{"id":919,"date":"2013-12-03T10:04:58","date_gmt":"2013-12-03T10:04:58","guid":{"rendered":"http:\/\/www.adlift.com\/?post_type=blog_post&#038;p=919"},"modified":"2024-07-08T09:55:43","modified_gmt":"2024-07-08T09:55:43","slug":"driving-google-social-media-results-via-paid-campaigns-ian-lopuch","status":"publish","type":"blog_post","link":"https:\/\/www.adlift.com\/in\/blog\/driving-google-social-media-results-via-paid-campaigns-ian-lopuch\/","title":{"rendered":"Driving Google+ and Social Media Results Via Paid Campaigns &#8211; Ian Lopuch"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_66_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=https:\/\/www.adlift.com\/in\/blog\/driving-google-social-media-results-via-paid-campaigns-ian-lopuch\/#Tip_1_Leverage_Social_Extensions_In_AdWords title=\"Tip 1: Leverage Social Extensions In AdWords\">Tip 1: Leverage Social Extensions In AdWords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=https:\/\/www.adlift.com\/in\/blog\/driving-google-social-media-results-via-paid-campaigns-ian-lopuch\/#Tip_2_Run_Retargeting_With_Google_Social_Media_In_Mind title=\"Tip 2: Run Retargeting With Google+ Social Media In Mind\">Tip 2: Run Retargeting With Google+ Social Media In Mind<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=https:\/\/www.adlift.com\/in\/blog\/driving-google-social-media-results-via-paid-campaigns-ian-lopuch\/#Tip_3_Run_Custom_Audiences_On_Facebook_To_Drive_Google_Activity title=\"Tip 3: Run Custom Audiences On Facebook To Drive Google+ Activity\">Tip 3: Run Custom Audiences On Facebook To Drive Google+ Activity<\/a><\/li><\/ul><\/nav><\/div>\n<p>Today\u2019s entry is a guest post from\u00a0<a href=http:\/\/www.ppcian.com\/ rel=\"nofollow\">Ian Lopuch<\/a>, digital marketing executive, educator, and blogger. You can follow Ian via his blog, PPCIan.com.<\/p>\n<p>I\u2019m back, thanks AdLift team for the opportunity to share another guest post! In my last guest post, I featured\u00a0SEO Tips From A PPC Pro, discussing ways in which SEO and PPC professionals can collaborate. I\u2019m a huge fan of approaching digital marketing as a team sport. The best programs are built upon true teamwork. Today, I wanted to continue upon that theme, specifically focused around Google+ and social media.<!--more--><\/p>\n<p>Google+ has received a lot of press this past year. Some believe Google+ is one of the most important factors in one\u2019s SEO ranking, while others believe that is not the case. Regardless of your personal stance, we can probably all agree that Google+ (and social media in general) is here to stay and can have a large, positive impact on one\u2019s SEO and overall marketing program.<\/p>\n<p>Today, I wanted to share some clever ways in which you, the SEO professional, can collaborate with your paid search team to drive increased success on Google+ (and social media in general). In turn, these efforts should lift all marketing efforts (including organic search).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tip_1_Leverage_Social_Extensions_In_AdWords\"><\/span>Tip 1: Leverage Social Extensions In AdWords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Does your company run paid search? If so, you\u2019re probably familiar with the concept of \u201cad extensions\u201d. Ad extensions, in short, are a clever way to customize and make your ad copy more appealing. You\u2019ve probably seen those cool sub-links under top-ranking paid ads. Those are called sitelinks, and are perhaps the most popular ad extension. Did you know, Google AdWords also offers\u00a0<a href=http:\/\/www.google.com\/ads\/innovations\/socialextensions.html rel=\"nofollow\">social extensions<\/a>, where you can promote your Google+ page? Check out the screenshot below, an ad from TD Ameritrade&#8230;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-medium wp-image-433\" src=\"https:\/\/www.adlift.com\/in\/wp-content\/uploads\/2013\/12\/td-ameritrade-ad1-300x67-1.jpg\" alt=\"td-ameritrade-ad\" width=\"300\" height=\"67\" \/><\/p>\n<p><em>Ad Copyright TD Ameritrade<\/em><\/p>\n<p>TD Ameritrade has 634 followers on Google+. Not only does this ad extension draw attention to the paid search ad (lending credibility and increasing CTR), but it also offers a link to TD Ameritrade\u2019s Google+ page when you hover over \u201cTD Ameritrade\u201d within the social extension.<\/p>\n<p>My recommendation: Collaborate with your paid search team and get Google+ Social Extensions live within your paid search. Over time, this program is bound to help your paid search while also increasing the reach of you Google+ presence (which will boost your SEO over the long term). Social extensions do not simply appear, you must first build a world-class Google+ page and gain at least 100 followers. Put in the time and dedication, in collaboration with your PPC and Social Media teams, and the long-term results will be huge.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tip_2_Run_Retargeting_With_Google_Social_Media_In_Mind\"><\/span>Tip 2: Run Retargeting With Google+ Social Media In Mind<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Does your company participate in retargeting (typically run by those who manage paid search)? I\u2019m talking about those clever display network ads that capture those customers who shopped at you site but left before completing their purchase. Most of the time, retargeting is all about driving customers back to your website, and offering discounts\/specials to give them a reason to buy from you. However, what about those who have completed their purchase?<\/p>\n<p>The idea: Create a special retargeting list for those who recently purchased from you. Deliver creative that asks them for the favor of following you on Google+ (or liking you on Facebook). Drive social engagement with your core audience of excited customers. There is no better social advocate than those who recently purchased and had a great experience. The benefits of this activity span many marketing channels, and will definitely lead to long-term success in organic search. The challenge: This activity requires budget and may not lead to immediate incremental sales. Make sure to carve out a special, separate budget for such activities in partnership with your paid media team.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tip_3_Run_Custom_Audiences_On_Facebook_To_Drive_Google_Activity\"><\/span>Tip 3: Run Custom Audiences On Facebook To Drive Google+ Activity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Have you heard of Facebook\u00a0<a href=https:\/\/www.facebook.com\/help\/341425252616329 rel=\"nofollow\">custom audiences<\/a>? This cool Facebook program allows you to target on Facebook based on email address. Many paid media advertisers leverage this functionality to retarget and follow-up on leads. The concept: Someone enters their email on your site but does not purchase. Leverage custom audiences on Facebook to target this individual with a customized offer. However, this technology can also be leveraged for other purposes.<\/p>\n<p>Let\u2019s say someone recently converted. In addition to \u201cTip 2\u201d above, why not also target them on Facebook via custom audiences, asking them to follow you on Google+? Again, those who recently purchased are some of your greatest fans. Strike while the iron is hot, grow your Google+ following via paid media, and implicitly lift your social and organic programs.<\/p>\n<p>I hope these tips help, enjoy the process. Google+ is so much fun, and could not be more important to your overall marketing program.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today\u2019s entry is a guest post from\u00a0Ian Lopuch, digital marketing executive, educator, and blogger. You can follow Ian via his blog, PPCIan.com. I\u2019m back, thanks AdLift team for the opportunity to share another guest post! In my last guest post, I featured\u00a0SEO Tips From A PPC Pro, discussing ways in which SEO and PPC professionals &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.adlift.com\/in\/blog\/driving-google-social-media-results-via-paid-campaigns-ian-lopuch\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Driving Google+ and Social Media Results Via Paid Campaigns &#8211; Ian Lopuch&#8221;<\/span><\/a><\/p>\n","protected":false},"author":10,"featured_media":2128,"parent":0,"menu_order":0,"template":"","format":"standard","meta":[],"post-tag":[],"blog-category":[86],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Driving Google+ and Social Media Results Via Paid Campaigns - Ian Lopuch - AdLift India<\/title>\n<meta name=\"description\" content=\"Today\u2019s entry is a guest post from\u00a0Ian Lopuch, digital marketing executive, educator, and blogger. 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