When most people think of online marketing they just think about Pay Per Click Search Advertising. There are other options and the reality is at this point they work just as well if not better than search ads.
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Presented by
Tad Miller
Vice President of Accounts, Marketing Mojo
Amanda Sides
Account Director, Marketing Mojo
IS PAID SEARCH FAILING
YOU?
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TODAY’S PRESENTERS
AMANDA SIDES
Accounts Director
Marketing Mojo
@amanda_sides +Amanda Sides
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller
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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
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THE SHORTCOMINGS OF
SEARCH ADVERTISING
PPC Keyword Advertising Sometimes Falls Short of Delivering
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PPC KEYWORD ADS DO WORK
• Search Advertising is Still “Pull Marketing”
• These are customers that are seeking your
products or services – some are ready to buy
now
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SHORTCOMING – HORIZONTAL RELEVANCE
• The same keywords can mean different
things to different people
• “Green Vacuum”
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WHAT IF YOU ARE AFTER THE B2B NICHE?
Electric Car Battery
Manufacturers
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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
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APPENDING “ENTERPRISE”
• You can append the word “enterprise” onto
your keywords
• Just shrinks the audience size and likely
eliminates qualified searchers
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SOMETIMES PPC IS JUST
STUPID EXPENSIVE
You need to pay $50 a click like you need a solid gold toilet
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DATA RECOVERY CPC IS CRAZY
Emergency Data Recovery $117 CPC Linux RAID Recovery $109 CPC
RAID Recovery $96 CPC SQL Data Recovery $60 CPC
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GET A LOAN FOR BUSINESS PHONE CPC
Business Telephone Service Providers $203 CPC
VOIP Phone Solutions $175 CPC Business Phone Service $102 CPC
VOIP Business Phone $89 CPC
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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
offering the higher the bid
• Competition is high for a
limited audiences
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ADWORDS LONG TAIL ?
Low
Low Search Volume Status Blows the Keyword
Long Tail Up and forces advertisers to use
Broad Match at high bids to get Long Tail
Keyword Matches
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THE MISSING PPC LONG TAIL
• The growth of “low search
volume” keywords in AdWords is
exponential
• The keyword “Long Tail” only
exists when Google lets it
• They are happy to “broad match”
overly broad keywords at high
CPCs
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WHY LINKEDIN ?
LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn
Groups.
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LINKEDIN CASE STUDY
Our B2B Client had only utilized traditional search
PPC advertising on Google AdWords for about 13
months
› Mostly going for “Contact Us” conversions
› Only delivered 145 Form Completions
› Over $13 CPC
› Over $600 Cost Per Lead
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LINKEDIN CASE STUDY
• Focus on White Paper & Webinar Sign ups with custom landing pages
• In 6 weeks, Linkedin Ads surpassed the lead volume of 13 months of PPC for
our client
• In 4 months, Linkedin Ads delivered 217% more leads than what the previous
13 months of PPC produced - for 82% less budget
• The cost per lead during the 4 months of LinkedIn Ads was 94% lower than
PPC
• Cost Per Lead was $35 overall with some campaigns under $20 per lead
• Conversion rate was over 1,500%better than PPC
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WHY REMARKETING?
• Target People Already Interested in Your
Business
• Utilize Social Ad Initiatives
• Customized Messaging
• Efficient Use of Ad Budget
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REMARKETING & LINKEDIN
• Identify your
Specific LinkedIn
Audiences by
Tagging your
URLs
• http://bit.ly/URLBldr
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THINGS TO CONSIDER
• Utilize Longest Member Duration
• Frequency Capping
• Potentially Exclude Past Converters
• Separate Lists for Cart Abandonment
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CASE STUDY: REMARKETING VS. SEARCH
• We built long term remarketing lists for a
farm store retailer to use when specific
products went on sale
• Used product specific Display Ads for 5 to
21 day sales periods
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REMARKETING COMPARISON
Results:
+238%
Remarketing Ads were 238%
More Likely to Covert than non-
branded search keywords
- 45%
Remarketing had a cost per
conversion 45% lower than
non-branded keyword search
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THE CAVEAT
• Don’t just buy impressions
• Use the Google Display Network and pay
by the click
CPC > CPM
• Manage based on the results on your site,
not on how many people might have seen
the ad
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GOOGLE DISPLAY VS. GOOGLE SEARCH
• If Search Keyword CPCs are high, then Display
Ads for the same advertiser are almost always
lower
KEYWORDS
CPC
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MATH YOU NEED TO DO
• Example: Cloud Storage Provider pays
almost $10 per click for Non-Brand
Keywords on Search Network
• Same Advertiser’s Display CPC only $1.82
• Display Cost Per Conversion is 69% lower
than Search
• $10 - $1.82 = A HECK OF A LOT OF $
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SLASH CONVERSION RATE AND WIN ?
• If Display CPC is 80% cheaper than Search you get
significantly more clicks than Search campaigns
• We have situations where clicks increase 400% and
conversion rate gets cut in half
• Result: Incremental conversion growth, Costs per
conversion cut in half…but conversion rate looks
bad
*
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GOOGLE DISPLAY TARGETING FEATURES
• Google Display Network is Different than it
was 2 years ago
• Much more customer focused now
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TOPIC TARGETING
• You can also target Google Display Ads to
sites that match a certain topic
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CONTEXTUAL ADS
• You can still put your search keyword lists
into Display Campaigns and contextually
trigger them
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FILTER YOUR AUDIENCES
• Layer your targeting
methods to make a
small but super
audience
• Bid big! It’s worth it.
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THE TACTIC FUNNEL
• We find the mix of tactics that
produces the most conversion
value for the lowest conversion
cost as we progress and get
data
• What works for one client,
doesn’t always work for the
other.
• We strive for maximum
impression share in the tactics
that produce best results and
less so on tactics that aren’t as
effective
Best Converters
Worst
Converters
Brand Names
Remarketing
Demographically
Targeted Display Ads
LinkedIn Ads
Demographically Targeted
Facebook Ads
Non-Brand KW
Search Ads
Contextually Targeted
Display Ads
Twitter Ads
KW Ads on
Competitor
Names & TMs
Highest Bid
& Budget
Priority
Lowest Bid
& Budget
Priority
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IT’S WORK. BUT TRY, TEST & SUCCEED
• Set up and testing on a mix of channels
takes time…but it’s worth it.
• Don’t be a “One Trick Pony” with just
Search Ads
• Branch out and diversify your online tactics
to find the right mix with the best results
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CONTACT
AMANDA SIDES
Accounts Director
Marketing Mojo
@amanda_sides +Amanda Sides
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller
Remarketing allows you to target those people who have already shown interest in your company and website. You know they know about you and have visited your site, so showing them an ad may trigger them to come back and convert.
AdWords Remarketing allows you to create lists where you can narrow down your remarketing audience based on certain sections of your site, like product or category pages, allowing you to target those users even further. Lists can even take traffic from certain social advertising campaigns into consideration, so you can essentially show customized ads to each category of users based on the information you have from how you’ve targeted them on the social networks. I’ll go into a bit more detail on that in a moment.
The more information you have on your remarketing audience members, the more customized you can make your messaging, both ads as well as landing pages, to make these efforts as relevant as possible to each user. The more relevancy you have, the better chance you have at bringing in the conversion.
With all of the customization and specific targeting available through remarketing, this advertising type really allows for the most efficient use of your ad budget, because everything is so highly targeted.
So to talk a little bit more about remarketing and social networks…
LinkedIn is a great companion for remarketing.
You can tag your URLs used for LinkedIn ads (which you should be doing anyhow for Analytics purposes) to help you identify and categorize these audiences in your remarketing lists within Google.
You can do this manually or use the URL Builder that Google has available to make this easier for you. I have a link here where you can access that tool.
This will help you customize your messaging to best target these users who have voluntarily provided you with an abundance of information about themselves through LinkedIn, like location, place of work, and even job title.
So what are some things to consider when using Remarketing?
Member Duration: You want to set your member duration to the longest length possible in most cases, especially in your “Main List.” This will allow you to keep a long standing list of members, which you can always create subsequent lists from later. It’s better to have them and not need them than to need them and not have them.
Frequency Capping: This is just a courtesy to users. You don’t want to completely bombard them with ads. We like to recommend capping impressions at a few per user per day.
Past Converters: Depending on your goals, you may want to exclude people who have already converted. Sometimes you can use that information to upsell them on something else, but a lot of times, if you keep trying to get a user to do something that they’ve already done, it will have a negative impact.
Cart Abandonment: In some cases however, you may want to create lists based on people who have added items to their shopping cart and then abandoned. It could very well trigger them to head back and finish that purchase.