Managing the synergy between paid search & paid social to maximize media performance

Context

We supported EDF in managing its digital acquisition channels, with an approach combining paid search, paid social, ad creative, tracking, and performance measurement.

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In an environment where user journeys are complex and span multiple touchpoints, the challenge was to better structure the complementarity between channels, strengthen the consistency of messaging, and make performance measurement reliable.

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The goal: improve campaign effectiveness, streamline trade-offs between platforms, and optimize spend based on reliable data.

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Solution

We put in place a structured approach built around the joint management of paid search & paid social channels, enriched by ongoing work on ad creative.

Paid search captured existing intent, while paid social and creative helped fuel demand, strengthen consideration, and support key communication moments.

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Paid search & paid social management

• Structuring and optimizing campaigns across Search and Social Ads.
• Coordinating messaging across platforms to ensure greater media consistency.
• Adjusting spend based on performance, key business moments, and the role of each channel.

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Ad creative & message consistency

• Adapting messages by audience, key moment, and platform.
• Working on creative angles to improve understanding of the offers and maximize engagement.
• Adapting formats to the specifics of Search and Social Ads environments.

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Tracking & performance measurement

• Monitoring and improving tracking to make conversion reporting reliable.
• Working on data quality to better analyze the real performance of campaigns.
• Continuously optimizing measurement setups to strengthen data-driven management.

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