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SUPERCHARGE YOUR B2BSEARCH ADVERTISINGBY HARNESSING DEMOGRAPHICSFROM SOCIAL NETWORKSJANET DRISCOLL MILLERPRESIDENT AND CEO...
AGENDA• Why Social?• Social Advertising  – Options  – Benefits  – Challenges• Social Logins• Harnessing Social via Retarge...
WHY SOCIAL?• Offers what search often lacks  – High level of demographic targeting         Facebook                   Link...
SOCIAL ADVERTISING
LINKEDIN• 46.1% increase in ad growth*• Revenue estimated at 226 million*                                      *eMarketer
LINKEDIN MARKETING SOLUTION•   Display and social ads•   Dedicated LinkedIn account manager•   Minimum spend = $25,000/3 m...
DISPLAY/SOCIAL ADS
SELF-SERVE ADS• Text Ads with Small Image• No Minimum Spend• Cost per Impression OR  Cost per Click• As low as $13 CPL
SELF-SERVE TEXT ADS
THINGS TO NOTE• Company vs. Personal Account• Ad Day based on GMT  – No option for day parting  – For ET, starts next day ...
TARGETING
SEARCH LINKEDIN SUGGEST• Search Alpha patterns [keyword] a,• [keyword] b, [keyword] c, etc.• to find new job titles and gr...
LOOK AT RECOMMENDEDSIMILAR TITLES
SETTING UP AN AD CAMPAIGN                     • Headline:                       25 characters                     • Body: ...
LEAD COLLECTION• People who click your ads have the option to  request contact• Notified by email of request for more info
CHALLENGES• Text Ads need to be rotated frequently• Display and Social ads need to be planned  very far in advance for Lin...
SOCIAL LOGINS
MARKETING WALL• Benefits  – Gain more leads from content resources  – Get more information from existing leads• Challenge ...
SOLUTION: SOCIAL LOGIN• Use Facebook or LinkedIn as a login  option using OpenGraph protocol• Benefits:  – Fast signup  – ...
SOCIAL LOGIN• Tools: Gigya.com
RETARGETING TO SOCIALAD RESPONDENTS
WHY SOCIAL ADS?      http://www.youtube.com/watch?v=DJLDF6qZUX0
WHAT IS RETARGETING?• Form of display advertising• Available through Google as  “Remarketing”• Serves ads to previous visi...
WHAT IS RETARGETING?     User visits a      web page                       Google                      AdWords            ...
SOCIAL W/RETARGETINGAd targeted towards                   Landing page, focused     dog lovers                          on...
NURTURE PERSONAS                                Google                              Retargeting             User Does     ...
CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitt...
MarketingProfs B2B: Supercharge Your Search with Demographics
MarketingProfs B2B: Supercharge Your Search with Demographics
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MarketingProfs B2B: Supercharge Your Search with Demographics

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Did you miss the MarketingProfs B2B Forum in Boston? Be sure to check out Janet Driscoll Miller's presentation featuring how you can enhance your search marketing via demographics you can

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Transcript of "MarketingProfs B2B: Supercharge Your Search with Demographics"

  1. 1. SUPERCHARGE YOUR B2BSEARCH ADVERTISINGBY HARNESSING DEMOGRAPHICSFROM SOCIAL NETWORKSJANET DRISCOLL MILLERPRESIDENT AND CEOSEARCH MOJO
  2. 2. AGENDA• Why Social?• Social Advertising – Options – Benefits – Challenges• Social Logins• Harnessing Social via Retargeting
  3. 3. 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
  4. 4. SOCIAL ADVERTISING
  5. 5. LINKEDIN• 46.1% increase in ad growth*• Revenue estimated at 226 million* *eMarketer
  6. 6. LINKEDIN MARKETING SOLUTION• Display and social ads• Dedicated LinkedIn account manager• Minimum spend = $25,000/3 months• Guaranteed inventory and delivery• Cost per impression (CPM)• As low as $25 CPL
  7. 7. DISPLAY/SOCIAL ADS
  8. 8. SELF-SERVE ADS• Text Ads with Small Image• No Minimum Spend• Cost per Impression OR Cost per Click• As low as $13 CPL
  9. 9. SELF-SERVE TEXT ADS
  10. 10. THINGS TO NOTE• Company vs. Personal Account• Ad Day based on GMT – No option for day parting – For ET, starts next day at 7PM
  11. 11. TARGETING
  12. 12. SEARCH LINKEDIN SUGGEST• Search Alpha patterns [keyword] a,• [keyword] b, [keyword] c, etc.• to find new job titles and groups
  13. 13. LOOK AT RECOMMENDEDSIMILAR TITLES
  14. 14. SETTING UP AN AD CAMPAIGN • Headline: 25 characters • Body: 75 characters • Image: 50x50 pixels
  15. 15. LEAD COLLECTION• People who click your ads have the option to request contact• Notified by email of request for more info
  16. 16. CHALLENGES• Text Ads need to be rotated frequently• Display and Social ads need to be planned very far in advance for LinkedIn Account Manager• Consider testing offers – Limited time offers seem to drive more clicks
  17. 17. SOCIAL LOGINS
  18. 18. MARKETING WALL• Benefits – Gain more leads from content resources – Get more information from existing leads• Challenge – More form fields = lower conversion – Can be a barrier to content sharing
  19. 19. SOLUTION: SOCIAL LOGIN• Use Facebook or LinkedIn as a login option using OpenGraph protocol• Benefits: – Fast signup – Likely leads to higher conversion – Learn additional information (demographics) – Spam reduction
  20. 20. SOCIAL LOGIN• Tools: Gigya.com
  21. 21. RETARGETING TO SOCIALAD RESPONDENTS
  22. 22. WHY SOCIAL ADS? http://www.youtube.com/watch?v=DJLDF6qZUX0
  23. 23. WHAT IS RETARGETING?• Form of display advertising• Available through Google as “Remarketing”• Serves ads to previous visitors – Landing page or website visitors – Allows us to “recycle” those clicks that do not immediately convert
  24. 24. WHAT IS RETARGETING? User visits a web page Google AdWords retargeting cookie added to Google user Retargeting ads show to user over many sites
  25. 25. SOCIAL W/RETARGETINGAd targeted towards Landing page, focused dog lovers on dog products User clicks on social ad Google Mark User Responds to Offer Retargeting ads person as (Fills out form) focused on dogs dog lover show to user User Does Not Respond to Offer (Doesn’t fill out form)
  26. 26. NURTURE PERSONAS Google Retargeting User Does ads focused Not Respond on dogs to Offer show to user (Doesn’t fill Person out form) Nurture with dog-marked as related emails,dog lover landing pages and messages User Responds to Offer (Fills out form)
  27. 27. CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook: www.facebook.com/SearchMojo

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