Over the past several years, search and social advertising have become essential ingredients of any successful marketing program. Both channels, though fundamentally different, have proven to be highly effective and efficient for customer demand generation and fulfillment. Search, with its ability to “pull” users into a brand’s message and social, with its ability to “push” a message to a highly targeted audience are capturing a greater portion of global advertising dollars every year.

In this interactive session, we’ll look at key trends in the Search-Social overlap:

  • Integration of Intent and Audience
  • Facebook and Google now make up ~60%+ of digital ad spend
  • Rise of biddable media teams within agencies
  • Ad platforms are becoming cross channel (e.g. Marin, Kenshoo, etc.)

After the session, you’ll be able to more masterfully:

  • Understand how changes the Search and Social landscape are impacting your business
  • Craft winning integrating paid Search and Social campaigns
  • Apply the latest research on the impact combining paid Search and Social efforts
  • Employ paid Social direct response tactics that complement and supplement paid Search campaigns (e.g. Dynamic Product Ads)