online marketing institute: harnessing the power of social media and retarteting

Harnessing the Power of Social Media and Retargeting

Janet Driscoll MillerCEO and PRESIDENT, Search Mojo

• 14 years in search marketing

• President and CEO of Search Mojo

• Online Marketing Summit, SMX, Pubcon and others

• Search Insider and other blogs

About Me

Agenda

• Why Social?• Social Advertising

– Options– Benefits– Challenges

• Social Logins• Harnessing Social via Retargeting

Why Social?

• Offers what search often lacks– High level of demographic targeting

Facebook LinkedInLikes Industry

Gender Gender

Status Update Title and/or Function

Geographic Region Geographic Region

School Company Size

Age Seniority Level

Social Advertising

• 46.1% increase in ad growth*• Revenue estimated at 226 million*

*eMarketer

LinkedIn Marketing Solution• Display and social ads• Dedicated LinkedIn account manager• Minimum spend = $25,000/3 months• Guaranteed inventory and delivery• Cost per impression (CPM)• As low as $25 CPL

Display/Social ads

Self-Serve Ads

• Text Ads with Small Image• No Minimum Spend• Cost per Impression OR

Cost per Click• As low as $13 CPL

Self-Serve Text Ads

Things to Note

• Company vs. Personal Account• Ad Day based on GMT

– No option for day parting– For ET, starts next day at 7PM

Targeting

Search LinkedIn Suggest

• Search Alpha patterns [keyword] a, [keyword] b, [keyword] c, etc. to find new job titles and groups

Look at Recommended Similar Titles

Setting Up an Ad Campaign

• Headline: 25 characters

• Body: 75 characters

• Image: 50x50 pixels

Lead Collection

• People who click your ads have the option to request contact

• Notified by email of request for more info

Challenges

• Text Ads need to be rotated frequently • Display and Social ads need to be planned

very far in advance for LinkedIn Account Manager

• Consider testing offers– Limited time offers seem to drive more clicks

• Over 800 million active Facebook users• Expected 2012 revenue from ads:

$5.74 billion

*eMarketer

Types of Ads

• Social Ads– Ads that point to a location in Facebook– Includes “Sponsored Story” ads

• Non-social Ads– Ads that point to a location outside of

Facebook

• For either: pay by impression or by click

Social Ad Non-Social Ad

Incredibly Specific Targeting

Incredibly Specific Targeting

Incredibly Specific Targeting

Incredibly Specific Targeting

Targeting Tips

• Consider similar interests– Example: moms with small kids

• Brands they may like:– Gymboree– Little Gym– Fisher-Price

– Example: people who want “green” products• Brands they may like:

– Whole Foods

• Other “likes”:– Organic food– Organic gardening– Recycling

Challenges

• It’s not Google AdWords.• Often low CTR.

– Don’t expect what you get in search ads.

• Social ads often outperform non-social ads.– Remember your goals!

Social Logins

Marketing Wall

• Benefits– Gain more leads from content resources– Get more information from existing leads

• Challenge– More form fields = lower conversion– Can be a barrier to content sharing

Solution: Social Login

• Use Facebook or LinkedIn as a login option using OpenGraph protocol

• Benefits:– Fast signup– Likely leads to higher conversion– Learn additional information (demographics)– Spam reduction

Social Login

• Tools: Gigya.com• Can also be done with Twitter and Facebook

– Twitter has less demographic info

Retargeting to Social Ad Respondents

Why Social Ads?

http://www.youtube.com/watch?v=DJLDF6qZUX0

What Is Retargeting?

• Form of display advertising• Available through Google as

“Remarketing”• Serves ads to previous visitors

– Landing page or website visitors– Allows us to “recycle” those clicks that do not

immediately convert

What Is Retargeting?

Google AdWords

retargeting cookie

added to user

User visits a web page

Google Retargeting ads

show to user over many sites

Google Retargeting ads focused on dogs

show to user

User Responds to Offer (Fills out form)

User Does Not Respond to Offer

(Doesn’t fill out form)

User clicks on social ad

Mark person as dog lover

Ad targeted towards dog lovers

Landing page, focused on dog products

Social w/Retargeting

User Does Not Respond

to Offer (Doesn’t fill out form)

Nurture Personas

Google Retargeting ads focused

on dogs show to user

Nurture with dog-related emails,

landing pages and messages

User Responds to Offer (Fills out form)

Person marked as dog lover

Key Takeaways

• Social provides demographic data that search often cannot.

• Social ad targeting can be very specific.• Social login helps gain more data and

leads to higher quality signups.• Harnessing this social data leads to more

effective retargeting ads.

Contact Information

• Janet Driscoll Miller• jmiller@search-mojo.com• 800-939-5938 x101

• LinkedIn: www.linkedin.com/in/janetdriscollmiller

• Twitter: @janetdmiller• Facebook: www.facebook.com/SearchMojo• Google+: Janet Driscoll Miller

 www.onlinemarketinginstitute.org 

Thank You