With each passing day, the path of conversion of modern customers is becoming a bit more complicated. Right now, the conversion of modern customers depends on many online channels and paths. You can tilt those paths in your favor if you know the tricks of using the paid social media marketing and search campaign together.
Do not know how to do that? Fret not. In the following section of this article, the professionals of Online Marketing Services have shared their secrets. Check it out to know how you can use these both marketing methods to your benefit.
Why Should You Integrate Paid Search and Social Campaigns?
Before you learn the technique to combine the paid search and social campaigns, you should know the reason why you need to integrate them in the first place.
Recently a study has indicated that integrating the paid social and search campaigns generate about 26 per cent more revenue each click. Also, the researchers have found out that the marketers who use such tactics, often enjoy more than 68 per cent conversion rate.
From the findings of the study, you can derive how important it is for the marketer to combine the strength of the paid social and search campaigns to ensure the best possible results.
Integrating Paid Social and Search Campaigns
Have you ever noticed how the URL of the website changes when a customer clicks on the paid search ad? When a customer clicks on a paid ad, Google changes the URL and adds a special tag with it. This changed URL is called Google Click ID.
Use this ID for creating paid social media campaigns for Instagram and Facebook. It would help you to generate a custom audience with the users who clicked the paid advertisement.
Generating Paid Search Audience
There are a handful of ways that the professionals of Digital Marketing Solutions use to create the paid search audience in social media platforms.
For example, if you have a landing page for your paid search campaign, you can check people who have visited the webpages, and start from there.
But, what to do if your business does not have enough funding to support a landing page? In such a scenario, you can use the Google Click ID as the unique URL.
With the help of this technique, you will be able to create a custom audience in the social media platform, which is created with people who have clicked through on the paid search campaign of the business.
As the audience is already interested in the products of your business, you can consider them as the bottom of the funnel customers.
Segmenting Paid Search Audience
There is no doubt that the above way of integrating the paid search and paid social campaign can bore great results. However, if you have time and resources, you can take things further.
The professionals of Online Marketing Services encourage businesses to segment the audiences accordingly. To do that, you have to understand that people who have clicked the advertisement did not do it with the same kind of motivation. Each of them might want different things while clicking through the ad.
Many businesses advertise a multitude of products using different paid searches. That means, as a businessman, you have the opportunity to refine your retargeting effort by segmenting the search traffic.
You have to do this differentiation based on the things that the target audience searched on the internet. It will enable you to retarget the user’s intent with their paid social campaigns.
With the help of this strategy, eCommerce retailers can generate even more specific audiences for paid social media campaigns. It would help them to create creative content that speaks directly to the specific intent of the user.
Combining Paid Search Campaigns with Paid Social Media Campaigns
You can just flip the above concept and utilize the data from the paid social campaigns to enhance the Google Ads campaigns. Here are some ways through which the professionals of Digital Marketing Solutions do it.
You can utilize the remarketing lists for search ads to integrate your paid social media campaigns with the search campaigns. This method is quite simple. Use Google Analytics to seperate the users.
There is no doubt that integrating the paid search campaigns and the social media ones is a relatively new concept. It would improve the exposure of the audience and enhance the conversions, clicks, and retail revenues. If you are still uncomfortable about applying this method, consider taking the help of the professionals of Online Marketing Services.