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Online Marketing Institute: Harnessing the Power of Social Media and Retarteting
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Online Marketing Institute: Harnessing the Power of Social Media and Retarteting


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In case you didn't catch Janet Driscoll Miller's webinar with OMI in September, here's the presentation where she discusses how you can harness the power of information from social media to enhance …

In case you didn't catch Janet Driscoll Miller's webinar with OMI in September, here's the presentation where she discusses how you can harness the power of information from social media to enhance your retargeting efforts.

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  • 1. Harnessing the Power ofSocial Media and Retargeting Janet Driscoll Miller CEO and PRESIDENT, Search Mojo
  • 2. About Me• 14 years in search marketing• President and CEO of Search Mojo• Online Marketing Summit, SMX, Pubcon and others• Search Insider and other blogs
  • 3. Agenda• Why Social?• Social Advertising – Options – Benefits – Challenges• Social Logins• Harnessing Social via Retargeting
  • 4. 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
  • 5. Social Advertising
  • 6. • 46.1% increase in ad growth*• Revenue estimated at 226 million* *eMarketer
  • 7. 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
  • 8. Display/Social ads
  • 9. Self-Serve Ads• Text Ads with Small Image• No Minimum Spend• Cost per Impression OR Cost per Click• As low as $13 CPL
  • 10. Self-Serve Text Ads
  • 11. Things to Note• Company vs. Personal Account• Ad Day based on GMT – No option for day parting – For ET, starts next day at 7PM
  • 12. Targeting
  • 13. Search LinkedIn Suggest• Search Alpha patterns [keyword] a, [keyword] b, [keyword] c, etc. to find new job titles and groups
  • 14. Look at Recommended Similar Titles
  • 15. Setting Up an Ad Campaign • Headline: 25 characters • Body: 75 characters • Image: 50x50 pixels
  • 16. Lead Collection• People who click your ads have the option to request contact• Notified by email of request for more info
  • 17. 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
  • 18. • Over 800 million active Facebook users• Expected 2012 revenue from ads: $5.74 billion *eMarketer
  • 19. Types of Ads• Social Ads – Ads that point to a location in Facebook – Includes “Sponsored Story” ads• Non-social Ads – Ads that point to a location outside of Facebook• For either: pay by impression or by click
  • 20. Social Ad Non-Social Ad
  • 21. Incredibly Specific Targeting
  • 22. Incredibly Specific Targeting
  • 23. Incredibly Specific Targeting
  • 24. Incredibly Specific Targeting
  • 25. Targeting Tips• Consider similar interests – Example: moms with small kids • Brands they may like: – Gymboree – Little Gym – Fisher-Price – Example: people who want “green” products • Brands they may like: – Whole Foods • Other “likes”: – Organic food – Organic gardening – Recycling
  • 26. Challenges• It’s not Google AdWords.• Often low CTR. – Don’t expect what you get in search ads.• Social ads often outperform non-social ads. – Remember your goals!
  • 27. Social Logins
  • 28. 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
  • 29. 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
  • 30. Social Login• Tools:• Can also be done with Twitter and Facebook – Twitter has less demographic info
  • 31. Retargeting toSocial Ad Respondents
  • 32. Why Social Ads?
  • 33. 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
  • 34. What Is Retargeting? User visits a web page Google AdWords retargeting cookie added to Google user Retargeting ads show to user over many sites
  • 35. 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)
  • 36. 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 relateddog lover emails, landing pages and messages User Responds to Offer (Fills out form)
  • 37. Key Takeaways• Social provides demographic data that search often cannot.• Social ad targeting can be very specific.• Social login helps gain more data and leads to higher quality signups.• Harnessing this social data leads to more effective retargeting ads.
  • 38. Contact Information• Janet Driscoll Miller•• 800-939-5938 x101• LinkedIn:• Twitter: @janetdmiller• Facebook:• Google+: Janet Driscoll Miller
  • 39. Thank