Integrating Search and Social: Best-Practices for Cross-Channel Marketing

As marketers, we know that the customer’s buying journey spans multiple channels on the road to conversion. From recognition to conversion, our messages must track and track buyers. The integration of channels, mainly search and social, leads to better budgets, offers, goals, and performance compared to isolated campaigns.

Paid search and social media are performance channels with specific strengths and weaknesses. For example, paid search captures the buyer’s intention, while Facebook does not. Facebook can sensitize new audiences to what AdWords cannot achieve. LinkedIn offers the ability to focus on email, industry, and other specific criteria that other platforms don’t offer.

The smart collaboration paid search, and social pairing for a central channel campaign.

Revenue per conversion to integrated and isolated social and search campaigns. Here’s what the study found:

  • More likely to buy. Users who clicked on an advertiser’s search ads and social ads reported about twice the conversion rate of users who only clicked on the search ad. The effect of tapping across channels was even greater when looking at social clicks: users who clicked on search ads and social ads had transparency rates about four and a half times higher than users who clicked on social ads only.
  • You will spend more. Users who clicked on a search and social ad contributed about twice as much revenue per click as users who clicked only on search ads. Users who clicked on a search and social ad contributed six times more revenue per click than users who clicked on only one social ad.
  • Increased earnings per click. Search campaigns running alongside social ad campaigns generated twice the revenue per click when search campaigns are run individually.
  1. Start both channels

The first step towards integration is to evaluate your existing marketing resources through the channel. Here are some questions to answer during your assessment:

Are your social and research teams working towards the same goals? Does your social marketing team focus on acquiring followers, while your research team focuses on the main generation? Do your teams work together or in silos?

Are the message and value proposition consistent across channels? For example, is your social marketing team a “low price”, while your search marketing is promoting “high quality”? Conflicting messages can confuse the customer and dilute his message and brand.

  1. Reach the right audience

Reaching the right audience is an essential part of any successful strategy, and the trick is to identify new strategies. To begin, you should at least have an idea of   where to start the test.

To create a successful integrated strategy, you need to focus on the customer, not the channel. The goal is to reach the right customer with the right purchase intention at the right time. To take a marketing-driven approach, you focus on the attention of each customer through different channels, using a combination of intention (research) and audience data (customer profile).

  1. Use relevant messages

Once you find the right audience, you need to get the right messages across. From recognition to conversion, the message you’re trying to get across to your target audience, customers need to follow and be with them.

Make sure your messages resonate with the right audience and context Use the most effective information from your search ads to see which keywords and other messages you want to repeat across channels.

A copy can be written for each specific audience, taking into account where they are in the customer’s funnel and not where you’re dealing with them. For example, if you are targeting an interest-based audience, the copy should reflect the element that someone has already expressed an interest in. An ad targeted to competitors can highlight the difference between brands. An ad that targets sales with a view to a sale can show specific high-value products.


There is a clear synergy of research and socialization rather than isolation, but it does require planning and commitment. By synchronizing your messages with your target audience on the right platforms, you can improve performance and drive more.