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Hosted by Julie F Bacchini, today’s PPCChat focused on developing cross platform /channel strategy, things that don’t translate well between platforms/channels, General tips to be known about advertising across platforms/channels and more.


Q1: What does “cross platform/channel strategy” mean to you? And/or do you have another term you use for strategy across different platforms/channels?


I always think back to user experience. How are people consuming content and how will they interpret my ads? @MaverickAdverts

To me it means harmony between channels overall – using each channel effectively – and it means a customer journey that crosses channels. People are everywhere, so be everywhere. @JuliaVyse

To me this is about making all of our channels work together. Acquiring a new customer via ppc, then how do we take care of that customer in email, social, etc… Too many businesses just look at channels as silos instead of how they can work together. @lchasse

To me it means making sure your marketing channels support one another to achieve the clients desired goals. @jord_stark

To me, cross platform/channel just means marketing… I started in all of this before there were so many accessible platforms/channels available. Having a strategy that works across all the places you’re advertising just makes sense. @NeptuneMoon

We call it integrated marketing. Ensuring a coherent overall strategy executed across channels. @Mel66

Know which channels target which section of the funnel without duplicating efforts and confirming you can properly attribute the sequence of events using your CRM or Analytics platform. @andreacruz92

I believe I use multi-channel approach or the jargon of Omni-channel marketing. Basically, don’t put all your spend into one channel. @RyBen3

It is the overall approach to driving sales through all of your digital channels. Understanding how email interacts with Google Ads. How Google interacts with Facebook. Understanding a full cross platform/channel strategy saves money and increases results. @zmste

For us it means trying to get in front of the right folks on as many different mediums as possible. OTT/CTV, Radio, PPC, Social, and so on. And the second part is, looking at how effective those channels are and what kind of mix works best for the audience. @jturnerpdx

It is a glorified way of saying assisted conversion, either via click or impression, how all the ads support the end goal together. @JonKagan

Nothing much to add to what everyone else is saying other than that there (should be) is a purposeful plan to it, not just “let’s try this channel” but “here is the strength of these channels and how we will use them.” @PPCKirk

You may not see direct results from one channel alone but it can affect other channels. Step back and see the whole picture before making changes. Sometimes we are too quick to make judgements on our campaigns because we love seeing direct results. @joshuadubs

The word ‘channel’ gets thrown around a lot, but *to me* cross channel digital marketing has to do with coordinating efforts across the traffic channels – paid, organic, display, social & referral (as defined by Google Analytics). @FindingAmanda

Considering every touchpoint of the user throughout their journey. Customers are everywhere, how are we speaking to them? @adwordsgirl

I like to think of this type of marketing as more of a dollars in and dollars out mentality. We need to leverage the different channels to influence decisions. @KyleShurtz

It means really understanding your audience and crafting a strategy to meet them where they are, not where you wish they were — then being helpful + relevant to them as they go about their lives. Making every channel work as one, all focused on a positive outcome. @SamRuchlewicz

Means looking at how all the channels work together. Even those outside of paid like email and SEO. How can they all work together to grow a brand. We chat email and SEO a lot with brands with run paid ads for. @duanebrown


Q2: How do you go about developing cross platform/channel strategy? Do you have a particular starting point or process you use when clients want advertising on more than one platform/channel?


We start with client objectives. Then identify personas and the buyer journey. Then we decide which channels make the most sense and plan out individual channel tactics. @Mel66

I start by identifying my audience on each platform, where they are and then how they are interacting in that channel @andreacruz92

I usually start with the main platform (where most traffic is coming from), then slowly expand, depending on the relationship between both platforms. @MaverickAdverts

Start with the customer journey. Look at how people engage with the brand and ultimately make a purchase, then look for gaps, inefficiencies, and testing opportunities. @JuliaVyse

In reality, most clients I work with have advertising going in at least one place, so it starts w/ figuring out what’s running, working/nor working etc. Then build on that understanding and present ideas to reach their target mkt in other places/other ways. @NeptuneMoon

Never talk channels before you understand who you prospective customers are. @robert_brady

My process really depends on the clients business offering. Some times it doesn’t make sense to use every channel from the beginning. Learn what you can from their “champion” channels and start expanding from there. @KyleShurtz

I start by asking the client questions to learn about their goals. Sales? New customers? Traffic? Visibility on SERP? Brand awareness? Then I recommend the best tool in my kit for the job. @FindingAmanda

It starts with the organization’s overall strategy. What are our goals and how each channel helps us achieve those goals. Even in PPC, we have new customer acquisition, customer retention, brand building, etc… @lchasse

Analyzing what platform does what best helps me a lot. If one channel converts better, use the others to drive traffic there. Also, taking a look at what has been done in the past so you don’t repeat mistakes. And finally experimenting within each platform. @jord_stark

We tend to start with one platform, try to “perfect” it and then start to expand our efforts to other platforms if it makes sense. @adwordsgirl

I feel like u have to invest an adequate dollar amount of spend in a channel to see if it fits well for a brand & if it’s going to yield positive results. I feel like 3 months (sometimes shorter) at normal spending helps you get to see if x platform is going to work. @RyBen3

Start with understanding the audience. Who are they? What is their intent on each platform? How do we lean into that intent/attitude to create a cohesive experience across various channels? @akaEmmaLouise

I tend to start with research + objectives: (i) what is the clients’ desired outcome? (ii) Who is the target audience? (iii) Realistically, what resources can we invest in that channel to have a measurable impact? (iv) Where are the value buys? /1 @SamRuchlewicz

It varies based on the client and budget. I try to cover the basics first (Organic, Paid, Social) and then start to branch out there based on available resources and need of the business. @Jturnerpdx

You have to know (1) who your customer is and (target audience) (2) what you see as success (biz goals, macro and micro). Then and ONLY THEN can you build a cross-channel strategy. Otherwise you’re just blasting aimlessly every which way hoping to get lucky. @PPCKirk

Sometimes, as a shortcut, it helps to look at what close competitors are doing, what platforms and audience segments they’re targeting. @searchrook

To choose the platform/channel, I consider whether reach or efficiency is the priority. Also, what’s the industry, etc. Those will impact which is the best fit for their goals and audience. @akaEmmaLouise

See what is already working and try to build on that success. We don’t want to reinvent the wheel. For paid, we may start on Google or FB + IG if the client is starting from scratch. Always interesting to still see brands who don’t do anything PPC wise. @duanebrown

If budget allows for certain industries we know what platforms work so we start with those. We never settle and are always looking for the next advantage or opportunity. @mcgregor212


Q3: On average, on how many platforms/channels are your clients advertising?


3-4 on average. @joshuadubs

Depends on the vertical (ie healthcare/pharma are usually on fewer), but usually 6-8 at any given moment. @JonKagan

On average 2-3. @jord_stark

Probably 2-3 @MaverickAdverts

Average is 4+ … if you consider Facebook and Instagram as different platforms. @duanebrown

I would say at a minimum most of my clients are advertising on 6+ different channels. @lchasse

Avg is about 6. Enterprise baby! Search, FB, LinkedIn, Twitter, Pinterest, + OOH TV & Radio. plus special placements for particular campaigns. @JuliaVyse

Isn’t this too broad? Need to know the industry & size of the business.. @searchrook

Most are 2-3 but really working to grow that. I am really intrigued by podcasts and connected TV. Funny how these things that worked years ago are now coming into the digital age. @KyleShurtz

Usually 2-3 platforms. @adwordsgirl

On average, 3-5 paid platforms (1-2 search/display, other social). @akaEmmaLouise

It really varies. Some small businesses can (or only need to) focus on one or two, while others need to cast the net a bit wider. @Jturnerpdx

Depends on the client + budget, but I’d say between 5-7 non-owned channels. @SamRuchlewicz


Q4: Do your clients want to be advertising on more platforms/channels than they are currently? If so, how do you generally recommend they go about expanding their reach?


They usually have 1-2 in mind. If we look to expand, we do it very slowly. @MaverickAdverts

I think all my clients want to advertise on more channels and are typically limited by budget — So that’s where customer service comes into play and working with them to understand the limitations and how to maximize the budget they have. @Jturnerpdx

A big focus for us has been on QBR’s and expansion. We take this time to talk through the opportunities and strategies. @KyleShurtz

They depend on us understanding which ones will help them reach that next level. This also means we need to always be testing to see what works for them. If it can work for them, yes they all want more channels.@lchasse

Expansion: Always test, but make sure it’s a big enough/long enough test to get good data. @Mel66

Clients want to be as many places as possible. It’s my job to help them prioritize where they should be and get the best performance we can where we ARE as we plan for where we might GO. @NeptuneMoon

They do, but they need to be strategic with their spend. I tend to help expand reach with a 70-20-10 approach – 70 tried & true – 20 innovation on platforms that perform – 10 unproven. This minimizes risk while allowing for testing. @JuliaVyse

Most do as they want to grow. We have a testing budget and use that for trying new channels and platforms. DTC client jumped on Snap last year, now Tik Tok is next as we have maxed out Gads, MADS, FB, IG and Pinterest. We try to find platforms with our demo on it. @duanebrown

The answer is yes, they want to. They just don’t want to spend more to do it most of the time. I like to frame it with competitor data. “Your competition is doing this, so should you.” Opportunity is good too, “Your target audience is easier to reach on…@jord_stark

We make our expert recommendations by providing, data, results, and case studies. It’s up to them to make the plunge. We try to make it as easy as possible. Some jump in quick, some wait and then jump, and others never jump. @mcgregor212

I think we’re the ones who tend to go back to them suggesting a new platform. I don’t remember the last time a client came back to us asking to be on a platform. @adwordsgirl

Mixed back. Always comes back to budget, goals, and their knowledge. @JonKagan

Every client I’ve had is SO scared to spend an incremental dollar, even if they fundamentally understand that you gotta spend money to make money. My personal approach is to say “This is the landscape, how much of it does the client want?” @ferkungamaboobo


Q5: What do you find that you often learn on one platform/channel that can be applied to another?


The audiences we’re targeting tends to transfer most of the time, same with landing page responsiveness. @MaverickAdverts

Audience. Targeting. YouTube audience insights can definitely help on Facebook, affinitiy targets on Gmail help a lot on Pinterest, even types of podcasts people like to listen to on Spotify are super useful in other platforms. know your audience! @JuliaVyse

Ad copy can almost always work across platforms. Plus you create a better consistent brand when you do. Targeting on paid social platforms is worth testing. Remarketing is a given of course. UCG can at times but it’s always best to make custom creative for Snap @duanebrown

Audiences are exceedingly helpful in establishing use cases for new channels. A great example (recently) is the @Quora pixel — install it, let it populate, then show the client the percentage of their current audience that’s already on & using the platform. @SamRuchlewicz

Audiences (as many have already said). Messaging lessons are big things I test across platforms/channels – like ad copy, offers, landing page copy or design, etc. Also, sometimes turning something off/down shows you its impact distinctly on other channels. @NeptuneMoon

Which customer segments/cohorts are good targets, their interests, and their intents. And oh, what ad copies work (or don’t)! @searchrook

One thing we use all the time is to use Shopping Ads search terms to help develop our Search campaigns for positive or negative keywords and new theme targets. @PPCKirk

Building consumer profiles in GA/Facebook and applying it everywhere else in target lists. @JonKagan

Ton many brands try to shove image creative from one platform to the next and don’t try to make it custom and unique for the attribute of the ad platform. Huge mistake not taking advantage of an ad platform. @duanebrown

Since I didn’t really answer it last time, I do find that behavioral traits/interests/questions tend to be useful. Whether that be particular in-market/affinity groups in Google providing insight for FB, or LinkedIn data providing insight for Bing/MSFT @SamRuchlewicz

Creative and audiences are the big ones. There is so much information you can get from the different channels to test on the others.@lchasse

We’ll try ad copy/messaging across platforms which helps it all keep it cohesive. Also, audience insights. @adwordsgirl

Just going to echo the obvious audience’s answer. @jord_stark


Q6: Are there things you’ve found that don’t translate well between platforms/channels in your experience?


Creative doesn’t always, so it’s an investment to make creative particular to each platform. Campaign types too. Not every platform can measure every type of conversion you want. Waze can’t do Store Visits any more than Pinterest can do Get Directions. @JuliaVyse

See my answer 5 but image creative can be a channel across paid social platforms. @duanebrown

Sometimes messaging. @adwordsgirl

Creative is not always transferable, due to the different audiences or purposes of the channel. Something in Google Ads will have a different purpose than something in Pinterest or Facebook. Know the channel and the customer intent within that channel. @lchasse

Online to offline is always a bit buggy @JonKagan


Q7: How do you go about getting a client to say yes to trying a new platform/channel that you think could be good for them?


I like to lay out what I plan to do on the platform and why the test is worth running. A case study is good as an intro, I like to do the plan layout as the argument for the investment. @JuliaVyse

Can I steal my old answer? Install pixel, show them that their audience is already there + using it. Or, show them which of their competitor(s) are already on the platform + gaining an advantage. Or, ask for a “pilot” program with a small budget + clear goals to test. @SamRuchlewicz

I tell them there is untapped potential out there and give them a strategy on how we can potentially capture that audience. I’ve found the key is to give them a detailed plan and strategy about how we will test the new channel. @joshuadubs

Case studies. We show them what similar clients have done in their industry on the platform. We’ll even do a small test budget if they are squirmish. @mcgregor212

Project & quantify against core KPIs, taking advantage of any comparable case studies. Be 110% sure what you suggest is what you’d suggest, and listen to client pushback not as defensiveness but insight into fears. @ferkungamaboobo

Start small. Pick one campaign idea that start there. If you can show success, I’ve found it is usually pretty easy to expand to do more on the new platform/channel. Make it as low risk as you can so it’s easy to get the initial YES. @NeptuneMoon

We’re very frank with clients and that helps with them trusting us implicitly. If we’re suggesting a new platform, there’s a reason (& we share that). Either they’re on board (which is most of the time) or they’re not. @adwordsgirl

It’s easy to get approval for a short “demo” campaign with a small budget (sometimes out of our own pockets, if we’re confident enough!) and show them the ROI. @searchrook

I think as an agency our biggest advantage is the wide landscape in which we live. We see so many campaigns and leaning into that for new potential tests usually works well @KyleShurtz

We spent months building trust with clients and showing we care. They know their success is our success. One team, one outcome. We say why we think the platform will work and usually start out with remarketing. If we see success…. we scale spend. @duanebrown

Ask for a test budget, and show this could potentially drive x or drive nothing and hope for the best @JonKagan


Q8: What is your criteria for pulling back or leaving a particular platform/channel?


Performance ultimately. But also how they work, how they interact with us, whether its a lift to use them at all. Looking at you (name redacted for diplomacy). @JuliaVyse

Poor performance is the biggest, but need to look at attribution and audience match. Poor performance can be blamed on creative, seasonality, etc. – don’t give up too soon! @Mel66

It depends on the goals for the client/campaign, but my short answer is performance. @adwordsgirl

Poor performance will usually make the client want to bail. It’s important to try to figure out if the platform/channel isn’t a great fit generally or if it is something that could be improved upon (like audience targeting, messaging, CTA, etc.). Check devices too! @NeptuneMoon

So the answer is performance, but how long do you let it run before you finally say, “THAT’S ENOUGH.”? Just curious.. @jord_stark

Measurable results. This is a big one. If I can’t attribute the channel towards assisting a sale it is out. @Jturnerpdx

We need to pull back on budget and spend it on something else. We rarely stop spending on a channel because unlike many agencies, our goal is not to spend as much money as we can on paid ads. @duanebrown

High costs, low performance. This doesn’t mean it’s a lost cause, we make optimizations to improve and give it time. If it is determined it’s a no go we still don’t write if off forever, things change, platforms change…etc. @mcgregor212


Q9: Are there any general tips you wish you’d known sooner about advertising across platforms/channels?


The sheer cost of DoubleClick! it’s not cheap to measure all this stuff, and it’s not particularly easy. Start small and scale folx! @JuliaVyse

Lean into the channel’s strengths and set KPI’s for success. Each channel should help to different standards based on their strengths. @KyleShurtz

To have a Unified Message delivered differently. Meaning saying the same things in different ways based on what kind of messaging works best for that channel. Twitter Ads Vs. Instagram Ads for instance. Same message delivered differently @Jturnerpdx

If a client is insistent on trying a platform/channel that you think is unwise or a bad fit for them, express that clearly. BUT, if they still want to try it, do it to the best of your ability and let the results speak for themselves. Sometimes you can be wrong…@NeptuneMoon

Learn what works best for each client on each channel and play to their strengths. Don’t be afraid to experiment or ask for test budget. @jord_stark

When I was a wee lad back in the day. I wish I knew most external ad tech is crap and is not worth the cost of their monthly management fee. If your agency tells you to use @AdRoll …as an example… fire your agency today and get a better agency. @duanebrown

Try and be an early adopter. @mcgregor212


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