merging search and psychographic's gorgeous retargeting filters by marty weintraub
DESCRIPTION
Searchengineland.Com Summit Session #Smx - Search Powered Psychographics: Enter The Age Of True Persona Marketing Presentation By Marty Weintraub @Aimclear Of Aimclear For more on marketing please visit http://marketingland.comTRANSCRIPT
MERGING SEARCH & PSYCHOGRAPHICSGORGEOUS RETARGETING FILTERS!
Marty Weintraub, Founder & Evangelist, @aimClear
2012: TAGGEDPSYCHOGRAPHIC TRAFFIC
On
-Sit
e Ps
ych
ogr
aph
icO
pti
miz
atio
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
THANK YOU! <3
Marty Weintraub, Founder & Evangelist, @aimClear