MERGING SEARCH &
PSYCHOGRAPHICS
GORGEOUS
RETARGETING FILTERS!
Marty Weintraub, Founder & Evangelist, @aimClear
2012: TAGGED
PSYCHOGRAPHIC TRAFFIC
On-Site
Psychographic
Optimization
“WTF
MARTY??”
UNDERSTANDING FILTERED
FOLLOWING IS PREREQUISITE
FOR MODERN MARKETING
STRATEGISTS
2014: AWESOME TIME TO
BE A MARKETER
TARGETING IS EXPLICIT
DISTRIBUTION IS UBIQUITOUS
CREEPY VS. HELPFUL
FOLLOWING IS OMNIPRESENT
PSYCHOGRAPHICS
Interests, Affinities, Proclivities, Biases,
Predispositions, Religion, Sexuality, Occupation,
Education, Workplace, Prefe...
KILLING INTERESTS, VIDEO GAMES
Personal Lubricant
Divorce Attorneys
Massages
Pedicures
Doggy Spas
Self-Help Books
FIGHTING INTERESTS!
HOME OWNERS + HOME IMPROVEMENT
STORE SHOPPERS + $125+K INCOME +
WOODWORKING AFFINITY
+ +$+
HUMAN LIFE CYCLES
PSYCHOGRAPHICS
Birth
Child Death
Spouse Death
Illness Or Injury
New Job
Loss Of Job
HS Grad
College Grad
Immigration
Pregnancy
Loss Of Pr...
YOU KNOW PIXEL-AS-THE-
METAPHOR UN-FILTERED
RETARGETING
X
X
Classic Loop Car Mats
X
YOU UNDERSTAND GOOGLE
REMARKETING LISTS (FILTERS)
DATA-FILTERED-FOLLOWING,
EXTRAPOLATED INTERNET-
WIDE, IS HUGE
YUMMY! “D.I.Y., MERGED
SEARCH & PSYCHOGRAPHIC
HYBRID LISTS”
FRONT LINE
WHOLE-SYSTEM
AUDIT QUESTIONS
ARE EASY
“DOES THIS MARKETING
SYSTEM GENERATE
ENOUGH CONVERSIONS?”
ZOOM OUT TO FUNDAMENTAL
MARKETING QUESTIONS
BUILDING TRUE
ADVERTISING PERSONAS
WHAT TOP OF FUNNEL
TARGETING INTRODUCES
NEW USERS?
TOP OF THE FUNNEL
(Pre)qualification)
45
TOP OF THE FUNNEL (FIRST HOP)
SEARCH TARGETING AS INITIAL DRIVER
• AdWords, Bing Ads, etc.
• Third Party Data “Search” (Ch...
TOP OF THE FUNNEL FUNNEL (FIRST
HOP) PSYCHOGRAPHIC TARGETING
AS THE INTRODUCTORY DRIVER
• Facebook Ads Targeting FB Networ...
BOTTOM OF THE FUNNEL
DIY, LAYERED SEARCH &
PSYCHOGRAPHIC HYBRIDS
RETARGETING FILTERED BY
ADDITIONAL DATA (SECOND
TARGETING HOP)
RETARGET FILTERED BY
PSYCHOGRAPHICS (SECOND HOP)
50
• FB Native Retargeting > FB Users, FB Data
• FB Native Retargeting > ...
RETARGET FILTERED BY SEARCH
(SECOND HOP)
51
AdWords Remarketing For Search Ads
RLSA
PSYCHOGRAPHICS >> RETARGET
FILTERING BY SEARCH
SEARCH >> RETARGET FILTERING BY
PSYCHOGRAPHICS
SEARCH >>> RETARGET FILTERIN...
TRACK THE DATA DATA HOPS
CURATE LISTS AS
VALUEABLE BRAND ASSETS
“OWNED AUDIENCES”
MARKETING FUNNEL IS LIKE A
COW: CRAP IN, CRAP OUT
SOURCE TESTING &
TOP-OF-FUNNEL TRAFFIC
IS (STILL) FUNDAMENTAL
SEGMENTED CREATIVE IS
CRUCIAL
YES! SCALE MATTERS…
UNDERSTANDING FILTERED
FOLLOWING IS PREREQUISITE
FOR MODERN MARKETING
STRATEGISTS
MARTY@AIMCLEAR.COM
THANK YOU! <3
Marty Weintraub, Founder & Evangelist, @aimClear
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
Merging Search and  Psychographic's Gorgeous Retargeting Filters by Marty Weintraub
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Merging Search and Psychographic's Gorgeous Retargeting Filters by Marty Weintraub

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Searchengineland.Com Summit Session #Smx - Search Powered Psychographics: Enter The Age Of True Persona Marketing Presentation By Marty Weintraub @Aimclear Of Aimclear

For more on marketing please visit http://marketingland.com

Merging Search and Psychographic's Gorgeous Retargeting Filters by Marty Weintraub

  1. 1. MERGING SEARCH & PSYCHOGRAPHICS GORGEOUS RETARGETING FILTERS! Marty Weintraub, Founder & Evangelist, @aimClear
  2. 2. 2012: TAGGED PSYCHOGRAPHIC TRAFFIC On-Site Psychographic Optimization
  3. 3. “WTF MARTY??”
  4. 4. UNDERSTANDING FILTERED FOLLOWING IS PREREQUISITE FOR MODERN MARKETING STRATEGISTS
  5. 5. 2014: AWESOME TIME TO BE A MARKETER
  6. 6. TARGETING IS EXPLICIT
  7. 7. DISTRIBUTION IS UBIQUITOUS
  8. 8. CREEPY VS. HELPFUL FOLLOWING IS OMNIPRESENT
  9. 9. PSYCHOGRAPHICS
  10. 10. Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections, Attractions, Medical Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Relationships, Appetites, Weaknesses, Tastes, Inclinations, Corporate Loyalties
  11. 11. KILLING INTERESTS, VIDEO GAMES
  12. 12. Personal Lubricant Divorce Attorneys Massages Pedicures Doggy Spas Self-Help Books FIGHTING INTERESTS!
  13. 13. HOME OWNERS + HOME IMPROVEMENT STORE SHOPPERS + $125+K INCOME + WOODWORKING AFFINITY + +$+
  14. 14. HUMAN LIFE CYCLES PSYCHOGRAPHICS
  15. 15. Birth Child Death Spouse Death Illness Or Injury New Job Loss Of Job HS Grad College Grad Immigration Pregnancy Loss Of Pregnancy Imprisonment Career Change Holidays Falling In Love Engagement Marriage Separation Divorce State Move City Move Cheating Buying A Home Bat/Bar Mitzvah First Communion Baptism Making Sports Team Sweet 16 21 Year Old Birthday Retirement Planning In Retirement Adoption Name Change Auto Accident Sexual difficulties
  16. 16. YOU KNOW PIXEL-AS-THE- METAPHOR UN-FILTERED RETARGETING
  17. 17. X X Classic Loop Car Mats
  18. 18. X
  19. 19. YOU UNDERSTAND GOOGLE REMARKETING LISTS (FILTERS)
  20. 20. DATA-FILTERED-FOLLOWING, EXTRAPOLATED INTERNET- WIDE, IS HUGE
  21. 21. YUMMY! “D.I.Y., MERGED SEARCH & PSYCHOGRAPHIC HYBRID LISTS”
  22. 22. FRONT LINE WHOLE-SYSTEM AUDIT QUESTIONS ARE EASY
  23. 23. “DOES THIS MARKETING SYSTEM GENERATE ENOUGH CONVERSIONS?”
  24. 24. ZOOM OUT TO FUNDAMENTAL MARKETING QUESTIONS
  25. 25. BUILDING TRUE ADVERTISING PERSONAS
  26. 26. WHAT TOP OF FUNNEL TARGETING INTRODUCES NEW USERS?
  27. 27. TOP OF THE FUNNEL (Pre)qualification) 45
  28. 28. TOP OF THE FUNNEL (FIRST HOP) SEARCH TARGETING AS INITIAL DRIVER • AdWords, Bing Ads, etc. • Third Party Data “Search” (Chango, Magnetic Media, etc.) • Organic Search KWs As Visible Or Inferred • Internal Site Search
  29. 29. TOP OF THE FUNNEL FUNNEL (FIRST HOP) PSYCHOGRAPHIC TARGETING AS THE INTRODUCTORY DRIVER • Facebook Ads Targeting FB Network Users • GDN & YouTube Targeting Google Users • Twitter Ads Targeting Twitter Users • LinkedIn Targeting LinkedIn Users • DMPs Pushing 3rd Party Data Into FBX & Twitter • DMPs Pushing 3rd Party Data Internet-Wide • Direct, Highly Targeted Banner Placements
  30. 30. BOTTOM OF THE FUNNEL DIY, LAYERED SEARCH & PSYCHOGRAPHIC HYBRIDS
  31. 31. RETARGETING FILTERED BY ADDITIONAL DATA (SECOND TARGETING HOP)
  32. 32. RETARGET FILTERED BY PSYCHOGRAPHICS (SECOND HOP) 50 • FB Native Retargeting > FB Users, FB Data • FB Native Retargeting > FB Users 3Rd Party Data • DMP Retargeting > Internet Wide, 1st Party Data • DMP Retargeting > Internet Wide, 3Rd Party Data • Google Remarketing > Google Users, GDN Data
  33. 33. RETARGET FILTERED BY SEARCH (SECOND HOP) 51 AdWords Remarketing For Search Ads RLSA
  34. 34. PSYCHOGRAPHICS >> RETARGET FILTERING BY SEARCH SEARCH >> RETARGET FILTERING BY PSYCHOGRAPHICS SEARCH >>> RETARGET FILTERING BY SEARCH PSYCHOGRAPHICS >>RETARGET FILTERING BY PSYCHGRAPHICS
  35. 35. TRACK THE DATA DATA HOPS
  36. 36. CURATE LISTS AS VALUEABLE BRAND ASSETS “OWNED AUDIENCES”
  37. 37. MARKETING FUNNEL IS LIKE A COW: CRAP IN, CRAP OUT
  38. 38. SOURCE TESTING & TOP-OF-FUNNEL TRAFFIC IS (STILL) FUNDAMENTAL
  39. 39. SEGMENTED CREATIVE IS CRUCIAL
  40. 40. YES! SCALE MATTERS…
  41. 41. UNDERSTANDING FILTERED FOLLOWING IS PREREQUISITE FOR MODERN MARKETING STRATEGISTS
  42. 42. MARTY@AIMCLEAR.COM
  43. 43. THANK YOU! <3 Marty Weintraub, Founder & Evangelist, @aimClear

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