Marty Weintraub - Advanced Search Summit Napa 2019
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This document discusses strategies for integrated marketing tactics. It recommends integrating search, social media, and other channels to maximize marketing success. Specific tactics mentioned include using a data management platform to simulate social media targeting, retargeting website visitors across channels, and imprinting brands on all visual content to drive awareness and conversions. The document emphasizes targeting individuals with 1:1 messaging and treating influencer interactions as owned audiences for nurturing.
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Marty Weintraub - Advanced Search Summit Napa 2019
- 1. Bulletproof Your Future with INTEGRATED MARKETING Tactics @MartyWeintraub
- 7. We/I See a LOT of Case Studies
- 9. Today’s Fare • Daily Hah Hah~! (Done) • INTEGRATE to Safeguard Your Marketing Relevance • Magically Replace Facebook’s Lost Targeting- and MORE • Performance Branding: The Ultimate Attribution Model • PRE Targeting: Think Like a TV Station • Integrated Tactics that Nearly Always Work • Dossier Marketing: Targeting: Individuals 1:1 Paid/Organic • Update on Paid Influencer Targeting • Bonus if there’s time
- 12. • Ample % of Marketing Success Integrates Search/Social • The Last Mile of the CPA / Scale Pivot is Via Integration • Main Tools: KWs, Retargeting/Remarketing, & Creative • Data Management IS Often Targeting • Go Deeper into Long Business Goals to Prove Integration • There IS Low Hanging Revenue for Best Practices • Branding is Required for the Ultimate Integration Integrated Marketing: A Matter of Survival
- 13. 2019 Data!
- 14. Privacy & Paranoia Eat Marketing
- 17. Proxies
- 18. • Wealth = Luxury Brands • Work = Associations, Unions, Conferences • Emotions = Deep Fix Products • Violence = Harsh Video Games • Get Up & Go = Adventurous Pursuits • Politics = Single Issues, Legislation, Leaders • Apathetic Hunger Pangs = Weed • Pop Culture & Media = Many Things!
- 19. Top of Funnel Paid Social? • Don’t Kid Yourself About Targeting • Need Purchase-Affinity Targeting • Why fark around with targeting when we can target individuals? • Use DMP & 3rd Party Data Like FB Ads TOF
- 20. Where did all that incredible FB targeting (used to) come from, anyway?
- 21. Use DMP as Data Targeting Appliance 3rd Party Partners Targeting Data DMP Google Microsoft Networks Networks
- 37. Simulate Social Post Design in Banner Space & Use Video
- 38. Socialize 3rd Party Data Traffic with Retargeting, Expand with Lookalike
- 41. Performance Branding: The Ultimate Attribution Model
- 42. BrandLift Measurements Now You’ll Want Later • Google & Bing Brand Search KW Frequency (100% Impression Share) • Paid Brand Traffic/Conversion Sale • Google Trends Data for Brand KWs • Organic Brand KW Traffic + [Other KWs] in SEO Monitoring • Overall Organic & Direct Traffic & Conversion • Lowered Overall PPC $$ , Effect of More, Lower Cost Brand Traffic • Average Lifetime Customer Value / Pathway to Purchase • Daily Sales Metrics from POS, Accounting Software, Beacons, other • Correlated Lift Deep
- 45. More Brand Search Is the Holy Grail of Marketing
- 46. Why Brand Search is Keyword Lakefront Property • Brand IP Marks Can Be Protected R, TM, C, etc. • Competitors Can Trigger PPC But Not Use IP • Control Creative in Tandem with Organic Search (SEO) • Brand Search is Usually the Least Expensive KW Inventory • +Brand Search Conversion Lowers Cost, raises scale of Entire System • Brand Search Usually Has the Highest Conversion Rate • Direct Traffic from Brand Awareness Lifts Scale & Lowers Cost • More Conversion, Lower Cost, More Brand Search Means Growth
- 47. Be Branding AND Conversion Themed
- 48. Stamp Conversion Keywords on Any Visual Creative Element
- 49. Imprint Brand When You’re Selling • Use Brand Terms, Devote Site Links & Social Post Fields • Place Name of Company & Logo Prominently As Possible • St. Cred’ Marks like T, R, C, etc. • Place Brand Keywords and Marks ON Images & Video • Make Positioning Statements Tangible Every paid impression in any channel, MUST contribute to branding mission.
- 51. Sell When You’re Branding • Soft Touch: Gently Help Users Know What is a Conversion • Devote Site Links & Social Post Fields to Selling Awareness • Place Conversion Keywords ON Images & Video • Every Paid Impression Must Contribute Conversion Offset the cost of branding with modest conversion. Have realistic expectations, guide users, drill them into funnel for objective
- 54. PREtargeting: Think like a TV Station
- 55. • 75,000 $.04 Video Views • 1,339 Website Clicks at $2.24 • 94,000 Engagements at $.031 • 22 Conversions at $136, $82 loss Month 4: $3,000 TOF Video Spend KPIs
- 56. 1.2% PPC performance marketing (measurable?)conversion lift in geo, lowered CPA for 3,486 conversions from $21.33 to $19.55, at a savings of Month 4: $3,000 TOF Video Spend KPIs
- 57. 490 new brand keyword searches generated +368% month-over-month organic search conversions lift with a profit of ~ $1609 Month 4: $3,000 TOF Video Spend KPIs
- 58. 37 confirmed foot-traffic visitors to mall jewelry store, 16 ruby heart pendent purchases, gross revenue of $7,936, an average lifetime value of new customers of $1,468 for $23,488 total impact Month 4: $3,000 TOF Video Spend KPIs
- 59. Targeting 10,134 existing customers 14 days before “re- subscribe��� email blast, 1.8% email re-conversion lift from a monthly average of 7,455 to 7,589 subscriptions, for a gain of 134 total users at $1,100 per year, totaling ~$147,400
- 60. Simulate HUGE in Small Places
- 62. Integrated Tactics that Nearly Always Work
- 63. More Segmentation: Organic Site Visitor Retargeting Lists • Organic & Direct Site Visitors (SEO) Retargeting • User Journey Waypoints • Topical Hubs • Segment by Site Experiences • Use Keywords in Creative • Often Low Hanging Revenue
- 64. More Segmented Retargeting Lists From Other Channels • Big $$$ Search Keywords & Clusters • Site Traffic from 3rd Party Data Targeting/DMP • Behavioral & other Usage Data • Customer, Product, Margin, & Other Historical Business Data • LISTS MASHED UP FROM HOME SPUN ALGOS
- 73. Finds Organic Elements Also Targetable in Paid
- 74. Nice! Twitter SELLS OUT User Base, USABLE 1K Packs
- 83. Twitter Individual Targeting Hacks Users Who: • Consumer ANYTHING, Influencer Circles, Reviews, etc. • Media • Constantly Engage with # or @ • B2B: Trade Shows, Events • News Jacking & Possible Insertion to Bot Networks • Authoritative Users with Keywords in BIO & Content • Search Google for Lists
- 91. Treat Influencer Touches As Owned Audiences, Retarget For Nurture
- 93. Takeways • INTEGRATE to Safeguard Your Marketing Relevance • DMPs Fark Facebook Targeting! Make Targeting Great Again! • Performance Branding: The Ultimate Attribution Model • Go Deeper into Business Objectives for the Win • Test Integrated Tactics that Nearly Always Work • Dossier Marketing: Targeting: Individuals 1:1 Paid/Organic • Target Influencers with Paid Content Amplification
Editor's Notes
- This section frames the importance of creative to preserve our PPC jobs, why we’re talking about marketers’ roles and the need for a creative framework. The stuff we’re teaching here will help some people preserve their jobs.
- This is a deadeye integrated retargeting play. The metaphor is that retargeting from search can be more effective, query in mind and extrapolated upon just after the search.
- Anyway, well share this data at the end.
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