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 MILLERVice President of AccountsMarketing Mojo

@jstatad + Tad Miller

MARKETING MOJOTwitter: @MarketingMojoFacebook: facebook.com/MarketingMojoAgencyGoogle+: +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


Google Retargeting ads focused on dogs

show to user

User Responds to Offer (Fills out form)

User Does Not Respond to Offer

(Doesn’t fill out form)

User clicks on social ad

Mark person as dog lover

Ad targeted towards dog lovers

Landing page, focused on dog products

OH YEAH, YOU CAN TOTALLY DO THE SAME THING FOR B2C OR B2B WITH FACEBOOK


“FRANKEN-TARGETING” SIMILAR AUDIENCES


PROBLEM: SIMILAR IN WHAT REGARD ?PROBLEM: HOW DOES GOOGLE JUDGE “SIMILAR”

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 MILLERVice President of AccountsMarketing Mojo

@jstatad + Tad Miller

MARKETING MOJOTwitter: @MarketingMojoFacebook: facebook.com/MarketingMojoAgencyGoogle+: +Marketing Mojo

THAT’S ALL

Targeting is the New Retargeting

Marketing

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