Marketo's Secrets to Digital Advertising
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How does Marketo get the most out of their own search and social advertising campaigns? Watch Scott Minor, Online Marketing Program Manager, and Favian Castillo, Digital Marketing Specialist, as they spill the beans on their paid strategy at Marketo. You'll learn about targeting, user experience and tracking, as well as measuring success and ROI by program, campaign, and individual ads.
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Marketo's Secrets to Digital Advertising
- 1. Marketoâs Secrets to Digital Advertising Scott Minor Online Marketing Program Manager Marketo Favian Castillo Digital Marketing Specialist Marketo
- 2. Proprietary & Confidential Housekeeping Page 2Š Marketo, Inc. 5/30/2018 Proprietary & Confidential ⢠This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. ⢠Have a question? Use the chat box and weâll get to your questions after the webinar. ⢠Posting to social? Use our hashtag - #mktgnation ⢠There is a brief survey after the webinar
- 3. Proprietary & ConfidentialPage 3Š Marketo, Inc. 5/30/2018 Proprietary & Confidential ⢠Why digital ads? ⢠Targeting options ⢠Tactical audiences ⢠User experience ⢠Metrics ⢠Measuring success Agenda
- 4. Proprietary & ConfidentialPage 4Š Marketo, Inc. 5/30/2018 Proprietary & Confidential ⢠Why digital ads? Where do I start? ⢠Targeting options How do I find more customers? ⢠Tactical audiences How do I find people like my existing customers? ⢠User experience How do I get users to do what I want? ⢠Metrics How do I know whatâs working? ⢠Measuring success How do I prove ROI? Riddles Weâll Help You Solve
- 7. Proprietary & Confidential Where Do I Start
- 8. Page 8Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Great Source for Lead Generation Revenue Pipeline MQLs New Names
- 9. Page 9Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Ad Options Paid Search ⢠Keywords ⢠Sitelink Extensions ⢠Retargeting Display ⢠Image/Video ⢠In-Market Targeting ⢠Demographic Targeting ⢠Retargeting Paid Social ⢠Image/Video ⢠Sponsored InMail ⢠AdBridge lists ⢠Retargeting
- 10. Page 10Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Lather, Rinse, Repeat Test MeasureOptimize
- 11. Page 11Š Marketo, Inc. 5/30/2018 Proprietary & Confidential More Riddles
- 12. Page 12Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Advertising Formula for Success Audience 40% Offer 40% Everything Else 20% Audience Offer Everything Else WHO: Targeting, Keywords WHAT: Specific product? 20% off? Free Report? AD: Headline/copy, Images relevance
- 13. Page 13Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Ad Formats â Paid Search & Social Audience â keywords, geography Offer â should be clear Creative - Headline, Display URL & Text - 2 Headlines â 30 characters each - Description line â 80 characters 1200x628 use on Facebook, LinkedIn, Twitter plus âDisplay Responsiveâ ad on Google Bonus 20%: use Sitelinks
- 14. Page 14Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Ad Formats â Display Ads Ad ânetworksâ can be Jokers, focus on main channels Start with 4 sizes: 300x250, 160x600, 300x600, 728x90 Always include: Logo, clear CTA âDownloadâ on GDN
- 15. Page 15Š Marketo, Inc. 5/30/2018 Proprietary & Confidential AdTech Stack CRM/Database Marketo & AdBridge Adv Channel Conversions Revenue, detailed records
- 16. Page 16Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Ad Pricing CPM CPC CPA Riskiest Safest
- 17. Proprietary & Confidential How Do I Find More Customers
- 18. Page 18Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Search & Keywords Positive Negative, Your Brand/Product Names âjobsâ, âCEOâ, Competitor Names âblogâ, âsupportâ Main Categories, Products Competitor/Product Names Secondary categories âtrainingâ - Use keywords in your headline (EXCEPT for competitor names/trademarks). Also try in other text & URL - Negative keywords: my ad will NOT appear if this term is searched for
- 19. Page 19Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Social - Targeting Filters *Note: Platforms will be removing some interests, behaviors and demographics, as well as all European Partner Categories and third- party segments from their platform to consent to GDPR.
- 20. Proprietary & Confidential How Do I Find Lookalike Audiences
- 21. Page 21Š Marketo, Inc. 5/30/2018 Proprietary & Confidential How do I find lookalike customers? Search Social ABM Retargeting Leads
- 22. Page 22Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Finding Lookalike Audiences - Keyword search - Interest-based outreach - Branded content - Comparison reports Branded Competitor
- 23. Page 23Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Finding Lookalike Audiences Retargeting - Activity within last 7-30 days - Continue momentum Interest Matching - Keyword search - Your products/services - Content they want when they want it
- 24. Page 24Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Finding Lookalike Audiences Target Account Lists Facebook GoogleLinkedIn - Selective audience criteria - Name - Company size - Industry - Job title - Build customer lists and send via Adbridge
- 25. Proprietary & Confidential How Do I Guide Users to Goal
- 26. Page 26Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Be Consistent
- 27. Page 27Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Lead to Landing Page ⢠Donât send to homepage! ⢠Test Links ⢠Expected, Valuable Content ⢠Form Fill = Add to Database ⢠Actions add up to Leads
- 28. Page 28Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Be Mobile Friendly ⢠Ensure your ads and landing pages are formatted for mobile devices ⢠Different devices, different formats ⢠Test!
- 29. Proprietary & Confidential How Do I Know Whatâs Working
- 30. Page 30Š Marketo, Inc. 5/30/2018 Proprietary & Confidential How do I know whatâs working â˘URL Parameters â˘Google Analytics, Channel Insights Tracking â˘Clicks, Conversions â˘Pixels from Google, Facebook, LinkedIn Ads â˘Clicks, Conversions â˘MQLs, Opps, Pipeline Campaign
- 31. Page 31Š Marketo, Inc. 5/30/2018 Proprietary & Confidential How do I know whatâs working
- 32. Proprietary & Confidential How Do I Show ROI
- 33. Page 33Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Advanced Report Builder
- 34. Page 34Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Conclusions/Takeaway ⢠Keep digital ad best practices in mind ⢠Target the right people, not the most people ⢠Make the UX/customer journey a pleasant one ⢠Test, measure, optimize!
- 35. Page 35Š Marketo, Inc. 5/30/2018 Proprietary & Confidential Solutions to More Riddles adwords.googleblog.com business.linkedin.com/marketing-solutions/ads facebook.com/business/products/ads business.twitter.com/en/solutions.html
- 36. Questions?
Hinweis der Redaktion
- Welcome to todayâs webinar. My name is Favian Castillo and I am the Digital Marketing Specialist here at Marketo. With us today is Marketoâs Online Marketing Program Manager, Scott Minor, and together weâre going to go through how we handle our digital advertising and offer up secrets to success for you to take home and incorporate into your strategy. Currently, Scott and I manage digital advertising for North American and Europe but will soon be moving to a global team here at Marketo where we will all work together on a global scale.
- Before we kick things off, letâs go over a few housekeeping rules⌠And with that letâs get going!
- For todayâs webinar weâll be discussing areas of focus in digital advertising. For those who have yet to run ads on Google or social, or perhaps donât prioritize it, weâll quickly go over why you should get started. Weâll focus on proven methods of targeting and best practices for ad formats across digital channels along with metrics you can use to measure and prove success from your efforts. Now, this all sounds easier said than done so why donât we approach this from the point of view we experience everydayâŚ
- Questions, all of the questions! Where do I start? How do I find customers? How do I guide them towards a desired conversion and how can we show that itâs working? These are all questions where we as digital marketers have to constantly update our answers with new technologies and advertising capabilities. Theyâre like digital riddles.
- And, with so many riddles in the world of digital advertising, how do you solve them? Well, luckily, Scott and I are here today to help you with tips and examples to solve each case!
- Consider us the digital dynamic duo, here to smile politely and kick some ads â and weâve finished smiling politely.
- So letâs start off with the first riddle. Why Digital Ads? Unlike the campaigns you may be running through email and SEO, digital ads are fast and flexible â meaning they are much easier to start, pause quickly and make necessary edits as needed. Was there a typo in your copy or perhaps you uploaded the wrong image? No problem, quick fix. Need to change the ad spend gradually or even dramatically on an individual ad or whole campaign? If youâre subject to budget cuts and your spend is below forecast, youâll need to ramp up quickly to hit your goals. Luckily you can make appropriate adjustments with a few simple clicks. This is incredibly helpful for the good and bad predicaments you and your team may find yourself in.
- So what are you trying to do with these ads? Aside from brand awareness, views and impressions, your goals as B2B and B2C companies are to get conversions for leads â potential and/or existing customers. You are promoting content assets, events or what have you to generate new names and guide them to action. They become MQLs, or marketing qualified leads, for your sales team to reach out and work their magic â bringing in pipeline that can, in turn, become revenue when the deal is won.
- To do this you have a variety of options when it comes to advertising online. Today weâre going to focus on Google and social channels like Facebook and LinkedIn. With Google we suggest you get acquainted with search and display ads. On search you can push ads based on keywords and phrases you set up in Adwords. Sitelink extensions are links that appear under your ad that can lead the user to even more content. On the display side of the spectrum, you can create text, image and video ads that can also work on Gmail or YouTube. These appear in what seems like everywhere due to Googleâs network but itâs important to set limits to certain sites. Display also offers exemplary targeting tactics like In-Market Targeting, which targets users searching for products or services like yours and your competitors, and Demographic Targeting based on your ideal customer persona, be it age, gender, location, blood type or favorite Will Ferrell movie. Social offers similar style content and targeting options as Google but each platform has special abilities that differ from each other. Facebook can display image and video content on their platform as well as Instagram, Messenger and their large Audience Network. LinkedIn recently launched video ads and have the ability to send sponsored InMails directly to users inboxes. And of course, they also have targeting capabilities based on lists you upload through AdBridge or customize on the channel itself. Youâll notice that all 3 methods shown here include Retargeting at the bottom. Retargeting is a tactic that aims your ads towards people who have visited your website in the past or performed an action that added their information to your database. Itâs a highly effective targeting tactic and we see a fair amount of positive impact from our retargeting campaigns.
- So, youâve got campaigns running across channels catering content specific to its target audience settings. Are you done? Nope, weâre just getting started. Like your other campaigns on email and SEO, you need to have your eyes on all of your digital ads regularly and keep things fresh. Test new headlines, copy and images to see what generates more clicks and conversions. Measure those actions and see how they stand up against other ads in the group or campaigns as a whole that bring in pipeline. Optimize your efforts by making educated adjustments at the campaign or ad level and, after youâve given it enough time and spend to form sufficient data, test again! Now Iâm going to tag in Scott so he can get some punches in and talk about best practices and more. Scott?
- Thanks, Favian. Best Practices are handy & all, but I want to present these in context, so you can understand WHY I recommend using each one and what youâll get out of it.
- All 3 are important, but itâs easy to spend lots of time on the 20% & too little time on the who & what. This is an OLD formula that dates back to direct mail, but I believe the principal works for digital ads, too. Audience is your targeting â who should and should not see this? Offer â both relevant and âgood offerâ Everything else â image, copy, call to action â Favian is going to cover some fundamentals on this a bit later.
- Links at the end of this presentation, so you donât have to write all these down. Paid search â text ads. 20% things â sitelinks, (help you take up more room on the page), review links, Different sizes, samples of Marketo ads, social FB/LI (1200x627 & use on both), FB 20% maximum text (LI also recommends little/no text on image)
- Beware of: ad ânetworksâ often poor performers 4 sizes with best performance, so start here Unlike ads on social networks where you can add a headline & other text, plus identify your company, you need to make these ads easy to understand WHO itâs from, WHAT you want them to do & WHY Googleâs Display Network no longer allows the word âDownloadâ in Call to Action, so try something else
- IMHO, the worst thing an ad campaign/strategy can do is to spend a lot of money & have nothing to show for it. So you want to start with clear goals in mind AND define how youâll measure whatâs working well and what needs optimization. The ad networks themselves are pretty good at showing you what youâre spending by campaign, and usually have a way to see âconversionsâ in their own interface; you can set those up via a Tag Manager on your website. But you probably want to measure more than that, like actual revenue, or for example, lifetime value for B2C customers, or different stages in the buyer journey for B2B companies (like MQL, Opportunity, Closed Won). So you can save yourself some hard work in Excel if you have a way to marry cost & performance data. A marketing automation solution can be great for this. Another nice feature is the ability to send a list of specific people to an ad channel and target them specifically.
- 3 basic pricing models to pay for digital ads: CPM paying for impressions: youâll pay whether or not people interact with your ads. Good for goals like exposure, brand awareness, and with specific audiences. CPC paying for clicks (typical search model), you only pay when someone clicks through to your landing page. CPA (cost per acquisition) basically lead gen: agreed upon price for the action, typically a form fill. Range from Riskiest to Safest, in terms of results
- OK, letâs talk more about targeting, and how to set up your ad campaigns to find more customers.
- I would start with: your brand name, your competitorsâ brand names Then I would prioritize retargeting, which Favian will cover later. THEN I would start spending on your category, for Marketo âmarketing automationâ Lastly, related categories (people searching for this are likely interested in my business product, and I have content on that topic). Marketo example â social media marketing
- List of targeting criteria from LinkedIn, very good for B2B. GREAT for Account-Based Marketing, can upload a list of specific companies you want to target and serve ads only to them (or people in a specific department there). Can also target by industry & get pretty discrete: e.g. not just âFinancial Servicesâ but banks vs insurance vs real estate. Well worth exploring. Donât have a pic of Facebook/Instagram targeting options, because itâs incredibly long (and also because itâs likely to change due to the Cambridge Analytica fallout). SOME work targeting there, company/employer, but LOTS of options of what theyâre âinterestedâ in. Say Marketo wants to find people interested in Digital Marketing or Email Marketing, itâs (currently) there. On LI I can find that by Member skills or Member groups. I recommend using these to keep your ads relevant. Offer content about email marketing to those who are interested in it, or list it as one of their skills/join a group on that topic. Thereâs another great technique to find people who look like your current customers, and Iâm going to hand it over to Favian to go over that. Favian?
- Thanks Scott. Now that we know how to target new customers, how do you get to leads that are similar to your current customers today? Whatâs great about this is that weâve already covered several effective areas to get you started. Letâs go more into detail.
- To get to the center of the tootsie pop, we need to approach all areas before we get to licking. We talked about how Search and Social offer targeting tactics for names we donât already know, but, they also have capabilities to build an audience with names we do know. We can connect Marketo and match lists of people already in your database via AdBridge, which ties in to the ABM and retargeting methods to focus content promotion to them. You have these tools, so now we just need to look into what riddles we need to solve to determine the lookalike customer.
- Letâs start on the paid search and social side. Through Google, Facebook, LinkedIn and other channels you use, you want to get audience specific when creating campaigns, then base the content you serve with them in mind. Say you want to reach people who are interested in your brand, your company. They already know who you are but they want to learn more. This is where we would create a Branding Campaign where we deliver branded content. For Marketo, weâre talking signing up for a demo, reports we create like the State of Engagement or that weâre featured in like Gartnerâs Magic Quadrant, and more that tell people what is Marketo and what do we do. This type of content is meant to get them to be more engaged and familiar with the brand. This is also valuable information to the people who know your competitors. Think of your direct competition. They are also getting looked at on search and social. Users are doing side by side comparisons, reading reviews, and doing all their research before they even consider setting up time for a demo. Here, you would create a competitor campaign where you target people who are searching for information about your competitors and those comparisons between you and them. Set up keywords and phrases, place your bids and try to get your ads to the top when people search âwhoâs better, your company or this companyâ. Trust us, your competitors are doing the same.
- You have branded and competitor campaigns running so you know the people searching you and your competitors by name. By setting up retargeting campaigns, you can then target the users who converted from those campaigns and visited your website or interacted with your content. You now know what theyâre interested in and retargeting continues to gage that interest some more. Continue the momentum and stay top of mind with offers and content. What about those that are looking for the kinds of products and services you offer but donât know who to look for with those needs? In Marketoâs case weâre talking about people searching for marketing automation, email marketing, B2B marketing, and the like. You need to create campaigns centered around these keywords and interests and offer content that gives insights, information and an invitation to learn more. If a person searches ABM advertising, weâre going to put up an ad that offers a guide or cheat sheet for ABM advertising, not a social media checklist or a demo.
- Speaking of ABM, thereâs nothing quite like finding lookalike customers based on your actual customers. You know your customers, their industry, their size, and surely similar companies and competitors, so you have your accounts you want to target. Through Google and socialâs audience criteria you can target based by company name, size, industry and job title. Want to target companies whoâs name you donât know? Build a lookalike audience list using your own database. By importing a list of accounts into Google, Facebook and LinkedIn using AdBridge or working with your reps to build this, the channels themselves can create and target an audience that fits similar criteria. WHAM! Hit that riddle with the quickness. Weâve got everything ready on the front end to start pushing ads to the people we want. Now what?
- Next riddle is about checking everything else. How do I get users to do what I want? What goal or action are we trying to achieve from these ads? Aside from the campaigns, ads and audiences, we need to ensure that every step of the customer journey flows smoothly and effectively. Weâre talking about user experience. There can be a lot of questions that come up on this but, if you put yourself behind your userâs desktop or phone, you can solve the riddle by thinking about what digital bread crumbs you want them to follow. Letâs go over a few tips.
- First off, be consistent! Your messaging, your ads, your landing page, every step the user walks on needs to be placed exactly where they expect it to be. Otherwise, they fall off. For example, if someone searched a particular keyword or phrase looking for information on one of your topics, letâs say demo for this example, be sure that the campaign that picks up those keywords offers the content or value that theyâre looking for. When the ad is clicked and taken to a landing page, make it easy for them to be taken directly to the content they want to see. Eliminate unnecessary extra steps to get the user to your landing page.
- On that note, landing pages. Donât send users to your homepage from an ad unless thatâs exactly where you want them, and they expect, to be sent. If you offer a piece of content in an ad thatâs in a different location and send them to your homepage instead, it adds extra steps for them to find it. A broken link could redirect users to your homepage or an error page so make sure you test your links before activating your ads. You always want to send users to the valuable content they want. Depending on where in the funnel they are, and what type of content youâre offering, consider whether the asset should be gated or ungated. By gating the page and adding a form the user has to fill before seeing the content, the user can grant you their information you need to include into your database. On the Marketo side, this action is recorded and added to their account profile. With the more content they download, website visits and other noteworthy actions, they produce a score that lets us peek at their level of interest, flagging them as potential leads for our sales team to reach out. That all sounds groovy but it comes with the warning that not everyone loves filling out forms with their information. Iâm personally guilty of this on more than one occasion depending on the content Iâm looking at. Hereâs a sidebar tip: consider your landing page when testing and optimizing your ads. Is there something you can change on the page that would trigger higher clicks and conversion rates? Test it out!
- Finally, and this should be a given, make sure your ads and landing pages are formatted for mobile devices. What good is a form on a landing page or a piece of content if the user canât navigate to it on their phone? If you take a look at your web analytics youâll be able to see the percentage of users that visit your website and landing pages on a desktop, phone or tablet. In most cases, mobile makes up a good chunk of site visits. With different devices come different formats. When youâre testing your ad and landing page on mobile, make sure to try out different devices. This page might look great on my android but on my coworkerâs iPhone the header image is cropped out. Test test test across all devices and ensure that every experience looks great and responds correctly. ZAP! Thatâs your phoneâs way of saying thank you.
- So, you have your ads, ad sets and campaigns down. Time to move on to metrics and tracking! I love crunching numbers. But when itâs time to enter the crunch, where do you start? What should you look at? What is this? Your first slice of crunch.
- Thereâs plenty of metrics to look at from the individual ad to the campaign and program level. In order to track everything correctly you must set up the correct URL parameters with every ad. Looking at Google Analytics and each social channelâs insights are great for looking at clicks, spend, and conversions â granted that you have set up the pixels in place on your website, wink wink. By adding the url parameters to each ad, youâll be able to track more in depth metrics like MQLs, opps and pipeline. You can use these numbers to see which campaign, asset and audience is bringing in the most return on your spend. It also helps point out possible errors in your methods. Say, for example, you have a campaign that is generating lots of clicks but unusually low conversions, or lots of conversions but relatively little targets. Perhaps your landing page needs to be updated or thereâs something wrong in your tracking.
- Here are a few examples from our Facebook and LinkedIn campaigns in Q1 of this year. On the social side of things we are taking a look at results, or conversions and goal completions we set up through the pixel I mentioned earlier, as well as clicks and those rates. Weâre currently looking at the ad set and campaign level on this slide but remember to go deeper to the ad level and see which ads in particular stand out. Why are they standing out? Is one getting significantly more impressions, clicks and conversions than the other in the test? Some other metrics not listed in this preview but you should pay attention to are cost per click and cost per conversion. You want to compare your numbers to your industry standards and benchmarks so that you know what is falling behind and what is doing well. From here you can gather ideas like where you need to adjust spend and test new content. BAM! Keep those puppies running and send the slow ones to the pound because they wonât be seeing any love from you anymore. Iâm going to pass it back to Scott so he can go into a deeper level for metrics. Scott?
- Thanks, Favian. Now letâs talk about metrics that help you solve the ROI riddle. This should make you marketers popular with your leadership AND with your sales team. To start with, know that some campaigns will fail. But as Favian just went over, as long as you can tell WHICH ones are failing, you can optimize from there. Just pause the failures, and spend more on the successful campaigns. You can always go back and try a change to the audience or offer, and see if you can resurrect a campaign and turn it into a success.
- So I wasnât allowed to show actual data, but hereâs a pic of the elements we include in our reports, in Marketoâs Advanced Report Builder (yes, we eat our own dog food here). We create a program in Marketo for each campaign in Google, Facebook, LinkedIn, etc. That way, itâs easy to align what we spend with what they produce, like first-touch and multi-touch Opportunities & Pipeline, plus Revenue Won, and more! We measure by the ratio of spend in a month or quarter to the pipeline generated in that same time period. That has everything to do with how weâre measured. We find it also a good way to compare different networks, and even compare advertising against other paid efforts, like events, Content Syndication & the like. You can set up reports for the metrics most important to you, by selecting key events in your CRM thatâs synced to your Marketing Automation system.
- DG2DA, Resource Center, Marketo blog Help sections & blogs from each channel (AdWords, LI, FB)
- Alright, thatâs all we have for you. Before we answer a few questions, Iâd like to remind you that there is a brief survey after this webinar. Please take 30 seconds to complete it to let me know how we can make these better for you in the future. Now on to the questions! First Question: What type of targeting/campaign have you seen works best with bringing in opportunities and pipeline? Should more be invested here than anywhere else? Thank you for the question. Weâve seen varied success in plenty of campaigns. There will be times when one campaign can bring in a decent amount of opportunities and pipeline one month or quarter and then bring in a huge amount before going back down again. Itâs important to monitor each campaign and see whatâs working so that you donât lose that momentum. From the Marketo end, our retargeting and branded campaigns tend to be our top performers but we will have some underdog campaigns give them some competition. Second Question: What insights can you share on the ad level, like copy and images, that we can start applying right away? This is sort of dependent on your industry and content offering but weâve seen that images featuring people tend to work best over, say a comic or inanimate objects. Thereâs still room to test though when you consider animated banners and videos. As for copy, try to phrase a question or call to action to entice the user to engage with your content. Third Question: How long should each ad test and measurement take between optimizations? (optional) Fourth Question: How many ads do you recommend running per campaign on each platform?