merging search and psychographic's gorgeous retargeting filters by marty weintraub

MERGING SEARCH & PSYCHOGRAPHICSGORGEOUS RETARGETING FILTERS!

Marty Weintraub, Founder & Evangelist, @aimClear

2012: TAGGEDPSYCHOGRAPHIC TRAFFIC

On

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e Ps

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n

“WTF MARTY??”

UNDERSTANDING FILTERED

FOLLOWING IS PREREQUISITE

FOR MODERN MARKETING

STRATEGISTS

2014: AWESOME TIME TO BE A MARKETER

TARGETING IS EXPLICIT

DISTRIBUTION IS UBIQUITOUS

CREEPY VS. HELPFUL

FOLLOWING IS OMNIPRESENT

PSYCHOGRAPHICS

Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections, Attractions, Medical

Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Relationships, Appetites, Weaknesses, Tastes, Inclinations,

Corporate Loyalties

KILLING INTERESTS, VIDEO GAMES

Personal Lubricant

Divorce Attorneys

Massages

Pedicures

Doggy Spas

Self-Help Books

FIGHTING INTERESTS!

HOME OWNERS + HOME IMPROVEMENT STORE SHOPPERS + $125+K INCOME +

WOODWORKING AFFINITY

+ +$+

HUMAN LIFE CYCLES

PSYCHOGRAPHICS

BirthChild DeathSpouse DeathIllness Or InjuryNew JobLoss Of JobHS GradCollege GradImmigrationPregnancyLoss Of PregnancyImprisonmentCareer Change

HolidaysFalling In LoveEngagementMarriageSeparationDivorceState MoveCity MoveCheatingBuying A HomeBat/Bar MitzvahFirst Communion

BaptismMaking Sports TeamSweet 1621 Year Old BirthdayRetirement PlanningIn RetirementAdoptionName ChangeAuto Accident Sexual difficulties

YOU KNOW PIXEL-AS-THE-

METAPHOR UN-FILTERED

RETARGETING

X X

Classic Loop Car Mats

X

YOU UNDERSTAND GOOGLE

REMARKETING LISTS (FILTERS)

DATA-FILTERED-FOLLOWING,

EXTRAPOLATED INTERNET-

WIDE, IS HUGE

YUMMY! “D.I.Y., MERGED

SEARCH & PSYCHOGRAPHIC

HYBRID LISTS”

FRONT LINE WHOLE-SYSTEM

AUDIT QUESTIONS ARE EASY

“DOES THIS MARKETING

SYSTEM GENERATE

ENOUGH CONVERSIONS?”

ZOOM OUT TO FUNDAMENTAL

MARKETING QUESTIONS

BUILDING TRUE

ADVERTISING PERSONAS

WHAT TOP OF FUNNELTARGETING INTRODUCES

NEW USERS?

TOP OF THE FUNNEL(Pre)qualification)

45

TOP OF THE FUNNEL (FIRST HOP)

SEARCH TARGETING AS INITIAL DRIVER

• AdWords, Bing Ads, etc.

• Third Party Data “Search” (Chango, Magnetic

Media, etc.)

• Organic Search KWs As Visible Or Inferred

• Internal Site Search

TOP OF THE FUNNEL FUNNEL (FIRST

HOP) PSYCHOGRAPHIC TARGETING

AS THE INTRODUCTORY DRIVER

• Facebook Ads Targeting FB Network Users

• GDN & YouTube Targeting Google Users

• Twitter Ads Targeting Twitter Users

• LinkedIn Targeting LinkedIn Users

• DMPs Pushing 3rd Party Data Into FBX & Twitter

• DMPs Pushing 3rd Party Data Internet-Wide

• Direct, Highly Targeted Banner Placements

BOTTOM OF THE FUNNEL

DIY, LAYERED SEARCH & PSYCHOGRAPHIC HYBRIDS

RETARGETING FILTERED BY ADDITIONAL DATA (SECOND

TARGETING HOP)

RETARGET FILTERED BY

PSYCHOGRAPHICS (SECOND HOP)

50

• FB Native Retargeting > FB Users, FB Data

• FB Native Retargeting > FB Users 3Rd Party Data

• DMP Retargeting > Internet Wide, 1st Party Data

• DMP Retargeting > Internet Wide, 3Rd Party Data

• Google Remarketing > Google Users, GDN Data

RETARGET FILTERED BY SEARCH

(SECOND HOP)

51

AdWords Remarketing For Search Ads

RLSA

PSYCHOGRAPHICS >> RETARGET

FILTERING BY SEARCH

SEARCH >> RETARGET FILTERING BY

PSYCHOGRAPHICS

SEARCH >>> RETARGET FILTERING

BY SEARCH

PSYCHOGRAPHICS >>RETARGET

FILTERING BY PSYCHGRAPHICS

TRACK THE DATA DATA HOPS

CURATE LISTS AS

VALUEABLE BRAND ASSETS

“OWNED AUDIENCES”

MARKETING FUNNEL IS LIKE A

COW: CRAP IN, CRAP OUT

SOURCE TESTING &

TOP-OF-FUNNEL TRAFFIC

IS (STILL) FUNDAMENTAL

SEGMENTED CREATIVE IS

CRUCIAL

YES! SCALE MATTERS…

UNDERSTANDING FILTERED

FOLLOWING IS PREREQUISITE

FOR MODERN MARKETING

STRATEGISTS

MARTY@AIMCLEAR.COM

THANK YOU! <3

Marty Weintraub, Founder & Evangelist, @aimClear