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How to Leverage A Strategic Mix of Search and Display Advertising for Maximum ROI

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A comprehensive online advertising strategy should include a combination of search and display. To streamline the process and get maximum payoff for the time and effort involved, B2B marketers need to create a plan that best incorporates both channels in the most efficient way. This presentation covers the most successful approaches to blending search and display and use both in a way that allows each to support and complement the other.

You’ll learn:
Tips on the most effective ways to align search and display
Ways that search has evolved way beyond simple keywords
Why retargeting has had such a major impact
How expanded sources of data have affected display advertising

About KEO Marketing
KEO Marketing, a leading B2B marketing agency in Phoenix, is committed to developing marketing strategies and plans that help clients succeed. Some of the world’s largest brands have depended on KEO Marketing for marketing programs that deliver tangible and substantial results.

Led by business growth and marketing expert, Sheila Kloefkorn, KEO Marketing Inc. specializes in innovative marketing strategies that deliver results. Some of these solutions include lead generation and nurturing, integrated marketing, marketing automation, inbound marketing, content marketing, search engine optimization, search marketing, email marketing, creative, video marketing, website design and development, app development, online and traditional advertising, local and mobile marketing and much more.

Publié dans : Marketing
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How to Leverage A Strategic Mix of Search and Display Advertising for Maximum ROI

  1. 1. HOW TO LEVERAGE A STRATEGIC MIX OF SEARCH AND DISPLAY ADVERTISING FOR MAXIMUM ROI © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Sheila Kloefkorn President sheila@keomarketing.com Ryan Grimes Director ryan@keomarketing.com
  2. 2. OUR AGENDA What are inbound marketing, search advertising and display advertising How have search & display advertising changed over the past 12-24 months How to leverage these channels to generate more leads and customers 1 2 3 © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.
  3. 3. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Components of inbound marketing today INBOUND MARKETING CONTENT SOCIAL MEDIA SEARCH ANALYTICS SOCIAL ADVERTISING GOOGLE ADWORDS BING ADCENTER PAID ADVERTORIAL CO-MARKETING
  4. 4. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. What is Search Advertising? Paid advertising (PPC) in search results. Google Adwords & Bing AdCenter have been two of the top choices for this type of advertising for many years now.
  5. 5. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. How does search influence the buying cycle? Lead Generation Revenue / eCommerce Brand Visibility Research Phase
  6. 6. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. What is Display Advertising?
  7. 7. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Display vs Search in the Past Display Advertising historically has been more about branding and awareness Search was more about attracting inbound leads and revenue generation DISPLAY SEARCH
  8. 8. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Today Search and Display Overlap Today, technology has improved so marketers can better target, track and message to prospects.
  9. 9. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. What have we learned over the last few years?
  10. 10. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. What has changed with Search Advertising?
  11. 11. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Google Adwords & Retargeting • Google Adwords targeted advertising • Retargeting • RLSA or Remarketing Lists for Search Ads
  12. 12. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Audience Targeting – Customized Segmentation Data Management Platforms now collect data from multiple sources and provide this data to 3rd party ad networks allowing for customized segmentation for your display ads. This type of advertising is often referred to as Audience targeting.
  13. 13. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Programmatic Advertising Programmatic advertising not only allows you to advertise your message, to a specific audience based on the filtering criteria discussed, but also have your advertising campaigns learn as they progress.
  14. 14. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Retargeting or Remarketing
  15. 15. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. How to best leverage search & display? Each channel, search & display advertising, can provide a lot of opportunity and value but running an integrated campaign provides synergy that will maximize your results. Consider running Display campaigns to drive initial awareness, using an education piece of content such as an eBook.
  16. 16. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. How to best leverage search & display? Retargeting again allows companies to target ads back at me once I’ve been on their website.
  17. 17. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Inbound marketing: Shift toward the customer ATTRACT CONVERT CLOSE DELIGHT Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart Calls-to-Action Email Workflows
  18. 18. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Use personas to further define your targets and messaging - Buyer Persona Institute, Inc. Buyer Persona Profile Priority Initiative Success Factors Perceived Barriers Decision Criteria Buyer’s Journey Persona Name Industry, Geographic or other segments Rules Reports to Education Solutions, Sales Play or campaign MY RESPONSIBILITIES • Effective planning and implementation of marketing content • Establishing and adjusting strategies to meet goals • Engaging in business partner relationships with clients and/or cross-functional resources HOW I AM EVALUATED • Knowledge of marketing project workflow process and digital process lifecycle • Attention to detail and accuracy • Quality of written, presentation and verbal communication skills • Knowledge of digital and social media analytics INFORMATION RESOURCES I TRUST • Business professionals (peers) • Consultants • Internet / websites • Business social media • Events / conferences • Personal social media Jenn Digital Marketing Manager, Marketing Manager, Agency Owner Bachelors in Marketing, Advertising, Communications Email Marketing VP Marketing or Agency Owner B2B
  19. 19. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. CASE STUDY: PROFILES INTERNATIONAL Audience Targeting: Testing for the right audience has led to display advertising on LinkedIn to have a 50% higher conversion rate with a CPL 30% less than Search. This is a lead generation opportunity and not just a branding channel.
  20. 20. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. CASE STUDY: CYRUSONE Starting with a Search Retargeting with image ad. Retargeting campaign drives 36% of leads at a cost per lead 80% greater than search. Need search initially but close with display.
  21. 21. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. The KEO Marketing B2B Marketing Success Formula INSIGHT SELLING STRATEGY MARKETING AUTOMATION LEAD NURTURING INBOUND MARKETING LEAD GENERATION EDUCATION CONTENT MARKETING SEMINARS MOBILE LOCAL SOCIAL Develop and target prospects with insights designed to disrupt their thinking and help them realize they have a unique problem you can solve Target your dream clients/customers and reach them through proven inbound marketing campaigns Create and deploy compelling content and educational marketing to help clients/customers research solutions and position your company as an authority Target marketing campains and messages with a mobile, local and social focus to best reach clients/customers where they live Deploy an infrastructure to monitor, track and propel leads through a system designed to provide solutions when they are ready
  22. 22. © KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission. Sheila Kloefkorn sheila@keomarketing.com linkedin.com/sheilakloefkorn keomarketing.com/blog @keomarketing linkedin.com/company/keo-marketing facebook.com/keomarketing gplus.to/keomarketing Ryan Grimes ryan@keomarketing.com linkedin.com/ryansgrimes

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