The Clickable Search Engine Marketing Blog

TechCrunch, the influential tech blog, featured Clickable at its recent Disrupt conference. Below is a video of our "Unlocking Social Advertising" demo, led by Clickable CEO David Kidder, and Clickable Labs engineer Eric Tang. Before you watch the video, let me provide a little context... 

The potential for advertising on social networks is huge. The Interactive Advertising Bureau estimates that of $22.7 billion total U.S. online ad spend in 2009, 50% went to search advertising and 35% went to display. Among display's $8 billion in spend, eMarketer estimates that $800 million went to Facebook and MySpace, the two largest social networks. Social network advertising is in its infancy, but growing: comScore recently reported that Americans received 1.1 trillion display ads in Q1 2010, a 15% bump versus year-ago, led by Facebook. Facebook now is the largest publisher of ad impressions.

Search and social complement one another, with some overlap, but are fundamentally different ways of reaching business goals. Search and social are not capable of 'English-to-Spanish' translation & measurement; 'English-to-Mathematics' is a better metaphor. The purposes of the search and social are radically different: search is about harvesting intent while social is about generating intent. Moreover, the complexity of advertising management is only compounded with the introduction of social platforms. 

Despite the differences, we believe the success of social advertising (Facebook) is heavily linked to the skill and spending behaviors within search and performance advertising. We believe the answer to high demand for social advertising, which is coupled with equally high hurdles, is "The Master Campaign." The Master Campaign simplifies the creation and launching of multiple campaigns and ads across multiple networks all at once. Based on specific verticals, the Master Campaign creates campaigns that harvest search intent and social targeting information based on advertisers goals. This model tracks and optimizes performance from aggregated advertiser campaign results to achieve campaign goals.

Now, please enjoy the demo...

Also, see Clickable reviews from TechCrunch and VentureBeat.

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It has been just under a month since I joined the team here as Product Manager, and it feels “Nothing

It has been just under a month since I joined the team here as Product Manager, and it feels “Nothing