9. @marketingmojo | marketing-mojo.com
THE INTENT CHALLENGE
• “Social Media Management Software”
› Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
11. @marketingmojo | marketing-mojo.com
LINKEDIN TARGETING OPTIONS
Demographic Targeting Options
Location Continent
Country
State
City
Companies Name
Industry
Company size
(also exclude current customers)
Job Title Title
Function
Seniority
School School Name
Field of Study Field of Study
Degree Degree
Skills Skill Name
Group Group Name
Gender Gender
Age Age
12. @marketingmojo | marketing-mojo.com
CASE STUDY: ENTERPRISE SOFTWARE
0
50
100
150
200
250
300
350
400
PPC Alone PPC and LinkedIn
Conversions
0
100
200
300
400
500
600
700
PPC Alone PPC and LinkedIn
Cost Per Lead
$-
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
PPC Alone PPC and LinkedIn
Cost
13. @marketingmojo | marketing-mojo.com
FACEBOOK TARGETING OPTIONS
Demographic Targeting Options
Location Continent
Country
State
City
Companies Employer Name
Industries
Office Type (ex: home office)
(also exclude current customers)
Job Title Title
School School Name
Field of Study Field of Study
Education Level Degree
Currently in School
App Users Current app users
App not currently installed
Gender Gender
Age Age
15. @marketingmojo | marketing-mojo.com
SINGLE SOURCE MODELS
• First Touch
› Gives all credit to the first channel/campaign
› Set once and never changes
• Last Touch
› Gives all credit to the last channel/campaign
› Always updating, but can be “locked” down
1 2 3 4 5
16. @marketingmojo | marketing-mojo.com
FRACTIONAL SOURCE MODELS
• Linear
› Gives equal credit to all channels/campaigns
› Always updating, but can be “locked” down
• Time Decay
› Gives most credit to the last channel/campaign
› Always updating, but can be “locked” down
19. @marketingmojo | marketing-mojo.com
GOOGLE ANALYTICS TAGGING
• Passes information from your
destination URLs into
Google Analytics
• Tagging is automatic in Google
AdWords by default
• https://support.google.com/
analytics/answer/1033867?hl=en
20. @marketingmojo | marketing-mojo.com
FIX SELF-REFERRALS!
• Google Universal Analytics can create self-referral issues
• Self-referral:
› Your site’s domain is listed as a referral site to itself
• When you switch from Classic to Universal, you have to update
the “referral exclusion list”
21. @marketingmojo | marketing-mojo.com
HOW SELF-REFERRALS HAPPEN IN UNIVERSAL
• Session length is 30 minutes by default
Referral
Source/Medium:
Google/organic
Referral
Source/Medium:
YourDomain.com/
referral
23. @marketingmojo | marketing-mojo.com
HOW DO YOU FIX IT?
• Set referral exclusions under PROPERTY setting in Google
Analytics
• Select Tracking Info/Referral Exclusion List
28. @marketingmojo | marketing-mojo.com
Campaign Name
Converted
Leads
Num Total
Opportunities
Num Won
Opportunities
Total Value
Opportunities
Total Value Won
Opportunities
2017 Dig Mktg Checklist -
Facebook 1 2 1 $ 8,000.00 $ 5,000.00
2016 ROI-2 Webinar 1 4 1 $ 23,500.00 $ 10,000.00
2016 ROI Webinar 2 6 2 $ 34,000.00 $ 14,000.00
Request a Quote 1 1 0 $ 5,000.00 $ -
29. @marketingmojo | marketing-mojo.com
CONTACT INFO
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller
Download the ROI Workbook at:
http://bit.ly/ROIWorkbook
Editor's Notes
This is the marketing technology landscape today.
They promise to make our marketing more effective.
But sometimes, they may be the problem.
As marketers, we’re trying to make sense of all of these things and integrate them.
It can be dizzying!
So it’s no wonder that there are gaps in areas.
Since we only have 30 minutes today, I’m going to touch on Advertising/Promotion and Data and connecting those dots
You’re not really trying to target all of these people…
You’re really trying to target THIS ONE.
Remember Melinda Mae?
She decided she’d eat a whale.
And that’s what we are really trying to do these days – eat a whole whale every day.
But instead of eating the whole whale, why not just target this person?
We’ve had search advertising for a long time.
My company started off focused on search.
It helps us understand searcher’s intent – does this person WANT what I have to SELL?
Who is searching this term?
The soccer mom who is managing a Facebook page for her child’s soccer team?
The owner of a local bakery with a social media presence?
Or the CMO of a Fortune 500 company?
Enter Social Media.
It provides us with a whole different type of information – DEMOGRAPHIC information.
Self-serve ads coupled with Google Adwords retargeting
You are giving sales visibility into what marketing is doing.
It shows your value directly to sales.
Shows all of the effort marketing is making around the opportunities that sales is working.
This is especially helpful for CMOs and top level marketing execs to show value at this level.