Ben Davis says, “The integration of search and social used to be about PR (social media driving link building) but now it’s increasingly about conversion.

With both Google and Facebook offering highly targeted advertising, the ability to build lists across search and social is changing the marketer’s approach.

Marty Weintraub, founder of Aimclear, spoke at this year’s SAScon about psychographic targeting and curating audience-based remarketing pools. Here are some of the tactics he extolled.

Taking a search marketer’s approach to paid social

The first point to make is that much of the new found power of social media in targeting new customers comes from the impressive range of qualifiers available to advertisers.

This doesn’t stop at the tangible – information such as purchasing behaviour, net worth and job titles – which Facebook gathers from its data broker partners, but includes psychographic targeting, too”.

How to integrate search & social: It’s all about curating audiences

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