Combining Search & Social to Demographically Target Your Buyers - Janet Miller, SearchMojo
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Combining Search & Social to Demographically Target Your Buyers - Janet Miller, SearchMojo

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While search marketing is key to any effective lead generation campaign, that alone can't always provide the insights marketers need to completely target specific audiences with correlating messages. ...

While search marketing is key to any effective lead generation campaign, that alone can't always provide the insights marketers need to completely target specific audiences with correlating messages. Some keywords, for instance, cannot concretely indicate the intentions of the searcher. Social media advertising, on the other hand, provides deep demographic targeting capabilities, allowing marketers to pinpoint messages to specific audiences. However, social media advertising doesn't always catch prospects at the prime moment when they are searching for a product. This presentation will teach you how you can use search marketing and social media advertising together to identify and capture key prospects primed for purchase.

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Combining Search & Social to Demographically Target Your Buyers - Janet Miller, SearchMojo Combining Search & Social to Demographically Target Your Buyers - Janet Miller, SearchMojo Presentation Transcript

  • E-BIZ SUMMIT SEPTEMBER 26, 2013 COMBINING SEARCH & SOCIAL TO DEMOGRAPHICALLY TARGET YOUR BUYERS
  • SEARCH-MOJO.COM@searchmojo ABOUT ME
  • SEARCH-MOJO.COM@searchmojo ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at Marketo User Summit, MarketingExperiments, MarketingProfs B2B, PubCon and more • Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop and Hubspot
  • WHAT WE KNOW ABOUT PAID SEARCH MARKETING
  • SEARCH-MOJO.COM@searchmojo US SEARCH MARKET SHARE BY ENGINE 67% 17.90% 11.30% Google Bing Yahoo
  • SEARCH-MOJO.COM@searchmojo GOOGLE’S MARKETSHARE
  • SEARCH-MOJO.COM@searchmojo GOOGLE REVENUE
  • SEARCH-MOJO.COM@searchmojo WHAT DOES IT ALL MEAN? • Google’s revenue is primarily driven by Google AdWords • Therefore, they must continually increase this stream of revenue to attain higher earnings
  • SEARCH-MOJO.COM@searchmojo GOOGLE ADWORDS ENHANCED CAMPAIGNS
  • SEARCH-MOJO.COM@searchmojo HIGH BIDS • “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings • The more expensive the B2B offering, the higher the bid Keyword CPC new balance cm1600 grey $155 microsoft surface red $114 buy car insurance $48 conference call providers $37 email blast software $32
  • SEARCH-MOJO.COM@searchmojo PAID SEARCH HAS LIMITED DEMOGRAPHICS • “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
  • SEARCH-MOJO.COM@searchmojo ECOMMERCE AND THE “LONG TAIL”
  • SEARCH-MOJO.COM@searchmojo ECOMMERCE AND THE “LONG TAIL”
  • SEARCH-MOJO.COM@searchmojo LONG TAIL AND BIDS Keyword Search Volume Suggested Bid Shoes 550,000 $1.37 running shoes 90,500 $1.28 Womens asics running shoes 1,000 $1.22 Asics gel running shoes 260 $1.17 women's asics running shoes gel neo33 - -
  • SEARCH-MOJO.COM@searchmojo THE MISSING PPC LONG TAIL • The growth of “low search volume” keywords in AdWords is exponential • The keyword “Long Tail” only exists when Google lets it • They are happy to “broad match” overly broad keywords at high CPCs
  • SEARCH-MOJO.COM@searchmojo WHAT DOES IT MEAN FOR ADVERTISERS? Be even more savvy with how we utilize and bid on ads in Google AdWords.
  • COMBINE SOCIAL WITH SEARCH
  • SEARCH-MOJO.COM@searchmojo WHY SOCIAL ADS? http://www.youtube.com/watch?v=DJLDF6qZUX0
  • SEARCH-MOJO.COM@searchmojo WHY SOCIAL? • Offers what search often lacks – High level of demographic targeting Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level
  • LINKEDIN ADVERTISING
  • SEARCH-MOJO.COM@searchmojo LINKEDIN ADVERTISING
  • SEARCH-MOJO.COM@searchmojo LINKEDIN ADVERTISING
  • SEARCH-MOJO.COM@searchmojo MAKING LINKEDIN SUCCESSFUL • Know your buyer personas – Who are your buyers? – What messaging resonates with them? • Use LinkedIn to target those individuals with those specific offers/messages
  • FACEBOOK ADVERTISING
  • SEARCH-MOJO.COM@searchmojo INSERT SLIDE HERE RE: AIMCLEAR FB AD TARGETS
  • COMBINING SOCIAL WITH SEARCH
  • Google Retargeting ads focused on dogs show to user User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) User clicks on social ad Mark person as dog lover Ad targeted towards dog lovers Landing page, focused on dog products BRINGING IT ALL TOGETHER WITH SEARCH
  • CASE STUDY: SCIENCELOGIC
  • SEARCH-MOJO.COM@searchmojo ABOUT SCIENCELOGIC “After two years of running this system, we've not found anything it can’t manage.” - InfoWorld Test Center • Founded 2003 • 69% year over year growth • HQ in Virginia • Sales offices – London, Sydney COMPANY SOFTWARE Enterprise / Corporate ITService ProvidersFederal / Government BEST ENABLING MSP TECH
  • SEARCH-MOJO.COM@searchmojo OUR PRODUCT
  • SEARCH-MOJO.COM@searchmojo OUR COMPETITION • Big 4 – HP, IBM, CA, BMC – Large ad budgets – Established, highly recognizable brands • New competitors constantly enter fray • Noisy, crowded space
  • SEARCH-MOJO.COM@searchmojo THE CHALLENGES WITH KEYWORD-BASED SEARCH ADS • High cost per click – Some upwards of ??/click • Long tail keywords wouldn’t always generate an ad
  • SEARCH-MOJO.COM@searchmojo LINKEDIN ADVERTISING WITH RETARGETING 0 50 100 150 200 250 300 350 400 2011 2012 Conversions
  • SEARCH-MOJO.COM@searchmojo LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Conversions
  • SEARCH-MOJO.COM@searchmojo LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Cost per Lead
  • SEARCH-MOJO.COM@searchmojo LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Cost
  • SEARCHMOJO.COM ROI OF LINKEDIN 281% 1178% (pipeline)(revenue) ROI
  • SEARCH-MOJO.COM@searchmojo WHY LINKEDIN IS SO STRONG FOR B2B • Targeted to affinity/professional groups that people self-select vs. search keywords – Keyword context may not always be clear • LinkedIn starts with groups that you KNOW the size of, their common interests are, etc. • LinkedIn is also cheaper for now because there is less competition for advertising. • LinkedIn targeting can be very specific – not just to groups, but also down to companies and titles.
  • SEARCH-MOJO.COM@searchmojo BRINGING IT ALL TOGETHER Google Retargeting Ads Nurturing via Marketing Automation Demographic Targeting via LinkedIn Ads Opportunity
  • SEARCH-MOJO.COM@searchmojo • While search marketing is key to any effective lead generation campaign, that alone can’t always provide the insights marketers need to completely target specific audiences with correlating messages. Some keywords, for instance, cannot concretely indicate the intentions of the searcher. Social media advertising, on the other hand, provides deep demographic targeting capabilities, allowing marketers to pinpoint messages to specific audiences. However social media advertising doesn’t always catch prospects at the prime moment when they are searching for a product. Come to this session to learn how you can use search marketing and social media advertising together to identify and capture key prospects primed for purchase. •