Social Media Week

Paid search captures and leverages the intent of a searcher via the keyword and uses that to drive better management. Paid social’s key value is its strong targeting capabilities to drive interaction with consumers via likes and interests targeting as well as cookie-based or custom audience retargeting. Understanding and targeting these interests enables marketers to engage and create demand.

With these two channels delivering significant results and accounting for more than half of online advertising budgets, the stakes are high for marketers to understand and harness these synergies. Kelly will share real examples of these two powerful marketing channels and how they work together in action, including how to:

• Leverage search and social channels together to improve overall marketing performance
• Reach consumers at key touchpoints with search and social to help drive a purchase
• Connect the dots and break down silos to enable search + social success
• Deploy cross-channel measurement and multi-touch attribution solutions to track and optimize performance

Room: Grand Ballroom C North