SMX West 2014: Pro-Level Tips for Succeeding at Retargeting

@marketingmojo | #smx #33B | marketing-mojo.com
#SMX #33B
Presented by Tad Miller of Marketing Mojo
Pro-Level Tips for
Succeeding at Remarketing

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

OUR CLIENTS

BIG PROBLEMS INSPIRE
INNOVATIVE SOLUTIONS

HORIZONTAL RELEVANCE
• The same keywords can mean different things
to different people
• “Green Vacuum”

“GLORY DAYS”

SMARTWATCH

B2B NEEDS B2B CONTEXT
• “Battery Testing”
Consumer Search Intent Battery Manufacturer Search Intent

ENTERPRISE LEVEL B2B
• Translation: It costs a lot, has more features than
you will ever need and you have to commit to it for a
long time
• Only certain companies can afford and will pay for it
• For every “Enterprise” level product there’s usually a
low cost lower-end product for everyone else

CAN YOU “PRE-QUALIFY” WITH KEYWORDS?
• Our client sells “Social Media Management Software”
› Enterprise level product: 12 months/$100,000
commitment
• These 2 people both search for “Social Media Management
Software”
Lives in parent’s basement. Has a band
with a Facebook Page and Twitter
Account.
Chief Marketing Officer of Xerox

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

STOP THE BIDDING MADNESS!

THE PAID SEARCH PROBLEM IN B2B
• “Ham-Fisted Bidders” are bidding on ego and not on
the results the advertising brings
• The more expensive the B2B offering the higher the
bid
• Competition is high for a limited B2B audience
“RAID Data Recovery” $64 CPC
“business VOIP solutions $51 CPC
“managed hosting providers” $49 CPC
“data room services” $41 CPC
“VPS Dedicated Server” $32 CPC
“managed services provider” $31 CPC
“merchant account providers” $28 CPC
“medical billing software” $27
“best conference call service” $25 CPC
“domain names registry” $24 CPC
“online backup software” $24 CPC
“server monitoring software” $24 CPC
“managed IT services” $23 CPC
“CRM Software Programs” $22 CPC
“business credit card” $19 CPC
“business bank account” $15 CPC
Search Engine Marketing Roundup

SOMETIMES YOU HAVE TO
PUNT

THE MATH
• Low Search Volume
• High Cost Per Click
• Low Conversion Rate
• Long Sales Cycle
• Low Close Rate
• Too few leads for too much cost
Cost Per Lead

LINKEDIN TO THE RESCUE

WHY LINKEDIN ?

WHY LINKEDIN ?
LinkedIn members are sharing insights and knowledge in more than 2.1 million
LinkedIn Groups.

HERE’S THE KEY

IT REALLY WORKS…BUT THERE’S MORE
TO IT THAN JUST THAT
• We have unparalleled success in driving
White Paper and Webinar leads
› White Paper Conversion rates between 10% - 20% for
conversion costs up to 600% less than search
campaigns on the same assets
• 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.

DISPLAY REMARKETING
• Keep cycling new content assets with
Display
› White Papers
› Webinars
• Customize message to the audience when
you go for the Direct Sale

DON’T GO TOO FAR
• You just connected with
the ultimate match
• Play it cool and use
some frequency
capping
• The audience shouldn’t
feel like it’s being
stalked

ABOUT THE HORIZONTAL RELEVANCE
THING…
• You can now use remarketing lists with your
Search Advertising
• RLSA – Remarketing Lists for Search Advertising
• You need a minimum 1,000 people in your
remarketing audience
• Bid more aggressively and broadly on that
LinkedIn Audience

HERE’S THE CATCH
• It can take a while to build audience sizes
with this method…
Months…

ITS B2B - KEEP IT ALL RELATIVE
• How many decision makers that would ever buy
your product or service are there?
• The more expensive and longer the commitment
the smaller the audience
THIS Not This

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 WITH FACEBOOK

THAT’S ALL FOLKS…
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad + Tad Miller

SMX West 2014: Pro-Level Tips for Succeeding at Retargeting

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