Upload
search-marketing-expo-smx
View
76
Download
2
Embed Size (px)
Citation preview
#SMX #21B @Sahilio
Marrying Search & Social Strengths to Drive More Sales
How to Reach Ideal
CustomersUsing
Advanced Search & Social
Tactics
#SMX #21B @Sahilio
Sahil Jain is the CEO of AdStage, the leading cross-network online advertising platform. Previously he dropped out of High School to be an Engineer at Yahoo!, left UC Berkeley to join Corp Dev at AOL and co-founded YC backed Trigger.io.
A Bit About Me
#SMX #21B @Sahilio
THE CASE FOR CROSS-NETWORK ADVERTISING
#SMX #21B @Sahilio
It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead
-Forrester Research
#SMX #21B @Sahilio
Paid Media Needs to Account for a Multi-Touch World.
#SMX #21B @Sahilio
DETERMINING BEST-FIT CUSTOMERS
#SMX #21B @Sahilio
Defining Your Ideal Customer Profile
Connect with Sales Talk to Customers Tap into your CRM
#SMX #21B @Sahilio
Use Historical Data to Your Advantage
#SMX #21B @Sahilio
Crafting Your Personas
#SMX #21B @Sahilio
USING CROSS-NETWORK TECHNIQUES TO REACH YOUR
IDEAL CUSTOMER
#SMX #21B @Sahilio
Assign Ad Campaigns to Part of the Sales Funnel
1. Brand Awareness
2. Engagement
3. Consideration
4. Decision
#SMX #21B @Sahilio
1. Brand Awareness
Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition
#SMX #21B @Sahilio
2. Engagement
Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet
#SMX #21B @Sahilio
3. Consideration
Search Queries: {keyword} prices, {keyword} reviews,
{keyword] vs. {keyword}, competitor terms,
best category keywords
Unpublished Sponsored TweetDirect Sponsored Content
Dark Sponsored Post
Search Text Ads
#SMX #21B @Sahilio
4. Decision
Search & RLSA Text Ads
Search Queries:
Brand keywordsHigh buying intent keywordsSpecific product line, service,
or offering keywords
#SMX #21B @Sahilio
Retargeting Can Be Used to Help Accelerate Each Stage
Example retargeting funnel stages, triggered by web custom/tailored audience buckets
#SMX #21B @Sahilio
Cross-Network Plays
#SMX #21B @Sahilio
B2B Demand Generation:
Driving New Contacts & Lead Nurturing
#SMX #21B @Sahilio
Campaign Targeting:
A) Company + Function + GeoB) Company + Job Title + GeoC) Company + Function + Skills +
Geo
Step #1 Sponsored ContentText Ads
Step #2
Form fill for a demo or gated content piece
Campaign Targeting:
Custom/Tailored/Customer Match Audiences matched from your MA exported leads based on Lead Status /Campaign
Sponsored PostGoogle Display
Sponsored Tweet
Blog contentInfographicseBooks
#SMX #21B @Sahilio
Web Acquisition:
Search Traffic with Social Retargeting
#SMX #21B @Sahilio
Step #1
Step #2
Search AdsTargeted landing page
Non-converted traffic
Unpublished PostPromoted Only Tweet
Retargeting dedicated pageCampaign Targeting:
Web Custom/Tailored Audience by URL string visited
Campaign Targeting:Search queriesGeo
#SMX #21B @Sahilio
Lookalike Modeling:
Display Conversions Modeled From DR Campaigns
#SMX #21B @Sahilio
Unpublished PostDirect Sponsored Content
Promoted Only TweetSearch Advertising
Customer
1% Lookalike Customer Custom Audiences
Tailored AudienceExpanded Targeting
Google AnalyticsSmart Audiences
#SMX #21B @SahilioUse Impact Visuals Above, Move Presentation Title As Needed
1. Use customer profiles to inform ad targeting.
2. Align campaigns & budgets to funnel stages.
3. Think about Search & Social in an eco-system.
TAKEAWAYS
LEARN MORE: WWW.ADSTAGE.IO
#21B @SahilioSEE YOU AT THE NEXT #SMX!
THANK YOU!