How to Leverage A Strategic Mix of Search and Display Advertising for Maximum ROI
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A comprehensive online advertising strategy should include a combination of search and display. To streamline the process and get maximum payoff for the time and effort involved, B2B marketers need to create a plan that best incorporates both channels in the most efficient way. This presentation covers the most successful approaches to blending search and display and use both in a way that allows each to support and complement the other. You’ll learn: Tips on the most effective ways to align search and display Ways that search has evolved way beyond simple keywords Why retargeting has had such a major impact How expanded sources of data have affected display advertising About KEO Marketing KEO Marketing, a leading B2B marketing agency in Phoenix, is committed to developing marketing strategies and plans that help clients succeed. Some of the world’s largest brands have depended on KEO Marketing for marketing programs that deliver tangible and substantial results. Led by business growth and marketing expert, Sheila Kloefkorn, KEO Marketing Inc. specializes in innovative marketing strategies that deliver results. Some of these solutions include lead generation and nurturing, integrated marketing, marketing automation, inbound marketing, content marketing, search engine optimization, search marketing, email marketing, creative, video marketing, website design and development, app development, online and traditional advertising, local and mobile marketing and much more.
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How to Leverage A Strategic Mix of Search and Display Advertising for Maximum ROI
- 1. HOW TO LEVERAGE A STRATEGIC MIX OF SEARCH AND DISPLAY ADVERTISING FOR MAXIMUM ROI © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Sheila Kloefkorn President sheila@keomarketing.com Ryan Grimes Director ryan@keomarketing.com
- 2. OUR AGENDA What are inbound marketing, search advertising and display advertising How have search & display advertising changed over the past 12-24 months How to leverage these channels to generate more leads and customers 1 2 3 © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.
- 3. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Components of inbound marketing today INBOUND MARKETING CONTENT SOCIAL MEDIA SEARCH ANALYTICS SOCIAL ADVERTISING GOOGLE ADWORDS BING ADCENTER PAID ADVERTORIAL CO-MARKETING
- 4. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. What is Search Advertising? Paid advertising (PPC) in search results. Google Adwords & Bing AdCenter have been two of the top choices for this type of advertising for many years now.
- 5. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. How does search influence the buying cycle? Lead Generation Revenue / eCommerce Brand Visibility Research Phase
- 6. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. What is Display Advertising?
- 7. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Display vs Search in the Past Display Advertising historically has been more about branding and awareness Search was more about attracting inbound leads and revenue generation DISPLAY SEARCH
- 8. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Today Search and Display Overlap Today, technology has improved so marketers can better target, track and message to prospects.
- 9. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. What have we learned over the last few years?
- 10. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. What has changed with Search Advertising?
- 11. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Google Adwords & Retargeting • Google Adwords targeted advertising • Retargeting • RLSA or Remarketing Lists for Search Ads
- 12. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Audience Targeting – Customized Segmentation Data Management Platforms now collect data from multiple sources and provide this data to 3rd party ad networks allowing for customized segmentation for your display ads. This type of advertising is often referred to as Audience targeting.
- 13. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Programmatic Advertising Programmatic advertising not only allows you to advertise your message, to a specific audience based on the filtering criteria discussed, but also have your advertising campaigns learn as they progress.
- 14. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Retargeting or Remarketing
- 15. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. How to best leverage search & display? Each channel, search & display advertising, can provide a lot of opportunity and value but running an integrated campaign provides synergy that will maximize your results. Consider running Display campaigns to drive initial awareness, using an education piece of content such as an eBook.
- 16. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. How to best leverage search & display? Retargeting again allows companies to target ads back at me once I’ve been on their website.
- 17. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Inbound marketing: Shift toward the customer ATTRACT CONVERT CLOSE DELIGHT Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart Calls-to-Action Email Workflows
- 18. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Use personas to further define your targets and messaging - Buyer Persona Institute, Inc. Buyer Persona Profile Priority Initiative Success Factors Perceived Barriers Decision Criteria Buyer’s Journey Persona Name Industry, Geographic or other segments Rules Reports to Education Solutions, Sales Play or campaign MY RESPONSIBILITIES • Effective planning and implementation of marketing content • Establishing and adjusting strategies to meet goals • Engaging in business partner relationships with clients and/or cross-functional resources HOW I AM EVALUATED • Knowledge of marketing project workflow process and digital process lifecycle • Attention to detail and accuracy • Quality of written, presentation and verbal communication skills • Knowledge of digital and social media analytics INFORMATION RESOURCES I TRUST • Business professionals (peers) • Consultants • Internet / websites • Business social media • Events / conferences • Personal social media Jenn Digital Marketing Manager, Marketing Manager, Agency Owner Bachelors in Marketing, Advertising, Communications Email Marketing VP Marketing or Agency Owner B2B
- 19. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. CASE STUDY: PROFILES INTERNATIONAL Audience Targeting: Testing for the right audience has led to display advertising on LinkedIn to have a 50% higher conversion rate with a CPL 30% less than Search. This is a lead generation opportunity and not just a branding channel.
- 20. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. CASE STUDY: CYRUSONE Starting with a Search Retargeting with image ad. Retargeting campaign drives 36% of leads at a cost per lead 80% greater than search. Need search initially but close with display.
- 21. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. The KEO Marketing B2B Marketing Success Formula INSIGHT SELLING STRATEGY MARKETING AUTOMATION LEAD NURTURING INBOUND MARKETING LEAD GENERATION EDUCATION CONTENT MARKETING SEMINARS MOBILE LOCAL SOCIAL Develop and target prospects with insights designed to disrupt their thinking and help them realize they have a unique problem you can solve Target your dream clients/customers and reach them through proven inbound marketing campaigns Create and deploy compelling content and educational marketing to help clients/customers research solutions and position your company as an authority Target marketing campains and messages with a mobile, local and social focus to best reach clients/customers where they live Deploy an infrastructure to monitor, track and propel leads through a system designed to provide solutions when they are ready
- 22. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Sheila Kloefkorn sheila@keomarketing.com linkedin.com/sheilakloefkorn keomarketing.com/blog @keomarketing linkedin.com/company/keo-marketing facebook.com/keomarketing gplus.to/keomarketing Ryan Grimes ryan@keomarketing.com linkedin.com/ryansgrimes
Editor's Notes
- Search Advertising, also commonly referred to as pay-per-click or cost-per-click, allows for a company to be visible in the search results for a page with a targeted ad based on a specific keyword their target prospect may be searching for, allowing them to promote a targeted message to the target audience at the moment they are looking. Google Adwords & Bing AdCenter are two of the top choices for this type of advertising for many years now. This is Pull advertising – in that a prospect is “pulling” in results they are asking for. It’s also possible to leverage search engines to target ads across the web to sites that include content targeted advertising. These can be either text or image ads and was the beginning steps of seeing value in targeted display and search advertising years ago.
- Search Advertising, for lead generation or for revenue / eCommerce goals, is very targeted towards the bottom funnel of the sales cycle due to the need to purchase that visitor / click. Additional analysis and careful optimization must be done for top funnel paid search advertising in terms of attribution to be sure the paid spend for these keywords is driving positive ROI. It’s also possible to leverage search engines to target ads across the web to sites that include content targeted advertising. These can be either text or image ads and was the beginning steps of seeing value in targeted display and search advertising years ago.
- Display Advertising comes in many forms. This type of advertising in general has a goal to drive more brand or product awareness. Display Ads are not requested, but rather pushed onto users in a variety of forms. Ads comes to us on social channels, on other websites, on emails we received from publishers, on our mobile aps, on videos we watch
- Since Display Advertising historically has been more about branding and awareness, while Search was more about lead and revenue generation, marketers approached them completely separately without integration in most cases. Today, technology has improved so marketers can better target, track and message to prospects. In this example I’m being targeted by Pardot, a marketing automation tool, due to the data points they know about me likely.
- Since Display Advertising historically has been more about branding and awareness, while Search was more about lead and revenue generation, marketers approached them completely separately without integration in most cases. Today, technology has improved so marketers can better target, track and message to prospects. In this example I’m being targeted by Pardot, a marketing automation tool, likely due to the data points they know about me.
- Leveraging both Search and Display together is now best practice. The uplift seen in search when running display and the specific targeting we can now do on either channel.
- Search Advertising has continued to expand with functionality and the search results have changed over time as well. The main section above the fold in the Google search results is primarily ads now, including Shopping results which are paid now.
- http://services.google.com/fh/files/misc/google-winning-the-second-chance-rlsa-best-practices.pdf Google Adwords has also increased functionality allowing for more targeted advertising. The ability to retarget someone with a search result text ad based on if they visited specific content of your website, or what keyword they search for became available and is known as RLSA or Remarketing Lists for Search Ads. This means if I visited Infiniti’s website looking at a specific car, but later I searched on Google “buy new Acura”, Infiniti could remarket a new customized ad to me. Based on case studies provided by Google Adwords, results show dramatic increased in Conversion Rates and Return on Ad Spend.
- Display Advertising today has grown into a data driven channel. Data Management Platforms now collect data from multiple sources, aggregate and provide to 3rd party ad networks allowing for customized segmentation for your display ads. This type of advertising is often referred to as Audience targeting. For example, if you only wanted your ads to display to people who were known to be from a specific industry, or from a certain size company like SMB vs. Enterprise, or only to specific Geographies, this is easily done now. And the list of these filtering criteria typically goes on and on when working with these 3rd party ad networks. So now you can target the right message to the right person rather than blasting a message to everyone!
- As Audience targeting matured, many technology based advertising companies started to develop the software to allow for what is now called Programmatic advertising. Programmatic advertising not only allows you to advertise your message, to a specific audience based on the filtering criteria discussed, but also have your advertising campaigns learn as they progress. They will learn what audience targets perform better, what placements perform better, what creative message or call to action performs better, what day of week and so on. The campaigns then automatically optimize to provide the strongest ROI possible.
- Retargeting, or Remarketing, has been a game changer within the display advertising channel. Many vendors have offered this for years but more recently it has evolved with the ability to leverage Audience targeting and Programmatic technology. This type of advertising allows for a company to server up ads to anyone who has visited their website, given their website puts a cookie (computer tracking file) on visitor’s computer or device. Combined with audience targeting, you can also customize the message based on what you know about the visit, what page(s) they viewed, if they completed any call to action or any other metric. Talk about excluding most bottom funnel converters Talk about targeting a message based on the content they viewed – if around SEO, target a SEO message, if around Event marketing target a different message
- Each channel, search & display advertising can provide a lot of opportunity and value but running an integrated campaign provides synergy that will maximize your results. Consider running Display campaigns to drive initial awareness, using an education piece of content such as an eBook. This may draw in attention, even if it doesn’t drive a visit or conversion. Later the fact that I saw that ad may cause me to search for the brand or product where a more direct call to action could be used to Demo the solution. We see this with the Pardot ads here.
- Retargeting again allows companies to target ads back at me once I’ve been on their website. In each of these cases I did not convert by filling out any lead or demo request form, so their ads show up for me on LinkedIn and Facebook so they stay top of mind, with offers for a Guided Tour of Free Trial. This can be done at different levels of the customer journey or sales cycle as well.
- http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf Inbound marketing is leading a shift away from the internal focus on sales, marketing, and product, toward strategic decision-making based on the wants and needs of the customer. Advertising messaging, audience targeting and remarketing can now be planned out to meet each phase of the sales cycle. Sixty percent of companies will execute inbound marketing strategies in 2013 • Marketers allocate 34% of their overall budgets to inbound tactics – 11% more than they dedicate to outbound strategies, like banners, direct mail, and more. • This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace.
- http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/320930/Video-The-Difference-Between-Interruption-and-Disruptive-Marketing http://jess3.com/eloqua-history-disruptive-b2b-innovations/ http://www.forbes.com/sites/mckinsey/2013/10/15/sales-disruption-eruption-b2b-sales-go-consumer/ http://multichannelmerchant.com/marketing/b2b/the-looming-disruption-of-b2b-marketplaces-2-26032013/
- As Audience targeting matured, many technology based advertising companies started to develop the software to allow for what is now called Programmatic advertising. Programmatic advertising not only allows you to advertise your message, to a specific audience based on the filtering criteria discussed, but also have your advertising campaigns learn as they progress. They will learn what audience targets perform better, what placements perform better, what creative message or call to action performs better, what day of week and so on. The campaigns then automatically optimize to provide the strongest ROI possible.
- As Audience targeting matured, many technology based advertising companies started to develop the software to allow for what is now called Programmatic advertising. Programmatic advertising not only allows you to advertise your message, to a specific audience based on the filtering criteria discussed, but also have your advertising campaigns learn as they progress. They will learn what audience targets perform better, what placements perform better, what creative message or call to action performs better, what day of week and so on. The campaigns then automatically optimize to provide the strongest ROI possible.