#SMX #21B @Justin_Freid Pow, Right In The Kisser Paid Search & Social: The Ultimate Knock- Out Punch
#SMX #21B @Justin_Freid
SVP, Emerging Media
CMI Media LLC
WWP Health & Wellness
@justin_freid
Where you can find me:
• My team and I’s thoughts on the world of digital: www.cmimedia.com/insights
• Columnist on Search Engine Land
• Columnist on Martech Today
#SMX #21B @Justin_Freid
YouTube: 40 MinutesFacebook: 35 MinutesSnapchat: 25 MinutesInstagram: 15 MinutesTwitter: 1 Minute
**Social Media Today
#SMX #21B @Justin_Freid
§ Social Media Provides Many Insights– Demographic data– Exposure to brand (follower, like etc…)
– Are they cookied?– Device
§ Pinpoint Location Via Search– Intent in search query
– Don’t let them get away– Demographics!
– Device
Use The Information Available To You
#SMX #21B @Justin_Freid
Craft Your Message And Your Channel Strategy By The User’s Place In The Funnel
#SMX #21B @Justin_Freid
§ Coordination and Testing Of SEM and Facebook Lead To 89% Decrease In CPA– Situation: Inherited accounts from agency, no coordination between Social and SEM
campaigns
– CMI Implemented Tactics: • Segmentation of target audiences on FB
• Implementation of search retargeting
• Implementation of Facebook retargeting
• Custom messages by touchpoint and frequency of touchpoints
– Results: • Increase conversion rate of 114%
• Decrease in CPA by 89%
Integration Of Campaigns Drives Results
#SMX #21B @Justin_Freid
CMI’s Approach To Search and Social StructureDirector Search
& Social
Supervisor, SEM
Sr Analyst, SEM
Analyst, SEM
Associate Analyst, SEM
Supervisor, Social
Sr Analyst, Social
Analyst, Social
Associate Analyst, Social
Supervisor, SEO
Sr Analyst, SEO
Analyst, SEO
Associate Analyst, SEO
#SMX #21B @Justin_Freid
§ Goal Of Meeting: Share data and execute cross channel testing – What can be used across both channels? – What Testing opportunities can occur across both networks?
– Examine shifts in conversion path based on testing• Was it quicker?
• Was it more efficient?
• Did it increase profit?
• Did we generate more conversions?
Integration Meetings – Bi-Weekly
#SMX #21B @Justin_Freid
WRAP UP
1. A user’s path to conversation is made of many touch points
2. Understand your audience’s online behavior3. Understand your conversion paths4. Match your message to channel and funnel placement