10. 3 Takeaways
1. Biggest Evolution in Ad Targeting in History of Advertising,
Ever.
2. Why? Combines the precision of email marketing with the s
cale of PPC marketing
3. Opens up unprecedented new marketing opportunities!
25. So, Many PPC/Social Media/Email
Marketing Efforts Actually More Like …
#SEJSummit
#Searchmetrics @larrykim
26. How to make your:
• Email Marketing
• PPC Marketing
• Social Media Marketing
Generate 10x More
Engagement at 1/10th the
Cost??
#SEJSummit
#Searchmetrics @larrykim
29. The Evolution of Display Ad Targeting
5. Website Targeting
(e.g. Inc. Magazine or
Home & Garden Weekly)
3. Interests & Market Segments
(e.g. Business Services, Photography)
4. Keyword Targeting
(e.g. Articles containing
“Health Insurance”)
2. Remarketing
(e.g. People who visited
the “buy” page of your
website)
1. Identity
(e.g. Specific emails or
phone numbers)
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#Searchmetrics @larrykim
31. People-Based Marketing is Like
Email Marketing But Better
Email Marketing
Limit number of blasts to
reduce unsubscribes
.5-2% unsubscribes each blast
People Need to opt into your list
Tons of unqualified emails on the list
People-Based Marketing
Fixed
Fixed
Fixed
Fixed
#SEJSummit
#Searchmetrics @larrykim
32. Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON of new
and exciting advertising use cases!
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#Searchmetrics @larrykim
33. True Story of the Power of Identity-Based Marketing
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34. Shared the Article on My Social Media
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35. Promoted Post to My List of Influencers
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36. Story Picked Up
in Marketing Land
in 2 Hours
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#Searchmetrics @larrykim
38. Custom Audience Social Ads
ROI Analysis:
• 500 High Value Press Pickups +
Links
• Massive Brand Exposure
• +100k Site Visitors
Total Cost: $50
Total Time 10 minutes
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#Searchmetrics @larrykim
39.
40. True Story #2: Using Identity-Based PPC Marketing
to Promote a Live Event
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41. F%$&*@
HEY Amber! I’m Keynoting PPC Hero Conference
in October in London! Can we blast this to our
list?
Hi Larry: list booked through January 2016. No way I’m
going to blast something that doesn’t directly translate
into sales and leads. How’s the family? :)
#SEJSummit
#Searchmetrics @larrykim
42. But… Who Would Want to Go to
This Event?
• Lives in United Kingdom or Ireland
• Age 23-50
• Interests: AdWords, PPC Marketing,
Marketing Conferences, etc.
• College Degree
• Works in Marketing
• Familiar with me & my company
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#Searchmetrics @larrykim
43. I don’t even
know where
people live or
what their
interests are
because I
forgot to ask
them!
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#Searchmetrics @larrykim
44. Need to Travel Back in Time and Add
Fields to Lead Capture Forms
45. Logged into CRM. Downloaded All Email Addresses!
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#Searchmetrics @larrykim
50. Layered Identity-Based PPC Remarketing
Behavioral & Interest Targeting =
They’re interested in your stuff
Remarketing & List Based PPC
Marketing: They Recently
Checked Out Your Stuff
Demographic Targeting =
They Can Afford to Buy Your Stuff
Target a Narrow
Audience That Meets
all 3 Criteria = $$$
#SEJSummit
#Searchmetrics @larrykim
59. Very Difficult To Unsubscribe From Ads
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#Searchmetrics @larrykim
60. No Inventory Constraints
HEY Amber! Actually, I don’t need to do that
email blast after all.
Great. That saves us from
generating unsubscribes, too. :)
#SEJSummit
#Searchmetrics @larrykim
61. You Can Make Changes & Test Stuff
#SEJSummit
#Searchmetrics @larrykim
64. 3 Takeaways
1. Biggest Evolution in Ad Targeting in History of Advertising,
Ever.
2. Why? Combines the precision of email marketing with the s
cale of PPC marketing
3. Opens up unprecedented new marketing opportunities!