Top Moneymaking SEM PlatformsPresented by: Digital Reach AgencyHost: Nick Rennard, Director of Search Engine Marketing

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•Increase qualified leads

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•Cross-Disciplinary Guide to Digital Marketing

•Holistic guide to how your digital marketing strategies can work together

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Table of Contents

•AdWords

•Search Network

•Remarketing

•Display Select

•Bing Ads

•Search Network

•LinkedIn Ads

•Facebook Ads

•Where should you start?

•Other key variables to consider

AdWords

•Search Network

•Keyword Targeting

•true broad match

•+broad +match +modifiers

•“phrase match”

•[exact match]

•Campaign types (to start): Brand name, competitor names, generic/specific keyword break-ups

•Text Ads

•AB split testing different ad copies

•Ad extensions (sitelinks, callouts, structured snippets)

•Dimensional reports – geographic, demographic, device, time

•Regular account maintenance (bid optimizations)

•Good for lead generation; not good for awareness

AdWords

•Remarketing (display network)

•Consider what audiences you should be nurturing

•Typically, most people start with ‘all users’ lists, although you can go significantly more granular than this. Examples:

•Visiting specific pages, converters/non-converters, members/non-members. It’s important to remember that you can create both positive and negative lists for remarketing; get creative!

•Image/Text Ads

•AB split test different imagery/ad copy

•Rotate your assets regularly (1-2 months)

•Good for lead generation and awareness. Remarketing is necessary for practically any business (B2B or B2C)

AdWords

•Display Network (non-remarketing)

•Types of targeting

•Content-based audience targeting

•Keywords

•Topics

•Interest-based audience targeting

•Affinity Audiences

•Custom Affinity Audiences

•In-Market Audiences

•Lacing strategy

•Best practice: lace content w/ interests

•Good for lead generation and awareness

Bing Ads

•Search Network (similar to AdWords)

•Same as AdWords, so everything from the AdWords Search Network slide applies to Bing Ads as well

•Easy to import campaigns from AdWords > Bing Ads. Campaign creation in Bing is extremely low-maintenance if you’re already doing AdWords

•Different demographics on Bing

•Bing is default browser for Microsoft products (also iPhones)

•Bing typically produces better ROIs due to lower levels of competition

•Traffic densities on Bing are lower than AdWords

LinkedIn Ads

•Ad Types

•Sponsored Content

•Text Ads

•Sponsored InMail

•Audience Targeting

•Custom audiences (demographics, job titles/function/etc, industry, etc)

•Remarketing audiences

•E-mail lists (.csv uploads)

Facebook Ads

•Ad Types

•Image

•Video

•Carousel (video/static images)

•Audience Targeting

•Remarketing – e-mail/phone numbers, website visitors, app users

•Core Audiences

•Demographic – age, gender, relationship status, education, workplace, job titles, etc

•Interests – hobbies, favorite types of entertainment, etc

•Behavior – purchase behaviors, device usage, etc (behavior/interest targeting on Facebook is similar to interest targeting on AdWords)

•Lookalike audiences – find users similar to your customers/contacts. Worth testing, but we’ve found that these can oftentimes be too broad

Where Should You Start?

•AdWords – good, generic place to start, search & display opportunities

•Bing – good expansion opportunity for your search network keywords

•LinkedIn Ads – good for B2B, unique targeting methods, expensive

•Facebook – good for awareness/remarketing, not great for lead gen

Other Notes

•Other important variables you should consider before deciding which platform to advertise on

•Landing page – executing all best practices for converting users?

•Image ads – executing all best practices? High resolution? Modern? Refreshing frequently? AB Split testing?

•Consider your demographic; who do you want to put your ads in front of? Demographics per platform/network will change dramatically

•Analytics/conversion tracking – is this all set up properly? Spending money on digital marketing is pointless w/out tracking. The money is in the data

Thanks for watching!