Adapting journey-based advertising for search and social involves understanding the customer journey and tailoring advertising strategies to target customers at different stages of their journey.

At the awareness stage, search and social advertising can be used to introduce your brand or product to potential customers. For example, you can create targeted search ads that appear when users search for relevant keywords related to your industry. On social media, you can run sponsored posts or display ads to reach a wider audience.

As customers move into the consideration stage, they are actively researching and comparing different options. This is where search and social advertising can play a crucial role in influencing their decision-making process. For search, you can bid on keywords that indicate intent to purchase or compare products. On social media, you can use retargeting ads to remind users of your brand and showcase the unique value proposition of your product.

Finally, at the conversion stage, search and social advertising can be used to drive direct conversions. For search, you can optimize your landing pages and use call-to-action extensions to make it easy for users to take the desired action, such as making a purchase or filling out a form. On social media, you can create shoppable posts or run limited-time promotions to create a sense of urgency and encourage immediate conversions.

It's important to note that journey-based advertising for search and social requires a deep understanding of your target audience and their behaviors. By analyzing data and leveraging tools like Google Analytics and Facebook Insights, you can gain insights into the customer journey and make informed decisions about your advertising strategies.

References:

1. Google Ads Help: https://support.google.com/google-ads
2. Facebook for Business: https://www.facebook.com/business
3. Google Analytics: https://analytics.google.com/analytics/web/