Paid Search & Social Advertising with Travis Wright & QuanticMind

ccpdigital.com/qm @teedubya

Travis WrightChief Marketing Technology OfficerCCP Digital@teedubya

Your moderator

Alex Ortiz• VP Marketing, QuanticMind• Product Marketing, Salesforce• Product, Rakuten / LinkShare

Housekeeping Items

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Who is this Travis Wright dude?

• Radio Disc Jockey at Age 13.• Military Intelligence and Russian Linguist in the US Army.• Stand-up comedian since 1995.• Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since

1998.• Former Global Social Media Strategist – Norton /

Symantec• Chief Marketing Technologist – CCP Digital • Tech Blogger for MarketingLand, CMO.com, Business.com

& others• Inc. Magazine Columnist – Tech Tools for Entrepreneurs• Host of Venture Beat’s “VB Engage” podcast each

Tuesday.

Search and Social, Let’s

Dance.

The Overlap of Organic Search / Social + Paid Search / Socialccpdigital.com/qm @teedubya

ccpdigital.com/qm @teedubya@teedubya

ccpdigital.com/qm @teedubyaccpdigital.com/qm @teedubya

ccpdigital.com/qm @teedubya@teedubyaccpdigital.com/qm @teedubya

MARTECHWOMEN

@teedubya’s Tools – ccpdigital.com/qm

• Ask & Answer the right questions

• Integrate marketing strategies

• Optimize your marketing mix

• Know your audience

• Recognize your customer

• Personalize customer journey

• Create a better user experiences

Data-Driven Marketing Making Smarter & More Impactful Decisions

Silos and Silos of Data

Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey

Look at your assets as Layers, Dimensions & Decisions

Content

Help us Obiwan Contentobi – You’re our only hope.

ccpdigital.com/qm @teedubyaccpglobal.com/cmworld @teedubyaccpdigital.com/qm @teedubya

Google Buy Button on SERPS

ccpdigital.com/pardot @teedubya

The Periodic Table of SEO Success Factors – Search Engine Land

ccpdigital.com/qm @teedubyaccpglobal.com/cmworld @teedubya

Moz SEO Cheat Sheet 3.0 – Moz

Harness data explosion for better ad predictions

Yesterday’s data

5 – 8 data points Every possible data point about a clickvs

Premature relationship of page views to

purchase probability

-20 -10 10 20 30 40 50 60

In depth seasonality and other insights

-20 -10 10 20 30 40 50 60

PUBLISHER PERFORMANCE EXTERNAL DRIVERSKeyword Impressions Nasdaq Airport statusMatch-type Clicks NYSE Sports calendar (US,

UK)Ads Minimum bid Fed interest rate FootballPlacement Current bid Weather.com SoccerPosition Location Temperature BaseballSlot Quality score Rain BasketballClick-type Competition Humidity Holiday calendar

Landing page Zip code – demographic Events calendarTime of day Tax Starbucks indexDay of week Education level Concerts (Live Nation)Device Household income Competitive search

Marital status SEM RushPresence of children Keyword spyAge SpyFuGender Google

ADVERTISER SEASONALITYSCALING FACTORS USER

Conversions Time Search engine Search queryRevenue Day of week Campaigns DeviceLTV Month Keywords Geo/locationRevenue parameters Year Ad copyCustom parameters HolidaysBusiness constraintsOther business metricsPromotions

Today’s data

ccpdigital.com/qm @teedubyaQuantic Mind @quanticmind http://quanticmind.com

Week 3 4 5 6

63%70%

Not QuanticMind QuanticMind

Gross Margin% Lift

CONTENT PAID AMPLIFICATION

Interest Graph Actions on Content

Facebook Graph Search opens up many different opportunities.

$240 billion

Impact of Targeted Social AdvertisingBy targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.

ccpdigital.com/qm @teedubya@ChrisPulleyccpdigital.com/qm @teedubya

$240 billionAdvanced Ad Targeting

Keywords Yes NoLikes No Yes

Demographics Limited ExtensivePsychographics No Yes

Geography Yes YesInternal URL No YesExternal URL Yes Yes

Purchase Intent Learn, Research NoneSales Cycle Short Long

Advanced Targeting

ccpdigital.com/vb @teedubyaccpdigital.com/qm @teedubya

Advanced Targeting

ccpdigital.com/vb @teedubyaccpdigital.com/qm @teedubya

Third-Party Databases

Combine Facebook data and interest targeting

Workforce Targeting

Social Affinity TargetingWomen aged 50+ who liked “American Doll” proved to an ideal correlation for a children’s specialty furniture manufacturer.

ccpdigital.com/qm @teedubya$0.00045209 / per video view

ccpdigital.com/qm @teedubyaccpdigital.com/vb @teedubyaccpdigital.com/qm @teedubya

Facebook Lead Ads

ccpdigital.com/qm @teedubyaccpdigital.com/vb @teedubyaccpdigital.com/qm @teedubya

Twitter Advertisingccpdigital.com/qm @teedubya

Target users based on

geographic location

Narrow in on key markets

Search

Target users who are

searching on relevant keywords

Ensure relevancy

Followers

Target your Followers

Leverage brand advocates

Interest

Target users based on their

interests

Resonate with users

Mobile

Target users on the go

Reach at point-of-purchase

Look-a-likes

Target users who are similar

to your followers

Increase potential reach

Gender

Target users based on gender

Ensure Interest relevancy

Twitter Targeting Tools

YouTube Ads

Pinterest Advertisingccpdigital.com/qm @teedubya

Reddit Advertisingccpdigital.com/qm @teedubya

ccpdigital.com/qm @teedubyaWaze @waze http://waze.com/ads

ccpdigital.com/qm @teedubyaGoogle Map Ads

Snapchat Geofilters https://www.snapchat.com/on-demand

Snapchat Geofilters

ccpdigital.com/qm @teedubyaOutbrain @Outbrain http://outbrain.com

ccpdigital.com/qm @teedubyaTaboola @Taboola http://taboola.com

Account Based Marketing & Social Selling

Account-Based Marketing (ABM)A strategic approach to sales and marketing where you focus your efforts on a specific set of high-value accounts with personalized messaging and campaigns.

How To Execute ABM

1. Identify key verticals and technologies

2. Develop key buyer and influencer personas within the vertical

3. Identify accounts via Datanyze

4. Identify 2-3 individuals per account via LinkedIn & Datanyze

5. Target accounts by vertical via Terminus display advertising

6. Execute SDR cadence via SalesLoft, LinkedIn, & Velocify

Snip.ly @sniply http://snip.ly

Starbucks Inception

2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!

Key Findings of ABM Tactics1. You can potentially double cold outreach response rates

2. Led to more internal intros within the prospects company

3. Clicks not necessarily needed. Impressions matter.

4. The larger the account target, the more effective the tactic

5. Don’t expect immediate revenue. Long term investment.

@teedubya’s Tools – ccpdigital.com/qm

Connect on Microsoft/LinkedIn:

http://linkedin.com/in/teedubyaccpdigital.com/qm @teedubya

ccpdigital.com/qm @teedubyaBig Thank you to QuanticMind! http://quanticmind.com

Week 3 4 5 6

63%70%

Not QuanticMind QuanticMind

Gross Margin% Lift

Thank you for joining us!

We’d love to get your feedback. Please be sure to fill out the survey after the webinar.

Paid Search & Social Advertising with Travis Wright & QuanticMind

Marketing

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