Paid Advertising, or Search Engine Marketing (SEM), is an incredibly powerful medium for reaching your target customers, driving MQLs and SQLs, and raising ROI. It also provides unparalleled data that gives your entire marketing operation a massive advantage over other digital marketing strategies. But, just as paid advertising is powerful, it can also be dangerous and expensive. Are you making the most of the SEM opportunity? Are you missing valuable opportunities to generate quality leads, MQLs, and SQLs? Are you wasting money on ill advised strategies? During this Web Clinic, our Head of Operations Andrew Seidman will cover: 3 Common Paid Advertising Mistakes You’re Probably Making How to capture value at bottom, middle, and top of funnel The three highest value strategies you need to implement right away Don’t miss these actionable insights that can drive measurable results for your marketing organization!

1. Common Paid Advertising
Mistakes Your Company is
Making

2. Contact: Andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency
focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Get Funnel Visibility
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation

3. Contact: Andrew@digitalreachagency.com | Digital Reach
1 Problem: Not Seeing The Full Picture
2 Problem: Not Attributing Success
3 Problem: Not Personalizing The Funnel

4. 4
Not Seeing the Full
Picture

5. Paid Media isn’t just Paid Media
There is a tendency to view “paid” as a blanket form of content distribution.
Actually, “paid” is the most versatile means of content distribution, allowing you to
target each funnel section with specific methodology.
Are you evaluating your paid media as one unit, or are you looking at the
relationship between channels and KPIs?

6. Common KPI Mistakes
● Not maxing out bottom-of-funnel revenue producing channels
● Expecting awareness marketing to drive short-term ROI instead of Leads
● Evaluating MQLs as bottom-of-funnel successes
● Hoping for targeted search and display to produce ROI instead of MQLs

7. Paid Media isn’t just Paid Media
Identifying Funnel Stages
The Buyer Journey is the experience a contact goes through when engaging with our product. It has seven
phases that correspond with which department is ultimately responsible for them:
Unaware ConsiderationAwareness Informational Buying Using Advocating
Marketing Sales Account
Manage
ment

8. Bottoms Up - Consideration
Consideration phase marketing should be the most revenue-producing and
productive. It should also be the first place you maximize your budget.
● Remarketing
● Brand Campaigns
● Competitor Campaigns
Target KPIs:
● Revenue
● SQLs
image: wordstream.com

9. MQL-Land: Informational
Informational marketing should be largely focused on moving people from Leads
to MQLs. These people are learning about their problems and may be just
discovering your solution.
● Targeted Search Campaigns
● DSP / Highly Targeted Display
Target KPIs:
● SQLs
● MQLs
image: larocqueinc.com

10. Awareness Marketing. Buckle up!
Awareness marketing is about spreading brand recognition and catching people in
the top of funnel. It is NOT about short-term ROI.
● DSP / Highly Targeted Display
● Broader Search
● Broader Display
Target KPIs:
● New Leads
● Unique Visitors
image: www.pinterest.com/ThinkSEM

11. 11
Not Attributing
Success

12. Without attribution, who’s to say?
Even if you understand what your KPIs are supposed to be, you need attribution
that you can trust.
The Holy Grail of Attribution?
● At least two touches (ideal is weighted multitouch)
● Clear UTMs that show campaign, content, keyword (following a guideline)
● Clear reports that show effectiveness of sources, mediums, and other
marketing info by Lead, MQL, SQL, Opportunity, Closed Won, and ROI
● Clear reports that show effectiveness of content and campaigns by Buyer
Journey Phase

13. Common Attribution Mistakes
● Not understanding how attribution works/functions
● Not considering touches beyond the first (or the last)
● Not using standardized UTMs (or UTMs at all!)
● Not using attribution data to drive marketing strategy
● No clear and trustworthy attribution reporting
http://www.quickmeme.com/meme/3uppip

14. Attribution is the first thing we do.
Now, you’ve got your ads all targeting the right funnel sections. How can you make sure
they are doing what they need to do?
How can you prove success?

15. Contact: Andrew@digitalreachagency.com | Digital Reach 15
Closed Loop Reporting
Custom Analytics Setup to tie cross-channel visitor data to revenue in CRM.
How It Works

16. Contact: Andrew@digitalreachagency.com | Digital Reach 16
Closed Loop Reporting
Some keywords might drive the majority of leads, but with attribution you’ll see which keyword
themes drive the most revenue.
How It Works

17. Seeing fully attributed funnel data.

18. 18
Not Personalizing the
Funnel

19. Let’s make the machine run.
Once you identify the people you want to target, in the phases you want to target,
via the mediums you want to use, it’s time to personalize.
● What content speaks to each experience?
● Are you aligning your content with the both the right campaigns and the right
mediums?
● Are you dispersing valuable data to your other marketing efforts for multi-
channel personalized touches?

20. Common Personalization Mistakes
● Standard content that is too broad to be resonant
● Misaligned content (e.g. hitting informational leads with case studies)
● Sending traffic to the home page or generic landing pages
● Bottom of funnel content that doesn’t appeal to buying intent
● Outdated content that is no longer relevant to the current experience or
product
● Exhausted content that your prospects are tired of seeing
http://beautyforbrekkie.com/big-mistake-meme/

21. Aligning Personalized Content
If your mediums and campaigns are well selected to your buyer journey phases,
you should know roughly what to use!
● Awareness: “Have you noticed this problem?”
○ Example: Targeted Display going to high quality ungated information page
● Informational: “Let’s learn about this problem.”
○ Example: Targeted Display going to gated info pages (e.g. webinars or
downloadables)
● Consideration: “Here’s why solving this problem is worth it.”
○ Example: Targeted Search going to interactive solutions page
● Buying: “Here’s why you should buy from us”
○ Example: Remarketing going to pricing, comparisons, and case studies

22. Personalized Landing Page Experiences
Your visitors should have web experiences that match their own process through
the buyer journey.
● Connect your ads with highly relevant landing page experiences
● Utilize a landing page builder like Instapage to quickly develop high quality
landing pages
● Work with a personalization tool like Optimizely or Demandbase
● Perform CRO on your landing pages!
https://www.memecreator.org/meme/you-get-personalization.-and-you-get-personalization...-everyone-gets-personaliz/

23. Refresh your content!
Even if you haven’t reached a statistically significant winner, refresh your ads
anyway!
● Ad lists get exhausted just like email lists
● Regular content rotations gives you a better chance of striking gold
● Keep your brand new and engaging!
https://imgflip.com/i/15dy4y

24. • Utilized & Maxed out bottom of funnel marketing (remarketing, brand,
competitor)
• Cross-utilized data to drive SEO efforts
• Custom landing pages attacked buyer journey phases and personalized
toward key industries
How Zinc.it rode smart SEM to an acquisition

25. 25
Get Your LIVE Site
Analysis

26. Site Analysis
Andrew
Seidman
Head of
Operations
In a 30 minute consultation, learn:
✓ Where you stand in relation to competitors
✓ Measure revenue opportunity from Search
✓ What you can do to accelerate your SEO results
Get a second opinion on your approach to SEM