how to optimize your paid advertising spend with marketing automation [webinar slides]

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HOW TO OPTIMIZE YOUR PAID ADVERTISING SPEND WITH MARKETING AUTOMATION Synecore | www.synecoretech.com | Minneapolis, MN

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Page 1: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

HOW TO OPTIMIZE YOUR PAID ADVERTISINGSPEND WITH MARKETING AUTOMATION

Synecore | www.synecoretech.com | Minneapolis, MN

Page 2: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

CEO - Synecore Presenter

@royersm87

Digital Marketer - SynecoreModerator/Presenter@1nonlyKevinPage

SEAN ROYER KEVIN PAGE

Synecore | www.synecoretech.com | Minneapolis, MN

Page 3: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

#OptimizeAdSpend

#

Synecore | www.synecoretech.com | Minneapolis, MN

@royersm87 @1nonlyKevinPage @synecoretech

Page 4: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

AGENDA - What is Paid Advertising - What is Marketing Automation - Lead Segmentation - Lead Nurturing - Integrating Paid + Automation - Q&A

#OptimizeAdSpend

Page 5: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

Blog: Paid Advertising 101: Understanding Search and Display Advertising

PAID ADVERTISING 101:UNDERSTANDING SEARCH AND

DISPLAY ADVERTISING

#OptimizeAdSpend

Page 6: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

Interactive Advertising Bureau Report: Click Here

““INTERNET AD REVENUES IN

THE U.S. TOTALED $27.5 BILLION IN THE FIRST HALF OF 2015.”

#OptimizeAdSpend

Page 7: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

WHAT IS PAID ADVERTISING?

Page 8: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 9: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 10: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

SOCIAL MEDIA

Social media advertising increased by 51% year-over-year to $4.4 billion

IMAGE

FACEBOOK TWITTER CARDS LINKEDIN

Page 11: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

“The practice of serving ads based on prior engagement”

WHAT IS RETARGETING?

Page 12: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

- Brings Back Bounced Traffic

- Helps Reduce Shopping Cart Abandonment

- Shortens Sales Cycles

- Direct Response- “Click Now” “Free Shipping”

- Branding- Fosters Brand Awareness

RETARGETING

#OptimizeAdSpend

Page 13: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

SITE-BASED RETARGETING

Prospect Your Site Prospect is Tracked

ProspectLeaves

Your Ad onOther Sites

Page 14: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

EMAIL RETARGETING

CRM RETARGETING

AUDIENCE TARGETING

TYPES OF RETARGETING

FACEBOOK RETARGETING

DYNAMIC RETARGETING

SEARCH RETARGETING

#OptimizeAdSpend

SITE-BASED RETARGETING

Page 15: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 16: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

WHERE RETARGETING FITS

IN THE FUNNEL

#OptimizeAdSpend

Page 17: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

SELF SERVICE VS FULL SERVICE

Page 18: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

WHAT IS MARKETING AUTOMATION?

Page 19: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

MARKETING AUTOMATION- Email Marketing

- Landing Pages

- Forms

- Cookie Tracking

- Pipeline and Revenue#OptimizeAdSpend

Page 20: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 21: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 22: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

- HubSpot

- Eloqua

- Marketo

- Pardot

- ExactTarget

MARKETING AUTOMATION

SOFTWARE

G2 Crowd Grid for Marketing Automation

Page 23: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 24: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 25: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

HOW TO USE LEAD NURTURING EMAILS TO RUN MORE

EFFICIENT RETARGETING CAMPAIGNS#OptimizeAdSpend

Page 26: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 27: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 28: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 29: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

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

Page 30: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

www.synecoretech.com

THANK YOU!

Sean Royer [email protected] @royersm87

Kevin Page [email protected] @1nonlyKevinPage

CONTACT US

#OptimizeAdSpend

Page 31: How to Optimize Your Paid Advertising Spend with Marketing Automation [Webinar Slides]

Q&A

Synecore | www.synecoretech.com | Minneapolis, MN