Optimize Your Ad Spend with
Real-time Targeting and Analytics
Optimize Your Ad Spend with
Real-time Targeting and Analytics

Mike Telem
VP of Business Development
& Co-founder

David M...
Insightera
•  Real-time targeting and personalization platform
•  Leveraging big data and predictive analytics to interact...
Webinar Overview
•  B2B advertising trends
•  Analyzing campaign performance
•  Boosting content ROI & optimizing ad messa...
B2B Display Spend
•  44% of B2B companies will increase display budgets
•  25% of the digital marketing budget is on displ...
Challenge for B2B Advertising
•  97% of prospects on first visit are unknown
•  “Pay - Spray - Prey”
•  Targeting the righ...
B2B Advertising
•  New dimensions to B2B analytics
•  Improving content ROI
•  Optimizing landing pages for higher convers...
B2B Analytics
B2B Analytics
•  Firmographic data
–  Which companies or industries are visiting your site
–  How do companies of specific...
B2B Analytics
B2B Analytics
•  Measure inbound campaigns
•  Best performing verticals according to
–  Paid, Search, Social

•  Learn for...
Content ROI
Content ROI
•  Discover and map content
–  Case studies, white papers, blog posts, videos, etc…

•  Content Analytics - wh...
Discover and Map Effective Content

“84% of marketing executives say they plan on
developing a process to map rich media c...
Execute Content Campaigns
•  Execute Real-time personalized campaigns on best
performing content
•  Amplify the successful...
Landing Page Optimization
Landing Page Optimization
•  Landing Page
–  Prime location for lead capture
–  Multiple visitor sources from paid/social/...
Landing Page Optimization
•  Optimize site content and
landing pages by A/B
testing different CTA’s per
targeted segment
•...
Landing Page Optimization
•  Firmographic Relevancy
•  Selects the most converting Calls to Action
•  Knowing the user's d...
Landing Page Optimization

Header
Change

Reduce
Fields

Content
Change

CTA
Change

A prospect from a Governmental Instit...
Landing Page Optimization

Knowing the prospect’s device from the Governmental Industry
Optimize Advertising
Ad Analysis
•  Analyze ad content performance
based on firmographics
•  Analyze content effectiveness
from onsite personal...
B2B Personalized Retargeting

“The average click-through rate for
display ads is 0.07 percent,
and the average click-throu...
B2B Personalized Retargeting
•  1 in 5 marketers have dedicated budget for
retargeting
•  36% running retargeted ads, and ...
B2B Personalized Retargeting
Optimize Advertising
Focus your display ad spend on prospects according
to specific organizations and verticals:
• 

Prosp...
Optimize Advertising
• 

Create Remarketing Adwords Campaign for Healthcare Sector
Optimize Advertising

Top Telehealth Solutions
Summary
•  B2B advertising trends
•  Analyzing campaign performance
•  Boosting content ROI
•  Landing page optimization u...
Next Steps
•  Optimize your Ad Spend in 2014
•  Contact us for more details
www.insightera.com/requestdemo/
•  Connect wit...
Optimize Your Ad Spend with Real-time Targeting and Analytics
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Optimize Your Ad Spend with Real-time Targeting and Analytics

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The statistics of both display advertising and retargeting leave a lot to be desired in terms of customer acquisition and branding. With personalized retargeting campaigns you can focus your retargeting efforts on key accounts and verticals, eliminating waste and optimizing your spend.

Published in: Marketing, Technology, Business
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Optimize Your Ad Spend with Real-time Targeting and Analytics

  1. 1. Optimize Your Ad Spend with Real-time Targeting and Analytics
  2. 2. Optimize Your Ad Spend with Real-time Targeting and Analytics Mike Telem VP of Business Development & Co-founder David Myers Product Expert
  3. 3. Insightera •  Real-time targeting and personalization platform •  Leveraging big data and predictive analytics to interact with prospects throughout the customer lifecycle
  4. 4. Webinar Overview •  B2B advertising trends •  Analyzing campaign performance •  Boosting content ROI & optimizing ad messaging •  Landing page optimization using adaptive CTAs •  Personalizing retargeting ads on organizations and industries
  5. 5. B2B Display Spend •  44% of B2B companies will increase display budgets •  25% of the digital marketing budget is on display •  66% to increase content budgets
  6. 6. Challenge for B2B Advertising •  97% of prospects on first visit are unknown •  “Pay - Spray - Prey” •  Targeting the right audience •  Analyzing the content, the right messaging •  Improving conversion rates •  Measuring success
  7. 7. B2B Advertising •  New dimensions to B2B analytics •  Improving content ROI •  Optimizing landing pages for higher conversions •  Analyzing ad content and personalized retargeting
  8. 8. B2B Analytics
  9. 9. B2B Analytics •  Firmographic data –  Which companies or industries are visiting your site –  How do companies of specific size or revenue behave –  Which campaigns drove them in •  B2B perspective to analyze –  Inbound and outbound campaigns •  Focus on key revenue generating verticals
  10. 10. B2B Analytics
  11. 11. B2B Analytics •  Measure inbound campaigns •  Best performing verticals according to –  Paid, Search, Social •  Learn for next outbound campaigns
  12. 12. Content ROI
  13. 13. Content ROI •  Discover and map content –  Case studies, white papers, blog posts, videos, etc… •  Content Analytics - who is consuming your data •  Learn which content works best •  Auto-engage prospects with relevant content assets based on machine-learning and predictive analytics
  14. 14. Discover and Map Effective Content “84% of marketing executives say they plan on developing a process to map rich media content assets to buyer journey stage.” (Aberdeen)
  15. 15. Execute Content Campaigns •  Execute Real-time personalized campaigns on best performing content •  Amplify the successful content to outbound campaigns
  16. 16. Landing Page Optimization
  17. 17. Landing Page Optimization •  Landing Page –  Prime location for lead capture –  Multiple visitor sources from paid/social/ email campaigns •  Optimized Landing Page –  Expedite the process –  Lower cost per lead
  18. 18. Landing Page Optimization •  Optimize site content and landing pages by A/B testing different CTA’s per targeted segment •  Auto-Tune to automatically identify and accelerate the most effective CTA or content
  19. 19. Landing Page Optimization •  Firmographic Relevancy •  Selects the most converting Calls to Action •  Knowing the user's device (mobile, tablet) •  Real-time decision to display adaptive content •  Intuitive, learning algorithms that maximize ROI
  20. 20. Landing Page Optimization Header Change Reduce Fields Content Change CTA Change A prospect from a Governmental Institute
  21. 21. Landing Page Optimization Knowing the prospect’s device from the Governmental Industry
  22. 22. Optimize Advertising
  23. 23. Ad Analysis •  Analyze ad content performance based on firmographics •  Analyze content effectiveness from onsite personalization performance •  Leverage top performing content for paid media and social •  Enrich Analytics with firmographic data + personalized retargeting
  24. 24. B2B Personalized Retargeting “The average click-through rate for display ads is 0.07 percent, and the average click-through for retargeted ads is about 0.7 percent.”
  25. 25. B2B Personalized Retargeting •  1 in 5 marketers have dedicated budget for retargeting •  36% running retargeted ads, and 43% of those find them effective •  Over 50% marketers to increase retargeting budgets in 2014 Source: Marketingcharts.com, Chango Retargeting Barometer
  26. 26. B2B Personalized Retargeting
  27. 27. Optimize Advertising Focus your display ad spend on prospects according to specific organizations and verticals: •  Prospects from key ABM Groups •  Organizations most likely to generate revenue •  Prospects from target industries •  Drive quality, interested prospects back to your site •  Increase brand awareness •  2nd chance at each prospect •  Efficiently spend budget on the accounts that matter *This isn't ad-serving
  28. 28. Optimize Advertising •  Create Remarketing Adwords Campaign for Healthcare Sector
  29. 29. Optimize Advertising Top Telehealth Solutions
  30. 30. Summary •  B2B advertising trends •  Analyzing campaign performance •  Boosting content ROI •  Landing page optimization using •  Ad analysis and personalizing retargeting
  31. 31. Next Steps •  Optimize your Ad Spend in 2014 •  Contact us for more details www.insightera.com/requestdemo/ •  Connect with us: @insightera, mike@insightera.com •  Questions?

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