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

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 sean@synecoretech.com @royersm87

Kevin Page kpage@synecoretech.com @1nonlyKevinPage

CONTACT US

#OptimizeAdSpend

Q&A

Synecore | www.synecoretech.com | Minneapolis, MN

HUBSPOT FREE 30-DAY TRIAL!

CONTACT US

Let Synecore help you optimize your website to get found by more prospects and convert more leads into paying customers with HubSpot's all-in-one marketing software.

Start My Free Trial