paid search & social advertising with travis wright & quanticmind
TRANSCRIPT
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Travis WrightChief Marketing Technology OfficerCCP Digital@teedubya
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Your moderator
Alex Ortiz• VP Marketing, QuanticMind• Product Marketing, Salesforce• Product, Rakuten / LinkShare
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Housekeeping Items
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Who is this Travis Wright dude?
• Radio Disc Jockey at Age 13.• Military Intelligence and Russian Linguist in the US Army.• Stand-up comedian since 1995.• Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since
1998.• Former Global Social Media Strategist – Norton /
Symantec• Chief Marketing Technologist – CCP Digital • Tech Blogger for MarketingLand, CMO.com, Business.com
& others• Inc. Magazine Columnist – Tech Tools for Entrepreneurs• Host of Venture Beat’s “VB Engage” podcast each
Tuesday.
ccpdigital.com/qm @teedubya
Search and Social, Let’s
Dance.
The Overlap of Organic Search / Social + Paid Search / Socialccpdigital.com/qm @teedubya
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ccpdigital.com/qm @teedubya
MARTECHWOMEN
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@teedubya’s Tools – ccpdigital.com/qm
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• Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Know your audience
• Recognize your customer
• Personalize customer journey
• Create a better user experiences
Data-Driven Marketing Making Smarter & More Impactful Decisions
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Silos and Silos of Data
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Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey
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Look at your assets as Layers, Dimensions & Decisions
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Content
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Help us Obiwan Contentobi – You’re our only hope.
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ccpdigital.com/qm @teedubyaccpglobal.com/cmworld @teedubyaccpdigital.com/qm @teedubya
ccpdigital.com/qm @teedubyaccpglobal.com/cmworld @teedubyaccpdigital.com/qm @teedubya
ccpdigital.com/qm @teedubya
Google Buy Button on SERPS
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The Periodic Table of SEO Success Factors – Search Engine Land
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Moz SEO Cheat Sheet 3.0 – Moz
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ccpdigital.com/qm @teedubya
Harness data explosion for better ad predictions
Yesterday’s data
5 – 8 data points Every possible data point about a clickvs
Premature relationship of page views to
purchase probability
15
10
5
-20 -10 10 20 30 40 50 60
In depth seasonality and other insights
15
10
5
-20 -10 10 20 30 40 50 60
PUBLISHER PERFORMANCE EXTERNAL DRIVERSKeyword Impressions Nasdaq Airport statusMatch-type Clicks NYSE Sports calendar (US,
UK)Ads Minimum bid Fed interest rate FootballPlacement Current bid Weather.com SoccerPosition Location Temperature BaseballSlot Quality score Rain BasketballClick-type Competition Humidity Holiday calendar
Landing page Zip code – demographic Events calendarTime of day Tax Starbucks indexDay of week Education level Concerts (Live Nation)Device Household income Competitive search
Marital status SEM RushPresence of children Keyword spyAge SpyFuGender Google
ADVERTISER SEASONALITYSCALING FACTORS USER
Conversions Time Search engine Search queryRevenue Day of week Campaigns DeviceLTV Month Keywords Geo/locationRevenue parameters Year Ad copyCustom parameters HolidaysBusiness constraintsOther business metricsPromotions
Today’s data
ccpdigital.com/qm @teedubyaQuantic Mind @quanticmind http://quanticmind.com
Week 3 4 5 6
31%
63%70%
105%
Not QuanticMind QuanticMind
Gross Margin% Lift
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CONTENT PAID AMPLIFICATION
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Interest Graph Actions on Content
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Facebook Graph Search opens up many different opportunities.
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$240 billion
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Impact of Targeted Social AdvertisingBy targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.
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$240 billionAdvanced Ad Targeting
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Keywords Yes NoLikes No Yes
Demographics Limited ExtensivePsychographics No Yes
Geography Yes YesInternal URL No YesExternal URL Yes Yes
Purchase Intent Learn, Research NoneSales Cycle Short Long
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Advanced Targeting
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Advanced Targeting
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Third-Party Databases
Combine Facebook data and interest targeting
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Workforce Targeting
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Social Affinity TargetingWomen aged 50+ who liked “American Doll” proved to an ideal correlation for a children’s specialty furniture manufacturer.
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ccpdigital.com/qm @teedubya$0.00045209 / per video view
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Facebook Lead Ads
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Twitter Advertisingccpdigital.com/qm @teedubya
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Geo
Target users based on
geographic location
Narrow in on key markets
Search
Target users who are
searching on relevant keywords
Ensure relevancy
Followers
Target your Followers
Leverage brand advocates
Interest
Target users based on their
interests
Resonate with users
Mobile
Target users on the go
Reach at point-of-purchase
Look-a-likes
Target users who are similar
to your followers
Increase potential reach
Gender
Target users based on gender
Ensure Interest relevancy
Twitter Targeting Tools
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YouTube Ads
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Pinterest Advertisingccpdigital.com/qm @teedubya
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Reddit Advertisingccpdigital.com/qm @teedubya
ccpdigital.com/qm @teedubyaWaze @waze http://waze.com/ads
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ccpdigital.com/qm @teedubyaGoogle Map Ads
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Snapchat Geofilters https://www.snapchat.com/on-demand
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Snapchat Geofilters
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ccpdigital.com/qm @teedubyaOutbrain @Outbrain http://outbrain.com
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ccpdigital.com/qm @teedubyaOutbrain @Outbrain http://outbrain.com
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ccpdigital.com/qm @teedubyaTaboola @Taboola http://taboola.com
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Account Based Marketing & Social Selling
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Account-Based Marketing (ABM)A strategic approach to sales and marketing where you focus your efforts on a specific set of high-value accounts with personalized messaging and campaigns.
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#Flip
TheF
unne
lABM
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How To Execute ABM
1. Identify key verticals and technologies
2. Develop key buyer and influencer personas within the vertical
3. Identify accounts via Datanyze
4. Identify 2-3 individuals per account via LinkedIn & Datanyze
5. Target accounts by vertical via Terminus display advertising
6. Execute SDR cadence via SalesLoft, LinkedIn, & Velocify
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Snip.ly @sniply http://snip.ly
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Starbucks Inception
2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!
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ccpdigital.com/qm @teedubya© FlipMyFunnel
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Key Findings of ABM Tactics1. You can potentially double cold outreach response rates
2. Led to more internal intros within the prospects company
3. Clicks not necessarily needed. Impressions matter.
4. The larger the account target, the more effective the tactic
5. Don’t expect immediate revenue. Long term investment.
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ccpdigital.com/qm @teedubya
ccpdigital.com/qm @teedubya
@teedubya’s Tools – ccpdigital.com/qm
ccpdigital.com/qm @teedubya
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Connect on Microsoft/LinkedIn:
http://linkedin.com/in/teedubyaccpdigital.com/qm @teedubya
ccpdigital.com/qm @teedubyaBig Thank you to QuanticMind! http://quanticmind.com
Week 3 4 5 6
31%
63%70%
105%
Not QuanticMind QuanticMind
Gross Margin% Lift
ccpdigital.com/qm @teedubya
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