Search marketers are learning a new equation: Facebook + Google = $$$$. In 2011, search marketers are augmenting their search marketing efforts to include coordinated campaigns on Facebook and Twitter. Why? Consumers are spending more time on social media networks, and the impact of digital ads is improving rapidly. Advertising on social media is moving from optional to necessary.

Paid search practitioners are taking the lead. Paid Social, like paid search, has very similar dynamics – it is targetable, it is biddable, and it is effective. But there are challenges as well. Metrics are different. Use cases are different, such as consumers use social media through mobile as opposed to search.

This webcast will explore how some of today’s large advertisers are integrating search and social programs to create comprehensive, interactive ad campaigns.

Learn from experts as they share:

• How to build paid social campaigns on Facebook, Google, and Twitter
• Ways to create the business case for Paid Social, by integrating PPC into the plan
• What metrics are best to communicate comparative success
• Where the difference are between campaigns for mobile vs. desktop vs. tablet

Alex Funk is a Senior Digital Strategist at Covario, where he leads a team of cross functional digital marketers in the areas of SEM, social media, user experience design, multivariate (MVT) landing page testing and advanced analytics. At Covario, he has worked with leading brands including Adobe Systems, Research in Motion (Blackberry), Intel, Urban Outfitters, and Nikon.