From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch. PRESENTATION: How to Reach Ideal Customers Using Advanced Search & Social Tactics - Given by Sahil Jain, @sahilio - AdStage Inc., CEO & Co-Founder. #SMX #14B

1. #14B @Sahilio
Marrying Search & Social Strengths to Drive More Sales
How to Reach
Ideal Customers
Using Advanced
Search & Social
Tactics

2. #14B @Sahilio
Sahil Jain is the CEO of AdStage, the
leading cross-network online advertising
platform. Previously he dropped out of
High School to be an Engineer at
Yahoo!, left UC Berkeley to join Corp
Dev at AOL and co-founded YC
backed Trigger.io.
A Bit About Me

3. #14B @Sahilio
THE CASE FOR CROSS-NETWORK
ADVERTISING

4. #14B @Sahilio
It Takes 7 to 13+ Touches to Deliver a
Qualified Sales Lead
-Forrester Research

5. #14B @Sahilio
Paid Media Needs to Account for a Multi-Touch World.

6. #14B @Sahilio
DETERMINING BEST-FIT CUSTOMERS

7. #14B @Sahilio
Defining Your Ideal Customer Profile
Connect with Sales Talk to Customers Tap into your CRM

8. #14B @Sahilio
Use Historical
Data to Your
Advantage

9. #14B @Sahilio
Crafting Your Personas

10. #14B @Sahilio
USING CROSS-NETWORK TECHNIQUES
TO REACH YOUR IDEAL CUSTOMER

11. #14B @Sahilio
Assign Ad Campaigns to Part of the Sales Funnel
1. Brand Awareness
2. Engagement
3. Consideration
4. Decision

12. #14B @Sahilio
1. Brand Awareness
Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition

13. #14B @Sahilio
2. Engagement
Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet

14. #14B @Sahilio
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Unpublished Sponsored Tweet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

15. #14B @Sahilio
4. Decision
Search & RLSA Text Ads
Search Queries:
Brand keywords
High buying intent keywords
Specific product line, service,
or offering keywords

16. #14B @Sahilio
Retargeting Can Be Used to Help Accelerate Each Stage
Example retargeting funnel stages, triggered by web custom/tailored audience buckets

17. #14B @Sahilio
Cross-Network Plays

18. #14B @Sahilio
B2B Demand Generation:
Driving New Contacts & Lead Nurturing

19. #14B @Sahilio
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

20. #14B @Sahilio
Web Acquisition:
Search Traffic with Social Retargeting

21. #14B @Sahilio
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

22. #14B @Sahilio
Lookalike Modeling:
Display Conversions Modeled From DR Campaigns

23. #14B @Sahilio
Unpublished Post
Direct Sponsored Content
Promoted Only Tweet
Search Advertising
Customer
1% Lookalike Customer
Custom Audiences
Tailored Audience
Expanded Targeting
Google Analytics
Smart Audiences

24. #14B @Sahilio
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/ACADEMY