Brands are embracing the reality Real Estate Photo Editing that paid search is the last click platform, so how can you truly understand your customer's journey? In her SEJe Summit session, Nextiva's paid acquisition director, Susan Wenograd, will show you how to not just drive conversions, but leverage what you know about paid social users to further improve paid search results. Here is a summary of her presentation. Paid Social & Paid Search Happy Marriage What happened to paid media? There was a time when there was only paid search. advertisement Continue reading below It was a simple Real Estate Photo Editing medium with simple measurements-you bid high and on any keyword you wanted. The desktop had CTR and conversions, but that was all.

It was a simpler environment. The media was also Real Estate Photo Editing free (ie organic) or much cheaper. The cost per click was low. Facebook had a lot of free reach. It didn't cost much, so I didn't feel like high stakes like I do now. We've also seen the creative interface begin to evolve. Previously it was a simple news feed ad with text ads or still images. Today, with Real Estate Photo Editing video and other interactive elements such as polling ads and collection ads, media buyers are enhancing the way they communicate with potential customers. All of these changes also mean much more often to track and catch up. The exact same user is using multiple platforms. Located on LinkedIn, Google, Facebook, etc., these platforms Real Estate Photo Editing consume different information in different ways. advertisement Continue reading below It also sends a non-uniform engagement signal.

And since these platforms don't share information Real Estate Photo Editing with each other, it can be difficult for media people to try to put it all together. So how do you handle marketing with this type of multi-channel, multi-device, different user experience model today The mission of paid media buyers To win a long-term win in paid media, your mission must be to build a remarketing audience . You need to assume that you need to talk to these users many times before they become your customers. If you approach it that way, it reconstructs your thinking and how you treat paid search Real Estate Photo Editing and paid social.