Pubcon 2016: Cross-Channel Paid PPC & Paid Social

#Pubcon | @JanetDMiller

Cross Channel Paid: PPC and Paid Social

Presented by:Janet Driscoll Miller

Marketing MojoOctober 12, 2016


FIRST, THE HISTORY…


The Paid Search Problem in B2B• “Ham-Fisted Bidders” are bidding on ego

and not on the results the advertising brings

• The more expensive the B2B offering, the higher the bid

• Competition is high for a limited B2B audience


Search Engine Marketing Roundup

Keyword CPCRAID data recovery $64business VOIP solutions $51managed hosting providers $49data room services $41VPS dedicated server $32managed services provider $31merchant account providers $28medical billing software $27

Keyword CPCbest conference call service $25domain names registry $24online backup software $24server monitoring software $24managed IT services $23CRM software programs $22business credit card $19business bank account $15


The Intent Challenge• “Social Media Management Software”

– Enterprise level product: 12 months/$100,000 commitment

• But WHO searches using this term?


INTENT(SEARCH ENGINES)

IDENTITY(?)


INTENT(SEARCH ENGINES)

IDENTITY(SOCIAL MEDIA)


Why Social?Facebook LinkedIn

Likes Industry

Gender Gender

Status Update Title and/or Function

Geographic Region Geographic Region

School Company Size

Age Seniority Level

Income Targeting Groups


COMBINING IDENTITY WITH INTENT


Source: Marin Software, 2014


BEFORE YOU GET STARTED…


Develop Buyer Personas• What do your current

customers look like?• What are their

demographics?• What are their

psychographics?


Why LinkedIn? B2B REACH.• World’s largest, most

popular professional network

• Over 380M members worldwide


Why LinkedIn? B2B Targeting Options.Demographic Targeting Options

Location ContinentCountry

StateCity

Companies NameIndustry

Company size(also exclude current customers)

Job Title TitleFunctionSeniority

School School NameField of Study Field of Study

Degree DegreeSkills Skill NameGroup Group Name

Gender GenderAge Age


Conversion Tracking• NEW! Launched September 8, 2016• Set up conversions similar to how you set up

conversion tracking for Facebook, AdWords, etc.


LinkedIn Does Not Have…• Retargeting• Dayparting• Mobile display ads• Ad network


Your LinkedIn Ad OptionsLinkedIn

Marketing Solutions

Self-Serve Ads

Sponsored Updates


LinkedIn’s Mobile Traffic

48%52%

DesktopMobile

Source: LinkedIn, 2Q2015


LinkedIn Content Updates• Sponsored updates that appear in LinkedIn

newsfeed• https://business.linkedin.com/marketing-

solutions/products/native-advertising


LinkedIn Sponsored UpdatesPros and Cons

Pros ConsOnly ad unit available on mobileDemographic targeting availableCPM or CPC basisHigh conversion rates (over 10%)As low as $20 CPL Expect costs to increase


CASE STUDY: B2B ENTERPRISE SOFTWARE

PPC Alone PPC and LinkedIn0

50100150200250300350400

Conversions

PPC Alone PPC and LinkedIn0

100

200

300

400

500

600

700

Cost Per Lead

PPC Alone PPC and LinkedIn $-

$10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00

$100,000.00

Cost


ROI of LinkedIn

1178%

(pipeline)(revenue)ROI

281%


CASE STUDY: GRADUATE PROGRAMMeasurement Change

Qualified Lead Volume

103%

Conversions 88%Conversion Rate 134%Cost/Conversion 69%Cost/Qualified Lead 71%


FACEBOOK


Ad Placements on Facebook


Targeting by Objective


Facebook Targeting OptionsDemographic Targeting Options

Location ContinentCountry

StateCity

Companies Employer NameIndustries

Office Type (ex: home office)(also exclude current customers)

Job Title TitleSchool School Name

Field of Study Field of StudyEducation Level Degree

Currently in SchoolApp Users Current app users

App not currently installedGender Gender

Age Age


Advertising Options in Facebook

Newsfeed

Right Column

Instagram


Mobile Newsfeed


How targeted can you be with Facebook mobile?


Desktop Newsfeed


Facebook Newsfeed AdsPros and Cons

Pros ConsCan specify by device type Limited B2B data compared to

LinkedInDemographic targeting available Only unit available on

Facebook mobileCPC or CPM basisUse retargeting listsCustomer Match


CASE STUDY: HEALTH SUPPLEMENT• Website visits increased by:

– 497% for 18 to 24 year olds– 271% for 25 to 34 year olds– 156% for 35 to 44 year olds

• Advertising increased new user site visits by 99.7% in less than a month

• Purchases increased by 60% and revenue increased by 77% for 18 to 44 year olds


INTEGRATION AND ATTRIBUTION


Integration:It’s a piece of cake


Layering

Social Targeting(LinkedIn, Facebook, etc.)

Retarget(Google AdWords, Bing Ads, Twitter, Facebook, Pinterest)


The Key: Integration

Visitor Signs Up

Visitor Does Not Sign Up

User clicks on

social ad

Mark visitor as

healthcare CIO

Ad targeted towards

healthcare CIOs

Landing page – Webinar registration

Retargeted Display Ads via Google

Retargeted Display Ads via Facebook

Retargeted Search Ads via Google

Nurture via marketing automation


YOU CANNOT BUILD AN AUDIENCE RETROACTIVELY!


Capitalize on Your Hard Work!• Retargeting

– Put code on your site today!– You can’t build these audiences retroactively

• Platforms– Google AdWords– Google Analytics– Bing Ads

• Many cookies last at least 180 days

› Facebook› Twitter› Pinterest


Retargeting in Search Ads• RLSA: Remarketing Lists for Search Ads• Retarget text ads within Google search• Set up campaigns for all searchers vs. those in retargeting

list:

• Good for current customers who may click on brand ads too


RLSA Performance


Use RLSA to Sculpt• Exclude current customers

– Use cheaper bids on this group– Use different messages for this group


Step by Step to Convert and Attribute1. Put retargeting code on landing pages and website

pages.2. Run LinkedIn campaigns to targeted audiences.

Tag campaign URLs.3. Tag visitors accordingly, both with retargeting code and

cookies.4. Run retargeting campaigns on other platforms. 5. Upon conversion, pull down cookies with demographic

data.


Contact InfoJANET DRISCOLL MILLERPresident and CEOMarketing Mojo

434.975.6656 x101

[email protected]

@janetdmiller

Pubcon 2016: Cross-Channel Paid PPC & Paid Social

Marketing

Transcript of Pubcon 2016: Cross-Channel Paid PPC & Paid Social