Paid Search & Social Advertising with Travis Wright & QuanticMind
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Grow your search engine marketing with the latest tips to optimize your martech stack, target users, and grow revenue with Travis Wright and QuanticMind.
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Paid Search & Social Advertising with Travis Wright & QuanticMind
- 1. ccpdigital.com/qm @teedubya Travis Wright Chief Marketing Technology Officer CCP Digital @teedubya
- 2. ccpdigital.com/qm @teedubya Your moderator | © All rights reserved. 1 Alex Ortiz • VP Marketing, QuanticMind • Product Marketing, Salesforce • Product, Rakuten / LinkShare
- 3. ccpdigital.com/qm @teedubya Housekeeping Items Audio for this webinar will stream through your computer speakers All audio lines are muted Submit any questions via the chat window Webinar is being recorded and will be shared with you Webinar technical support: U.S. and Canada: 800.843.9166 International: (001) 303.209.1600 | © All rights reserved. 2
- 4. ccpdigital.com/qm @teedubya Who is this Travis Wright dude? • Radio Disc Jockey at Age 13. • Military Intelligence and Russian Linguist in the US Army. • Stand-up comedian since 1995. • Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. • Former Global Social Media Strategist – Norton / Symantec • Chief MarketingTechnologist – CCP Digital • Tech Blogger for MarketingLand, CMO.com, Business.com & others • Inc. Magazine Columnist –TechTools for Entrepreneurs • Host ofVenture Beat’s “VB Engage” podcast eachTuesday.
- 5. ccpdigital.com/qm @teedubya Search and Social, Let’s Dance. The Overlap of Organic Search / Social + Paid Search / Social ccpdigital.com/qm @teedubya
- 18. ccpdigital.com/qm @teedubya @teedubya’sTools – ccpdigital.com/qm ccpdigital.com/qm @teedubya
- 19. ccpdigital.com/qm @teedubya • Ask & Answer the right questions • Integrate marketing strategies • Optimize your marketing mix • Know your audience • Recognize your customer • Personalize customer journey • Create a better user experiences Data-Driven Marketing Making Smarter & More Impactful Decisions
- 20. ccpdigital.com/qm @teedubya Silos and Silos of Data
- 21. ccpdigital.com/qm @teedubya Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey
- 24. ccpdigital.com/qm @teedubya Look at your assets as Layers, Dimensions & Decisions
- 31. ccpdigital.com/qm @teedubya Help us Obiwan Contentobi – You’re our only hope.
- 40. ccpdigital.com/qm @teedubya Google Buy Button on SERPS ccpdigital.com/pardot @teedubya The PeriodicTable of SEO Success Factors – Search Engine Land ccpdigital.com/qm @teedubya
- 41. ccpdigital.com/qm @teedubyaccpglobal.com/cmworld @teedubya Moz SEO Cheat Sheet 3.0 – Moz ccpdigital.com/qm @teedubya
- 45. ccpdigital.com/qm @teedubya Harness data explosion for better ad predictions Yesterday’s data 5 – 8 data points Every possible data point about a clickvs Premature relationship of page views to purchase probability 15 10 5 -20 -10 10 20 30 40 50 60 In depth seasonality and other insights 15 10 5 -20 -10 10 20 30 40 50 60 PUBLISHER PERFORMANCE EXTERNAL DRIVERS Keyword Impressions Nasdaq Airport status Match-type Clicks NYSE Sports calendar (US, UK) Ads Minimum bid Fed interest rate Football Placement Current bid Weather.com Soccer Position Location Temperature Baseball Slot Quality score Rain Basketball Click-type Competition Humidity Holiday calendar Landing page Zip code – demographic Events calendar Time of day Tax Starbucks index Day of week Education level Concerts (Live Nation) Device Household income Competitive search Marital status SEM Rush Presence of children Keyword spy Age SpyFu Gender Google ADVERTISER SEASONALITY SCALING FACTORS USER Conversions Time Search engine Search query Revenue Day of week Campaigns Device LTV Month Keywords Geo/location Revenue parameters Year Ad copy Custom parameters Holidays Business constraints Other business metrics Promotions Today’s data
- 46. ccpdigital.com/qm @teedubya Quantic Mind @quanticmind http://quanticmind.com 31% 63% 70% 105% Week 3 4 5 6 Not QuanticMind QuanticMind Gross Margin % Lift ccpdigital.com/qm @teedubya
- 51. ccpdigital.com/qm @teedubya CONTENT PAID AMPLIFICATION ccpdigital.com/qm @teedubya
- 53. ccpdigital.com/qm @teedubya Interest Graph Actions on Content ccpdigital.com/qm @teedubya
- 54. ccpdigital.com/qm @teedubya@teedubya Facebook Graph Search opens up many different opportunities. ccpdigital.com/qm @teedubya
- 57. ccpdigital.com/qm @teedubya Impact of Targeted Social Advertising By targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.
- 59. ccpdigital.com/qm @teedubya $240 billion Advanced Ad Targeting ccpdigital.com/qm @teedubya
- 60. ccpdigital.com/qm @teedubya Keywords Yes No Likes No Yes Demographics Limited Extensive Psychographics No Yes Geography Yes Yes Internal URL No Yes External URL Yes Yes Purchase Intent Learn, Research None Sales Cycle Short Long ccpdigital.com/qm @teedubya
- 62. ccpdigital.com/qm @teedubya Advanced Targeting ccpdigital.com/vb @teedubyaccpdigital.com/qm @teedubya
- 63. ccpdigital.com/qm @teedubya Advanced Targeting ccpdigital.com/vb @teedubyaccpdigital.com/qm @teedubya
- 64. ccpdigital.com/qm @teedubya Third-Party Databases Combine Facebook data and interest targeting
- 66. ccpdigital.com/qm @teedubya Social Affinity Targeting Women aged 50+ who liked “American Doll” proved to an ideal correlation for a children’s specialty furniture manufacturer.
- 68. ccpdigital.com/qm @teedubya $0.00045209 / per video view
- 70. ccpdigital.com/qm @teedubya Facebook Lead Ads ccpdigital.com/qm @teedubya
- 73. ccpdigital.com/qm @teedubyaccpglobal.com/cmworld @teedubya Twitter Advertising ccpdigital.com/qm @teedubya
- 74. ccpdigital.com/qm @teedubya Geo Target users based on geographic location Narrow in on key markets Search Target users who are searching on relevant keywords Ensure relevancy Followers Target your Followers Leverage brand advocates Interest Target users based on their interests Resonate with users Mobile Target users on the go Reach at point-of- purchase Look-a-likes Target users who are similar to your followers Increase potential reach Gender Target users based on gender Ensure Interest relevancy Twitter Targeting Tools
- 76. ccpdigital.com/qm @teedubyaccpglobal.com/cmworld @teedubya Pinterest Advertising ccpdigital.com/qm @teedubya
- 77. ccpdigital.com/qm @teedubyaccpglobal.com/cmworld @teedubya Reddit Advertising ccpdigital.com/qm @teedubya
- 78. ccpdigital.com/qm @teedubya Waze @waze http://waze.com/ads ccpdigital.com/qm @teedubya
- 79. ccpdigital.com/qm @teedubya Google Map Ads ccpdigital.com/qm @teedubya
- 80. ccpdigital.com/qm @teedubya Snapchat Geofilters https://www.snapchat.com/on-demand ccpdigital.com/qm @teedubya
- 82. ccpdigital.com/qm @teedubya Outbrain @Outbrain http://outbrain.com ccpdigital.com/qm @teedubya
- 83. ccpdigital.com/qm @teedubya Outbrain @Outbrain http://outbrain.com ccpdigital.com/qm @teedubya
- 84. ccpdigital.com/qm @teedubya Taboola @Taboola http://taboola.com ccpdigital.com/qm @teedubya
- 85. ccpdigital.com/qm @teedubya Account Based Marketing & Social Selling ccpdigital.com/qm @teedubya
- 86. ccpdigital.com/qm @teedubya Account-Based Marketing (ABM) A strategic approach to sales and marketing where you focus your efforts on a specific set of high-value accounts with personalized messaging and campaigns.
- 88. ccpdigital.com/qm @teedubya How To Execute ABM 1. Identify key verticals and technologies 2. Develop key buyer and influencer personas within the vertical 3. Identify accounts via Datanyze 4. Identify 2-3 individuals per account via LinkedIn & Datanyze 5. Target accounts by vertical via Terminus display advertising 6. Execute SDR cadence via SalesLoft, LinkedIn, & Velocify
- 89. ccpdigital.com/qm @teedubya@teedubya Snip.ly @sniply http://snip.ly
- 90. ccpdigital.com/qm @teedubya Starbucks Inception 2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!! ccpdigital.com/qm @teedubya
- 96. ccpdigital.com/qm @teedubya Key Findings of ABM Tactics 1. You can potentially double cold outreach response rates 2. Led to more internal intros within the prospects company 3. Clicks not necessarily needed. Impressions matter. 4. The larger the account target, the more effective the tactic 5. Don’t expect immediate revenue. Long term investment.
- 99. ccpdigital.com/qm @teedubya @teedubya’sTools – ccpdigital.com/qm ccpdigital.com/qm @teedubya
- 100. ccpdigital.com/qm @teedubya Connect on Microsoft/LinkedIn: http://linkedin.com/in/teedubya ccpdigital.com/qm @teedubya
- 101. ccpdigital.com/qm @teedubyaBigThank you to QuanticMind! http://quanticmind.com 31% 63% 70% 105% Week 3 4 5 6 Not QuanticMind QuanticMind Gross Margin % Lift
- 102. ccpdigital.com/qm @teedubya Thank you for joining us! We’d love to get your feedback. Please be sure to fill out the survey after the webinar.
Editor's Notes
- My name is Alex Ortiz, and I’ll be the moderator for this session. When I’m not moderating webinars, I lead marketing for QuanticMind. I bring 15-years experience in enterprise cloud software in product and marketing roles at category leading companies including: Salesforce.com and Rakuten/Linkshare. I earned a Bachelor’s Degree in Mechanical Engineering from Cal Poly, San Luis Obispo, and an MBA from the Haas School of Business at the University of California, Berkeley. I’m passionate about marketing and helping fellow-marketers succeed. Transition: Next, I’ll highlight a few housekeeping items for the webinar
- Next, a few house keeping items. All audio lines are muted. Use the webinar chat functionality to submit questions. We’ll aim to answer the questions towards the end of the webinar. We are recording the webinar so that we can share it with you after the session. If you have any technical problems. Please note the telephone # on the screen. Next, I’d like to introduce our guest speakers for today.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Chris
- Mike