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Targeting Is The New Retargeting by Tad Miller

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From the SMX East 2014 Conference in New York City, NY. SESSION: Targeting Is The New Retargeting. PRESENTATION: Targeting Is The New Retargeting - Given by Tad Miller, @jstatad, VP of Accounts - Marketing Mojo. #SMX #33B

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Targeting Is The New Retargeting by Tad Miller

  1. 1. @marketingmojo | #smx | marketing-mojo.com Targeting is the New Retargeting #SMX • Presented by Tad Miller of Marketing Mojo
  2. 2. @marketingmojo | #smx | marketing-mojo.com PRESENTER TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
  3. 3. @marketingmojo | #smx | marketing-mojo.com 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 | marketing-mojo.com B2B ADVERTISING IS ALL ABOUT TARGETING Show Ads to THIS GUY!
  5. 5. @marketingmojo | #smx | marketing-mojo.com Not his Receptionist
  6. 6. @marketingmojo | #smx | marketing-mojo.com Not in the market for $10,000 a Month Server Monitoring Software
  7. 7. @marketingmojo | #smx | marketing-mojo.com Different Income Bracket
  8. 8. @marketingmojo | #smx | marketing-mojo.com ENTERPRISE-LEVEL SOFTWARE AS A SERVICE CLIENTS
  9. 9. @marketingmojo | #smx | marketing-mojo.com HOW MANY COMPANIES CAN AFFORD YOUR PRODUCT ? ???
  10. 10. @marketingmojo | #smx | marketing-mojo.com PROBLEM: WHAT KEYWORDS CAN I USE TO GET JUST EXECUTIVES IN MY PERSONA ? I search just like you, except every query starts with “Enterprise Level…”
  11. 11. @marketingmojo | #smx | marketing-mojo.com APPENDING “ENTERPRISE” • You can append the word “enterprise” onto your keywords • Just shrinks the audience size and likely eliminates qualified searchers
  12. 12. @marketingmojo | #smx | marketing-mojo.com DEVELOP PERSONAS • Job Titles • Company Size • Job Skills • Education /Certification • Income • Professional Interests • Group Membership • Company • Location
  13. 13. @marketingmojo | #smx | marketing-mojo.com WHERE DOES ONE GO TO HUNT THE C-SUITE & DECISION MAKERS ?
  14. 14. @marketingmojo | #smx | marketing-mojo.com LINKEDIN IS THE ANSWER FOR B2B ADVERTISING • More than 100,000 million members in the USA • 2 new members per second • 40% of members check LinkedIn daily
  15. 15. @marketingmojo | #smx | marketing-mojo.com LINKEDIN HAS B2B SCALE
  16. 16. @marketingmojo | #smx | marketing-mojo.com WHERE DECISION MAKERS HANG OUT • 74% of business decision-makers in North America and Europe say they use LinkedIn for business purposes
  17. 17. @marketingmojo | #smx | marketing-mojo.com LINKEDIN DEMOGRAPHIC TARGETING • Location • Company • Industry • Company Size • Job Title • Seniority • Job Category
  18. 18. @marketingmojo | #smx | marketing-mojo.com BUT WAIT THAT’S NOT ALL • Job Skills • LinkedIn Group Membership • Gender • Age • EXCLUSIONS
  19. 19. @marketingmojo | #smx | marketing-mojo.com WHAT WORKS ON LINKEDIN White Papers Webinars
  20. 20. @marketingmojo | #smx | marketing-mojo.com NOT MUCH ON DIRECT SALES • Not great for: • Direct Sales • Demo Requests • Contact Us Form Completions • Quote Requests
  21. 21. @marketingmojo | #smx | marketing-mojo.com IT REALLY WORKS ON WHITE PAPERS • White Paper Conversion rates between 10% - 20% for conversion costs up to 600% less than search campaigns on the same asset
  22. 22. @marketingmojo | #smx | marketing-mojo.com That’s still an 80% to 90% Failure Rate!
  23. 23. @marketingmojo | #smx | marketing-mojo.com 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
  24. 24. @marketingmojo | #smx | marketing-mojo.com TAG YOUR URLS • Identify your Specific LinkedIn Audiences by appending your URLs
  25. 25. @marketingmojo | #smx | marketing-mojo.com 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.
  26. 26. @marketingmojo | #smx | marketing-mojo.com UTILIZE DISPLAY REMARKETING • Give the small B2B Audience “Scale” with Display Remarketing • Keep cycling new content • Eventually make the direct pitch
  27. 27. @marketingmojo | #smx | marketing-mojo.com RLSA AUDIENCES ARE SLOWER TO BUILD • RLSA lists use a different cookie and don’t track as fast as display remarketing audiences • Need minimum 1,000 in RLSA audience to use
  28. 28. @marketingmojo | #smx | marketing-mojo.com PLANT THE AUDIENCE SEEDS • Audience Growth is Slow
  29. 29. @marketingmojo | #smx | marketing-mojo.com 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 OR B2B WITH FACEBOOK
  30. 30. @marketingmojo | #smx | marketing-mojo.com “FRANKEN-TARGETING” SIMILAR AUDIENCES
  31. 31. @marketingmojo | #smx | marketing-mojo.com PROPRBLOEBML: EHMOW: S DIMOEILSA GRO OING LWE JHUADTG RE E“SGIMAIRLADR ?” Both Are Frogs. But… Google: “A similar audiences list is created from a remarketing list with at least 500 cookies with enough similarity in characteristics and interests to create a corresponding similar audience.”
  32. 32. @marketingmojo | #smx | marketing-mojo.com 500 COOKIES AIN’T GETTING IT DONE • Similar audience click quality is pretty bad • You have to use other filtering to clean it up if you want to generate new qualified B2B leads
  33. 33. @marketingmojo | #smx | marketing-mojo.com CONSIDER SKIPPING MOBILE DISPLAY • Who is using Mom & Dad’s phone ? • At a minimum exclude the placement: › Adsenseformobileapps.com • Consider using -100% mobile bid modifier
  34. 34. @marketingmojo | #smx | marketing-mojo.com EXCLUDE TOPICS WITH A MACHETE Dating & Personals Celebrity News & Gossip
  35. 35. @marketingmojo | #smx | marketing-mojo.com ADD RELEVANT “UPSCALE” TOPICS
  36. 36. @marketingmojo | #smx | marketing-mojo.com USE GOOGLE TO EAT THE RICH & FILTER OUT THE POOR
  37. 37. @marketingmojo | #smx | marketing-mojo.com LOCATION, LOCATION, LOCATION • Google AdWords actually has income targeting for both Search & Display – it’s just not where you think it would be Ads P
  38. 38. @marketingmojo | #smx | marketing-mojo.com HOUSEHOLD INCOME TARGETING
  39. 39. @marketingmojo | #smx | marketing-mojo.com WHERE DO YOUR ENTERPRISE B2B CUSTOMERS LIVE & WORK ?
  40. 40. @marketingmojo | #smx | marketing-mojo.com GREEN IS GOOD – BLUE NOT SO MUCH
  41. 41. @marketingmojo | #smx | marketing-mojo.com OH BY THE WAY… • Half the US population only lives in 100 counties – odds are so do most of your target enterprise-level B2B demographic targets
  42. 42. @marketingmojo | #smx | marketing-mojo.com LAST POINTS • It takes time to build scale with small niche B2B audiences • Set up your targeting first • It might take months to get the data necessary to make decisions with
  43. 43. @marketingmojo | #smx | marketing-mojo.com TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo THAT’S ALL

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