targeting is the new retargeting
DESCRIPTION
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.TRANSCRIPT
![Page 1: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/1.jpg)
@marketingmojo | #smx | marketing-mojo.com
Targeting is the New Retargeting
#SMX
• Presented by Tad Miller of Marketing Mojo
![Page 2: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/2.jpg)
@marketingmojo | #smx | marketing-mojo.com
PRESENTER
TAD MILLERVice President of AccountsMarketing Mojo
@jstatad + Tad Miller
MARKETING MOJOTwitter: @MarketingMojoFacebook: facebook.com/MarketingMojoAgencyGoogle+: +Marketing Mojo
![Page 3: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/3.jpg)
@marketingmojo | #smx | marketing-mojo.com
ABOUT MARKETING MOJO
• 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
![Page 4: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/4.jpg)
@marketingmojo | #smx | marketing-mojo.com
B2B ADVERTISING IS ALL ABOUT TARGETING
Show Ads to THIS GUY!
![Page 5: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/5.jpg)
@marketingmojo | #smx | marketing-mojo.com
Not his Receptionist
![Page 6: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/6.jpg)
@marketingmojo | #smx | marketing-mojo.com
Not in the market for $10,000 a Month Server Monitoring Software
![Page 7: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/7.jpg)
@marketingmojo | #smx | marketing-mojo.com
Different Income Bracket
![Page 8: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/8.jpg)
@marketingmojo | #smx | marketing-mojo.com
ENTERPRISE-LEVEL SOFTWARE AS A SERVICE CLIENTS
![Page 9: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/9.jpg)
@marketingmojo | #smx | marketing-mojo.com
HOW MANY COMPANIES CAN AFFORD YOUR PRODUCT ?
???
![Page 10: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/10.jpg)
@marketingmojo | #smx | marketing-mojo.com
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…”
![Page 11: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/11.jpg)
@marketingmojo | #smx | marketing-mojo.com
APPENDING “ENTERPRISE”
• You can append the word “enterprise” onto your keywords
• Just shrinks the audience size and likely eliminates qualified searchers
![Page 12: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/12.jpg)
@marketingmojo | #smx | marketing-mojo.com
DEVELOP PERSONAS
• Job Titles• Company Size• Job Skills• Education
/Certification• Income• Professional Interests• Group Membership• Company• Location
![Page 13: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/13.jpg)
@marketingmojo | #smx | marketing-mojo.com
WHERE DOES ONE GO TO HUNT THE C-SUITE & DECISION MAKERS ?
![Page 14: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/14.jpg)
@marketingmojo | #smx | marketing-mojo.com
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
![Page 15: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/15.jpg)
@marketingmojo | #smx | marketing-mojo.com
LINKEDIN HAS B2B SCALE
![Page 16: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/16.jpg)
@marketingmojo | #smx | marketing-mojo.com
WHERE DECISION MAKERS HANG OUT• 74% of business decision-makers in North
America and Europe say they use LinkedIn for business purposes
![Page 17: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/17.jpg)
@marketingmojo | #smx | marketing-mojo.com
LINKEDIN DEMOGRAPHIC TARGETING
• Location• Company• Industry• Company
Size• Job Title• Seniority• Job Category
![Page 18: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/18.jpg)
@marketingmojo | #smx | marketing-mojo.com
BUT WAIT THAT’S NOT ALL
• Job Skills• LinkedIn Group
Membership• Gender• Age• EXCLUSIONS
![Page 19: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/19.jpg)
@marketingmojo | #smx | marketing-mojo.com
WHAT WORKS ON LINKEDIN
White Papers
Webinars
![Page 20: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/20.jpg)
@marketingmojo | #smx | marketing-mojo.com
NOT MUCH ON DIRECT SALES
• Not great for:• Direct Sales• Demo Requests• Contact Us
Form Completions
• Quote Requests
![Page 21: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/21.jpg)
@marketingmojo | #smx | marketing-mojo.com
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
![Page 22: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/22.jpg)
@marketingmojo | #smx | marketing-mojo.com
That’s still an 80% to 90% Failure Rate!
![Page 23: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/23.jpg)
@marketingmojo | #smx | marketing-mojo.com
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
![Page 24: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/24.jpg)
@marketingmojo | #smx | marketing-mojo.com
TAG YOUR URLS• Identify your Specific LinkedIn
Audiences by appending your URLs
![Page 25: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/25.jpg)
@marketingmojo | #smx | marketing-mojo.com
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.
![Page 26: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/26.jpg)
@marketingmojo | #smx | marketing-mojo.com
UTILIZE DISPLAY REMARKETING
• Give the small B2B Audience “Scale” with Display Remarketing
• Keep cycling new content
• Eventually make the direct pitch
![Page 27: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/27.jpg)
@marketingmojo | #smx | marketing-mojo.com
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
![Page 28: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/28.jpg)
@marketingmojo | #smx | marketing-mojo.com
PLANT THE AUDIENCE SEEDS
• Audience Growth is Slow
![Page 29: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/29.jpg)
@marketingmojo | #smx | marketing-mojo.com
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
OH YEAH, YOU CAN TOTALLY DO THE SAME THING FOR B2C OR B2B WITH FACEBOOK
![Page 30: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/30.jpg)
@marketingmojo | #smx | marketing-mojo.com
“FRANKEN-TARGETING” SIMILAR AUDIENCES
![Page 31: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/31.jpg)
@marketingmojo | #smx | marketing-mojo.com
PROBLEM: SIMILAR IN WHAT REGARD ?PROBLEM: HOW DOES GOOGLE JUDGE “SIMILAR”
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.”
![Page 32: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/32.jpg)
@marketingmojo | #smx | marketing-mojo.com
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
![Page 33: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/33.jpg)
@marketingmojo | #smx | marketing-mojo.com
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
![Page 34: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/34.jpg)
@marketingmojo | #smx | marketing-mojo.com
EXCLUDE TOPICS WITH A MACHETE
Dating & Personals
Celebrity News & Gossip
![Page 35: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/35.jpg)
@marketingmojo | #smx | marketing-mojo.com
ADD RELEVANT “UPSCALE” TOPICS
![Page 36: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/36.jpg)
@marketingmojo | #smx | marketing-mojo.com
USE GOOGLE TO EAT THE RICH & FILTER OUT THE POOR
![Page 37: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/37.jpg)
@marketingmojo | #smx | marketing-mojo.com
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
![Page 38: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/38.jpg)
@marketingmojo | #smx | marketing-mojo.com
HOUSEHOLD INCOME TARGETING
![Page 39: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/39.jpg)
@marketingmojo | #smx | marketing-mojo.com
WHERE DO YOUR ENTERPRISE B2B CUSTOMERS LIVE & WORK ?
![Page 40: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/40.jpg)
@marketingmojo | #smx | marketing-mojo.com
GREEN IS GOOD – BLUE NOT SO MUCH
![Page 41: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/41.jpg)
@marketingmojo | #smx | marketing-mojo.com
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
![Page 42: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/42.jpg)
@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
![Page 43: Targeting is the New Retargeting](https://reader031.vdocuments.us/reader031/viewer/2022013003/54707217af7959f4388b49a4/html5/thumbnails/43.jpg)
@marketingmojo | #smx | marketing-mojo.com
TAD MILLERVice President of AccountsMarketing Mojo
@jstatad + Tad Miller
MARKETING MOJOTwitter: @MarketingMojoFacebook: facebook.com/MarketingMojoAgencyGoogle+: +Marketing Mojo
THAT’S ALL