Over 65% of online revenue now comes from purchases made across more than one digital channel. With this in mind, it’s essential that marketers use cross-channel strategies, rather than just looking at each digital channel in a silo. Using the right technology, you can reach the same users across search, social, and display, engaging with audiences on one channel based on their profile and activities on another.
Here are three strategies to survive – and thrive – in a cross-channel world.
1. Cross-Channel Remarketing for High-Cost Search Keywords
Competitive search terms can be expensive. Using cross-channel remarketing for high-cost search keywords can save money while still serving ads to users who’ve shown search intent. Using remarketing lists for search ads (RLSAs), you can make sure the same user doesn't click a search ad more than once, but still retarget them using social and display – where the CPC is a lot cheaper. For example, an insurance company may not want to have to pay for two expensive, generic insurance search clicks from the same user. Suppose that user visits the company’s website via a generic keyword. The company can use negative remarketing lists for search, but pass the search intent data to social and display channels and spend less on remarketing.
2. Expand Search Targeting Using Social Signals
You may want to use more generic keyword targeting on search for users that you know have visited your website through a social channel. Users visiting your website through social have shown some brand affinity, so there’s less risk with wider keyword targeting to this audience. For instance, the keyword "dresses" may be too generic for a retailer to target without any social signals from the user. But, if the retailer knows the user has some brand affinity, they may want to bid on these keywords for this audience. By creating an RLSA campaign with more generic keywords just for this audience, advertisers can expand targeting while maintaining performance.
3. Search Intent Social Lookalike Modeling
Lookalike audiences let you reach new prospects who are more likely to be interested in your business because they're similar to audiences who’ve visited your website or performed a desired action. Using search intent data for lookalike modeling allows you to build lookalike audiences based on how users have performed a specific search, or who have shown specific search intent. For example, a travel agent may want to reach potential travellers looking for luxury hotels. The agent could use their search intent data to build a Facebook Custom Audience website campaign for prospecting, based on people who searched for upmarket hotels and landed on the website.
Each digital advertising channel has its own unique benefits, data sets, and targeting options. By utilizing cross-channel advertising strategies, advertisers can take audience information from one channel and use it to optimize campaigns on another.