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SEM Skills & Integrated Social Psychographic Display Advertising Hacks By Marty Weintraub

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: Paid Search & Social: Twin Children Of Different Mothers. PRESENTATION: SEM Skills & Integrated Social Psychographic Display Advertising Hacks - Given by Marty Weintraub, @martyweintraub - aimClear, Founder . #SMX #14B

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SEM Skills & Integrated Social Psychographic Display Advertising Hacks By Marty Weintraub

  1. 1. #SMX #14B @MartyWeintraub Marty Weintraub, Founder SEM Skills & Integrated, Social Psychographic Display Advertising Hacks
  2. 2. #SMX #14B @MartyWeintraub Marty Weintraub, Founder SEM Skills & Integrated, Social Psychographic Display Advertising Hacks
  3. 3. #SMX #14B @MartyWeintraub Search-Marketing Skills Make Fabulous Social Psychographic Performance Marketers
  4. 4. #SMX #14B @MartyWeintraub Reaching TAO Of Search/Social Integration Is Crucial
  5. 5. #SMX #14B @MartyWeintraub Use Your Words
  6. 6. #SMX #14B @MartyWeintraub Find Closely Related Root Semantics In Facebook
  7. 7. #SMX #14B @MartyWeintraub How Do Advertisers Value Intent
  8. 8. #SMX #14B @MartyWeintraub TACTIC 1: Map Search Roots to TOF Social Roots (Yep, Often Low Intent)
  9. 9. #SMX #14B @MartyWeintraub Templated, search-powered social PPC keyword mapping
  10. 10. #SMX #14B @MartyWeintraub Differentiating Tactic: Gelatinize Mushy Social Intent
  11. 11. #SMX #14B @MartyWeintraub
  12. 12. #SMX #14B @MartyWeintraub Camaro Root + Purchase Intent + $$$$
  13. 13. #SMX #14B @MartyWeintraub
  14. 14. #SMX #14B @MartyWeintraub Map Creative, Text & Image FB Posty Elements
  15. 15. #SMX #14B @MartyWeintraub Build Layered Targeting/Creative Templates Map Search Roots & Known Conversion Queries to Literal Psychographic Roots & Creative
  16. 16. #SMX #14B @MartyWeintraub Go Deep With Clever Template Layers + Vertical Creative
  17. 17. #SMX #14B @MartyWeintraub EXTEND Search! Retarget to keep the Query ALIVE
  18. 18. #SMX #14B @MartyWeintraub • Retarget Keyword PPC with Keywords & Queries in Creative • Map to Image & Text Fields • Accomplished with Custom Audiences Segmented by UTM KW Tags
  19. 19. #SMX #14B @MartyWeintraub • Intent, Income, electronics, etc. • Site Wide Open or Segmented • Use Keywords & Queries In Creative Fields Apply Psychographic Retargeting Filters, Clarifying Layers To Social Retargeting
  20. 20. #SMX #14B @MartyWeintraub Layer Search & Social “Hops” To Curate Data On A Pool Of True, Targetable, Personas Holding Both Search And Psychographic Data.
  21. 21. #SMX #14B @MartyWeintraub Blended Tactics Results: (Car Research/Lead Gen Mainstay) Templated, Search-Powered Social PPC Keyword Mapping • 27 days. $76,640 • Compiled KWWinners + 3rd party competitor KWs. Mapped Search to Psychographics § Clarifying Intent Layers § Auto-generated Creative § 1,000 daily leads within 5 weeks. § Social lead volume skyrocketed from 0% to 33% of house paid mix, eclipsing affiliate marketing. Filtered Retargeting,Verticle Creative including KWs Scaled weekly spend 600+% over 4 weeks ($5,880 to $43,300). • 311% + conversion (609 to 2,505), 14% under CPA goal ($17.28 vs $20 search goal). • +140 % weekly site-generated ad revenue ($4,155 to $9,980 for test pages).
  22. 22. #SMX #14B @MartyWeintraub Search-MarketersMake Wonderful Social Psychographic Performance Marketers.
  23. 23. #SMX #14B @MartyWeintraub Use Your Words Map search semantics to literal keyword- based Facebook targeting with templated clarification layers
  24. 24. #SMX #14B @MartyWeintraub marty@aimclear.com
  25. 25. #SMX #14B @MartyWeintraub THANK YOU!

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