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How to Reach Ideal Customers Using Search & Social Tactics - SMX West 2017 - Michael McEuen of AdStage presentation

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Multidisciplinary search marketers (yes, that means you!) are best prepared to handle the growing complexity of digital advertising and fulfill the omnichannel promise. If you've mastered scripts, bid modifications and elaborate combinations of extensions, using paid search and social media together could be your next big move.

In this session, you'll learn how to apply your hard-earned expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.

Michael McEuen, Director of Marketing at AdStage reveals insights on how to reach your best fit customers using search and social paid media tactics.

Published in: Marketing
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How to Reach Ideal Customers Using Search & Social Tactics - SMX West 2017 - Michael McEuen of AdStage presentation

  1. 1. #SMX #XXA @Lonohead Marrying Search & Social Strengths to Drive More Sales How to Reach Ideal Customers Using Advanced Search & Social Tactics
  2. 2. #SMX #XXA @Lonohead Michael McEuen is the Director of Marketing at AdStage, the leading cross-network online advertising platform. He possesses over 7 years of paid media experience, having led agency and in-house acquisition teams. A Bit About Me
  3. 3. #SMX #XXA @Lonohead AdStage is a powerful cross-channel advertising platform, helping digital marketers easily report, automate, and manage paid search & social campaigns all under one roof. About AdStage
  4. 4. #SMX #XXA @Lonohead THE CASE FOR CROSS-NETWORK ADVERTISING
  5. 5. #SMX #XXA @Lonohead It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead -Forrester Research
  6. 6. #SMX #XXA @Lonohead Paid Media Needs to Account for a Multi-Touch World.
  7. 7. #SMX #XXA @Lonohead DETERMINING BEST-FIT CUSTOMERS
  8. 8. #SMX #XXA @Lonohead Defining Your Ideal Customer Profile Connect with Sales Talk to Customers Tap into your CRM
  9. 9. #SMX #XXA @Lonohead Use Historical Data to Your Advantage
  10. 10. #SMX #XXA @Lonohead Crafting Your Personas
  11. 11. #SMX #XXA @Lonohead USING CROSS-NETWORK TECHNIQUES TO REACH YOUR IDEAL CUSTOMER
  12. 12. #SMX #XXA @Lonohead Assign Ad Campaigns to Part of the Sales Funnel 1. Brand Awareness 2. Engagement 3. Consideration 4. Decision
  13. 13. #SMX #XXA @Lonohead 1. Brand Awareness Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition
  14. 14. #SMX #XXA @Lonohead 2. Engagement Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet
  15. 15. #SMX #XXA @Lonohead 3. Consideration Search Queries: {keyword} prices, {keyword} reviews, {keyword] vs. {keyword}, competitor terms, best category keywords Unpublished Sponsored Tweet Direct Sponsored Content Dark Sponsored Post Search Text Ads
  16. 16. #SMX #XXA @Lonohead 4. Decision Search & RLSA Text Ads Search Queries: Brand keywords High buying intent keywords Specific product line, service, or offering keywords
  17. 17. #SMX #XXA @Lonohead Retargeting Can Be Used to Help Accelerate Each Stage Example retargeting funnel stages, triggered by web custom/tailored audience buckets
  18. 18. #SMX #XXA @Lonohead Cross-Network Plays
  19. 19. #SMX #XXA @Lonohead B2B Demand Generation: Driving New Contacts & Lead Nurturing
  20. 20. #SMX #XXA @Lonohead Campaign Targeting: A) Company + Function + Geo B) Company + Job Title + Geo C) Company + Function + Skills + Geo Step #1 Sponsored Content Text Ads Step #2 Form fill for a demo or gated content piece Campaign Targeting: Custom/Tailored/Customer Match Audiences matched from your MA exported leads based on Lead Status /Campaign Sponsored Post Google Display Sponsored Tweet Blog content Infographics eBooks
  21. 21. #SMX #XXA @Lonohead Web Acquisition: Search Traffic with Social Retargeting
  22. 22. #SMX #XXA @Lonohead Step #1 Step #2 Search Ads Targeted landing page Non-converted traffic Unpublished Post Promoted Only Tweet Retargeting dedicated pageCampaign Targeting: Web Custom/Tailored Audience by URL string visited Campaign Targeting: Search queries Geo
  23. 23. #SMX #XXA @Lonohead Lookalike Modeling: Display Conversions Modeled From DR Campaigns
  24. 24. #SMX #XXA @Lonohead Unpublished Post Direct Sponsored Content Promoted Only Tweet Search Advertising Customer 1% Lookalike Customer Custom Audiences Tailored Audience Expanded Targeting Google Analytics Smart Audiences
  25. 25. #SMX #XXA @Lonohead Use Impact Visuals Above, Move Presentation Title As Needed 1. Use customer profiles to inform ad targeting. 2. Align campaigns & budgets to funnel stages. 3. Think about Search & Social in an eco-system. TAKEAWAYS LEARN MORE: WWW.ADSTAGE.IO

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