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Marketo Ad Bridge: The Future of Ad Retargeting is Here
The document discusses the future of personalized ad retargeting, emphasizing its importance for online advertising due to low conversion rates and ineffective audience targeting. It outlines how retargeting can bring previous visitors back to sites, resulting in improved lead quality and customer acquisition. Key strategies include defining target audiences, executing targeted campaigns, and measuring ROI to optimize advertising efforts.
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Marketo Ad Bridge: The Future of Ad Retargeting is Here
- 1. Marketo Ad Bridge: TheFuture of Ad Retargeting is Here David Myers Product Manager Marketo Brian Glover Sr. Product Marketing Manager Marketo “The future is already here, it’s just not very evenly distributed.” ~William Gibson
- 2. Page 2Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Overview • Retargeting – the what and why • Personalized ad retargeting is the future • Successful use cases and measuring ROI • How it works • How to get started
- 3. © 2014 Marketo,Inc. Marketo Proprietary and Confidential Retargeting – The What & Why
- 4. © 2014 Marketo,Inc. Marketo Proprietary and Confidential Online Advertising: Big Spend, Little Payoff • $133B spent on online advertising last year and will grow by 16% this year • 25% of digital marketing budget spent on online advertising and paid search • 2% of paid traffic on average will convert to lead
- 5. Challenge #1: Chasingthe Wrong People You have to cast a wide net to find the people who might be interested in you.
- 6. Page 6Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Your Website Attracts Crowds Of People Already Interested In You
- 7. Page 7Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Challenge #2: Only A Small Percent Of Website Visitors Convert
- 8. Retargeting Brings VisitorsBack to Your Site Retargeting ads appear across the web after you visit a specific website Prospect Your Site Prospect is Tracked Prospect Leaves Your Ad on Other Sites Prospect Returns to your site
- 9. Challenge #3: EvenWith Retargeting, Much Is Unknown
- 10. © 2014 Marketo,Inc. Marketo Proprietary and Confidential Personalized Ad Retargeting
- 11. Marketo Tracks Behaviors& Profiles Industry Organization Target account Revenue/size Region Persona Buying stage Products owned More… Professionals Geo-location Price sensitivity Purchase history Buying intent Engagement Customer profile Offers accepted More… Consumers
- 13. Ad Bridge: WhatCan It Do? Personalized Retargeting Ads Targeted Display Ads Optimized Pay-Per-Click Ads
- 14. Page 14Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Personalized Retargeting Ads Facebook Site Visit Leaves Site Industry: Healthcare Revenue: Enterprise Location: Canton, Ohio Interest: Lead Gen. Marketo Real-Time Personalization Visitor Display Network Sites Returns to site
- 15. Page 15Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 A Typical Conversion Funnel 5,000,000 people see your ads 0.1% click it (5000 people) 2% of them convert (100 Leads) 10% purchase (10 customers)
- 16. Page 16Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Even Small Improvements Lead to Big Results 5,000,000 ad view Per Month 0.1% click it (5000 people) 2% of them convert (100 Leads) 10% purchase (10 customers) 5,000,000 ad view Per Month 0.2% click it (10,000 people) 4% of them convert (400 Leads) 10% purchase (40 customers)
- 17. Page 17Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 What Are The Benefits? Increase lead quality Optimize ad spend Acquire customers faster
- 18. © 2014 Marketo,Inc. Marketo Proprietary and Confidential Successful Use Cases & ROI
- 19. Page 19Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads)
- 20. Page 20Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads)
- 21. Page 21Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads)
- 22. Page 22Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads)
- 23. Page 23Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads) These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads
- 24. Page 24Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads) Higher Ed B2B: Enterprise B2C: Consumer Marketing Competitor Customers Lead MGMT for Enterprise Generate New Customers. Step-by-Step Guide to Nurture Leads Marketo.com Marketing For High Ed Increase Enrollment & Engagement. Download Free Report to Learn More. Marketo.com/Higher-Education
- 25. Page 25Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Personalized Retargeting (General)
- 26. Page 26Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Personalized Retargeting (Higher Education)
- 27. Page 27Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Personalized Retargeting (Advertising) Higher Education Healthcare Enterprises
- 28. © 2014 Marketo,Inc. Marketo Proprietary and Confidential Measure and Optimize
- 29. Page 29Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Typical Engagement Goals • Generate awareness with targeted accounts • Increase web engagement, educate • Convert more qualified leads, generate revenue • Optimize ad budget ROI TIP: Take snapshot of visitation, duration stats pre and post campaigns.
- 30. Page 30Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Measure, Learn & Optimize
- 31. Page 31Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Measure, Learn & Optimize
- 32. © 2014 Marketo,Inc. Marketo Proprietary and Confidential How Does It Work?
- 33. Page 33Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 How does it work 1. Connect to relevant ad networks 2. Define Customized Audience 3. Set up ad campaigns
- 34. Page 34Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Connect to Ad Networks
- 35. Page 35Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Define Customized Audience
- 36. Page 36Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Set Up Campaigns in Ad Networks
- 37. Page 37Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Key Takeaways • Target only the right people, across ad channels & web • Personalize their ad and online experience • Optimize your efforts based on what's really working for your target audiences
- 38. Page 38Marketo Proprietaryand Confidential | © Marketo, Inc. 5/21/2015 Getting Started Define Target Audience Execute targeted campaigns on Ad Networks Measure and optimize
- 39. Thank you For moreinfo: www.marketo.com/ad-bridge/ Brian Glover David Myers bglover@marketo.com dmyers@marketo.com Marketo Ad Bridge: The Future of Ad Retargeting is Here
Editor's Notes
- #4 What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- #6 Targeting people based on their demographics and firmographics w/o really knowing much about them Turns out many aren’t interested So how do you find people who are interested in you?
- #8 That’s because 96% aren’t ready to provide their information or buy a product. Think about the thousands or even millions of people coming to your site every month who leave without converting How do you get them to come back to your site?
- #10 Have I bought products before? Have I responded to messages and offers received through other channels? Where am I in the buyer journey? How engaged am I overall?
- #11 What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- #12 Marketo builds customer profiles from demographic data, firmographic data and past behaviors across channels Our engagement marketing platform knows what you’ve purchased before, what you’re interested in now and where you are in your buyer journey We give marketers the ability to segment on this data to build highly targeted, relevant campaigns Even if you’re an anonymous website visitor, we know your industry, organization, whether you’re on a target account list, size, region and geo-location
- #14 Personalized retargeting ads – integrate Marketo to Facebook and create custom audiences with your retargeting segmentand Google Targeted display ads – push lists of contacts to Facebook, LinkedIn Lead Accelerator or to a data management platform, like Turn, Media Math or Rocketfuel Optimized pay-per-click ads – for Google AdWords, Ad Bridge sends offline conversation data for each stage in the buyer journey, allowing you to optimize your keyword bidding around the search terms that bring you paying customers. Today, we’re going to focus on Personalized Ad Retargeting
- #17 You run some search engne ads or banner ads and can easily reach millions of impressions per month, anyone who’s used google, facebook, linkedin or any other ad network knows this. But then, very few of them interact with these ads and even fewer ever convert. Even if your nurturing processes are excellent (and if you’re a mkto customer they probably are) and your sales people are born killers – you still end up with just a few customers So, we start with this (stadium) and end up with this (fans in stands)
- #19 What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- #29 What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- #33 What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.