Targeting is the New Retargeting
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Transcript of Targeting is the New Retargeting
@marketingmojo | #smx | marketing-mojo.com
Targeting is the New Retargeting
#SMX
• Presented by Tad Miller of Marketing Mojo
@marketingmojo | #smx | marketing-mojo.com
PRESENTER
TAD MILLERVice President of AccountsMarketing Mojo
@jstatad + Tad Miller
MARKETING MOJOTwitter: @MarketingMojoFacebook: facebook.com/MarketingMojoAgencyGoogle+: +Marketing Mojo
@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
@marketingmojo | #smx | marketing-mojo.com
B2B ADVERTISING IS ALL ABOUT TARGETING
Show Ads to THIS GUY!
@marketingmojo | #smx | marketing-mojo.com
Not his Receptionist
@marketingmojo | #smx | marketing-mojo.com
Not in the market for $10,000 a Month Server Monitoring Software
@marketingmojo | #smx | marketing-mojo.com
Different Income Bracket
@marketingmojo | #smx | marketing-mojo.com
ENTERPRISE-LEVEL SOFTWARE AS A SERVICE CLIENTS
@marketingmojo | #smx | marketing-mojo.com
HOW MANY COMPANIES CAN AFFORD YOUR PRODUCT ?
???
@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…”
@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
@marketingmojo | #smx | marketing-mojo.com
DEVELOP PERSONAS
• Job Titles• Company Size• Job Skills• Education
/Certification• Income• Professional Interests• Group Membership• Company• Location
@marketingmojo | #smx | marketing-mojo.com
WHERE DOES ONE GO TO HUNT THE C-SUITE & DECISION MAKERS ?
@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
@marketingmojo | #smx | marketing-mojo.com
LINKEDIN HAS B2B SCALE
@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
@marketingmojo | #smx | marketing-mojo.com
LINKEDIN DEMOGRAPHIC TARGETING
• Location• Company• Industry• Company
Size• Job Title• Seniority• Job Category
@marketingmojo | #smx | marketing-mojo.com
BUT WAIT THAT’S NOT ALL
• Job Skills• LinkedIn Group
Membership• Gender• Age• EXCLUSIONS
@marketingmojo | #smx | marketing-mojo.com
WHAT WORKS ON LINKEDIN
White Papers
Webinars
@marketingmojo | #smx | marketing-mojo.com
NOT MUCH ON DIRECT SALES
• Not great for:• Direct Sales• Demo Requests• Contact Us
Form Completions
• Quote Requests
@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
@marketingmojo | #smx | marketing-mojo.com
That’s still an 80% to 90% Failure Rate!
@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
@marketingmojo | #smx | marketing-mojo.com
TAG YOUR URLS• Identify your Specific LinkedIn
Audiences by appending your URLs
@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.
@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
@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
@marketingmojo | #smx | marketing-mojo.com
PLANT THE AUDIENCE SEEDS
• Audience Growth is Slow
@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
@marketingmojo | #smx | marketing-mojo.com
“FRANKEN-TARGETING” SIMILAR AUDIENCES
@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.”
@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
@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
@marketingmojo | #smx | marketing-mojo.com
EXCLUDE TOPICS WITH A MACHETE
Dating & Personals
Celebrity News & Gossip
@marketingmojo | #smx | marketing-mojo.com
ADD RELEVANT “UPSCALE” TOPICS
@marketingmojo | #smx | marketing-mojo.com
USE GOOGLE TO EAT THE RICH & FILTER OUT THE POOR
@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
@marketingmojo | #smx | marketing-mojo.com
HOUSEHOLD INCOME TARGETING
@marketingmojo | #smx | marketing-mojo.com
WHERE DO YOUR ENTERPRISE B2B CUSTOMERS LIVE & WORK ?
@marketingmojo | #smx | marketing-mojo.com
GREEN IS GOOD – BLUE NOT SO MUCH
@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
@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
@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