Paid Search & Social Advertising with Travis Wright & QuanticMind

ccpdigital.com/qm @teedubya

Travis WrightChief Marketing Technology OfficerCCP Digital@teedubya

ccpdigital.com/qm @teedubya| © All rights reserved. 2

Your moderator

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

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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 @[email protected]/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

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

15

10

5

-20 -10 10 20 30 40 50 60

In depth seasonality and other insights

15

10

5

-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

31%

63%70%

105%

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.



$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


Geo

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 @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.


#Flip

TheF

unne

lABM


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!!






ccpdigital.com/qm @teedubya© FlipMyFunnel


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

31%

63%70%

105%

Not QuanticMind QuanticMind

Gross Margin% Lift


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