Boosting pay-per-click performance by combining search and social audience data

Abstract

This paper provides an overview of the targeting options available to advertisers across both search and social, specifically focusing on the major players in each channel – Google and Facebook. It outlines how the targeting options available to advertisers on social platforms can be enticing due to the vast amounts of demographic information the networks hold on their user base. The paper goes on to detail how advertisers can cross-pollinate potential customers on both search and social to build heightened awareness and maximise return on their advertising spend.