Pubcon 2016: Cross-Channel Paid PPC & Paid Social
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Janet Driscoll Miller's, Marketing Mojo president and CEO, presentation at Pubcon Las Vegas 2016 on cross-channel paid PPC and paid social media.
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Pubcon 2016: Cross-Channel Paid PPC & Paid Social
- 1. #Pubcon | @JanetDMiller Cross Channel Paid: PPC and Paid Social Presented by: Janet Driscoll Miller Marketing Mojo October 12, 2016
- 2. #Pubcon | @JanetDMiller FIRST, THE HISTORY…
- 3. #Pubcon | @JanetDMiller 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
- 4. #Pubcon | @JanetDMiller Search Engine Marketing Roundup Keyword CPC RAID data recovery $64 business VOIP solutions $51 managed hosting providers $49 data room services $41 VPS dedicated server $32 managed services provider $31 merchant account providers $28 medical billing software $27 Keyword CPC best conference call service $25 domain names registry $24 online backup software $24 server monitoring software $24 managed IT services $23 CRM software programs $22 business credit card $19 business bank account $15
- 5. #Pubcon | @JanetDMiller The Intent Challenge • “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
- 9. #Pubcon | @JanetDMiller 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
- 10. #Pubcon | @JanetDMiller COMBINING IDENTITY WITH INTENT
- 11. #Pubcon | @JanetDMiller Source: Marin Software, 2014
- 12. #Pubcon | @JanetDMiller Source: Marin Software, 2014
- 13. #Pubcon | @JanetDMiller BEFORE YOU GET STARTED…
- 14. #Pubcon | @JanetDMiller Develop Buyer Personas • What do your current customers look like? • What are their demographics? • What are their psychographics?
- 16. #Pubcon | @JanetDMiller Why LinkedIn? B2B REACH. • World’s largest, most popular professional network • Over 380M members worldwide
- 17. #Pubcon | @JanetDMiller Why LinkedIn? B2B Targeting Options. Demographic Targeting Options Location Continent Country State City Companies Name Industry Company size (also exclude current customers) Job Title Title Function Seniority School School Name Field of Study Field of Study Degree Degree Skills Skill Name Group Group Name Gender Gender Age Age
- 18. #Pubcon | @JanetDMiller Conversion Tracking • NEW! Launched September 8, 2016 • Set up conversions similar to how you set up conversion tracking for Facebook, AdWords, etc.
- 19. #Pubcon | @JanetDMiller LinkedIn Does Not Have… • Retargeting • Dayparting • Mobile display ads • Ad network
- 20. #Pubcon | @JanetDMiller Your LinkedIn Ad Options LinkedIn Marketing Solutions Self-Serve Ads Sponsored Updates
- 21. #Pubcon | @JanetDMiller LinkedIn’s Mobile Traffic 48% 52% Desktop Mobile Source: LinkedIn, 2Q2015
- 23. #Pubcon | @JanetDMiller LinkedIn Content Updates • Sponsored updates that appear in LinkedIn newsfeed • https://business.linkedin.com/marketing- solutions/products/native-advertising
- 24. #Pubcon | @JanetDMiller LinkedIn Sponsored Updates Pros and Cons Pros Cons Only ad unit available on mobile Demographic targeting available CPM or CPC basis High conversion rates (over 10%) As low as $20 CPL Expect costs to increase
- 25. #Pubcon | @JanetDMiller CASE STUDY: B2B ENTERPRISE SOFTWARE 0 50 100 150 200 250 300 350 400 PPC Alone PPC and LinkedIn Conversions 0 100 200 300 400 500 600 700 PPC Alone PPC and LinkedIn Cost Per Lead $- $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 PPC Alone PPC and LinkedIn Cost
- 26. #Pubcon | @JanetDMiller ROI of LinkedIn 1178% (pipeline)(revenue) ROI281%
- 27. #Pubcon | @JanetDMiller CASE STUDY: GRADUATE PROGRAM Measurement Change Qualified Lead Volume 103% Conversions 88% Conversion Rate 134% Cost/Conversion 69% Cost/Qualified Lead 71%
- 29. #Pubcon | @JanetDMiller Ad Placements on Facebook
- 30. #Pubcon | @JanetDMiller Targeting by Objective
- 31. #Pubcon | @JanetDMiller Facebook Targeting Options Demographic Targeting Options Location Continent Country State City Companies Employer Name Industries Office Type (ex: home office) (also exclude current customers) Job Title Title School School Name Field of Study Field of Study Education Level Degree Currently in School App Users Current app users App not currently installed Gender Gender Age Age
- 32. #Pubcon | @JanetDMiller Advertising Options in Facebook Newsfeed Right Column Instagram
- 33. #Pubcon | @JanetDMiller Mobile Newsfeed
- 34. #Pubcon | @JanetDMiller Mobile Newsfeed
- 35. #Pubcon | @JanetDMiller How targeted can you be with Facebook mobile?
- 36. #Pubcon | @JanetDMiller Desktop Newsfeed
- 37. #Pubcon | @JanetDMiller Desktop Newsfeed
- 38. #Pubcon | @JanetDMiller Facebook Newsfeed Ads Pros and Cons Pros Cons Can specify by device type Limited B2B data compared to LinkedIn Demographic targeting available Only unit available on Facebook mobile CPC or CPM basis Use retargeting lists Customer Match
- 39. #Pubcon | @JanetDMiller 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
- 40. #Pubcon | @JanetDMiller INTEGRATION AND ATTRIBUTION
- 41. #Pubcon | @JanetDMiller Integration: It’s a piece of cake
- 42. #Pubcon | @JanetDMiller Layering Social Targeting (LinkedIn, Facebook, etc.) Retarget (Google AdWords, Bing Ads, Twitter, Facebook, Pinterest)
- 43. #Pubcon | @JanetDMiller 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
- 44. #Pubcon | @JanetDMiller YOU CANNOT BUILD AN AUDIENCE RETROACTIVELY!
- 45. #Pubcon | @JanetDMiller 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
- 46. #Pubcon | @JanetDMiller 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
- 47. #Pubcon | @JanetDMiller RLSA Performance
- 48. #Pubcon | @JanetDMiller RLSA Performance
- 49. #Pubcon | @JanetDMiller Use RLSA to Sculpt • Exclude current customers – Use cheaper bids on this group – Use different messages for this group
- 50. #Pubcon | @JanetDMiller Step by Step to Convert and Attribute 1. 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.
- 51. #Pubcon | @JanetDMiller Contact Info JANET DRISCOLL MILLER President and CEO Marketing Mojo 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller