Wish you could get the best of both worlds – low cost-per-click (cpc) and more high-quality leads? Wondering how to make the most of your 2023 paid marketing budget? When it comes to paid media, one strategy is to cast a wide net and drive the most traffic – but targeting a specific audience and bringing in the right traffic is a more powerful approach entirely. It’s time to explore cost-effective strategies that optimize your ad spend and maximize return, especially if your company is making budget cuts to brace for economic change. Are you looking to create smarter marketing campaigns and make your ad dollars work harder? Watch this webinar as we introduce five paid media strategies to help you reach your target audience and get the most value from your marketing budget. You’ll learn tactical ways to: - Think beyond Facebook and Google to take advantage of tier 2 platforms. - Utilize platform-specific placement, features, and functionality to get the most from every ad. - Bring in the right traffic, not the most traffic, with your paid ads. In this webinar, Tucker Stoffers, Senior Director of Growth Marketing at Divvy, will provide actionable insights and key strategies for you to grow your business while getting more bang for your buck.

1. Private & Confidential • © 2023 Divvy
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2. Tucker Stoffers
Growth Marketing
Divvy, from BILL

3. Key takeaways:
● Bring in the right traffic — not the most
traffic — with your paid ads
● Think beyond Facebook and Google to
take advantage of Tier 2 platforms
● Exploit platform-specific placement,
features, and functionality to get the
most from every ad

4. What best describes your
marketing role?
a. In-house B2B
b. In-house D2C
c. Agency B2B
d. Agency D2C
e. Agency, both!

5. 5
Focus on the right
traffic, not the
most traffic.

6. #1.
Let your ad copy
exclude the wrong
audience for you

7. Be direct and have fun with it! 🎯

8. Custom tailor your messaging to your audience

9. Exclusionary messaging isn’t just for social…

10. Exclusionary messaging isn’t just for social…

11. Clearly identify your audience.

12. #2.
Use visual cues to
send the right signals
to your audience

13. The best of both worlds 🤝

14. #3.
Think outside the box.
Opportunity lies beyond Google and Facebook

15. Tier 2 platforms:
High engagement, high curiosity
1. Amazon 🚀
2. Walmart 👀
3. Quora 🤔
4. Reddit 🧐
5. Pinterest 🧶
6. Programmatic 🤖

16. How many paid
advertising platforms are
you currently using in
your media mix?
a. 1-2
b. 2-4
c. 4+

17. Unique Inventory - Quora

18. Detailed Targeting Opportunities - Programmatic

19. #4.
Make platforms work harder
for you

20. Every platform has
function and features that
help you get the most
from your ads

21. Capitalize on the available real estate
1.91:1
1:1 1:1.91

22. Capitalize on the available real estate
1:1.91

23. Don’t sleep on obscure placements
For example, LinkedIn Text Ads:
● CTR: 0.025% (That’s 1 click for every
4k impressions 🤯)
● $3 - $5 CPC

24. Take the time to understand the placement - Story Ads
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25. LinkedIn Conversation Ads
Limited inventory, BUT…
● Give you more space to tell your story
● Feel personal (use that 👀)
● Can drive highly-qualified leads very
cost effectively

26. #5.
Prioritize internal marketing

27. Because your Marketing team can only do so much.
1. Let the entire company market what you’re selling
2. Give Marketing the spotlight every week
3. Share the why, the how, and what’s in it for them

28. Actionable tips?
Multi-media approach! 😆 Lead by example
- Slack / Teams
- Loom
- Live meetings
Highlight benefits, don’t force it!
- Build their personal brand
- Boost brand awareness
for the company
- Drive revenue
- Help recruiting out 💪

29. BONUS TIP:
Pay for ads with
virtual cards
⚠ WARNING: Something resembling a pitch ahead.

30. Do you use virtual cards? a. Yes
b. No

31. Virtual cards are perfect for
● New vendors
● Marketing tests
● SaaS subscriptions
● Budgets with an expiration date
● Projects with limited spend
For more on virtual cards, check out this guide.

32. Ad Spend with Divvy
● Easily manage your
advertising spend and earn
huge rewards in the
process—up to 2.25% cash
back when you pre-pay.
● Make your marketing dollars
go further with extended
payment terms—without an
APR or fees.*
Divvy is free.

33. 92% of users say it was easy
to get started with Divvy.*
getdivvy.com/92
*
Survey of 136 Divvy users, conducted by UserEvidence.
Statistics verified 06/8/2022.
See for yourself, and get a
$92 Amazon.com gift card
when you sign up.

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Q&A