The Search Agency’s Display and Paid Social team focuses on leveraging a variety of advertising platforms to drive desired on-site activity and efficiencies within all phases of the consumer decision journey, from upper-funnel prospecting into site re-targeting and, eventually, converter upsells.
Cross-Channel Capabilities: Greater Than the Sum of its Parts
The Display and Paid Social team offers cross-channel capabilities that play a major role in building brand awareness, propelling consideration and driving conversions. Pairing paid search with paid social, display, email and video and audio allows for a seamless, multi-channel strategy that’s greater than the sum of its parts.
Paid Social: Facebook, YouTube, LinkedIn, Snapchat, Pinterest, Twitter and more. With the quickly-changing landscape of social media, our Paid Social team stays up-to-date on innovations and evolving best practices across all platforms. Strong partnerships with each of the social platforms exist, which allow The Search Agency access to alphas and betas, as well as a close working relationship. The team incorporates social platforms into a holistic, cross-channel plan to easily reach relevant users where they spend most of their time — 30 percent of all time spent online, to be exact.
Email: Working with a roster of email providers, the Email team strategically identifies the most impactful audience list and creative based on a client’s campaigns’ target audience and objectives. Established relationships allow for flexibility in finding the best buying strategy extending across CPA, CPC and CPM. A thorough testing plan is also implemented to seek continuous improvement.
Display: The Display team runs successful programmatic campaigns ranging in objectives from brand awareness to conversions, both through self-serve platforms like Google Display Network and Brightroll and managed services like Criteo and Quantcast. The team holds expertise in multiple self-serve platforms, demonstrated by numerous certifications including Google AdWords, Facebook Blueprint, MediaMath T1 and more. Setting up a healthy strategy is critical, as is optimizing campaigns using levers like creative weighting, bids, audiences, viewability and much more. The display landscape is made up of many partners offering distinct value propositions, so the Display team must stay knowledgeable about the best fit for each client.
Video and Audio: As video and audio capabilities become more prominent in the paid media space, the team stays abreast on cutting-edge technology like the growing connected TV industry, often finding synergistic benefits while working with partners who offer both display and connected TV inventory. Audio is also a growing channel, with user bases and ad inventories on platforms like Spotify and Pandora on the rise.
Key Components: Looking Into Our Toolbox
Selecting a channel and setting up a solid strategy is the first step to success. The Display and Paid Social team is equipped with an ever-growing skillset to tap into several tools, helping consistently propel campaigns to success.
Audience Targeting: Using an audience-first approach, the Display and Paid Social team leverages first, second and third-party data to target audiences while considering audience intent and tying to client objectives. Display and paid social fills the sales funnel with prospective converters by providing clients the opportunity to reach groups of people who aren’t necessarily searching or aware of the brand or product.
Creative Partnership: While selecting the right audience is crucial, communicating a relevant message is also necessary. Aligning the right message with the right audience is essential, which makes the communication and direction provided to the creative team even more important. The Display and Paid Social team often works closely with the Creative Services team or each client’s creative team to provide recommendations on creative best practices. These recommendations come as a result of creative performance analyses, especially since display, paid social and email are such creative-heavy channels.
Attribution: Viewing different attribution models provides a view of holistic performance across all traffic sources for a more fluid understanding of the consumer journey to each desired action. Leveraging tools such as DoubleClick Campaign Manager (DCM) and Facebook Attribution (formerly Facebook Advanced Measurement Tool) pushes our perspective past last-click attribution, allowing for discovery of growth opportunities.
Third Party Ad Server: Ad trafficking and reporting flow through the third-party ad server, DoubleClick Campaign Manager (DCM). We derive a single view of a user while implementing de-duplication of conversion activity across publishers to gain cleaner, more accurate results.
Vendor Relationships: Working closely with vendor representatives, our clients receive access to product first-looks and priority access to new alphas and betas. We often work with product teams to provide input as new products are developed and updated, which contributes to our deep understanding of them when they’re released.
Offline Conversions: The team takes the pursuit of success one step further by looking beyond what happens on-site to tie back offline conversions and validate the quality of online ones. We execute this in multiple ways, including leveraging Facebook Offline Conversions specifically for Facebook media, integrations with DCM and CRM systems (like Salesforce) and The Search Agency data integrations via Datorama.
Feed-Based Advertising: Implementation of product feeds that employ dynamic ads contribute to positive performance due to reaching target audiences with ads that are most relevant to them based on what they’ve seen. Technical integrations in setting up feeds can be as simple as a manual feed, or even more complex, requiring custom logic for large feeds into multiple platforms like Facebook and Criteo.
The Display and Paid Social team is dedicated to helping clients achieve their goals online. You can learn more about us on our Paid Social and Programmatic Display services page.