When running paid campaigns on both search and social, it’s imperative to take all learnings from each channel and apply them to the other. This allows you to take an holistic view of your marketing efforts and optimize each channel with insights you wouldn’t get by keeping things in silos.
Search is all about capturing those who have intent related to what you’re selling. Extrapolating and recognizing the audiences expressing that intent should be your goal when it comes to gathering search engine marketing (SEM) learnings.
This article covers some of the easiest ways to gather learnings from SEM and leverage them in paid social.
Pull demographic data
As you run your search campaigns and collect significant data, you should pull in insights on gender, age, household income, and parental status. Google automatically segments out different brackets within these categories to provide insight into how each performs (e.g. how males behave versus females, or ages 18–29 behave versus ages 30–39).
As you gather this data, you can then determine which demographics are converting on your ads and which demographics are poor performers. This will be vital when you craft your audiences to target on social – where you can go after your top performing ages, genders and household incomes, while excluding poor performers. It allows you to be efficient with your budgets based on information you’ve already gathered.
Pull geo data
Similarly, you should take a look at geo data:
- Are there specific locations and areas that don’t perform for your business?
- Are there high performing geos?
Group together geos with similar performance, and leverage that in your social targeting.
For example, imagine you sell luxury home furniture.