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Marrying Search & Social Strengths to Drive More Sales

How to Reach Ideal Customers Using Advanced Search & Social

Tactics

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Michael McEuen is the Director of Marketing at AdStage, the leading cross-network online advertising platform. He possesses over 7 years of paid media experience, having led agency and in-house acquisition teams.

A Bit About Me

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AdStage is a powerful cross-channel advertising platform, helping digital marketers

easily report, automate, and manage paid search & social campaigns all under one roof.

About AdStage

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THE CASE FOR CROSS-NETWORK ADVERTISING

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It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead

-Forrester Research 

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Paid Media Needs to Account for a Multi-Touch World.

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DETERMINING BEST-FIT CUSTOMERS

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Defining Your Ideal Customer Profile

Connect with Sales Talk to Customers Tap into your CRM

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Use Historical Data to Your Advantage

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Crafting Your Personas

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USING CROSS-NETWORK TECHNIQUES TO REACH YOUR IDEAL CUSTOMER

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Assign Ad Campaigns to Part of the Sales Funnel

1. Brand Awareness

2. Engagement

3. Consideration

4. Decision

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1. Brand Awareness

Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition

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2. Engagement

Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet

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3. Consideration

Search Queries: {keyword} prices,

{keyword} reviews, {keyword] vs. {keyword},

competitor terms, best category keywords

Unpublished Sponsored Tweet Direct Sponsored Content

Dark Sponsored Post

Search Text Ads

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4. Decision

Search & RLSA Text Ads

Search Queries:

Brand keywords High buying intent keywords

Specific product line, service, or offering keywords

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Retargeting Can Be Used to Help Accelerate Each Stage

Example retargeting funnel stages, triggered by web custom/tailored audience buckets

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Cross-Network Plays

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B2B Demand Generation:

Driving New Contacts & Lead Nurturing

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Campaign Targeting:

A) Company + Function + Geo B) Company + Job Title + Geo C) Company + Function + Skills + Geo

Step #1 Sponsored Content Text 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 Post Google Display

Sponsored Tweet

Blog content Infographics eBooks

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Web Acquisition:

Search Traffic with Social Retargeting

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Step #1

Step #2

Search Ads

Targeted landing page

Non-converted traffic

Unpublished Post Promoted Only Tweet

Retargeting dedicated page

Campaign Targeting: Web Custom/Tailored Audience by URL string visited

Campaign Targeting: Search queries Geo

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Lookalike Modeling:

Display Conversions Modeled From DR Campaigns

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Unpublished Post Direct Sponsored Content

Promoted Only TweetSearch Advertising

Customer

1% Lookalike Customer Custom Audiences

Tailored Audience Expanded Targeting

Google Analytics Smart Audiences

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Use 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