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Targeting is the New Retargeting

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My deck from SMX East 2014. The focus of this presentation is on Enterprise Level B2B online advertising. Use of targeting on LinkedIn Advertising is a great way to build a remarketing audience that fits your target personas. Use of other Google AdWords Demographic targeting options like Average Household Income for location targeting can really improve the quality of your lead generation campaigns.

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Targeting is the New Retargeting

  1. 1. @marketingmojo | #smx | marketing-mojo.com Targeting is the New Retargeting #SMX • Presented by Tad Miller of Marketing Mojo
  2. 2. @marketingmojo | #smx | marketing-mojo.com PRESENTER TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
  3. 3. ABOUT MARKETING MOJO @marketingmojo | #smx | marketing-mojo.com • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Paid media management » Pay-per-click advertising management (PPC) » Social media advertising › Content marketing › Marketing automation › Analytics consulting • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  4. 4. B2B ADVERTISING IS ALL ABOUT TARGETING Show Ads to THIS GUY! @marketingmojo | #smx | marketing-mojo.com
  5. 5. Not his Receptionist @marketingmojo | #smx | marketing-mojo.com
  6. 6. Not in the market for $10,000 a Month Server Monitoring Software @marketingmojo | #smx | marketing-mojo.com
  7. 7. Different Income Bracket @marketingmojo | #smx | marketing-mojo.com
  8. 8. ENTERPRISE-LEVEL SOFTWARE AS A SERVICE CLIENTS @marketingmojo | #smx | marketing-mojo.com
  9. 9. HOW MANY COMPANIES CAN AFFORD YOUR PRODUCT ? ??? @marketingmojo | #smx | marketing-mojo.com
  10. 10. PROBLEM: WHAT KEYWORDS CAN I USE TO GET JUST EXECUTIVES IN MY PERSONA ? I search just like you, except every query starts with “Enterprise Level…” @marketingmojo | #smx | marketing-mojo.com
  11. 11. APPENDING “ENTERPRISE” • You can append the word “enterprise” onto your keywords • Just shrinks the audience size and likely eliminates qualified searchers @marketingmojo | #smx | marketing-mojo.com
  12. 12. @marketingmojo | #smx | marketing-mojo.com DEVELOP PERSONAS • Job Titles • Company Size • Job Skills • Education /Certification • Income • Professional Interests • Group Membership • Company • Location
  13. 13. WHERE DOES ONE GO TO HUNT THE C-SUITE & DECISION MAKERS ? @marketingmojo | #smx | marketing-mojo.com
  14. 14. LINKEDIN IS THE ANSWER FOR B2B ADVERTISING • More than 100,000 million members in the USA • 2 new members per second • 40% of members check LinkedIn daily @marketingmojo | #smx | marketing-mojo.com
  15. 15. LINKEDIN HAS B2B SCALE @marketingmojo | #smx | marketing-mojo.com
  16. 16. WHERE DECISION MAKERS HANG OUT • 74% of business decision-makers in North America and Europe say they use LinkedIn for business purposes @marketingmojo | #smx | marketing-mojo.com
  17. 17. LINKEDIN DEMOGRAPHIC TARGETING • Location • Company • Industry • Company Size • Job Title • Seniority • Job Category @marketingmojo | #smx | marketing-mojo.com
  18. 18. BUT WAIT THAT’S NOT ALL • Job Skills • LinkedIn Group Membership • Gender • Age • EXCLUSIONS @marketingmojo | #smx | marketing-mojo.com
  19. 19. WHAT WORKS ON LINKEDIN @marketingmojo | #smx | marketing-mojo.com White Papers Webinars
  20. 20. NOT MUCH ON DIRECT SALES • Not great for: • Direct Sales • Demo Requests • Contact Us Form Completions • Quote Requests @marketingmojo | #smx | marketing-mojo.com
  21. 21. IT REALLY WORKS ON WHITE PAPERS • White Paper Conversion rates between 10% - 20% for conversion costs up to 600% less than search campaigns on the same asset @marketingmojo | #smx | marketing-mojo.com
  22. 22. That’s still an 80% to 90% Failure Rate! @marketingmojo | #smx | marketing-mojo.com
  23. 23. I’M NOT FAILING… • I’m not failing. I’m building the ultimate B2B remarketing list! • Every ad click is from the exact audience that has voluntarily identified themselves as your target demographic @marketingmojo | #smx | marketing-mojo.com
  24. 24. TAG YOUR URLS • Identify your Specific LinkedIn Audiences by appending your URLs @marketingmojo | #smx | marketing-mojo.com
  25. 25. BE IN IT FOR THE LONG HAUL • Use the 540 day maximum setting for collecting LinkedIn Audiences • You essentially paid LinkedIn to give you that remarketing audience – Milk it for all its worth as long as you can. @marketingmojo | #smx | marketing-mojo.com
  26. 26. UTILIZE DISPLAY REMARKETING • Give the small B2B Audience “Scale” with Display Remarketing • Keep cycling new content • Eventually make the direct pitch @marketingmojo | #smx | marketing-mojo.com
  27. 27. RLSA AUDIENCES ARE SLOWER TO BUILD • RLSA lists use a different cookie and don’t track as fast as display remarketing audiences • Need minimum 1,000 in RLSA audience to use @marketingmojo | #smx | marketing-mojo.com
  28. 28. PLANT THE AUDIENCE SEEDS @marketingmojo | #smx | marketing-mojo.com • Audience Growth is Slow
  29. 29. OH YEAH, YOU CAN TOTALLY DO THE SAME THING FOR B2C OR B2B WITH FACEBOOK Google Retargeting ads focused on dogs show to user @marketingmojo | #smx | marketing-mojo.com User clicks on social ad User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) Ad targeted towards dog lovers Mark person as dog lover Landing page, focused on dog products
  30. 30. “FRANKEN-TARGETING” SIMILAR AUDIENCES @marketingmojo | #smx | marketing-mojo.com
  31. 31. PROPRBLOEBML: EHMOW: S DIMOEILSA GRO OING LWE JHUADTG RE E“SGIMAIRLADR ?” Both Are Frogs. But… Google: “A similar audiences list is created from a remarketing list with at least 500 cookies with enough similarity in characteristics and interests to create a corresponding similar audience.” @marketingmojo | #smx | marketing-mojo.com
  32. 32. 500 COOKIES AIN’T GETTING IT DONE • Similar audience click quality is pretty bad • You have to use other filtering to clean it up if you want to generate new qualified B2B leads @marketingmojo | #smx | marketing-mojo.com
  33. 33. CONSIDER SKIPPING MOBILE DISPLAY • Who is using Mom & Dad’s phone ? • At a minimum exclude the placement: › Adsenseformobileapps.com • Consider using -100% mobile bid modifier @marketingmojo | #smx | marketing-mojo.com
  34. 34. EXCLUDE TOPICS WITH A MACHETE @marketingmojo | #smx | marketing-mojo.com Dating & Personals Celebrity News & Gossip
  35. 35. ADD RELEVANT “UPSCALE” TOPICS @marketingmojo | #smx | marketing-mojo.com
  36. 36. USE GOOGLE TO EAT THE RICH & FILTER OUT THE POOR @marketingmojo | #smx | marketing-mojo.com
  37. 37. LOCATION, LOCATION, LOCATION • Google AdWords actually has income targeting for both Search & Display – it’s just not where you think it would be Ads P @marketingmojo | #smx | marketing-mojo.com
  38. 38. HOUSEHOLD INCOME TARGETING @marketingmojo | #smx | marketing-mojo.com
  39. 39. WHERE DO YOUR ENTERPRISE B2B CUSTOMERS LIVE & WORK ? @marketingmojo | #smx | marketing-mojo.com
  40. 40. GREEN IS GOOD – BLUE NOT SO MUCH @marketingmojo | #smx | marketing-mojo.com
  41. 41. OH BY THE WAY… • Half the US population only lives in 100 counties – odds are so do most of your target enterprise-level B2B demographic targets @marketingmojo | #smx | marketing-mojo.com
  42. 42. @marketingmojo | #smx | marketing-mojo.com LAST POINTS • It takes time to build scale with small niche B2B audiences • Set up your targeting first • It might take months to get the data necessary to make decisions with
  43. 43. TAD MILLER Vice President of Accounts Marketing Mojo @jstatad + Tad Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo @marketingmojo | #smx | marketing-mojo.com THAT’S ALL

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