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Tag: Advertising

October Updates to Paid Advertising Platforms

November 1, 2019 No Comments

In this monthly post, we bring you the latest from all of the major ad platforms.

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Podcast Advertising: 4 Platforms You Need To Know

October 26, 2019 No Comments

We’re introducing 4 podcast platforms that you need to know. These brief intros will help you get familiar with the perks and challenges of each.

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LinkedIn retargeting strategies: B2B advertising for the win

October 4, 2019 No Comments

We all know the importance of retargeting users who have visited your website but haven’t converted. If yours is a lead generation business that has a longer sales cycle, you know it is even more important to interact with prospects after you receive the initial lead. This can help you optimize to the bottom of the funnel and push users to convert.

Because of its professional, content-heavy focus, LinkedIn gives B2B advertisers some unique capabilities to interact with users who are still in the funnel but have not converted. In this post, I’ll walk you through how to push users closer to purchase with LinkedIn retargeting strategies.

Early-stage retargeting

LinkedIn’s lead generation forms, which capture a user’s information with pre-filled fields, are a great way to interact with past site visitors. This information can be automatically populated into Salesforce or other CRM platforms. We have also found that lead generation forms on LinkedIn lead to a stronger CPL and CVR than lead forms on the site or other on-site actions.

Lead generation forms can be used with “Sponsored InMail” and “Sponsored Content” ad formats.

  1. Sponsored Content: This is the ad format with which we’ve had the most B2B retargeting success, shows up natively in a user’s feed and can feature a video, static image, or carousel format.
  2. Sponsored InMail: This is a direct message to users and appears in messaging.

1. Sponsored InMail

LinkedIn retargeting strategies inmail

 

2. Sponsored Content

LinkedIn retargeting strategies sponsored content

 

Email addresses allow advertisers to constantly show the value of the product or service that you are trying to push, so give users a good reason to hand you that information. Showcasing free demos or providing genuinely helpful content in the form of briefs or whitepapers will get you deeper into the customer’s purchase process.

Mid-Funnel retargeting

Nurturing leads is extremely important for businesses with longer sales cycles, which is why mid-funnel retargeting is so valuable. It allows you to reappear before your users with relevant content that informs them about your value propositions and the benefits of working with your business. These are users you have already interacted with, so email capture is not important. It is more valuable to showcase testimonials from current clients, non-gated whitepapers, blogs, infographics, videos, and more.

Depending on the size of your CRM lists, you can break out your targeting into different lists and push different content at various stages of the funnel. For example, create different segments for high-value leads who are close to converting, leads who might have gone cold, and leads that have just started speaking with the sales team.

Good content strategies are essential when working with longer sales cycles. There will be a lot of value in testing a variety of content at different stages in the funnel, someone who just watched a product demo will consume different content than someone who downloaded a whitepaper. Whatever content you’re serving, I’d recommend testing “Sponsored Content” as your ad format because of its native appearance in a user’s feed.

Important note

LinkedIn is expensive, and isolating LinkedIn metrics won’t get you the whole performance picture. Make sure you’re pulling the data from your CRM to see how your LinkedIn-nurtured leads are progressing throughout the funnel.

Conclusion

LinkedIn lends itself well to content consumption, which is a valuable step in the B2B sales process. Make sure you’re offering something of value and aligning your content with the right stages in the buyer’s journey. Get a variety of creative and messaging options ready, and prepare to offset high CPCs by measuring user progress in your CRM. There’s no magic pill to successful retargeting on LinkedIn, but when used strategically, it can be an efficient lever in moving users through your funnel.

Lauren Crain is a Client Services Lead in 3Q Digital’s SMB division, 3Q Incubate.

The post LinkedIn retargeting strategies: B2B advertising for the win appeared first on Search Engine Watch.

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September Updates to Paid Advertising Platforms

October 1, 2019 No Comments

In this monthly post, we bring you the latest from all of the major ad platforms.

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Frequency Capping in Digital Advertising

August 27, 2019 No Comments

This blog post will inform you on how to manage frequency capping in digital advertising across multiple popular platforms and its importance to your strategy. 

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August Updates to Paid Advertising Platforms

August 11, 2019 No Comments

In this monthly post, we bring you the latest from all of the major platforms. Check back towards the end of the month for an updated version of this post.

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How Social Advertising is Reinventing Our Display Marketing Strategies

July 21, 2019 No Comments

facebook-ads-google-displayIn today’s world, there is rarely a PPC Marketing Strategy that does not include or even toy with the notion of creating either a Facebook Ads or Twitter Ads campaign(s) at some point in the strategy life-cycle. Because of this, marketers are developing and testing different audience segments based on interests, household income, marital status, exercise habits, etc… Frankly, it has changed the landscape of online marketing as we know it. In this post, I will talk about the importance of leveraging the targeting abilities within Facebook Ads and how it can benefit your next Google display campaign.

Facebook Ad’s Demographic Targeting Abilities

The targeting abilities in both Google Display and Facebook Ads are similar with regard to Demographics and Topics/Placement. However, truth be told, Facebook is just far more superior to marketers based on their the deeper targeting options and more precise segmentation abilities. So without further ado, lets talk about the similarities and how marketers can harness what they have learned from Facebook and apply to Google.

As you can see from the screenshot below ↓, Google Display provides similar demographic targeting options as compared to Facebook. They allow marketers to choose Genders, Ages and even Parental Status. However, there is one major “elephant in the room” here that skews all of this and that is the dreadful UNKNOWN that we see in all of our data reports. These unknowns are basically people that Google can not identify to be associated with any or all of the targeted options selected. (In Facebook, they have the same problem). The common issue is that not all people want to disclose their information to the platforms, hence making it more of a “ballpark” than a “hole in one”

Demographic targeting in PPC Marketing

The Fuzziness with Google Topics Targeting

In Google Display, we have the ability to select specific topics and/or placements where we want to advertise our display banners and text ads. In the screenshot below ↓, I have provided a small example of how we can target the topic(s) of Coffee & Tea. But here’s the catch. In Google, we have an INTENT problem with our ability to choose specific audiences based on these very generalized topics. Meaning, the Coffee and Tea audience found in Google could be anything from Coffee Market Financials to the Health Benefits of Green Tea, but NOT specifically the Coffee and Tea drinkers. It is this little dilemma that forces marketers to add another layer of targeting to try and “hone in” on their preferred audience. That extra layer is called Placement targeting, but there are some extra steps that are needed to get the most out of it.

Extra Effort needed with Google Placement Targeting

Placement Targeting is the closest thing to to Facebook Ads in terms of reaching specific brands or interests that possess a higher level of intent to make a purchase. However, there are some common issues with placement targeting that marketers need to know before they start spending their ad dollars.

  • The partnering websites in this network are common Adsense customers. They can vary from being very authoritative and prominent like (CNN, Nytimes, etc..) all the way to suspicious arbitrage sites where all they do is drive up impressions and cost (yes, they still exist)
  • Marketers are often missing out on potential site partners because Google’s own search engine is not up to date on listing all of them (meaning, there are great sites that are a part of the Adsense network that are not listed in their directory). This hiccup forces marketers to do their own research to find those sites and they need to be added manually.

In Conclusion:

The targeting abilities within Facebook Ads have become an absolute “game changer” in the PPC marketing world. It has made such an impact that it’s starting to question Google’s own targeting abilities within the display network. The FBA platform allows advertisers to reach those avid Coffee and Tea drinkers by targeting everything from certain Brands, Flavors, Keurig Cups, Brewing types, etc… However, simply eliminating Display from their strategy is not a wise choice, considering the missed opportunities in reaching that additional audience. If there is one take-away from this article, it is to take what they have learned from Facebook Ads and apply them to their display campaigns.


PPC Marketing Consultant | Google Ads Agency


Advertising Platforms for Podcasts

July 16, 2019 No Comments

More than half of the US listens to podcasts. Learn where you can advertise your podcast.

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Why commerce companies are the advertising players to watch in a privacy-centric world

July 15, 2019 No Comments

The unchecked digital land grab for consumers’ personal data that has been going on for more than a decade is coming to an end, and the dominoes have begun to fall when it comes to the regulation of consumer privacy and data security.

We’re witnessing the beginning of a sweeping upheaval in how companies are allowed to obtain, process, manage, use and sell consumer data, and the implications for the digital ad competitive landscape are massive.

On the backdrop of evolving privacy expectations and requirements, we’re seeing the rise of a new class of digital advertising player: consumer-facing apps and commerce platforms. These commerce companies are emerging as the most likely beneficiaries of this new regulatory privacy landscape — and we’re not just talking about e-commerce giants like Amazon.

Traditional commerce companies like eBay, Target and Walmart have publicly spoken about advertising as a major focus area for growth, but even companies like Starbucks and Uber have an edge in consumer data consent and, thus, an edge over incumbent media players in the fight for ad revenues.

Tectonic regulatory shifts

GettyImages 912948496

Image via Getty Images / alashi

By now, most executives, investors and entrepreneurs are aware of the growing acronym soup of privacy regulation, the two most prominent ingredients being the GDPR (General Data Protection Regulation) and the CCPA (California Consumer Privacy Act).


Startups – TechCrunch


Expand Your Advertising Efforts with Native

May 5, 2019 No Comments

In this webinar, you’ll learn how native can help grow traffic, expand remarketing, increase ROAS, as well as, what creative performs well. Save your seat today!

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