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In case you didn't catch Janet Driscoll Miller's webinar with OMI in September, here's the presentation where she discusses how you can harness the power of information from social media to enhance your retargeting efforts.
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Harnessing the Power of Social Media and Retargeting
Janet Driscoll MillerCEO and PRESIDENT, Search Mojo
• 14 years in search marketing
• President and CEO of Search Mojo
• Online Marketing Summit, SMX, Pubcon and others
• Search Insider and other blogs
About Me
Agenda
• Why Social?• Social Advertising
– Options– Benefits– Challenges
• Social Logins• Harnessing Social via Retargeting
Why Social?
• Offers what search often lacks– High level of demographic targeting
Facebook LinkedInLikes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
Social Advertising
• 46.1% increase in ad growth*• Revenue estimated at 226 million*
*eMarketer
LinkedIn Marketing Solution• Display and social ads• Dedicated LinkedIn account manager• Minimum spend = $25,000/3 months• Guaranteed inventory and delivery• Cost per impression (CPM)• As low as $25 CPL
Display/Social ads
Self-Serve Ads
• Text Ads with Small Image• No Minimum Spend• Cost per Impression OR
Cost per Click• As low as $13 CPL
Self-Serve Text Ads
Things to Note
• Company vs. Personal Account• Ad Day based on GMT
– No option for day parting– For ET, starts next day at 7PM
Targeting
Search LinkedIn Suggest
• Search Alpha patterns [keyword] a, [keyword] b, [keyword] c, etc. to find new job titles and groups
Look at Recommended Similar Titles
Setting Up an Ad Campaign
• Headline: 25 characters
• Body: 75 characters
• Image: 50x50 pixels
Lead Collection
• People who click your ads have the option to request contact
• Notified by email of request for more info
Challenges
• Text Ads need to be rotated frequently • Display and Social ads need to be planned
very far in advance for LinkedIn Account Manager
• Consider testing offers– Limited time offers seem to drive more clicks
• Over 800 million active Facebook users• Expected 2012 revenue from ads:
$5.74 billion
*eMarketer
Types of Ads
• Social Ads– Ads that point to a location in Facebook– Includes “Sponsored Story” ads
• Non-social Ads– Ads that point to a location outside of
• For either: pay by impression or by click
Social Ad Non-Social Ad
Incredibly Specific Targeting
Incredibly Specific Targeting
Incredibly Specific Targeting
Incredibly Specific Targeting
Targeting Tips
• Consider similar interests– Example: moms with small kids
• Brands they may like:– Gymboree– Little Gym– Fisher-Price
– Example: people who want “green” products• Brands they may like:
– Whole Foods
• Other “likes”:– Organic food– Organic gardening– Recycling
Challenges
• It’s not Google AdWords.• Often low CTR.
– Don’t expect what you get in search ads.
• Social ads often outperform non-social ads.– Remember your goals!
Social Logins
Marketing Wall
• Benefits– Gain more leads from content resources– Get more information from existing leads
• Challenge– More form fields = lower conversion– Can be a barrier to content sharing
Solution: Social Login
• Use Facebook or LinkedIn as a login option using OpenGraph protocol
• Benefits:– Fast signup– Likely leads to higher conversion– Learn additional information (demographics)– Spam reduction
Social Login
• Tools: Gigya.com• Can also be done with Twitter and Facebook
– Twitter has less demographic info
Retargeting to Social Ad Respondents
Why Social Ads?
http://www.youtube.com/watch?v=DJLDF6qZUX0
What Is Retargeting?
• Form of display advertising• Available through Google as
“Remarketing”• Serves ads to previous visitors
– Landing page or website visitors– Allows us to “recycle” those clicks that do not
immediately convert
What Is Retargeting?
Google AdWords
retargeting cookie
added to user
User visits a web page
Google Retargeting ads
show to user over many sites
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
Social w/Retargeting
User Does Not Respond
to Offer (Doesn’t fill out form)
Nurture Personas
Google Retargeting ads focused
on dogs show to user
Nurture with dog-related emails,
landing pages and messages
User Responds to Offer (Fills out form)
Person marked as dog lover
Key Takeaways
• Social provides demographic data that search often cannot.
• Social ad targeting can be very specific.• Social login helps gain more data and
leads to higher quality signups.• Harnessing this social data leads to more
effective retargeting ads.
Contact Information
• Janet Driscoll Miller• [email protected]• 800-939-5938 x101
• LinkedIn: www.linkedin.com/in/janetdriscollmiller
• Twitter: @janetdmiller• Facebook: www.facebook.com/SearchMojo• Google+: Janet Driscoll Miller
www.onlinemarketinginstitute.org
Thank You
