Post on 08-May-2015
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E-BIZ SUMMIT
SEPTEMBER 26, 2013
COMBINING SEARCH & SOCIAL TO
DEMOGRAPHICALLY
TARGET YOUR BUYERS
SEARCH-MOJO.COM @searchmojo
ABOUT ME
SEARCH-MOJO.COM @searchmojo
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at Marketo User Summit, MarketingExperiments, MarketingProfs B2B,
PubCon and more
• Work with multiple marketing automation tools, including Marketo, Eloqua,
Silverpop and Hubspot
WHAT WE KNOW ABOUT
PAID SEARCH MARKETING
SEARCH-MOJO.COM @searchmojo
US SEARCH MARKET SHARE BY ENGINE
67%
17.90%
11.30%
Bing
Yahoo
SEARCH-MOJO.COM @searchmojo
GOOGLE’S MARKETSHARE
SEARCH-MOJO.COM @searchmojo
GOOGLE REVENUE
SEARCH-MOJO.COM @searchmojo
WHAT DOES IT ALL MEAN?
• Google’s revenue is primarily driven by
Google AdWords
• Therefore, they must continually increase
this stream of revenue to attain
higher earnings
SEARCH-MOJO.COM @searchmojo
GOOGLE ADWORDS
ENHANCED CAMPAIGNS
SEARCH-MOJO.COM @searchmojo
HIGH BIDS
• “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
Keyword CPC
new balance cm1600 grey $155
microsoft surface red $114
buy car insurance $48
conference call providers $37
email blast software $32
SEARCH-MOJO.COM @searchmojo
PAID SEARCH HAS LIMITED DEMOGRAPHICS
• “Social Media Management Software”
– Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
SEARCH-MOJO.COM @searchmojo
ECOMMERCE AND THE “LONG TAIL”
SEARCH-MOJO.COM @searchmojo
ECOMMERCE AND THE “LONG TAIL”
SEARCH-MOJO.COM @searchmojo
LONG TAIL AND BIDS
Keyword Search Volume Suggested Bid
Shoes 550,000 $1.37
running shoes 90,500 $1.28
Womens asics running shoes 1,000 $1.22
Asics gel running shoes 260 $1.17
women's asics running shoes gel neo33 - -
SEARCH-MOJO.COM @searchmojo
THE MISSING PPC LONG TAIL
• The growth of “low
search volume” keywords
in AdWords is exponential
• The keyword “Long Tail”
only exists when Google
lets it
• They are happy to “broad
match” overly broad
keywords at high CPCs
SEARCH-MOJO.COM @searchmojo
WHAT DOES IT MEAN FOR ADVERTISERS?
Be even more savvy with
how we utilize and bid on
ads in Google AdWords.
COMBINE SOCIAL WITH SEARCH
SEARCH-MOJO.COM @searchmojo
WHY SOCIAL ADS?
http://www.youtube.com/watch?v=DJLDF6qZUX0
SEARCH-MOJO.COM @searchmojo
WHY SOCIAL?
• Offers what search often lacks
– High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
LINKEDIN ADVERTISING
SEARCH-MOJO.COM @searchmojo
LINKEDIN ADVERTISING
SEARCH-MOJO.COM @searchmojo
LINKEDIN ADVERTISING
SEARCH-MOJO.COM @searchmojo
MAKING LINKEDIN SUCCESSFUL
• Know your buyer personas
– Who are your buyers?
– What messaging resonates with them?
• Use LinkedIn to target those individuals
with those specific offers/messages
FACEBOOK ADVERTISING
SEARCH-MOJO.COM @searchmojo
INSERT SLIDE HERE RE: AIMCLEAR FB AD
TARGETS
COMBINING SOCIAL WITH SEARCH
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
BRINGING IT ALL TOGETHER
WITH SEARCH
CASE STUDY: SCIENCELOGIC
SEARCH-MOJO.COM @searchmojo
ABOUT SCIENCELOGIC
“After two years of running this system,
we've not found anything it can’t manage.”
- InfoWorld Test Center
• Founded 2003
• 69% year over year growth
• HQ in Virginia
• Sales offices – London, Sydney
COMPANY
SOFTWARE
Enterprise / Corporate IT Service Providers Federal / Government
BEST ENABLING MSP
TECH
SEARCH-MOJO.COM @searchmojo
OUR PRODUCT
SEARCH-MOJO.COM @searchmojo
OUR COMPETITION
• Big 4 – HP, IBM, CA, BMC
– Large ad budgets
– Established, highly recognizable brands
• New competitors constantly enter fray
• Noisy, crowded space
SEARCH-MOJO.COM @searchmojo
THE CHALLENGES WITH
KEYWORD-BASED SEARCH ADS
• High cost per click
– Some upwards of ??/click
• Long tail keywords wouldn’t always
generate an ad
SEARCH-MOJO.COM @searchmojo
LINKEDIN ADVERTISING
WITH RETARGETING
0 50 100 150 200 250 300 350 400
2011
2012
Conversions
SEARCH-MOJO.COM @searchmojo
LINKEDIN ADVERTISING
WITH RETARGETING
2011 2012
Conversions
SEARCH-MOJO.COM @searchmojo
LINKEDIN ADVERTISING
WITH RETARGETING
2011 2012
Cost per Lead
SEARCH-MOJO.COM @searchmojo
LINKEDIN ADVERTISING
WITH RETARGETING
2011 2012
Cost
SEARCHMOJO.COM
ROI OF LINKEDIN
281% 1178% (pipeline) (revenue)
ROI
SEARCH-MOJO.COM @searchmojo
WHY LINKEDIN IS SO STRONG FOR B2B
• Targeted to affinity/professional groups that
people self-select vs. search keywords
– Keyword context may not always be clear
• LinkedIn starts with groups that you KNOW the
size of, their common interests are, etc.
• LinkedIn is also cheaper for now because there
is less competition for advertising.
• LinkedIn targeting can be very specific – not
just to groups, but also down to companies and
titles.
SEARCH-MOJO.COM @searchmojo
BRINGING IT ALL TOGETHER
Google Retargeting
Ads
Nurturing via
Marketing Automation
Demographic Targeting via LinkedIn Ads
Opportunity
SEARCH-MOJO.COM @searchmojo
• While search marketing is key to any effective lead generation
campaign, that alone can’t always provide the insights marketers
need to completely target specific audiences with correlating
messages. Some keywords, for instance, cannot concretely
indicate the intentions of the searcher. Social media advertising,
on the other hand, provides deep demographic targeting
capabilities, allowing marketers to pinpoint messages to specific
audiences. However social media advertising doesn’t always catch
prospects at the prime moment when they are searching for a
product. Come to this session to learn how you can use search
marketing and social media advertising together to identify and
capture key prospects primed for purchase.
•