SlideShare a Scribd company logo
Presenting the
Perfect Audience
With the Perfect
Product
About Me
• Traffic Manager // Growth Hacker @ Templafy
• Self-declared expert on paid advertising on
LinkedIn, Facebook, Google Ads etc.
• Huge nerd (in-bound marketing, superheroes, e-
sports, chess)
• Father to a happy kid, and married to a happy
lady
• Emoji-enthusiast 😎 😍🚀
11/11/20192
Casper Rouchmann
Traffic Manager // Growth Hacker
Templafy – Context
Every day employees produce thousands of documents,
presentations and emails. But they don’t always use the
latest company standards.
This is what we call - Document Anarchy
Ideal target audience:
• Enterprises with 500+ employees
• Senior marketing employees (esp. Brand Managers)
• Senior IT employees (keywords: Digital transformation)
11/11/20193
The problem
with traditional
marketing spend
01
11/11/20195
The Playing Field
• Lack of diversity = high risk marketing profile
• Untapped potential
◦ Your users are also on these platforms:
11/11/20196
So what?
11/11/20197
Slido:
How many of these platforms have you run ads on in
the last 12 months?
The only model you’ll ever need
11/11/20198
Awareness
Interest
Decision
Action
Facebook
LinkedIn
Twitter
Organic (SEO)
Google Ads
Retargeting
Landingpage
Quora – the power
of questions
02
• 300 million unique
users every month
◦ Twitter (335 million
monthly active users)
◦ Reddit (330 million
monthly active users)
◦ Pinterest (250 million
monthly active users.)
11/11/201910
Why is Quora interesting to us?
Quora ranks for ~65 million keywords and gets an estimated ~90
million search visits a month.
11/11/201911
Real ‘thought leadership’
Personal profiles vs. Business profiles
Quora is THE place to demonstrate expertise
Becoming a true expert
• I don’t know Ben
• But I know he is THE go-to-guy
when it comes to Hulk Comics
• He’s so ‘famous’ now that people
tag him, when they want answers
to specific Hulk related questions
11/11/201913
How do we find the interesting questions?
Find the questions that get
organic search traffic
• Go to ahrefs
◦ (or any other SEO tool
you use)
• Type in quora.com
• Go to top pages
11/11/201915
Find the questions that get
organic search traffic (continued)
• Use the
include tab, to
filter based on
keywords –
such as ‘social
media’
• Export the
best ones
11/11/201916
Target specific questions with ads
• Find the questions that fit
your product/brand best
• Utilize ‘big’ questions
11/11/201917
Reddit – the power
of conversations
03
First step: Target the correct sub-
reddits
• Find the sub-reddits that match your persona
• I.e. /r/socialmedia for Falcon.IO
• Pro Tips:
◦ Try testing some organic posts first, and use the
best performing as the ‘ad’
◦ Info graphics are great here
11/11/201919
11/11/201920
Last step: Leave comments ‘unlocked’
LinkedIn –
the power of
technology based
targeting
04
• Wouldn’t it be cool if we could target people who use a specific technology?
What do you need?
◦ A good B2B marketing/sales intelligence program.
11/11/201922
Technology based targeting
Do an advanced search based
on technology being used by
companies in the database
• (In this example, I am using Salesforce as a
reference point)
11/11/201923
You get a list like the one below:
11/11/201924
11/11/201925
Huge audience – let’s filter it
Now use the natural power of
LinkedIn + highly relevant content
• I usually recommend an audience of around 100.000-
150.000 people
• And my favorite filters (for Templafy) are:
◦ Job function
◦ Seniority
◦ Company size
• Now you can make ads that specifically focus on the fact
that they’re using a specific product.
• (This campaign gave us one of our lowest cost pr. leads
ever)
11/11/201926
Driving your
competitors nuts
With Google Ads
05
Google Product Launches this
year
• Slido: How many of these ‘tactics’/features have
you tried?
11/11/201928
Google Ads: Piggy-backing on
your competitors hard work
• SEO is hard work
• Really.
• So let’s take the best work from our
competitors, and use it to target our
perfect audience
11/11/201929
11/11/201930
11/11/201931
11/11/201932
With the backlinks – we can setup
display ads to show specifically
on those pages
Pro Tip: Pick the BEST backlinks from them,
and abuse those placements
11/11/201933
11/11/201934
Editing Placements (#Winning)
And how do we target competitors traffic?
(to their own site)
Finding similar companies
… And advertising to their visitors
• Grab companies similar
to your own
◦ It’s based on a
‘relevance’ score,
which is derived from
key terms on your site
• Export the list, and use it
for your targeting
11/11/201936
Custom Intent
• Relatively new feature
• … Which means few people know
how to abuse it.
• For instance let’s target OUR
COMPETITORS TRAFFIC
11/11/201937
• Upload your URLS from before
• Or for inspiration:
◦ Use landingpages where people convert
◦ Demo request pages, event sign-up pages
11/11/201938
Custom Intent
Stalking your
competitors
With LinkedIn / Facebook
06
Looking at your competitors ads
On LinkedIn
11/11/201940
Looking at your competitors ads
On LinkedIn
• Remember: Not
always the newest
first
11/11/201941
And… We can see their URL’s / Lead forms
• Source: LinkedIn
• Medium: LinkedIn
• Campaign: RT (Retargeting)
– alle ydelser
• Content: Ikke som andre
11/11/201942
Step-by-Step guide to extracting every post every from
your competitors Facebook pages
1) Create Access Token from Facebook Graph API
◦ Requires Facebook Developer Account
◦ This access token expires every two hours, so you will have to renew it to continue using this method.
2) Copy Facebook Page URL and find Facebook Page ID using https://findmyfbid.com/
3) Replace PAGEID with Facebook ID# and ACCESSTOKEN with your new access token and visit the following URL:
https://graph.facebook.com/PAGEID/comments?access_token=ACCESSTOKEN
It will look like:
https://graph.facebook.com/v2.6/PAGEID/posts/?fields=message,link,permalink_url,created_time,type,name,id,comments.limit(0).summary(true),s
hares,likes.limit(0).summary(true),reactions.limit(0).summary(true)&limit=100&access_token=EXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
4) Convert JSON to CSV
5) Convert CSV into Google Sheets/ Excel.
• To get the next set of 100 posts, download the CSV and view the furthest right column for the JSON link to the next 100 posts.
11/11/201943
Result = BOOM
11/11/201944
www.templafy.com
Copyright © Templafy. All rights reserved.
No part of this work may be reproduced or transmitted in any form or by any means without prior written permission of Templafy.
Casper Rouchmann
cer@templafy.com
For guides, slides etc. Reach out to me on LinkedIn:
https://www.linkedin.com/in/casper-rouchmann-
growth-hacker/
(You can use a bot, that’s cool)
Thank You
www.templafy.com
Copyright © Templafy. All rights reserved.
No part of this work may be reproduced or transmitted in any form or by any means without prior written permission of Templafy.
Q & A

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Templafy - Presenting the Perfect Audience With the Perfect Product: A Growth Hacker’s Approach

  • 2. About Me • Traffic Manager // Growth Hacker @ Templafy • Self-declared expert on paid advertising on LinkedIn, Facebook, Google Ads etc. • Huge nerd (in-bound marketing, superheroes, e- sports, chess) • Father to a happy kid, and married to a happy lady • Emoji-enthusiast 😎 😍🚀 11/11/20192 Casper Rouchmann Traffic Manager // Growth Hacker
  • 3. Templafy – Context Every day employees produce thousands of documents, presentations and emails. But they don’t always use the latest company standards. This is what we call - Document Anarchy Ideal target audience: • Enterprises with 500+ employees • Senior marketing employees (esp. Brand Managers) • Senior IT employees (keywords: Digital transformation) 11/11/20193
  • 6. • Lack of diversity = high risk marketing profile • Untapped potential ◦ Your users are also on these platforms: 11/11/20196 So what?
  • 7. 11/11/20197 Slido: How many of these platforms have you run ads on in the last 12 months?
  • 8. The only model you’ll ever need 11/11/20198 Awareness Interest Decision Action Facebook LinkedIn Twitter Organic (SEO) Google Ads Retargeting Landingpage
  • 9. Quora – the power of questions 02
  • 10. • 300 million unique users every month ◦ Twitter (335 million monthly active users) ◦ Reddit (330 million monthly active users) ◦ Pinterest (250 million monthly active users.) 11/11/201910 Why is Quora interesting to us? Quora ranks for ~65 million keywords and gets an estimated ~90 million search visits a month.
  • 11. 11/11/201911 Real ‘thought leadership’ Personal profiles vs. Business profiles
  • 12. Quora is THE place to demonstrate expertise
  • 13. Becoming a true expert • I don’t know Ben • But I know he is THE go-to-guy when it comes to Hulk Comics • He’s so ‘famous’ now that people tag him, when they want answers to specific Hulk related questions 11/11/201913
  • 14. How do we find the interesting questions?
  • 15. Find the questions that get organic search traffic • Go to ahrefs ◦ (or any other SEO tool you use) • Type in quora.com • Go to top pages 11/11/201915
  • 16. Find the questions that get organic search traffic (continued) • Use the include tab, to filter based on keywords – such as ‘social media’ • Export the best ones 11/11/201916
  • 17. Target specific questions with ads • Find the questions that fit your product/brand best • Utilize ‘big’ questions 11/11/201917
  • 18. Reddit – the power of conversations 03
  • 19. First step: Target the correct sub- reddits • Find the sub-reddits that match your persona • I.e. /r/socialmedia for Falcon.IO • Pro Tips: ◦ Try testing some organic posts first, and use the best performing as the ‘ad’ ◦ Info graphics are great here 11/11/201919
  • 20. 11/11/201920 Last step: Leave comments ‘unlocked’
  • 21. LinkedIn – the power of technology based targeting 04
  • 22. • Wouldn’t it be cool if we could target people who use a specific technology? What do you need? ◦ A good B2B marketing/sales intelligence program. 11/11/201922 Technology based targeting
  • 23. Do an advanced search based on technology being used by companies in the database • (In this example, I am using Salesforce as a reference point) 11/11/201923
  • 24. You get a list like the one below: 11/11/201924
  • 25. 11/11/201925 Huge audience – let’s filter it
  • 26. Now use the natural power of LinkedIn + highly relevant content • I usually recommend an audience of around 100.000- 150.000 people • And my favorite filters (for Templafy) are: ◦ Job function ◦ Seniority ◦ Company size • Now you can make ads that specifically focus on the fact that they’re using a specific product. • (This campaign gave us one of our lowest cost pr. leads ever) 11/11/201926
  • 28. Google Product Launches this year • Slido: How many of these ‘tactics’/features have you tried? 11/11/201928
  • 29. Google Ads: Piggy-backing on your competitors hard work • SEO is hard work • Really. • So let’s take the best work from our competitors, and use it to target our perfect audience 11/11/201929
  • 33. With the backlinks – we can setup display ads to show specifically on those pages Pro Tip: Pick the BEST backlinks from them, and abuse those placements 11/11/201933
  • 35. And how do we target competitors traffic? (to their own site)
  • 36. Finding similar companies … And advertising to their visitors • Grab companies similar to your own ◦ It’s based on a ‘relevance’ score, which is derived from key terms on your site • Export the list, and use it for your targeting 11/11/201936
  • 37. Custom Intent • Relatively new feature • … Which means few people know how to abuse it. • For instance let’s target OUR COMPETITORS TRAFFIC 11/11/201937
  • 38. • Upload your URLS from before • Or for inspiration: ◦ Use landingpages where people convert ◦ Demo request pages, event sign-up pages 11/11/201938 Custom Intent
  • 40. Looking at your competitors ads On LinkedIn 11/11/201940
  • 41. Looking at your competitors ads On LinkedIn • Remember: Not always the newest first 11/11/201941
  • 42. And… We can see their URL’s / Lead forms • Source: LinkedIn • Medium: LinkedIn • Campaign: RT (Retargeting) – alle ydelser • Content: Ikke som andre 11/11/201942
  • 43. Step-by-Step guide to extracting every post every from your competitors Facebook pages 1) Create Access Token from Facebook Graph API ◦ Requires Facebook Developer Account ◦ This access token expires every two hours, so you will have to renew it to continue using this method. 2) Copy Facebook Page URL and find Facebook Page ID using https://findmyfbid.com/ 3) Replace PAGEID with Facebook ID# and ACCESSTOKEN with your new access token and visit the following URL: https://graph.facebook.com/PAGEID/comments?access_token=ACCESSTOKEN It will look like: https://graph.facebook.com/v2.6/PAGEID/posts/?fields=message,link,permalink_url,created_time,type,name,id,comments.limit(0).summary(true),s hares,likes.limit(0).summary(true),reactions.limit(0).summary(true)&limit=100&access_token=EXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX 4) Convert JSON to CSV 5) Convert CSV into Google Sheets/ Excel. • To get the next set of 100 posts, download the CSV and view the furthest right column for the JSON link to the next 100 posts. 11/11/201943
  • 45. www.templafy.com Copyright © Templafy. All rights reserved. No part of this work may be reproduced or transmitted in any form or by any means without prior written permission of Templafy. Casper Rouchmann cer@templafy.com For guides, slides etc. Reach out to me on LinkedIn: https://www.linkedin.com/in/casper-rouchmann- growth-hacker/ (You can use a bot, that’s cool) Thank You
  • 46. www.templafy.com Copyright © Templafy. All rights reserved. No part of this work may be reproduced or transmitted in any form or by any means without prior written permission of Templafy. Q & A