Combining Search & Social to Demographically Target Your Buyers - Janet Miller, SearchMojo

E-BIZ SUMMIT

SEPTEMBER 26, 2013

COMBINING SEARCH & SOCIAL TO

DEMOGRAPHICALLY

TARGET YOUR BUYERS

SEARCH-MOJO.COM @searchmojo

ABOUT ME


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


US SEARCH MARKET SHARE BY ENGINE

67%

17.90%

11.30%

Google

Bing

Yahoo


GOOGLE’S MARKETSHARE


GOOGLE REVENUE


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


GOOGLE ADWORDS

ENHANCED CAMPAIGNS


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


PAID SEARCH HAS LIMITED DEMOGRAPHICS

• “Social Media Management Software”

– Enterprise level product:

12 months/$100,000 commitment

• But WHO searches using this term?


ECOMMERCE AND THE “LONG TAIL”


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 - -


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


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


WHY SOCIAL ADS?

http://www.youtube.com/watch?v=DJLDF6qZUX0

http://www.youtube.com/watch?v=DJLDF6qZUX0


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


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


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


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


OUR PRODUCT


OUR COMPETITION

• Big 4 – HP, IBM, CA, BMC

– Large ad budgets

– Established, highly recognizable brands

• New competitors constantly enter fray

• Noisy, crowded space


THE CHALLENGES WITH

KEYWORD-BASED SEARCH ADS

• High cost per click

– Some upwards of ??/click

• Long tail keywords wouldn’t always

generate an ad



WITH RETARGETING

0 50 100 150 200 250 300 350 400

2011

2012

Conversions



WITH RETARGETING

2011 2012

Conversions



WITH RETARGETING

2011 2012

Cost per Lead



WITH RETARGETING

2011 2012

Cost

SEARCHMOJO.COM

ROI OF LINKEDIN

281% 1178% (pipeline) (revenue)

ROI


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.


BRINGING IT ALL TOGETHER

Google Retargeting

Ads

Nurturing via

Marketing Automation

Demographic Targeting via LinkedIn Ads

Opportunity


• 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.

•

Combining Search & Social to Demographically Target Your Buyers - Janet Miller, SearchMojo

Technology

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