how to reach ideal customers using advanced search & social tactics by michael mceuen
TRANSCRIPT
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Marrying Search & Social Strengths to Drive More Sales
How to Reach Ideal Customers Using Advanced Search & Social
Tactics
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Michael McEuen is the Director of Marketing at AdStage, the leading cross-network online advertising platform. He possesses over 7 years of paid media experience, having led agency and in-house acquisition teams.
A Bit About Me
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AdStage is a powerful cross-channel advertising platform, helping digital marketers
easily report, automate, and manage paid search & social campaigns all under one roof.
About AdStage
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THE CASE FOR CROSS-NETWORK ADVERTISING
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It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead
-Forrester Research
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Paid Media Needs to Account for a Multi-Touch World.
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DETERMINING BEST-FIT CUSTOMERS
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Defining Your Ideal Customer Profile
Connect with Sales Talk to Customers Tap into your CRM
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Use Historical Data to Your Advantage
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Crafting Your Personas
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USING CROSS-NETWORK TECHNIQUES TO REACH YOUR IDEAL CUSTOMER
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Assign Ad Campaigns to Part of the Sales Funnel
1. Brand Awareness
2. Engagement
3. Consideration
4. Decision
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1. Brand Awareness
Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition
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2. Engagement
Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet
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3. Consideration
Search Queries: {keyword} prices,
{keyword} reviews, {keyword] vs. {keyword},
competitor terms, best category keywords
Unpublished Sponsored Tweet Direct Sponsored Content
Dark Sponsored Post
Search Text Ads
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4. Decision
Search & RLSA Text Ads
Search Queries:
Brand keywords High buying intent keywords
Specific product line, service, or offering keywords
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Retargeting Can Be Used to Help Accelerate Each Stage
Example retargeting funnel stages, triggered by web custom/tailored audience buckets
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Cross-Network Plays
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B2B Demand Generation:
Driving New Contacts & Lead Nurturing
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Campaign Targeting:
A) Company + Function + Geo B) Company + Job Title + Geo C) Company + Function + Skills + Geo
Step #1 Sponsored Content Text Ads
Step #2
Form fill for a demo or gated content piece
Campaign Targeting:
Custom/Tailored/Customer Match Audiences matched from your MA exported leads based on Lead Status /Campaign
Sponsored Post Google Display
Sponsored Tweet
Blog content Infographics eBooks
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Web Acquisition:
Search Traffic with Social Retargeting
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Step #1
Step #2
Search Ads
Targeted landing page
Non-converted traffic
Unpublished Post Promoted Only Tweet
Retargeting dedicated page
Campaign Targeting: Web Custom/Tailored Audience by URL string visited
Campaign Targeting: Search queries Geo
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Lookalike Modeling:
Display Conversions Modeled From DR Campaigns
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Unpublished Post Direct Sponsored Content
Promoted Only TweetSearch Advertising
Customer
1% Lookalike Customer Custom Audiences
Tailored Audience Expanded Targeting
Google Analytics Smart Audiences
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Use Impact Visuals Above, Move Presentation Title As Needed
1. Use customer profiles to inform ad targeting.2. Align campaigns & budgets to funnel stages.3. Think about Search & Social in an eco-system.
TAKEAWAYS
LEARN MORE: WWW.ADSTAGE.IO