements, such as polls and collection ads, that give media buyers more power in how they communicate with potential customers. All of these changes also mean there's a lot more to track and follow. The same users are also on multiple platforms. They are on LinkedIn, Google, Facebook and more - consuming different information in different ways on these platforms. Advertising Continue reading below They also send engagement signals that are not unified.
And since these platforms don't share information with each other, it can be difficult as a media person trying to piece it all together. So how do we handle marketing in this kind of multi-channel, multi-device, different user experience model that we have now? The Mission of the Paid Media Buyer To win long-term in paid media, you need to make it your mission to build remarketing audiences . You have to assume that you are going to have to talk to these users several times before they become a customer for you. If you approach it that way, it reframes your mindset and how you deal with paid search and paid social media. The approach Usually what brands do is they will have the top of the funnel (TOF) but they will pretty much treat things like top of the funnel on paid search and top of the paid social media funnel. But once these people land on a website,