SMX West 2014: Pro-Level Tips for Succeeding at Retargeting

@marketingmojo | #smx #33B | marketing-mojo.com

#SMX #33B

Presented by Tad Miller of Marketing Mojo

Pro-Level Tips for Succeeding at Remarketing


PRESENTER

TAD MILLER Vice President of Accounts

Marketing Mojo

@jstatad + Tad Miller

MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo


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


OUR CLIENTS


BIG PROBLEMS INSPIRE INNOVATIVE SOLUTIONS


HORIZONTAL RELEVANCE

• The same keywords can mean different things to different people

• “Green Vacuum”


“GLORY DAYS”


SMARTWATCH


B2B NEEDS B2B CONTEXT

• “Battery Testing”

Consumer Search Intent Battery Manufacturer Search Intent


ENTERPRISE LEVEL B2B

• Translation: It costs a lot, has more features than you will ever need and you have to commit to it for a long time

• Only certain companies can afford and will pay for it

• For every “Enterprise” level product there’s usually a low cost lower-end product for everyone else


CAN YOU “PRE-QUALIFY” WITH KEYWORDS?

• Our client sells “Social Media Management Software”

› Enterprise level product: 12 months/$100,000

commitment

• These 2 people both search for “Social Media Management Software”

Lives in parent’s basement. Has a band

with a Facebook Page and Twitter

Account.

Chief Marketing Officer of Xerox


APPENDING “ENTERPRISE”

• You can append the word “enterprise” onto your keywords

• Just shrinks the audience size and likely eliminates qualified searchers


STOP THE BIDDING MADNESS!


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

“RAID Data Recovery” $64 CPC

“business VOIP solutions $51 CPC

“managed hosting providers” $49 CPC

“data room services” $41 CPC

“VPS Dedicated Server” $32 CPC

“managed services provider” $31 CPC

“merchant account providers” $28 CPC

“medical billing software” $27

“best conference call service” $25 CPC

“domain names registry” $24 CPC

“online backup software” $24 CPC

“server monitoring software” $24 CPC

“managed IT services” $23 CPC

“CRM Software Programs” $22 CPC

“business credit card” $19 CPC

“business bank account” $15 CPC Search Engine Marketing Roundup


SOMETIMES YOU HAVE TO PUNT


THE MATH

• Low Search Volume

• High Cost Per Click

• Low Conversion Rate

• Long Sales Cycle

• Low Close Rate

• Too few leads for too much cost Cost Per Lead


LINKEDIN TO THE RESCUE


WHY LINKEDIN ?


WHY LINKEDIN ?

LinkedIn members are sharing insights and knowledge in more than 2.1 million

LinkedIn Groups.


HERE’S THE KEY


IT REALLY WORKS…BUT THERE’S MORE TO IT THAN JUST THAT

• We have unparalleled success in driving White Paper and Webinar leads

› White Paper Conversion rates between 10% - 20% for

conversion costs up to 600% less than search

campaigns on the same assets

• That’s still an 80% to 90% Failure Rate!


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


TAG YOUR URLS

• Identify your Specific LinkedIn Audiences by appending your URLs


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.


DISPLAY REMARKETING

• Keep cycling new content assets with Display

› White Papers

› Webinars

• Customize message to the audience when you go for the Direct Sale


DON’T GO TOO FAR

• You just connected with the ultimate match

• Play it cool and use some frequency capping

• The audience shouldn’t feel like it’s being stalked


ABOUT THE HORIZONTAL RELEVANCE THING…

• You can now use remarketing lists with your Search Advertising

• RLSA – Remarketing Lists for Search Advertising

• You need a minimum 1,000 people in your remarketing audience

• Bid more aggressively and broadly on that LinkedIn Audience


HERE’S THE CATCH

• It can take a while to build audience sizes with this method…

Months…


ITS B2B - KEEP IT ALL RELATIVE

• How many decision makers that would ever buy your product or service are there?

• The more expensive and longer the commitment the smaller the audience

THIS Not This


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 WITH FACEBOOK


THAT’S ALL FOLKS…

TAD MILLER Vice President of Accounts

Marketing Mojo

@jstatad + Tad Miller

SMX West 2014: Pro-Level Tips for Succeeding at Retargeting

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