Q1 2015 Quarterly Round Up
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Feeling behind on learning about new Marketo features? Join the Product Management team for a hands-on discussion of key features released in the past quarter! This session will cover the following features: Mobile Friendly Landing Pages Google Adwords Integration Marketing Calendar Ad Bridge Integration with LinkedIn Lead Accelerator
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Q1 2015 Quarterly Round Up
- 1. Quarterly Round Up Webinar Q1 2015 Ei-Mang Wu Arjun Nair Travis Kaufman Justin Cooperman Senior Product Manager, Marketo Senior Product Manager, Marketo Director Product Management, Marketo Director, Platform & Ecosystems, Marketo
- 3. Page 3 3 Main Types of Online Advertising • Display ads appear next to content on websites • Remarketing ads appear across the Web after you visit a specific website • Pay-per-click (PPC) ads appear next to search results
- 4. Page 4 Only 2-5% of paid traffic will actually convert into a lead
- 5. Page 5 So, can we do any better?
- 6. Page 6 Targeting ads only at the right audience, across channels Personalizing ads and web experience to cater these different audiences Analyzing ad spend based on short and long term conversions (Purchases, Opp’s, Revenue) Optimizing Ad Spend
- 7. Page 7 MARKETO Display Remarketing PPC Website Ad Types Ad Tech Platforms LNKD, FB, Google Turn, Rocket Fuel, MediaMath Demographic, firmographic and behavioral profile data Ad Bridge: Target, Personalize and Optimize
- 8. Page 8 Targeted and Personalized Ads
- 9. Page 9 Targeted and Personalized Ads These personalized Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads
- 10. Ad Bridge & LinkedIn Lead Accelerator Demo
- 11. Ad Bridge & LinkedIn Lead Accelerator Week 1 Week 2 Week 3 Week 4 Getting Started Tips & Tricks Expert Testimonial s Special Offer Digital Ads Email Getting Started Tips & Tricks Expert Testimonial s Special Offer
- 12. Google AdWords Offline Conversions Integration
- 13. Page 13 Google AdWords Offline Conversions Integration • Enables marketers to track conversions at each stage of the funnel • Gives you a more comprehensive look at which keywords drive the most cost-effective conversions • Enables you to use AdWords’ automated bid strategies to optimize for offline conversions
- 14. Before
- 15. After
- 16. Google AdWords Offline Conversions Integration Demo
Editor's Notes
- Update with new cover from visual brand deck.
- Before we explain why…. It’s important to clarify 3 types of online advertising we’re going to focus on PPC is often categorized separately as Search Marketing, though it’s still another form of advertising that takes place online.
- Think about this, more then 95% of the people you PAID to get on your site never become leads Advancements in Digital Advertising Real-time bidding optimization (Turn) Enriching anonymous profile data with 3rd party data providers (RocketFuel) Digital media planning, and value add services (MediaMath) …but we are still far from optimized.
- So, can we do any better? I mean, think about it, you have thousands of people you can reach out to? Sometime millions. You can literally be in front of them – so why are the numbers still quite low? Can we do better? Yes How? Ill show you…
- How can you do that? Its actually quite simple in concept First, make sure that the relevant people see your ads. Don’t waste time and budget displaying ads to irrelevant prospects and buyers – even if they do click your ad they wont buy and your just wasting money. Then, as you target your key audiences, show relevant, personalized to each different audience – that way, the right people will see the right message and actually click it. And don’t stop there, converting more prospects isnt just about the right ad, its about the right experience AFTER they click the ad – on your website. And then, analyze, but don’t just count clicks, count more significant events and conversions, even if they are offline, to truly learn what was the impact of different ads and place more budget on the right ones, Is this possible? It is now !!
- Marketo enriches the various ad platforms with rich data so that they can in turn target ads at the right people and personalize the ads that they see. These optimized ads send relevant prospects and buyers to your online channel WHICH IS ALSO personalized and tailored to their interests, improving conversion rates even further. Makreto then gathers and anlyzes the data, sending insights back to the ad networks, and you the marketer, to further optimize this process Trust me, when we end up with this – Google will owe you money ;-)