SMX Advanced recap: Using Paid Search & Social Together to Deliver the Ultimate Knockout Punch
Columnist Amy Bishop shares details from a session at SMX Advanced in which panelists discussed how to best collaborate with cross-functional teams to build integrated paid search and paid social strategies.
As always, SMX was chock full of new ideas and actionable content. One of the struggles that many media teams face is the disconnect between the digital strategies that one team owns versus the strategies being implemented by teams that are responsible for other digital media types. This particular session brought together leaders in paid search and paid social to provide insight into:
- Proven ways to bridge the knowledge gap between teams.
- Building a cohesive strategy.
- Working in tandem to deliver results.
Maggie Malek, Head of PR & Social at MMI Agency
Malek kicked off the session noting that ad blockers are on the rise and that the key to getting around ad blockers is to put people before efficiency. In other words, putting in the time to create useful content pays off. In order to do that, Malek emphasized that search and social teams need to work together.
To truly maximize combined efforts, it’s important to understand the role of search and social in the buying cycle and to make sure that the teams work together closely. Her slides included a process for working together from an agency-partner kick-off all the way through launch, to ensure that both teams were in lockstep. In addition to the process, she also detailed the information that each team should plan to share throughout the project.
After covering project logistics, Malek underscored the importance of creating the best experience possible. Her approach is a three-step process: Discovery, Campaign Creation and Optimization.