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When Search Marketing Meets Influencer Disruption

When Search Marketing Meets Influencer Disruption

By   September 28th, 2017

This is a guest post from Ashley Aptt, Account Director at 3Q Digital.

Influencer marketing is a powerful tactic for increasing brand awareness. Influencers typically have a loyal following and their audience base trusts what they say. When influencers promote or endorse a brand’s product, that brand can expect an increase not only in exposure, but also in conversion rates.

By coordinating your influencer marketing strategy across other channels, you’ll be able to further capitalize on the increased brand awareness. Here are four practical and effective strategies to help you support an influencer campaign via paid search.

1. Adjust Bids and Budgets

When you run an influencer campaign, prepare for instant results. It’s typical to see a large spike in branded search queries as new users become aware of your brand and begin searching to learn more about your products.

If this is your first time running an influencer campaign, you may be surprised to see how much branded search volume can increase after the campaign. Avoid missing out on this traffic by expanding your campaign budgets to account for higher search volume, and set up automated alerts to send an email if you’re nearing budget caps. It’s important to make sure you own top placement for brand terms throughout the duration of the campaign.

2. Tailor Ad Copy and Extensions

Incorporating the influencer into your branded ad copy is a great way to reiterate that a respected personage has endorsed your product. If a user didn’t see the campaign (or doesn’t know who the influencer is), then this is still a great strategy to make your ad stand out and create intrigue. If the influencer is widely known, then it could be worthwhile to test new ad copy for non-brand or competitor search queries, too.

Promoting the influencer campaign in your ad extensions is another great way to maximize exposure of the influencer via paid search. To entice these site visitors to convert, consider offering a discount or promotion. And before creating new ads and ad extensions, keep in mind that you may need permission from the influencer to use their name in your ad copy.

Since an influencer campaign can take off quickly, be sure to create the ad copy and extensions in advance and schedule them to go live immediately after the influencer makes their announcement. It’s extremely important that you coordinate strategy and timing across channels.

3. Expand Keyword Coverage

Influencer campaigns are a great way to increase brand awareness, but users don’t always remember the name of the brand that was promoted. If your brand or product was promoted on TV or radio, then you could be at a greater disadvantage because these users may not be near a computer during the moment they hear the endorsement. The good news is that if the user was really intrigued, they may turn to search engines to find the product that was mentioned by the influencer. So, you’ll need to make sure you expand keyword coverage to account for search queries they may perform.

For instance, if a well-known home designer named Jane Jones promotes a line of bedding for Brand XYZ, the user may only remember that Jane promoted a line of bedding. In this case, you would want to add keywords related to “Jane Jones bedding.”

Put yourself in the shoes of the audience and think about the search queries they may perform to find your brand. Use this as a guide when creating new keywords.

4. Implement Complimentary Ads on the Display Network
     and YouTube

Influencer campaigns can drive increased traffic to your site, so you’ll need to incorporate a strong remarketing strategy to maximize conversions. Before getting started, you should decide if you’re going to create a unique landing page for these visitors or if you’ll use URL tracking parameters.

Whatever you do, it’s just important that you’re able to segment the users who visited your site via the influencer campaign. Create a remarketing audience for this specific segment and remarket them with tailored banner ads that feature the influencer (if you have permission to do so). This is a great way to keep your new audience engaged and convert them to customers. If you have video assets, consider remarketing these users on YouTube, too.

To take further advantage of the increased brand exposure, consider allocating a portion of your budget towards an acquisition campaign on the Google Display Network. The network has many targeting options, but one method that may work well in this situation is to target users who are similar to the influencer’s audience (using Google’s Similar Audiences feature). You can also target ads specifically to show on the influencer’s website, blog, or YouTube channel.

Conclusion

Influencer campaigns have the power to reach a niche, targeted audience and drive new site visitors. Take necessary steps to ensure your ad copy’s relevant, you’ve added the proper keywords, and you’ve adjusted bids and budgets. Once these visitors come to your site, keep them engaged with related remarketing ads to drive conversion rates. Boost the likelihood of a conversion by planning ahead and coordinating your strategy across all channels.