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Compra de mídia para empresas B2B - Felipe Spina #RDSUMMIT 2015

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Palestra feita por Felipe Spina sobre o processo de compra de mídia na Resultados Digitais e muitos hacks para otimizar e ter melhores resultados na jornada de compra em campanhas usando mídia paga. #RDSUMMIT

Veröffentlicht in: Kleinunternehmen & Unternehmertum
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Compra de mídia para empresas B2B - Felipe Spina #RDSUMMIT 2015

  1. 1. Compra de mídia para empresas B2B Felipe Spina @fspina www.linkedin.com/in/fspina felipe.spina@resultadosdigitais.com.br
  2. 2. Antes o que eu fazia... • Eu era mídia em agência • Trabalha com várias marcas • Administrava budget de milhões de reais • Métrica de sucesso era Branding Awareness
  3. 3. Agora na RD... • Proposta diferente • Ciclo de compra mais longo • Budget limitado • Métrica de gerar oportunidade para vendas e ROI
  4. 4. Diferença entre compra de mídia B2Cx B2B
  5. 5. Mas e ai, compra de mídia é uma estratégia de Inbound Marketing?
  6. 6. Anúncios para ToFu Anúncios para MoFu Anúncios para BoFu
  7. 7. Anúncios ToFu Mídia na Jornada de Compra Segmentação: ● Tipo do Material ● Comportamento
  8. 8. Anúncios ToFu Mídia na Jornada de Compra Anúncios MoFu Segmentação: ● Tipo do Material ● Comportamento Segmentação: ● Base de Emails ● Gerar MQL - Lead Scoring
  9. 9. Anúncios ToFu Anúncios BoFu Mídia na Jornada de Compra Anúncios MoFu Segmentação: ● Tipo do Material ● Comportamento Segmentação: ● Base de Emails ● Gerar MQL - Lead Scoring Segmentação: ● Deals não fechados ● Levantadas de Mão
  10. 10. Processo de compra de mídia na RD
  11. 11. Experimentos em formatos novos com pouca verba e analisar
  12. 12. Testes A/B com formatos e canais
  13. 13. Analise de resultados (quase) em Real- time
  14. 14. Temos um problema…
  15. 15. Dificuldades com Compra de mídia B2B • Volume de pesquisa B2C é maior • B2C todo comprador é praticamente qualificado • O CPC é mais caro • É amigos... realmente, não é fácil
  16. 16. 8 hacks para compra de mídia B2B que usamos na RD
  17. 17. PEGUE O CADERNINHO
  18. 18. Anúncios dinâmicos na rede de pesquisa do Google Adwords
  19. 19. https://www.thinkwithgoogle.com/intl/pt-br/products/dynamic-search-ads.html https://support.google.com/adwords/answer/2471185?hl=pt-BR
  20. 20. http://resultadosdigitais.com.br/materiais-educativos/
  21. 21. Lista de afinidade com sites de público- alvo na rede Display no Google Adwords
  22. 22. Exemplo: Fabricante de computadores
  23. 23. Exemplo: Fabricante de computadores Público de afinidade
  24. 24. Público de Afinidade Anúncios na Rede Display Segmentação para o público de afinidade http://adwords-br.blogspot.com.br/2014/10/apresentacao-dos-publicos-alvo-de.html
  25. 25. SIM! DISPLAY FUNCIONA!
  26. 26. Segmentando Públicos Personalizados com sua base usando Facebook Ads
  27. 27. Aumentar os pontos de contato
  28. 28. Mapear página de preços e páginas importantes
  29. 29. https://developers.facebook.com/docs/ads-for-websites/pixel-troubleshooting
  30. 30. Audiências Personalizadas que usamos: • Lista da Base de Leads para oferecer materiais ricos • Lista de emails de clientes para oferecer upsell • Retargeting em página de preços e páginas importantes • Publico semelhantes dos que já converteram para atrair novos Leads (Lookalike quem baixou materiais)
  31. 31. Lista de pessoas que assistiram aos vídeos com Facebook Ads
  32. 32. Pixel em Sites parceiros
  33. 33. Campanha LeadGen Nativo no Facebook Ads
  34. 34. Performance no Instagram?
  35. 35. Campanha de anúncios para venda de Cursos Online
  36. 36. PopUp Exit Intent Mídia paga: - FB Ads - Adwords - AdRoll Landing Page Email1 Gostou da aula? oferece dicas de ebooks Email2 Conta mais sobre o curso, benefícios Email3 Última chance e ofece um outro curso grátis
  37. 37. Antes: Investido em mídia: R$1.466,93 Receita origem mídia paga: R$3.665,33 ROI: 1.49 Depois: Investido em mídia: R$ 1,809.38 Receita origem mídia paga: R$ 7,146.82 ROI: 2.94 Olha como compra de mídia é Inbound
  38. 38. LANDING PAGE PARA RECEBER A PALESTRA e grupo de Growth
  39. 39. LANDING PAGE PARA RECEBER A PALESTRA e grupo de Growth
  40. 40. Muito obrigado :) felipe.spina@resultadosdigitais.com.br

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