Did you miss the MarketingProfs B2B Forum in Boston? Be sure to check out Janet Driscoll Miller's presentation featuring how you can enhance your search marketing via demographics you can

1. JANET DRISCOLL MILLER
PRESIDENT AND CEO
SEARCH MOJO
SUPERCHARGE YOUR B2B
SEARCH ADVERTISING
BY HARNESSING DEMOGRAPHICS
FROM SOCIAL NETWORKS

2. AGENDA
• Why Social?
• Social Advertising
– Options
– Benefits
– Challenges
• Social Logins
• Harnessing Social via Retargeting

3. 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

4. SOCIAL ADVERTISING

5. LINKEDIN
• 46.1% increase in ad growth*
• Revenue estimated at 226 million*
*eMarketer

6. 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

7. DISPLAY/SOCIAL ADS

8. SELF-SERVE ADS
• Text Ads with Small Image
• No Minimum Spend
• Cost per Impression OR
Cost per Click
• As low as $13 CPL

9. SELF-SERVE TEXT ADS

10. THINGS TO NOTE
• Company vs. Personal Account
• Ad Day based on GMT
– No option for day parting
– For ET, starts next day at 7PM

11. TARGETING

12. SEARCH LINKEDIN SUGGEST
• Search Alpha patterns [keyword] a,
• [keyword] b, [keyword] c, etc.
• to find new job titles and groups

13. LOOK AT RECOMMENDED
SIMILAR TITLES

14. SETTING UP AN AD CAMPAIGN
• Headline:
25 characters
• Body:
75 characters
• Image:
50x50 pixels

15. LEAD COLLECTION
• People who click your ads have the option to
request contact
• Notified by email of request for more info

16. 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

17. SOCIAL LOGINS

18. 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

20. 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

21. SOCIAL LOGIN
• Tools: Gigya.com

22. RETARGETING TO SOCIAL
AD RESPONDENTS

23. WHY SOCIAL ADS?
http://www.youtube.com/watch?v=DJLDF6qZUX0

24. 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

25. WHAT IS RETARGETING?
Google
AdWords
retargeting
cookie
added to
user
User visits a
web page
Google
Retargeting ads
show to user over
many sites

27. 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

28. 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

29. CONTACT
Janet Driscoll Miller
jmiller@search-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook:
www.facebook.com/SearchMojo