1. Better Lead Generation:
How Targeting Personas through Search
and Social Attains the Best Leads
Janet Driscoll Miller
President and CEO, Search Mojo

2. Agenda
• The Keyword Search Challenge
• Social Media Advertising
• Combining It Together
• Form Improvements via Social

3. 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

5. The Keyword Search Challenge

6. B2B Niche Searches
• Most are low search traffic for very small target
demographics
• B2B tends to have low search volume
– The higher the price of the B2B product or service the
smaller the target audience
In B2B it’s more important
to get a small targeted
group…
… than a massive
untargeted audience

7. Keyword Demographics
• Sometimes keywords have
Consumers demographic overlaps between
consumer and business searches
• “Battery Testing” has 320 Google
B2B
Searches a month
• Consumers seeking information
B2B
Niche
on testing their car batteries and
small batteries
• Other B2B/Consumer Battery
Testing – laptop batteries
• Hybrid/Electric Car Battery
Testing

8. Keyword Demographics
• Our client sells “Social Media Management Software”
– Enterprise level product: 12 months/$100,000 commitment
• These 2 people both search for “Social Media
Management Software”
Lives in parent’s basement. Has a
band with a Facebook Page and
Chief Marketing Officer of
Twitter Account.
Xerox

9. Social Media Advertising

10. 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

11. • 46.1% increase in ad growth*
• Revenue estimated at 226 million*
*eMarketer

12. 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

13. Display/Social Ads

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

15. Self-Serve Text Ads

16. Targeting

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

18. Look at Recommended Similar Titles

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

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

21. Challenges
• Text Ads need to be rotated frequently
• Display and Social ads need to be planned
very far in advance for LinkedIn Account
Manager
– Your niche may be “too niche” for
guaranteed delivery
• Consider testing offers
– Limited time offers seem to drive more clicks

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

23. 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

24. Social Ad Non-Social Ad

25. Incredibly Specific Targeting

26. Incredibly Specific Targeting

27. Incredibly Specific Targeting

28. Incredibly Specific Targeting

29. 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

30. 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!

31. Combining It All Together

32. http://www.youtube.com/watch?v=DJLDF6qZUX0

33. Form Improvements

34. Shorter Forms = Higher Conversion
Source: Marketo

35. Shorter Forms = Higher Conversion
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments

36. Problems with Self-Submitted Data

37. 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

38. Implementing Social Login on Forms
• Marketing automation tools
• Third-party tool (Gigya)
• API
https://developer.linkedin.com/documents/sign-linkedin
https://developer.linkedin.com/documents/profile-fields

39. Social Login
5%
used
social login

40. Retargeting to
Social Ad Respondents

41. 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

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

44. 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)

45. Using cookies with social ads
Ad targeted towards Landing page, focused
dog lovers on dog products
User clicks
on social ad
Mark
person as
dog lover

50. 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 emails,
dog lover landing pages and
messages
User Responds to Offer
(Fills out form)

51. 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.

52. 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

53. Thank You
www.onlinemarketinginstitute.org