Targeting is the New Retargeting

@marketingmojo | #smx | marketing-mojo.com
Targeting is the New
Retargeting
#SMX
• Presented by Tad Miller of Marketing Mojo

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

B2B ADVERTISING IS ALL ABOUT TARGETING
Show Ads to THIS GUY!

Not his Receptionist

Not in the market for $10,000 a Month
Server Monitoring Software

Different Income Bracket

ENTERPRISE-LEVEL SOFTWARE AS A SERVICE
CLIENTS

HOW MANY COMPANIES CAN AFFORD
YOUR PRODUCT ?
???

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…”

APPENDING “ENTERPRISE”
• You can append the word “enterprise” onto
your keywords
• Just shrinks the audience size and likely
eliminates qualified searchers

DEVELOP PERSONAS
• Job Titles
• Company Size
• Job Skills
• Education /Certification
• Income
• Professional Interests
• Group Membership
• Company
• Location

WHERE DOES ONE GO TO HUNT THE
C-SUITE & DECISION MAKERS ?

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

LINKEDIN HAS B2B SCALE

WHERE DECISION MAKERS HANG OUT
• 74% of business decision-makers in North
America and Europe say they use LinkedIn for
business purposes

LINKEDIN DEMOGRAPHIC TARGETING
• Location
• Company
• Industry
• Company Size
• Job Title
• Seniority
• Job Category

BUT WAIT THAT’S NOT ALL
• Job Skills
• LinkedIn Group
Membership
• Gender
• Age
• EXCLUSIONS

WHAT WORKS ON LINKEDIN
White Papers
Webinars

NOT MUCH ON DIRECT SALES
• Not great for:
• Direct Sales
• Demo Requests
• Contact Us
Form
Completions
• Quote Requests

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

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.

UTILIZE DISPLAY REMARKETING
• Give the small B2B
Audience “Scale”
with Display
Remarketing
• Keep cycling new
content
• Eventually make the
direct pitch

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

PLANT THE AUDIENCE SEEDS
• Audience Growth is Slow

OH YEAH, YOU CAN TOTALLY DO THE SAME
THING FOR B2C OR B2B WITH FACEBOOK
Google
Retargeting ads
focused on dogs
show to user
User clicks
on social ad
User Responds to Offer
(Fills out form)
User Does Not Respond
to Offer
(Doesn’t fill out form)
Ad targeted towards
dog lovers
Mark
person as
dog lover
Landing page, focused
on dog products

“FRANKEN-TARGETING” SIMILAR AUDIENCES

PROPRBLOEBML: EHMOW: S DIMOEILSA GRO OING LWE JHUADTG RE E“SGIMAIRLADR ?”
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.”

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

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

EXCLUDE TOPICS WITH A MACHETE
Dating &
Personals
Celebrity News &
Gossip

ADD RELEVANT “UPSCALE” TOPICS

USE GOOGLE TO EAT THE RICH & FILTER
OUT THE POOR

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

HOUSEHOLD INCOME TARGETING

WHERE DO YOUR ENTERPRISE B2B
CUSTOMERS LIVE & WORK ?

GREEN IS GOOD – BLUE NOT SO MUCH

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

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

TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad + Tad Miller
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
THAT’S ALL

Targeting is the New Retargeting

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