C-K’s paid search and social panel.

By Michelle Gonnella, Associate Search/Paid Social Director

Last week we invited Google and Facebook to our Chicago office for a panel discussion on issues and trends impacting paid search and paid social. We hit on many topics, including resources, the power of personalization and relevance.


First, panelists all agreed that this career field might be one of the most rapidly evolving paths in the industry and time seems to always be an adversary.

“Honestly, it’s hard to find the talent and resources,” said Oscar Ibarra Team Lead, Partner Management of Facebook. “There are so many opportunities in these fields but not enough knowledge or understanding of them, yet.”

Automated bidding vs. manual advertisement

A question that sent the room into fiery debate: automated bidding vs. manual advertisements—is one better than the other? Does it matter which one you choose?

Panelists and attendees agreed there are pros and cons to both, and you could spend an entire night going back and forth—we almost did!

“If you’re trying to determine if you should lead with an automated or manual bidding, experiment! Data never lies. When you’re running tests, you can begin to think differently. Continuously retreat to your business objective and keep in mind what exactly it is that you want to achieve—what the client needs,” Google’s Agency Development Manager, Erick Candelero Griscenco said.

In short, automated bidding allows machine learning to help set bids for either keywords or social ad placements.  On the other hand, manual bidding allows advertisers to set the limit in which they are willing to pay for a click, impression or action, giving them more control.

After the panel simmered down from discussing their passion for either automated or manual bidding, we segued into the topic everyone loved: personalization.

Personalization is everywhere.

The ability to tune a brand’s message through the lens of a consumer’s preferences is critical. The Harris Poll conducted a survey and found that “63 percent of consumers expect personalization as a standard service and believe they are recognized as an individual when sent special offers.” With high expectations, how can advertisers meet consumers where they are?

 “Interact with consumers the way they expect–mimic their behaviors. [The year] 2020 is going to be the year of creative, with an emphasis on videos that are less than 15 seconds. Ninety-three percent of online consumption will be videos by 2021. We’re at a crossroads in advertising and social, people are engaging with platforms in a way we never have before,” explained Shelby Roman, Partner Manager, Global Marketing Solutions at Facebook.

 While we can’t predict the future for paid search and social, the panel did offer some advice as you build client plans:

  1. Always keep your business objectives in mind
    • If you want to ensure your campaigns are successful, let the client’s business objectives lead you. Are they trying to solve an awareness issue? Drive sales? Increase traffic to their website or build loyalty? Plans that speak to your client’s needs will create tangible business results and a happier client.
  2. Get personal
    • You have heard this cliché 1,000 times, but here is 1,001–think outside the box. Make sure content is relevant, easily digestible and makes sense with your objectives. As mentioned above, personalization is everything…so use it!
  3. Test your data
    • That’s it, test your data! Test, measure and adjust creative accordingly. Data don’t lie.



Do you want to join in on the conversation? We’re hiring! Check out our open positions in paid search/social here: https://c-k.com/cramer-krasselt-jobs/

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