HOW TO OPTIMIZE YOUR PAID ADVERTISINGSPEND WITH MARKETING AUTOMATION
Synecore | www.synecoretech.com | Minneapolis, MN
CEO - Synecore Presenter
@royersm87
Digital Marketer - SynecoreModerator/Presenter@1nonlyKevinPage
SEAN ROYER KEVIN PAGE
Synecore | www.synecoretech.com | Minneapolis, MN
#OptimizeAdSpend
#
Synecore | www.synecoretech.com | Minneapolis, MN
@royersm87 @1nonlyKevinPage @synecoretech
AGENDA - What is Paid Advertising - What is Marketing Automation - Lead Segmentation - Lead Nurturing - Integrating Paid + Automation - Q&A
#OptimizeAdSpend
Blog: Paid Advertising 101: Understanding Search and Display Advertising
PAID ADVERTISING 101:UNDERSTANDING SEARCH AND
DISPLAY ADVERTISING
#OptimizeAdSpend
Interactive Advertising Bureau Report: Click Here
““INTERNET AD REVENUES IN
THE U.S. TOTALED $27.5 BILLION IN THE FIRST HALF OF 2015.”
#OptimizeAdSpend
WHAT IS PAID ADVERTISING?
PAID ADVERTISING
PPC
DISPLAY ADVERTISING
RETARGETING
PAID ADS
stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video.
Retargeting converts window-shoppers into buyers. Generally 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%.
#OptimizeAdSpend
SEARCH NETWORK W/ DISPLAY SELECT VIDEO
Ads can show with:● Search results on the
Search Network● Relevant placements
within the Display Network, including:
Video ads can show on YouTube and on the
Google Video Network
○ Websites that show relevant Google Ads
○ Videos○ Apps○ Gmail○ YouTube○ Blogger○ Google Finance○ Google Maps
SEARCH NETWORK ONLY
DISPLAYNETWORK ONLY
Ads can show next to search results throughout Google’s Search Network, which includes:
● Google Search● Shopping● Google Maps● Groups● Google Play● Non-Google search sites
(like AOL) that partner with Google to show search ads, called search partners.
Ads can show throughout Google’s Display Network, made up of more than a million different possible placements, including:
● Websites that show relevant Google ads
● Videos● Apps● Gmail● YouTube● Blogger ● Google Finance● Google Maps
SOCIAL MEDIA
Social media advertising increased by 51% year-over-year to $4.4 billion
IMAGE
FACEBOOK TWITTER CARDS LINKEDIN
“The practice of serving ads based on prior engagement”
WHAT IS RETARGETING?
- Brings Back Bounced Traffic
- Helps Reduce Shopping Cart Abandonment
- Shortens Sales Cycles
- Direct Response- “Click Now” “Free Shipping”
- Branding- Fosters Brand Awareness
RETARGETING
#OptimizeAdSpend
SITE-BASED RETARGETING
Prospect Your Site Prospect is Tracked
ProspectLeaves
Your Ad onOther Sites
EMAIL RETARGETING
CRM RETARGETING
AUDIENCE TARGETING
TYPES OF RETARGETING
FACEBOOK RETARGETING
DYNAMIC RETARGETING
SEARCH RETARGETING
#OptimizeAdSpend
SITE-BASED RETARGETING
Segment Audiences
Use a Single
Retargeting Provider
Demographic, Geographic
& Contextual Targeting
Optimize Ads & Creative work
Frequency Cap - 17-20 x Month | Stop advertising after conversion
Burn Code
RETARGETING BEST PRACTICES#OptimizeAdSpend
WHERE RETARGETING FITS
IN THE FUNNEL
#OptimizeAdSpend
SELF SERVICE VS FULL SERVICE
WHAT IS MARKETING AUTOMATION?
MARKETING AUTOMATION- Email Marketing
- Landing Pages
- Forms
- Cookie Tracking
- Pipeline and Revenue#OptimizeAdSpend
WHAT DOES MARKETING AUTOMATION DO?Pipeline and Revenue
Testing
Measurement
Dashboard
Display Advertising
Retargeting
Paid Display - Paid Search
Data Management
Security
Settings
3rd-Party Database
Marketing
Landing Pages
Forms
Download
Cookie Tracking
Email Marketing
P.URLs
SMS via Webhook
Segmentations
Social Media
Calendar
AUTOMATE LEAD NURTURING
DELIVER RELEVANT/ PERSONALIZED
CONTENT BASED ON INTEREST
UNDERSTAND CUSTOMER
TOUCH-POINTS
CONTENT DISTRIBUTION
REDUCE LEAD SALES CYCLE
WHY USE MARKETING AUTOMATION
#OptimizeAdSpend
- HubSpot
- Eloqua
- Marketo
- Pardot
- ExactTarget
MARKETING AUTOMATION
SOFTWARE
G2 Crowd Grid for Marketing Automation
DATA FLOW
Click Sent to Landing Page
Contact Information Filled Out
Lead List
Lead Nurturing
DID THEY PURCHASE
SOMETHING?
YES
NO
CLOSED LOOP REPORTING
PPC Campaign
USING LEAD SEGMENTATION TO BETTER TARGET PPC CAMPAIGNS
Personalize email by industry, position or
pain-point
Retargeting based on interest
= Higher Open Rates
Geo Target for Brick-and-Mortar
Locations
Retarget based on behavior
HOW TO USE LEAD NURTURING EMAILS TO RUN MORE
EFFICIENT RETARGETING CAMPAIGNS#OptimizeAdSpend
GOALS OF LEAD NURTURINGRetargeting Option: Email or CRM Retargeting
1
2
3
4
Use to Segment Audience
Understand Level of Interest
Open/Conversion Rate PromptsRetargeting Efforts
Flush Out Your Lists
3
2
1
Send Lead Nurturing Email
Tofu
Mofu
Bofu
Monitor link clicks/Open Rates for each offer
Open/Click?
Yes
No
Retarget
Identifiers/Pain PointsRoles
Geography
Create Different Creative Ads for Each Stage Of The Funnel
Wait or Target with Awareness Message
Continue to Nurture
Convert?(Use Burn Code)
Yes
No
Optional Retarget-Customer
BRINGING IT ALL TOGETHER
- Use to Segment Audience
- Understand Level of Interest
- Open/Conversion Rate Prompt Retargeting Efforts
- Integrate Campaigns and Layer Efforts
- Sales & Marketing Work in Tandem
- Closed-Loop Reporting
- Target at The Right Time
MARKETING AUTOMATION + RETARGETING
Lead Nurturing
Segment on Activity
Start Retargeting
Actives
Create Content Around Keywords
Monitor Engagement through M.A.
Software
Create Facebook lookalike Audience
Record in CRM
Report ROI
PPCCAMPAIGN
Referral Campaign
www.synecoretech.com
THANK YOU!
Sean Royer [email protected] @royersm87
Kevin Page [email protected] @1nonlyKevinPage
CONTACT US
#OptimizeAdSpend
Q&A
Synecore | www.synecoretech.com | Minneapolis, MN
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