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Making Paid Digital Media Work How to 2x (or more) your Provable Returns!

Bill Leake

CEO

ApogeeResults

leake@ApogeeResults.com

@Marketing_Bill

Who the heck is Bill? CEO of ApogeeResults.com B2B digital marketing agency Former Group VP, Global Marketing, Rimini Street Consulted for 100’s of private equity backed B2B startups, and dozens of F500 B2B giants Authored the Wiley book, “Complete B2B Online Marketing Former McKinsey & Co. consultant

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Beneficiaries of our Experience

Search is not usually the best …

Referral, viral

Good PR

Search

Social

the other 40+

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Business to Small Business – Digital as Lead Actor in Lead Gen Movie

Business to Business - Digital

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Business to Enterprise - Digital

Is This How MRI’s Are

Bought?

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Just Recently Switched

To Shopping

Getting Found by a WSJ Reporter …

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More Arrows are Typically Better

VS

Pardot

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New Adwords Optimization Metrics Needed

• Just as different keywords require different ad copy (because different keywords denote different “journey stages” visitation

• So different types of keywords require different destination content, as there is a whole new “close” that needs to take place to get from visitation to web inquiry …. And from web inquiry to SQL … and from SQL to Sale

1. First-touch No

2. Last-touch Better, but no

3. Straight-line Better, but ….

4. Most important:

HAVE THE

DISCUSSION

Track,

allocate & iterate

Argue about Attribution

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a. ABT (Always Be Testing)

- Ad copy

- Filters, Groups & Keywords

- Landing pages / conversion

b. ABM (Always Be Measuring)

- What matters?

- How are you measuring it?

c. ABA (Always Be Asking)

- What else can I learn from this?

- What else can this support?

Paid Digital Media Foundational …

Different Measurement needed? From, by platform, Brand, Category, Tactical Pain, and Competitors To, cross-platform, Awareness / Discovery, Interest, Consideration, Decision

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First, let’s get some low hanging digital fruit …

Second Largest Search Engine

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SEO-Optimized and Paid YouTube enhanced Video

Thousands of inquiries @ CPL under than $25

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Don’t you, forget about me …

Advanced Digital Media Strategies ……

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1. Think Procter & Gamble (Shelf Space)

2. Combine Paid & Earned Off-site Media (more shelf space)

3. Consider Event-driven Paid Advertising

4. Use paid digital traffic with web analytics for list building and

augmentation

5. Integrate paid digital data with other datasets, especially

CRM and your customer purchase history list

6. Implement fully integrated retargeting based on where

prospect is in buyer’s journey

Advanced Digital Paid Media Strategies

1. Think Procter & Gamble (Shelf Space) 2. Combine Paid & Earned Off-site Media (more shelf space)

3. Consider Event-driven Paid Advertising

4. Use paid digital traffic with web analytics for list building and

augmentation

5. Integrate paid digital data with other datasets, especially CRM and your

customer purchase history list

6. Implement fully integrated retargeting based on where prospect is in

buyer’s journey

Advanced Digital Paid Media Strategies

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Lead-Gen Triple-Serving, Positions 1, 3, & 4 (75% of the ads!)

Be Everywhere that Counts (19M SERPS)

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SEO sometimes is limping (aside)

All this immediately “below the fold” for a “Custom Signs” search

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1. Think Procter & Gamble (Shelf Space)

2. Combine Paid & Earned Off-site Media

(more shelf space) 3. Consider Event-driven Paid Advertising

4. Use paid digital traffic with web analytics for list building and

augmentation

5. Integrate paid digital data with other datasets, especially CRM and your

customer purchase history list

6. Implement fully integrated retargeting based on where prospect is in

buyer’s journey

Advanced Digital Paid Media Strategies

What is trusted?

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Fighting the battles of the past?

Not Advised

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Today …

Where can content live?

•Social Media (FB, Twitter, YouTube, et. al) •Partner websites •Channel and resellers •Press and PR •Portals, Review Sites, User Groups •Divisional efforts (microsites) •???

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Be Green (reuse & recycle & repurpose)

Be Thrifty (when you can, it doesn’t have to be costly – think Blair Witch project)

Be Rich (media). If a picture is worth 1000 words, what’s a talking moving pic worth?

The Humble White Paper

Blog posts

Mp3 / Sound

Online Video

Conference

presentation

e-Newsletter

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Paid + Earned is better than either standing

alone

Integrate Paid Digital with

“earned media” or even with more “paid

media” for better results + shelf space

- Online favorable articles / analyst pieces

- Press release mentions

- Promote 3rd party blog post

PPC to Paid Sponsor- ship: CFO.com

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Earned Amplification

And Many Others …

1. Think Procter & Gamble (Shelf Space)

2. Combine Paid & Earned Off-site Media (more shelf space)

3. Consider Event-driven Paid

Advertising 4. Use paid digital traffic with web analytics for list building and

augmentation

5. Integrate paid digital data with other datasets, especially CRM and your

customer purchase history list

6. Implement fully integrated retargeting based on where prospect is in

buyer’s journey

Advanced Digital Paid Media Strategies

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PUT

YOUR

AD

HERE?

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OR

HERE?

(paid

event-

driven

social)

1. Think Procter & Gamble (Shelf Space)

2. Combine Paid & Earned Off-site Media (more shelf space)

3. Consider Event-driven Paid Advertising

4. Use paid digital traffic with web

analytics for list building +

augmentation 5. Integrate paid digital data with other datasets, especially CRM and your

customer purchase history list

6. Implement fully integrated retargeting based on where prospect is in buyer’s

journey

Advanced Digital Paid Media Strategies

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More Advanced (b2b) Search / Social

Use search & social traffic with web analytics +

your lead forms for list building & enhanced

outbound lead generation

- Data.com / Salesforce

- Hoovers

- Other list building

(also, ABM)

Web Acquisition: Search Traffic with Social Retargeting

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1. Think Procter & Gamble (Shelf Space)

2. Combine Paid & Earned Off-site Media (more shelf space)

3. Consider Event-driven Paid Advertising

4. Use paid digital traffic with web analytics for list building and

augmentation

5. Integrate paid digital data with other

datasets, especially CRM and your

customer purchase history list 6. Implement fully integrated retargeting based on where prospect is in

buyer’s journey

Advanced Digital Paid Media Strategies

• • One of our B2B clients was spending 110K per month, with well understood and optimized CPL metrics

• We started doing our Paid Media optimization using human scrubbed lead data (not web forms), ultimately moving 1st MQL then 2nd SAL

• RESULT: 46 percent shift in spend allocation, 38 percent sales uplift

Improve Returns by Using Down-Funnel Data

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Example Client: ROAS by Website

• One B2B client was testing a new site design

• The new design had a slightly higher click to lead conversion rate

• Comparing sales data, found that the new design had a lead to sale conversion rate of 1.34%, while the old design was at 2.80%

• The new design actually had nearly 2x the cost per sale

B2B Lead Generation: Drive New Contacts + Nurturing Example

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1. Think Procter & Gamble (Shelf Space)

2. Combine Paid & Earned Off-site Media (more shelf space)

3. Consider Event-driven Paid Advertising

4. Use paid digital traffic with web analytics for list building and augmentation

5. Integrate paid digital data with other datasets, especially CRM and your

customer purchase history list

6. Implement fully integrated retargeting based

on where prospect is in buyer’s journey

Advanced Digital Paid Media Strategies

• • One of our B2B clients was spending 85K per month, with well understood and optimized CPL metrics

• We started doing Advanced (RSLA and down-funnel) Retargeting, spending about 15-20% of the total digital budget

• RESULT: 33 percent increase in website forms, 25 percent software sales uplift

Improve ROI by Using

Integrated Post-Click Display

Retargeting Campaigns

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Pardot

1. First-touch No

2. Last-touch Better, but no

3. Straight-line Better, but ….

4. Most important:

HAVE THE

DISCUSSION

Track,

allocate & iterate

Remember, Argue about Attribution

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• Once you have something figured out, it is probably about to change on you

• There are many roads to Rome

• Hubris (pride) is the beginning of humiliation

• What works for someone else, might not work for you

• I’m still a student (not an expert) but follow me @marketing_bill or email me leake@apogeeresults.com

• Visit http://www.top5000reportcard.com/ for your free gift, or

• ASK ME ABOUT A

FREE WEBSITE OR ADWORDS EVALUATION

Ask me anything at the Post-Presentation Huddle!

Bill Leake

CEO

ApogeeResults

leake@ApogeeResults.com

@Marketing_Bill