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#SMX #XXA @Lonohead
Marrying Search & Social Strengths to Drive More Sales
How to Reach
Ideal Customers
Using Advanced
Sea...
#SMX #XXA @Lonohead
Michael McEuen is the Director of Marketing
at AdStage, the leading cross-network online
advertising p...
#SMX #XXA @Lonohead
AdStage is a powerful cross-channel
advertising platform, helping digital
marketers easily report, aut...
#SMX #XXA @Lonohead
THE CASE FOR CROSS-NETWORK
ADVERTISING
#SMX #XXA @Lonohead
It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead
-Forrester Research
#SMX #XXA @Lonohead
Paid Media Needs to Account for a Multi-Touch World.
#SMX #XXA @Lonohead
DETERMINING BEST-FIT CUSTOMERS
#SMX #XXA @Lonohead
Defining Your Ideal Customer Profile
Connect with Sales Talk to Customers Tap into your CRM
#SMX #XXA @Lonohead
Use Historical
Data to Your
Advantage
#SMX #XXA @Lonohead
Crafting Your Personas
#SMX #XXA @Lonohead
USING CROSS-NETWORK
TECHNIQUES TO REACH YOUR IDEAL
CUSTOMER
#SMX #XXA @Lonohead
Assign Ad Campaigns to Part of the Sales Funnel
1. Brand Awareness
2. Engagement
3. Consideration
4. D...
#SMX #XXA @Lonohead
1. Brand Awareness
Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition
#SMX #XXA @Lonohead
2. Engagement
Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet
#SMX #XXA @Lonohead
3. Consideration
Search Queries:
{keyword} prices,
{keyword} reviews,
{keyword] vs. {keyword},
competi...
#SMX #XXA @Lonohead
4. Decision
Search & RLSA Text Ads
Search Queries:
Brand keywords
High buying intent keywords
Specific...
#SMX #XXA @Lonohead
Retargeting Can Be Used to Help Accelerate Each Stage
Example retargeting funnel stages, triggered by ...
#SMX #XXA @Lonohead
Cross-Network Plays
#SMX #XXA @Lonohead
B2B Demand Generation:
Driving New Contacts & Lead Nurturing
#SMX #XXA @Lonohead
Campaign Targeting:
A) Company + Function + Geo
B) Company + Job Title + Geo
C) Company + Function + S...
#SMX #XXA @Lonohead
Web Acquisition:
Search Traffic with Social Retargeting
#SMX #XXA @Lonohead
Step #1
Step #2
Search Ads
Targeted landing
page
Non-converted traffic
Unpublished Post
Promoted Only ...
#SMX #XXA @Lonohead
Lookalike Modeling:
Display Conversions Modeled From DR Campaigns
#SMX #XXA @Lonohead
Unpublished Post
Direct Sponsored Content
Promoted Only Tweet
Search Advertising
Customer
1% Lookalike...
#SMX #XXA @Lonohead
Use Impact Visuals Above, Move Presentation Title As Needed
1. Use customer profiles to inform ad targ...
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How to Reach Ideal Customers Using Search & Social Tactics - SMX West 2017 - Michael McEuen of AdStage presentation

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Multidisciplinary search marketers (yes, that means you!) are best prepared to handle the growing complexity of digital advertising and fulfill the omnichannel promise. If you've mastered scripts, bid modifications and elaborate combinations of extensions, using paid search and social media together could be your next big move.

In this session, you'll learn how to apply your hard-earned expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.

Michael McEuen, Director of Marketing at AdStage reveals insights on how to reach your best fit customers using search and social paid media tactics.

Veröffentlicht in: Marketing
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How to Reach Ideal Customers Using Search & Social Tactics - SMX West 2017 - Michael McEuen of AdStage presentation

  1. 1. #SMX #XXA @Lonohead Marrying Search & Social Strengths to Drive More Sales How to Reach Ideal Customers Using Advanced Search & Social Tactics
  2. 2. #SMX #XXA @Lonohead Michael McEuen is the Director of Marketing at AdStage, the leading cross-network online advertising platform. He possesses over 7 years of paid media experience, having led agency and in-house acquisition teams. A Bit About Me
  3. 3. #SMX #XXA @Lonohead AdStage is a powerful cross-channel advertising platform, helping digital marketers easily report, automate, and manage paid search & social campaigns all under one roof. About AdStage
  4. 4. #SMX #XXA @Lonohead THE CASE FOR CROSS-NETWORK ADVERTISING
  5. 5. #SMX #XXA @Lonohead It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead -Forrester Research
  6. 6. #SMX #XXA @Lonohead Paid Media Needs to Account for a Multi-Touch World.
  7. 7. #SMX #XXA @Lonohead DETERMINING BEST-FIT CUSTOMERS
  8. 8. #SMX #XXA @Lonohead Defining Your Ideal Customer Profile Connect with Sales Talk to Customers Tap into your CRM
  9. 9. #SMX #XXA @Lonohead Use Historical Data to Your Advantage
  10. 10. #SMX #XXA @Lonohead Crafting Your Personas
  11. 11. #SMX #XXA @Lonohead USING CROSS-NETWORK TECHNIQUES TO REACH YOUR IDEAL CUSTOMER
  12. 12. #SMX #XXA @Lonohead Assign Ad Campaigns to Part of the Sales Funnel 1. Brand Awareness 2. Engagement 3. Consideration 4. Decision
  13. 13. #SMX #XXA @Lonohead 1. Brand Awareness Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition
  14. 14. #SMX #XXA @Lonohead 2. Engagement Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet
  15. 15. #SMX #XXA @Lonohead 3. Consideration Search Queries: {keyword} prices, {keyword} reviews, {keyword] vs. {keyword}, competitor terms, best category keywords Unpublished Sponsored Tweet Direct Sponsored Content Dark Sponsored Post Search Text Ads
  16. 16. #SMX #XXA @Lonohead 4. Decision Search & RLSA Text Ads Search Queries: Brand keywords High buying intent keywords Specific product line, service, or offering keywords
  17. 17. #SMX #XXA @Lonohead Retargeting Can Be Used to Help Accelerate Each Stage Example retargeting funnel stages, triggered by web custom/tailored audience buckets
  18. 18. #SMX #XXA @Lonohead Cross-Network Plays
  19. 19. #SMX #XXA @Lonohead B2B Demand Generation: Driving New Contacts & Lead Nurturing
  20. 20. #SMX #XXA @Lonohead Campaign Targeting: A) Company + Function + Geo B) Company + Job Title + Geo C) Company + Function + Skills + Geo Step #1 Sponsored Content Text Ads Step #2 Form fill for a demo or gated content piece Campaign Targeting: Custom/Tailored/Customer Match Audiences matched from your MA exported leads based on Lead Status /Campaign Sponsored Post Google Display Sponsored Tweet Blog content Infographics eBooks
  21. 21. #SMX #XXA @Lonohead Web Acquisition: Search Traffic with Social Retargeting
  22. 22. #SMX #XXA @Lonohead Step #1 Step #2 Search Ads Targeted landing page Non-converted traffic Unpublished Post Promoted Only Tweet Retargeting dedicated pageCampaign Targeting: Web Custom/Tailored Audience by URL string visited Campaign Targeting: Search queries Geo
  23. 23. #SMX #XXA @Lonohead Lookalike Modeling: Display Conversions Modeled From DR Campaigns
  24. 24. #SMX #XXA @Lonohead Unpublished Post Direct Sponsored Content Promoted Only Tweet Search Advertising Customer 1% Lookalike Customer Custom Audiences Tailored Audience Expanded Targeting Google Analytics Smart Audiences
  25. 25. #SMX #XXA @Lonohead Use Impact Visuals Above, Move Presentation Title As Needed 1. Use customer profiles to inform ad targeting. 2. Align campaigns & budgets to funnel stages. 3. Think about Search & Social in an eco-system. TAKEAWAYS LEARN MORE: WWW.ADSTAGE.IO

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