Pro-Level Tips for Succeeding at Remarketing


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Smx West 2014 Session #Smx #33B - Pro-Level Tips For Succeeding At Retargetingpresentation Pro-Level Tips For Succeeding At Remarketing By Tad Miller @Jstatad Of Marketing Mojo

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Pro-Level Tips for Succeeding at Remarketing

  1. 1. @marketingmojo | #smx #33B | Presented by Tad Miller of Marketing Mojo Pro-Level Tips for Succeeding at Remarketing
  2. 2. @marketingmojo | #smx #33B | PRESENTER TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: Google+: +Marketing Mojo
  3. 3. @marketingmojo | #smx #33B | ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Paid media management » Pay-per-click advertising management (PPC) » Social media advertising › Content marketing › Marketing automation › Analytics consulting • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  4. 4. @marketingmojo | #smx #33B | OUR CLIENTS
  5. 5. @marketingmojo | #smx #33B | BIG PROBLEMS INSPIRE INNOVATIVE SOLUTIONS
  6. 6. @marketingmojo | #smx #33B | HORIZONTAL RELEVANCE • The same keywords can mean different things to different people • “Green Vacuum”
  7. 7. @marketingmojo | #smx #33B | “GLORY DAYS”
  8. 8. @marketingmojo | #smx #33B | SMARTWATCH
  9. 9. @marketingmojo | #smx #33B | B2B NEEDS B2B CONTEXT • “Battery Testing” Consumer Search Intent Battery Manufacturer Search Intent
  10. 10. @marketingmojo | #smx #33B | ENTERPRISE LEVEL B2B • Translation: It costs a lot, has more features than you will ever need and you have to commit to it for a long time • Only certain companies can afford and will pay for it • For every “Enterprise” level product there’s usually a low cost lower-end product for everyone else
  11. 11. @marketingmojo | #smx #33B | CAN YOU “PRE-QUALIFY” WITH KEYWORDS? • Our client sells “Social Media Management Software” › Enterprise level product: 12 months/$100,000 commitment • These 2 people both search for “Social Media Management Software” Lives in parent’s basement. Has a band with a Facebook Page and Twitter Account. Chief Marketing Officer of Xerox
  12. 12. @marketingmojo | #smx #33B | APPENDING “ENTERPRISE” • You can append the word “enterprise” onto your keywords • Just shrinks the audience size and likely eliminates qualified searchers
  13. 13. @marketingmojo | #smx #33B | STOP THE BIDDING MADNESS!
  14. 14. @marketingmojo | #smx #33B | THE PAID SEARCH PROBLEM IN B2B • “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings • The more expensive the B2B offering the higher the bid • Competition is high for a limited B2B audience “RAID Data Recovery” $64 CPC “business VOIP solutions $51 CPC “managed hosting providers” $49 CPC “data room services” $41 CPC “VPS Dedicated Server” $32 CPC “managed services provider” $31 CPC “merchant account providers” $28 CPC “medical billing software” $27 “best conference call service” $25 CPC “domain names registry” $24 CPC “online backup software” $24 CPC “server monitoring software” $24 CPC “managed IT services” $23 CPC “CRM Software Programs” $22 CPC “business credit card” $19 CPC “business bank account” $15 CPC Search Engine Marketing Roundup
  15. 15. @marketingmojo | #smx #33B | SOMETIMES YOU HAVE TO PUNT
  16. 16. @marketingmojo | #smx #33B | THE MATH • Low Search Volume • High Cost Per Click • Low Conversion Rate • Long Sales Cycle • Low Close Rate • Too few leads for too much cost Cost Per Lead
  17. 17. @marketingmojo | #smx #33B | LINKEDIN TO THE RESCUE
  18. 18. @marketingmojo | #smx #33B | WHY LINKEDIN ?
  19. 19. @marketingmojo | #smx #33B | WHY LINKEDIN ? LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn Groups.
  20. 20. @marketingmojo | #smx #33B | HERE’S THE KEY
  21. 21. @marketingmojo | #smx #33B | IT REALLY WORKS…BUT THERE’S MORE TO IT THAN JUST THAT • We have unparalleled success in driving White Paper and Webinar leads › White Paper Conversion rates between 10% - 20% for conversion costs up to 600% less than search campaigns on the same assets • That’s still an 80% to 90% Failure Rate!
  22. 22. @marketingmojo | #smx #33B | I’M NOT FAILING… • I’m not failing. I’m building the ultimate B2B remarketing list! • Every ad click is from the exact audience that has voluntarily identified themselves as your target demographic
  23. 23. @marketingmojo | #smx #33B | TAG YOUR URLS • Identify your Specific LinkedIn Audiences by appending your URLs
  24. 24. @marketingmojo | #smx #33B | BE IN IT FOR THE LONG HAUL • Use the 540 day maximum setting for collecting LinkedIn Audiences • You essentially paid LinkedIn to give you that remarketing audience – Milk it for all its worth as long as you can.
  25. 25. @marketingmojo | #smx #33B | DISPLAY REMARKETING • Keep cycling new content assets with Display › White Papers › Webinars • Customize message to the audience when you go for the Direct Sale
  26. 26. @marketingmojo | #smx #33B | DON’T GO TOO FAR • You just connected with the ultimate match • Play it cool and use some frequency capping • The audience shouldn’t feel like it’s being stalked
  27. 27. @marketingmojo | #smx #33B | ABOUT THE HORIZONTAL RELEVANCE THING… • You can now use remarketing lists with your Search Advertising • RLSA – Remarketing Lists for Search Advertising • You need a minimum 1,000 people in your remarketing audience • Bid more aggressively and broadly on that LinkedIn Audience
  28. 28. @marketingmojo | #smx #33B | HERE’S THE CATCH • It can take a while to build audience sizes with this method… Months…
  29. 29. @marketingmojo | #smx #33B | ITS B2B - KEEP IT ALL RELATIVE • How many decision makers that would ever buy your product or service are there? • The more expensive and longer the commitment the smaller the audience THIS Not This
  30. 30. @marketingmojo | #smx #33B | Google Retargeting ads focused on dogs show to user User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) User clicks on social ad Mark person as dog lover Ad targeted towards dog lovers Landing page, focused on dog products OH YEAH, YOU CAN TOTALLY DO THE SAME THING FOR B2C WITH FACEBOOK
  31. 31. @marketingmojo | #smx #33B | THAT’S ALL FOLKS… TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller