Social media offers targeted advertising options and precise demographic data not available through search. This allows ads to be tailored to interests, gender, age, job title and other factors. Both LinkedIn and Facebook provide social advertising, with Facebook having over 800 million users. Retargeting complements social ads by re-engaging visitors who did not initially convert, nurturing leads with related content. Combined, social media and retargeting provide a powerful way to engage prospects across platforms.

1. Harnessing the Power of
Social Media and Retargeting
Janet Driscoll Miller
CEO and PRESIDENT, Search Mojo

2. About Me
• 14 years in search
marketing
• President and CEO of
Search Mojo
• Online Marketing
Summit, SMX, Pubcon
and others
• Search Insider and other
blogs

3. Agenda
• Why Social?
• Social Advertising
– Options
– Benefits
– Challenges
• Social Logins
• Harnessing Social via Retargeting

4. Why Social?
• Offers what search often lacks
– High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level

5. Social Advertising

6. • 46.1% increase in ad growth*
• Revenue estimated at 226 million*
*eMarketer

7. LinkedIn Marketing Solution
• Display and social ads
• Dedicated LinkedIn account manager
• Minimum spend = $25,000/3 months
• Guaranteed inventory and delivery
• Cost per impression (CPM)
• As low as $25 CPL

8. Display/Social ads

9. Self-Serve Ads
• Text Ads with Small Image
• No Minimum Spend
• Cost per Impression OR
Cost per Click
• As low as $13 CPL

10. Self-Serve Text Ads

11. Things to Note
• Company vs. Personal Account
• Ad Day based on GMT
– No option for day parting
– For ET, starts next day at 7PM

12. Targeting

13. Search LinkedIn Suggest
• Search Alpha patterns [keyword] a,
[keyword] b, [keyword] c, etc. to find new
job titles and groups

14. Look at Recommended Similar Titles

15. Setting Up an Ad Campaign
• Headline:
25 characters
• Body:
75 characters
• Image:
50x50 pixels

16. Lead Collection
• People who click your ads have the option to
request contact
• Notified by email of request for more info

17. Challenges
• Text Ads need to be rotated frequently
• Display and Social ads need to be planned
very far in advance for LinkedIn Account
Manager
• Consider testing offers
– Limited time offers seem to drive more clicks

18. • Over 800 million active Facebook users
• Expected 2012 revenue from ads:
$5.74 billion
*eMarketer

19. Types of Ads
• Social Ads
– Ads that point to a location in Facebook
– Includes “Sponsored Story” ads
• Non-social Ads
– Ads that point to a location outside of
Facebook
• For either: pay by impression or by click

20. Social Ad Non-Social Ad

21. Incredibly Specific Targeting

22. Incredibly Specific Targeting

23. Incredibly Specific Targeting

24. Incredibly Specific Targeting

25. Targeting Tips
• Consider similar interests
– Example: moms with small kids
• Brands they may like:
– Gymboree
– Little Gym
– Fisher-Price
– Example: people who want “green” products
• Brands they may like:
– Whole Foods
• Other “likes”:
– Organic food
– Organic gardening
– Recycling

26. Challenges
• It’s not Google AdWords.
• Often low CTR.
– Don’t expect what you get in search ads.
• Social ads often outperform
non-social ads.
– Remember your goals!

27. Social Logins

28. Marketing Wall
• Benefits
– Gain more leads from content resources
– Get more information from existing leads
• Challenge
– More form fields = lower conversion
– Can be a barrier to content sharing

30. Solution: Social Login
• Use Facebook or LinkedIn as a login
option using OpenGraph protocol
• Benefits:
– Fast signup
– Likely leads to higher conversion
– Learn additional information (demographics)
– Spam reduction

31. Social Login
• Tools: Gigya.com
• Can also be done with Twitter and Facebook
– Twitter has less demographic info

32. Retargeting to
Social Ad Respondents

33. Why Social Ads?
http://www.youtube.com/watch?v=DJLDF6qZUX0

34. What Is Retargeting?
• Form of display advertising
• Available through Google as
“Remarketing”
• Serves ads to previous visitors
– Landing page or website visitors
– Allows us to “recycle” those clicks that do not
immediately convert

35. What Is Retargeting?
User visits a
web page
Google
AdWords
retargeting
cookie
added to Google
user Retargeting ads
show to user over
many sites

37. Social w/Retargeting
Ad targeted towards Landing page, focused
dog lovers on dog products
User clicks
on social ad
Google
Mark User Responds to Offer Retargeting ads
person as (Fills out form) focused on dogs
dog lover show to user
User Does Not Respond
to Offer
(Doesn’t fill out form)

38. Nurture Personas
Google
Retargeting
User Does
ads focused
Not Respond
on dogs
to Offer
show to user
(Doesn’t fill
Person out form) Nurture with dog-
marked as related
dog lover emails, landing
pages and
messages
User Responds to Offer
(Fills out form)

39. Key Takeaways
• Social provides demographic data that
search often cannot.
• Social ad targeting can be very specific.
• Social login helps gain more data and
leads to higher quality signups.
• Harnessing this social data leads to more
effective retargeting ads.

40. Contact Information
• Janet Driscoll Miller
• jmiller@search-mojo.com
• 800-939-5938 x101
• LinkedIn:
www.linkedin.com/in/janetdriscollmiller
• Twitter: @janetdmiller
• Facebook: www.facebook.com/SearchMojo
• Google+: Janet Driscoll Miller

41. Thank You
www.onlinemarketinginstitute.org