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How to Use Search Intent to Fuel Social Advertising
New Buzzword Wednesday! Wait…that’s not a thing. That doesn’t roll off the tongue either. Whatever, we’re sticking with it. Fight Us. (pls don’t)
Anyway, today’s buzzword is: Search Intent Social Advertising.
K…so what’s that? Simple. It’s using the search data that’s available in Google Analytics (and Search Console) with the granular targeting of social advertising.
To put that in simpler terms, it’s basically taking the search terms visitors use to find your website and combining it with Facebook’s ad targeting options.
Obviously, these two types of audiences are different, but there are enough similarities that you’re probably going to create a really high performing campaign using this tactic.
So, here’s how…
- First, you’re going to want to look at external searches that lead people to your site (aka, organic search terms).
- To do this: Open your Search Console. Click Search Traffic on the left side. Then, click Search Analytics. Make notes of the most popular search terms
- Now you’re going to want to look at internal searches. These are the searches that take place on your website’s internal search function (if you have one).
- Head over to Google Analytics. On the left, click Behavior. Then Site Search. And finally, Search Terms. Make some notes of the most popular ones.
Now it’s time for our favorite part — executing your research.
All you’re going to do here is tailor your targeting and creative to match the search terms.
- Social Targeting. Often the search terms will align exactly or really closely with social targeting options in Facebook. So if visitors are using “scuba diving lessons” to find your website, you can target based on scuba diving, adventure travel, snorkeling, etc.
- Social Creative. If a lot of people are hitting your site with searches for things “near me” — try adding local messaging and visuals to your social ads. Context goes a long way.
You can read this one in full if you want to, but we covered just about everything in our summary. You’re welcome.
Fresh off of designing and developing Carnegie Museum of Art’s new website and Collections project…which, hold up, we gotta talk about for a second.
The Collections project contains 88,489 works of art that are searchable at lightning speed. Seriously, give it a try. It might be the fastest search function ever built.
We asked our Technical Director, Jesse, what his team did to make it so fast and he said, “We’re doing continuous deployments on the JAM stack with an elastic search…” What’s that mean? No clue. But, we’re sure it’s a Big Deal.
Anyway, what we’re saying is our design and development teams absolutely k-i-l-l it when it comes to creating websites, software, apps, and tools.
So if you need anything like that, talk to us. And don’t worry, Jesse will help you understand what his team does.
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6 Social Media Failures and What You Can Learn From Them
A small blunder here, a tiny oopsy daisy there, and the occasional, oooooooh, oh no-type of mistake.
Well, fam, c’est la vie. But, the best part? Other marketers have their fair share of trip-ups and some of them actually talk about it. We love when they do ’cause that means we get to talk about it, learn, and get better at what we do.
Marketing is all about catching consumer attention. But today, iMPACT is honing in on the brands that wildly missed the mark with their social media goals.
Grab the popcorn and learn from these cringe-worthy stories.
1. The United States Air Force jumps head first in on the Yanny/Laurel trend. The frustratingly mind-blowing phenomenon had consumers and brands alike vocalizing which version they heard (it’s Laurel btw). Anyway, the US Airforce drew a line, then cannonballed over it by pairing the death of others with the not-to-be-taken-seriously trend. They tweeted and quickly deleted:
“The Taliban Forces in Farah city #Afghanistan would much rather have heard #Yanny or #Laurel than the deafening #BRRRT they got courtesy of our #A10. Read more: https://t.co/pTxpG3X6Uipic.twitter.com/vLbCg94P3w”
Which…went over as well as you’d imagine.
2. Trying to remain relevant, Snapchat keeps stoking flames and not in a good way either. The social platform has been trying to compete with Facebook and Instagram’s brand-friendly advertising. And, they’re doing a terrible job. For a game called Would You Rather, an ad asked users if they would rather slap Rihanna or punch Chris Brown….
3. Starbucks, you threw us for a copywriting loop. We have no idea what the major coffee brand was trying to get at. In a social media ad for the Blonde Espresso drink, the copy read,
“Introducing Starbucks Blonde Espresso. Who says espresso has to be intense? We have for 43 years. But We’re Starbucks Coffee Company. So we did the exact opposite.”
We have zero ideas on what this is supposed to mean.
The takeaway here – Get others to look over your work! Give that third party what you plan to show the world and find out exactly how they perceive it. And work with that perception.
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Freestyle Test Drive
Guys, we are fully feelin’ this car salesman’s mad rap skills. Yeah, you read that right. We said car salesman.
Well okay, he’s just a pretend car salesman for a Mitsubishi ad but he looks the part, at least.
This isn’t your standard car commercial. Enlisting the help of Harry Mack, Mitsubishi took the power of rap to surprise customers going for a test drive. I mean how could you not buy a car after an experience like that. We’re pullin’ for the company car from this ad alone.
This commercial works well from the musical influence, creativity, and the outburst of positive vibes. Only a minute long, this little tv spot will surely get you pumped for the day.
“Trust is the ultimate human currency. It’s earned in drops, lost in buckets.”
Bill McDermott
