My deck from SMX East 2014. The focus of this presentation is on Enterprise Level B2B online advertising. Use of targeting on LinkedIn Advertising is a great way to build a remarketing audience that fits your target personas. Use of other Google AdWords Demographic targeting options like Average Household Income for location targeting can really improve the quality of your lead generation campaigns.
Brand experience Dream Center Peoria Presentation.pdf
Targeting is the New Retargeting
1. @marketingmojo | #smx | marketing-mojo.com
Targeting is the New
Retargeting
#SMX
• Presented by Tad Miller of Marketing Mojo
2. @marketingmojo | #smx | marketing-mojo.com
PRESENTER
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad + Tad Miller
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
3. ABOUT MARKETING MOJO
@marketingmojo | #smx | marketing-mojo.com
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
4. B2B ADVERTISING IS ALL ABOUT TARGETING
Show Ads to THIS GUY!
@marketingmojo | #smx | marketing-mojo.com
9. HOW MANY COMPANIES CAN AFFORD
YOUR PRODUCT ?
???
@marketingmojo | #smx | marketing-mojo.com
10. PROBLEM: WHAT KEYWORDS CAN I USE TO
GET JUST EXECUTIVES IN MY PERSONA ?
I search just like you,
except every query starts
with “Enterprise Level…”
@marketingmojo | #smx | marketing-mojo.com
11. APPENDING “ENTERPRISE”
• You can append the word “enterprise” onto
your keywords
• Just shrinks the audience size and likely
eliminates qualified searchers
@marketingmojo | #smx | marketing-mojo.com
12. @marketingmojo | #smx | marketing-mojo.com
DEVELOP PERSONAS
• Job Titles
• Company Size
• Job Skills
• Education /Certification
• Income
• Professional Interests
• Group Membership
• Company
• Location
13. WHERE DOES ONE GO TO HUNT THE
C-SUITE & DECISION MAKERS ?
@marketingmojo | #smx | marketing-mojo.com
14. LINKEDIN IS THE ANSWER FOR B2B
ADVERTISING
• More than 100,000 million
members in the USA
• 2 new members per second
• 40% of members check
LinkedIn daily
@marketingmojo | #smx | marketing-mojo.com
15. LINKEDIN HAS B2B SCALE
@marketingmojo | #smx | marketing-mojo.com
16. WHERE DECISION MAKERS HANG OUT
• 74% of business decision-makers in North
America and Europe say they use LinkedIn for
business purposes
@marketingmojo | #smx | marketing-mojo.com
17. LINKEDIN DEMOGRAPHIC TARGETING
• Location
• Company
• Industry
• Company Size
• Job Title
• Seniority
• Job Category
@marketingmojo | #smx | marketing-mojo.com
18. BUT WAIT THAT’S NOT ALL
• Job Skills
• LinkedIn Group
Membership
• Gender
• Age
• EXCLUSIONS
@marketingmojo | #smx | marketing-mojo.com
19. WHAT WORKS ON LINKEDIN
@marketingmojo | #smx | marketing-mojo.com
White Papers
Webinars
20. NOT MUCH ON DIRECT SALES
• Not great for:
• Direct Sales
• Demo Requests
• Contact Us
Form
Completions
• Quote Requests
@marketingmojo | #smx | marketing-mojo.com
21. IT REALLY WORKS ON WHITE PAPERS
• White Paper Conversion rates between 10% -
20% for conversion costs up to 600% less than
search campaigns on the same asset
@marketingmojo | #smx | marketing-mojo.com
22. That’s still an 80% to 90% Failure Rate!
@marketingmojo | #smx | marketing-mojo.com
23. I’M NOT FAILING…
• I’m not failing. I’m building the ultimate
B2B remarketing list!
• Every ad click is from the exact audience
that has voluntarily identified themselves
as your target demographic
@marketingmojo | #smx | marketing-mojo.com
24. TAG YOUR URLS
• Identify your Specific LinkedIn Audiences
by appending your URLs
@marketingmojo | #smx | marketing-mojo.com
25. BE IN IT FOR THE LONG HAUL
• Use the 540 day maximum setting for
collecting LinkedIn Audiences
• You essentially paid LinkedIn to give you
that remarketing audience – Milk it for all
its worth as long as you can.
@marketingmojo | #smx | marketing-mojo.com
26. UTILIZE DISPLAY REMARKETING
• Give the small B2B
Audience “Scale”
with Display
Remarketing
• Keep cycling new
content
• Eventually make the
direct pitch
@marketingmojo | #smx | marketing-mojo.com
27. RLSA AUDIENCES ARE SLOWER TO BUILD
• RLSA lists use a different cookie and don’t
track as fast as display remarketing audiences
• Need minimum 1,000 in RLSA audience to
use
@marketingmojo | #smx | marketing-mojo.com
28. PLANT THE AUDIENCE SEEDS
@marketingmojo | #smx | marketing-mojo.com
• Audience Growth is Slow
29. OH YEAH, YOU CAN TOTALLY DO THE SAME
THING FOR B2C OR B2B WITH FACEBOOK
Google
Retargeting ads
focused on dogs
show to user
@marketingmojo | #smx | marketing-mojo.com
User clicks
on social ad
User Responds to Offer
(Fills out form)
User Does Not Respond
to Offer
(Doesn’t fill out form)
Ad targeted towards
dog lovers
Mark
person as
dog lover
Landing page, focused
on dog products
31. PROPRBLOEBML: EHMOW: S DIMOEILSA GRO OING LWE JHUADTG RE E“SGIMAIRLADR ?”
Both Are Frogs. But…
Google: “A similar audiences list is created from a remarketing list with at least 500 cookies with
enough similarity in characteristics and interests to create a corresponding similar audience.”
@marketingmojo | #smx | marketing-mojo.com
32. 500 COOKIES AIN’T GETTING IT DONE
• Similar audience click quality is pretty bad
• You have to use other filtering to clean it up if
you want to generate new qualified B2B leads
@marketingmojo | #smx | marketing-mojo.com
33. CONSIDER SKIPPING MOBILE DISPLAY
• Who is using Mom & Dad’s phone ?
• At a minimum exclude the placement:
› Adsenseformobileapps.com
• Consider using -100% mobile bid modifier
@marketingmojo | #smx | marketing-mojo.com
34. EXCLUDE TOPICS WITH A MACHETE
@marketingmojo | #smx | marketing-mojo.com
Dating &
Personals
Celebrity News &
Gossip
36. USE GOOGLE TO EAT THE RICH & FILTER
OUT THE POOR
@marketingmojo | #smx | marketing-mojo.com
37. LOCATION, LOCATION, LOCATION
• Google AdWords actually has income targeting for both Search
& Display – it’s just not where you think it would be
Ads P
@marketingmojo | #smx | marketing-mojo.com
39. WHERE DO YOUR ENTERPRISE B2B
CUSTOMERS LIVE & WORK ?
@marketingmojo | #smx | marketing-mojo.com
40. GREEN IS GOOD – BLUE NOT SO MUCH
@marketingmojo | #smx | marketing-mojo.com
41. OH BY THE WAY…
• Half the US population only lives in 100 counties – odds
are so do most of your target enterprise-level B2B
demographic targets
@marketingmojo | #smx | marketing-mojo.com
42. @marketingmojo | #smx | marketing-mojo.com
LAST POINTS
• It takes time to build
scale with small niche
B2B audiences
• Set up your targeting
first
• It might take months to
get the data necessary
to make decisions with
43. TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad + Tad Miller
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
@marketingmojo | #smx | marketing-mojo.com
THAT’S ALL