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Ultimate Search and Social Mashup: Expertly Curate Owned Audience Cookie Pools46:06 with Marty Weintraub
Stay relevant, marketers! Learn to mine merged search and social data to build audience-based cookie pools for performance marketers to exploit.
[MUSIC] 0:00 Hi. 0:07 Hi. 0:08 You'll be traditional in situations like this when someone comes out the end of 0:09 a long day, and they say hi, you will say, hi, back. 0:12 Let's try it again. 0:15 Hi, and you say. 0:16 >> Hi, back. 0:17 >> Okay, it's kind of a test. 0:19 See where we are. 0:22 Hi. >> Hi. 0:23 I think you guys might be one of the most beautiful audiences in the whole world. 0:26 Look at all you beautiful marketers! 0:30 So this, yeah. 0:33 Yeah. 0:36 Now, that is agile and responsive and efficient. 0:38 Unrehearsed again, filled with unrehearsed moments. 0:41 Okay, so it's awesome to be in Seattle, and I'm just looking at this title here. 0:45 Ultimate, okay so that's a pretty big promise to make. 0:49 Ultimate? 0:52 I mean it's not casual. 0:53 Or mostly ultimate search and social mashup. 0:54 Just like that word. 0:58 It's like hacks, or mashup, or whatever. 0:59 An expertly, expertly, not casually, or 1:02 sort of curate, which means keep track of on. 1:06 Which means it's a brand asset that belongs to me, 1:09 audiences collecting people. 1:13 Audiences and cookie pools. 1:16 So that's kind of buggy and stuff. 1:19 Especially, after a whole day of MozCon, like what is that? 1:21 I mean, it's all too much for me. 1:25 I'm trying to keep track of everything that I'm learning here and 1:27 thank God there is Rand. 1:30 Like save us. 1:32 Thank you Rand. 1:34 You are at the center of the blue eyeball. 1:36 You are the center of my blue eyeball. 1:38 Got it? 1:41 Raise your hand if it's not your job to make money with SEO and 1:43 social and PPC and re-targeting and data and 1:48 business automation and cookies and blah, blah, blah, vomit. 1:52 Raise your hand if it's not your job to make money. 1:56 Cuz that's what we do. 2:01 We make money. 2:02 We're marketers so we figure out how to sell things. 2:03 And there seems to be a suggestion out there that you cannot make money with 2:07 social. 2:11 So that's pretty cool. 2:12 I like that cuz there's more money making in social for us who know what to do. 2:13 And the secret is you have to integrate the flanks, if you will. 2:18 Anybody ever search for steak map, cow? 2:24 [LAUGH] Steak map, cow. 2:27 It's like you know, there's the social steak, the search steak, 2:32 the mistake, the stakeholder. 2:38 Just kidding. [LAUGH] 2:40 >> So. 2:43 I have the pleasure each year of judging some of the awards like a couple of 2:44 European Search Awards in Rikovic and 2:49 Berlin, and then a couple of US Search Awards. 2:51 And in 2013, my whole office was fortunate and grateful to have me 2:55 receive the US search personality of the year award on behalf of my whole office. 3:00 And you know what the real cool thing you get from that particular thing is? 3:04 You get to see 230 agencies' case studies from all around the world 3:08 every single year. 3:12 And the tactics that I'm going to share with you today, 3:14 they're prevalent all over the world. 3:17 Europe is kind of actually a little ahead in my opinion. 3:19 But all over the world people are using hybrid tactics like what I'm gonna 3:23 share with you. 3:27 And the data is really, really clear. 3:29 There's no question, well in my mind, that the way I'm gonna 3:31 share mashing up search and social, and paid and organic, and SEO and everything. 3:36 There is a tactic that binds all this stuff together, every award 3:41 in the short list that was a blend of paid and organic and social for this year's 3:46 European Search Award, had some component of what I will share with you. 3:50 Because the reality is, is that if you give us tools, if you give us money. 3:54 People like you to help lead thinking, in all, 4:00 we're gonna think of cool shit to do, aren't we? 4:03 Are we gonna think of cool shit to do? 4:07 Give me a yes! 4:09 Yes! 4:10 >> Right, we do cool shit. 4:11 We're marketers. 4:12 So I want to spend a few minutes on this slide, uncharacteristically for me. 4:15 The yellow line, sorry the orange line at the top, the upper left. 4:20 See that little orange line? 4:24 That's cost per, that's cost per 4:26 final conversion in a lead generation environment. 4:30 And the blue line are leads, and the red lines are final conversions. 4:34 Let's just get with this concept, all right? 4:40 So you'll see at the very beginning in the upper left 4:42 It costs way too freaking much money! 4:45 And we're getting a lot of leads but they're not particularly bright leads, or 4:47 great leads. 4:52 I mean, the amount we're spending and the amount of leads we're generating 4:53 aren't converting reciprocally to second tier conversion. 4:56 So this is [UNKNOW] analogy but it works in any multi-stage conversion process, 4:59 which is what content and social often is. 5:05 So you'll see as we go on in time, the amount we spend to get a lead lowers 5:09 rather dramatically until it settles into an efficient mode right there where 5:13 the CPA is nice and low, we're generating the right amount of leads, and 5:19 we're getting reasonably priced conversion. 5:24 That's the model we look for 5:26 as marketers any time we have two steps in a conversion. 5:28 Whether where talking about pay per click retargeting, 5:32 content discovered by SVO and retargeting, anything, any combination. 5:35 Leads that become sales. 5:40 Okay, so these are the three things I'm going to share during my time. 5:42 How many people have ever seen me speak before? 5:48 Raise your hand. 5:50 How many people were at MozCon in 2012 and saw Rand come out and 5:52 sit on the stage with me? 5:56 That's the way the internet turned out to be. 5:58 [LAUGH] [LAUGH] It is. 6:00 So we're gonna talk a little bit about gleaning social intent especially 6:03 in paid amplification targeting. 6:07 And to selling with psychographics. 6:10 Psychographics, who we are. 6:12 What makes us up, interests, affinities, proclivities, biases, 6:15 politics, sexuality, occupation, net worth, liquid net worth. 6:18 And lots of really cool big data objects. 6:23 That you could layer to make us who we are. 6:26 And I wanna help you with that first stage. 6:28 Cuz the first thing you wanna do is just sell right away. 6:31 And then number two, 6:34 I think that social media marketers are gonna have a whole new set of expectations 6:36 placed on them in terms of their place in the marketing process. 6:40 So we'll talk about those responsibilities. 6:44 And then finally, we'll take a three year later pass at filtered re-targeting and 6:47 social marketers who push content with amplification to psychographics 6:52 and then turn the audiences over as curated cookie pools for 6:58 performance marketers to run search campaigns to, 7:03 to follow around with a different set of filtering or whatever. 7:07 Okay, so I just lost the first little part of you but don't worry. 7:10 I'll take you back to that. 7:13 So number one. 7:15 We're marketers. 7:18 We sell things. 7:19 Put me in an elevator, and if we can't sell it in an elevator, 7:21 we're not gonna do it on the internet very well. 7:24 Unless it requires a lot more information, right? 7:28 So, selling with psychographic data, 7:30 the reality is if you buy targeting in Facebook, LinkedIn, YouTube, 7:33 Twitter Data logics, Epsilon, Blue Kai, any data service. 7:38 If you drive someone to your website, you are buying the list. 7:43 You don't score with them right away. 7:49 You could just build out a test audience and 7:51 then do whatever you want to him until you're done. 7:53 Right? 7:56 Curating humans, so you have to think about, buying a high profile 7:57 psychographic to your site as a way to, hold on to those users. 8:02 And there's lots of amazing things you could do with it. 8:07 And it's more than the mainstream channels, obviously Google. 8:09 Facebook, Twitter, LinkedIn, they've got really incredible data. 8:13 And if I was gonna invest in ad tech, 8:18 I would put my money in those companies and Oracle. 8:20 It seems to be buying up data services. 8:23 The reality is that when it comes to psychographic selling, 8:26 we think about these mainstream social channels, but there's dozens. 8:29 Dozens of boutique agencies and some of them have such unreal data that 8:33 seems like one side of the room is the NSA, and the other side of the room is, 8:38 you shouldn't click on my ad cuz i'll associate it with your customer record. 8:42 The worst thing you can do on the Internet right now is click on someone's ad and 8:47 become a known customer cuz of their sharp they're collecting you. 8:50 So let's do an analogy of like really active and 8:54 well rooted psychographic personas. 8:58 It doesn't matter what channels we're in, 9:00 we'll make this one channel agnostic as a concept. 9:02 So let's start with home square footage. 9:06 That one is available on Facebook. 9:07 Say like I'm selling phones alright, target people, homes right. 9:09 Then you can find out the.- Let me take a step back, cuz I got excited. 9:14 We're selling home mortgages here. 9:18 So we start with the square footage of the house. 9:21 The year of the home loan, that's pretty cool data. 9:23 We're layering it, so it's the and operator. 9:26 Then we go okay, so they make more than like a buck 25 or 9:29 they have high household income. 9:33 These data objects are coming from different places and 9:35 we're layering them in a program like TradeDesk or something like that. 9:37 And now let's throw in, they like online investment and trading so 9:41 their likely to be susceptible to do it yourself creative. 9:45 Like, do it yourself creative? 9:49 So that's a pretty tight persona. 9:51 Pretty tight, but I think you can get deeper using preset objects, but 9:53 you get the theory, right? 9:57 Of how we can layer targeting and it reduces the audience every time? 9:58 Say we're marketing a restaurant. 10:03 Like a $22 a plate, $16 to $22 a plate restaurant. 10:05 You can start in Facebook with this Datalogix behavior. 10:11 A lot of the behaviors have money built into them, and intent. 10:17 They're pretty cool. 10:21 And you go, this is the thing that is going to route all my personas. 10:22 And then I'm gonna filter that cuz this is MasterCard data, 10:25 MasterCard data by a way of Datalogix inside of Facebook. 10:29 So, we're targeting Facebook network users with data logic 10:33 objects here from MasterCard, that's where Datalogix got the data ostensibly. 10:39 And the data object is mid-range restaurants non quick serve. 10:44 And over on the right there are high spenders at mid-range restaurants. 10:49 They're not average spenders, they're high spenders, right? 10:53 And it's not McDonald's, it's non fast food. 10:56 So, this is a really cool place to start, right? 10:58 And oh, and by the way, going back. 11:01 That's, in America that's 14.4 million people and we're after 3,000, 11:03 or 3,000 to 10,000 people in a geo with this targeting. 11:08 Then dial an active words, right? 11:14 Eating at. 11:17 If you're interested in culinary tourism, then you like to go out and do shit. 11:18 Culinary tourism, dining out with, eating out with, you have 11:23 to be careful about the whole eating out thing in terms of skewing the data. 11:27 >> [LAUGH] 11:31 >> Sometimes I'm too geeky for 11:40 my own face, that's for sure. 11:41 So start with an object in Facebook that really is about intent and 11:44 financial qualifications. 11:48 That's a big number and then filter it with active words like spending time, 11:50 keyword with watching, attending, visiting, touring, playing, selling, 11:54 going to. 11:59 You know what's really whacked about the social psychographic sales thing 11:59 after all this time? 12:03 You know what it is? 12:04 It's freaking keywords. 12:05 It's like social intent is about keywords it just kind of blows my mind. 12:07 It's like, great, SEO's are social marketers for sure. 12:11 Keywords, what a concept. 12:14 Then let's keep layering on the and operator. 12:16 Though you could go for a income, you could go for 12:19 a luxury items, you could say that they used their credit cards or whatever. 12:23 And there is a new category and more demographics in Facebook, 12:27 under the net worth that you can't see until you drill all the way in, and 12:32 it's about the liquid net worth. 12:36 Liquid freaking net worth, not only are they loaded but 12:38 they stuff it in their pillows. 12:41 >> [LAUGH] >> Investable assets, 12:43 thank you God, for investable assets as a way of filtering customers on Facebook. 12:48 Thank you. And so 12:54 that works out to be like several thousand people. 12:55 Then, if you wanna expand, you just relax some of the restrictions, right. 12:59 Here's another one, here's a dual root for a persona, again in the mortgage tip, 13:03 selling mortgages say that trends or something like that. 13:07 So now, I could go there needs to be two root behaviors, 13:11 because there's enough data out there. 13:13 So we go they're interested in mortgage online and 13:16 they're previously employed by the US Military. 13:19 Right, mash that together and there's actual numbers. 13:22 Remember we're selling refi loans to vets and originating loans. 13:24 And then you could get active with it, right? 13:28 Remodeling my home, extreme home makeover, remodeling income property. 13:31 That is a lot of intent. 13:38 What's sad is that we know a couple of things. 13:42 We know that the more we focus it, the more we run out of people, 13:45 like every other kinda targeting on Earth. 13:48 And so, that specificity is the enemy of scale. 13:50 And it's easy to talk about this a lot, but go into your vertical, and 13:54 your geo and see exactly how much you can filter it. 13:57 And that's the tow specificity versus scale as a huge consideration. 14:00 Also, some marketers when they put thing on walls, 14:04 they're not using units that drive people external. 14:08 You know if you put a picture that is hosted on Facebook on your Facebook 14:12 wall and somebody clicks on it, it doesn't mostly go to your website. 14:16 So that seems like kind of a waste. 14:20 We want people on our website, we want people on our website. 14:22 Leading me to this slide which I actually created this slide for 14:27 2012, it's the only slide in this deck that existed in 2012. 14:32 And I just wanna do a quick, think, 14:37 refresher about why we even bother with social. 14:40 Why we care about content and social? 14:43 We want traffic to our site. 14:46 We want scalable traffic to our site. 14:48 Visitors who are gonna do whatever we want them to do. 14:50 We wanna be able to say that if they come to our site, that ultimately, 14:53 they will take the action we want them to take. 14:56 We still need lengths, that's why we amplify content to every 14:59 columnist who works for a major American newspaper who likes NASCAR or 15:04 grooved couplings or dental adhesive. 15:09 Cuz definitely sending content by way of amplification 15:12 around the Internet to influencers that works really well. 15:15 You need to create social signals. 15:19 So of course I'm gonna amplify content to people who like The Onion, or 15:21 have a track record of taking things hot on the Internet. 15:26 We still need likes, and follows, and shares. 15:29 And if we do all these things, then that protects us from little hummingbirds, 15:32 and penguins, and pandas, that nip us on the ass and make for conversations like, 15:37 oh no, I've been bit by a hummingbird. 15:41 >> [LAUGH] >> I don't know if technically 15:44 a hummingbird can actually bite. 15:46 Anybody ever been bitten by a hummingbird? 15:48 >> [LAUGH] >> [SOUND] God, 15:50 I want the person who names the drugs for 15:53 the pharmaceutical company, I want that job, ugh. 15:57 >> [LAUGH] >> A long time ago when I had cancer, 16:01 there was this shot you had to get every week. 16:07 It was called Nublasta? 16:09 Nublasta? 16:11 And then while I was ill and recovering, and I'm perfectly fine now, of course, 16:12 they invented the shot that made it last for a whole month and 16:16 it was called Neulasta. 16:19 >> [LAUGH] >> I wonder how much they paid 16:21 a PR company for that shit? 16:23 >> [LAUGH] >> So if you're a social marketer, 16:25 if you work for me, there are some things we expect. 16:29 We expect that if we spend any money, time, effort, 16:34 content creation, anything, sending people to a web page that we own. 16:37 We want you to turn those users over to the performance marketers to operate on. 16:42 The good news is, it works really well to run search 16:47 campaigns by way of RLSA, remarketing list for search ads. 16:52 If you run remarketing lists for search ads to people who were on your site for 16:57 content, theoretically it should convert better than just the plain keyword to 17:02 everybody or else our branding doesn't work. 17:06 And I don't think anybody would ever say that branding doesn't work even though 17:10 in previous generations of marketing we could not prove that as well. 17:14 New expectations. 17:18 You can find this on aimClear blog, aimClear blog. 17:20 That is the root of this talk, this blog post. 17:25 It's the notion that whenever we drive people to our website, whether it's for 17:29 a big keyword that matters to us that costs a lot of money, or 17:34 whether it's a social audience. 17:37 We wanna ask ourselves is there any reason to keep track of this audience 17:39 other than just dumping it all in some big dumbass retargeting bucket of 17:44 everybody who touched a page. 17:49 You know the metaphor, right? 17:51 Wait, we should take a breath. 17:53 We've reached the halfway point and 17:54 it's traditional to take a breath at this time, ready? 17:55 [NOISE] Okay, ready? 17:58 [NOISE] In wise, out mind. 18:04 [NOISE] I feel cleansed, how about you? 18:07 >> [LAUGH] >> You feel it? 18:12 Do you feel it? 18:14 >> Yeah. 18:15 >> It's last here after you had a whole day of egg-head MozCon 18:17 >> [LAUGH]. 18:22 >> So you know how I fixed it for me? 18:23 Half the slides I would usually put in this space, half. 18:25 So you know the concept where we just go, oh the page is how we target retargetting. 18:30 Like I search for a trip to Heathrow from Minneapolis. 18:36 And then I go into Facebook. 18:40 You know, I'm on the page like Minneapolis-St Paul to Heathrow. 18:42 Minneapolis-St Paul is my home airport. 18:46 So for one thing British Airways needs to make that about England and 18:48 Heathrow in that ad and not buried in the text. 18:53 But the point is, the targeting for the retargeting. 18:56 Retargeting is just targeting, but the targeting for 19:00 the retargeting was that I touched that page and so 19:04 the add is still customized in little grey text that I almost can't see. 19:06 United Kingdom is the last word on the lower right. 19:11 Tell me SEOs, 19:15 do we put the most important words in the last words in the lower array? 19:16 No, no. 19:21 Airbnb's really good at it, Airbnb's really cool at it. 19:23 I'm looking for an Airbnb so I can go musky fishing in Hayward, Wisconsin. 19:30 And I go to read the StarTribune to see what the weather is gonna be, and 19:34 they're working to sell me Airbnb. 19:37 And then there's the companies that assault you as if you are a criminal being 19:41 pursued in the black forest. 19:45 Where you have the misfortune to click on an ad and 19:47 go to a landing page because your car broke and it's freezing out. 19:50 Get away from me, I already bought something. 19:55 >> [LAUGH] >> Page as the metaphor, right? 20:01 I had the misfortune to touch a page, right? 20:05 Or funnel retargeting like the page is the metaphor. 20:08 I get to step three of the funnel and I bail before the end, and so 20:11 they send me a better offer. 20:16 Or why did you leave our funnel you creepy boy? 20:17 How about if the ad says, you left our funnel and 20:19 we're going to hunt down your parrot. 20:22 >> [LAUGH] >> My segue to the digital 20:25 marketing industry was from CBS, 20:30 where I helped to make early broadcast television websites in the early and 20:32 mid 90s, and we always thought we should make a thing for the news, watch our news. 20:37 Or we'll harm this puppy. 20:44 >> [LAUGH] >> I love animals. 20:46 I love animals. 20:49 I kid, I could, I could. 20:50 So now, there's a new way of thinking about retargeting 20:54 other than just hit that page and I'm going to be abused. 20:59 >> [LAUGH] >> And it's segmenting it. 21:02 Listen, you know how you lump all your retargeting for 21:07 the landing page from all the keywords into like one page and shit? 21:11 Why not separate out the $50 ones, 21:15 the 92% that don't convert because obviously immediately 21:18 following those suckers have a little more financial weight than your program. 21:23 Why not separate those out and run R-L-S-A informational campaigns that cost $0.20 21:28 as they nibble around the edges and you've already attached their keyword to it? 21:33 And in reality, you could look at the targeting strengths of any channel, 21:38 either search or social or whatever. 21:43 And you can go is there anything here that bears separating out for 21:46 a different treatment? 21:51 Is there anything there? 21:52 And oftentimes there is. 21:54 Like if you're algorithmically the best known and 21:57 most traffic outfitter at the end of the gun flint chill in Minnesota in 22:01 the boundary waters, anybody here know what the boundary waters are? 22:06 Yeah, Seagull Outfitters, they're out client, I experiment on them a lot. 22:12 It's the only trade that aimClear has and with a really good reason, and 22:17 I wouldn't want to be any of the other outfitters. 22:21 They curate their cookie pools as people who love the body water, 22:24 they live in Minnesota, they buy fishing and outdoor equipment and they make money. 22:27 Or they love the body waters, they're anywhere in America they buy fishing and 22:32 outdoor shit and they have money. 22:36 Or they're at the hot states in finishing and outdoors or they're all over the world 22:38 with no other filtering and they make money everywhere except America, right? 22:43 And what's pretty cool is we could run search campaigns just to these people. 22:49 It's really fairly easy, okay anybody, 22:53 can anybody tell me what kind of fish that is please? 22:56 What kind of bass? 23:00 >> [INAUDIBLE] >> Nice. 23:01 That's good. 23:03 Now it's gonna get hard. 23:03 What about this one? 23:04 We're not really gonna talk about marketing, 23:07 I'm just going to show you my freaking fishing pictures. 23:09 And I'd just like to point out that I'm showing really big fish and 23:11 I didn't catch any of them. 23:14 Not any of them. 23:15 So, just like brand terms are a brand asset, I think of our good friend 23:18 Bill Hunt, who worked at IBM for many years and he always said being a search 23:24 marketer at IBM was somewhere between being a mediator and a rodeo clown. 23:28 [LAUGH] Because who gets the keyword IBM? 23:33 What business division, then? 23:38 How do you decide what business division gets IBM? 23:40 So the answer is first, who's gonna lose their job if they don't get IBM. 23:44 And then he had this whole system. 23:48 And so if you sell dental adhesive to orthodontists that own 23:49 practices of a certain size or chapstick to ski instructor or 23:54 pizza to people who smoke weed in London in the middle of the night. 23:59 And you drive those people into your landing page and you convert a prodigal 24:04 amount, most often from social not enough conversion at too high a cost. 24:08 And the low cost stuff, there's not enough of it scale, specificity, specificity, 24:12 scale. 24:17 Seems like kind of a mambo thing, scale specificity. 24:18 So you look at these primary audiences that are verticalized per our clients or 24:23 your business anyway, and you go who owns that audience? 24:28 Who owns the $50 keyword chunk to follow it around? 24:32 So segmented retargeting is the second thing and it makes a whole ton of sense. 24:37 Filtered retargeting. 24:42 [LAUGH] So, this was MozCon in 2012. 24:46 It was like six months before re-marketing came out and the only retargeting in 24:51 the world that was really effective at the time was kinda of ad roll, 24:55 there were other services but that was the one we all kind of understood. 24:59 And I spoke to the crowd here at MozCon and I talked about psychographics and 25:02 retargeting and filtered retargeting and pages metaphor and 25:07 thinking about it was really hard to explain. 25:11 And Rand came out on the stage and sat with me, and said Marty, I sense that 25:15 you're saying something that will somehow be important or even revolutionary. 25:20 I mean, do you guys think that's true? 25:24 And the audience went yeah and I'm looking at 800 people and 25:25 he goes raise your hand if you don't have any idea what the fuck Marty's saying. 25:28 >> [LAUGH] >> And look at my face, 25:32 it looks like I just saw a ghost or ate raw liver, it was really, and 25:36 then I went back under the soundboard and curled up in the fetal position for 25:40 about 15 minutes and sucked my thumb and tried not to cry. 25:44 >> [LAUGH] >> And then for 25:48 three years I got phone calls from marketers saying holy shit then I 25:51 made $10 million and that's the way the internet turned out to be actually. 25:55 Cuz all I was trying to say is if you retarget everybody that comes to your 26:00 e-commerce site why not retarget the ones that are rich and love to buy that shit. 26:05 >> [LAUGH] 26:10 [APPLAUSE] 26:14 >> That was the most heroing moment of my 26:20 life. 26:23 It's like I was here, then I was kinda here. 26:24 Then I was kinda here. 26:29 Think I need to have a moment with this. 26:32 Well, how bad would it be if I tripped and fell off the stage and broke my face? 26:39 It would be bad. 26:42 >> [LAUGH] >> Then, 26:43 when remarketing came out, I went I knew it. 26:46 I knew it. 26:49 People who visited your site or app filtered by analytics. 26:51 It became kinda obvious in those days that marketing isn't really actually like 26:55 a funnel, it's more like a bong. 26:59 >> [LAUGH] 27:03 >> Well it is Washington isn't it? 27:10 No smuggling on this road trip. 27:12 >> [LAUGH] >> It's really cool when you're 27:15 on an airplane and you want to keep being on your smartphone, 27:19 just put on earbuds and just go like that while you screw up your phone and 27:21 they think you're just listening to something. 27:25 Leave your phone on longer. 27:27 That's the most valuable tip of the talk. 27:28 >> [LAUGH] >> You drive stuff into 27:30 your marketing system on the right from psychographics, social targeting, display. 27:35 Display's as old as the freaking moon. 27:40 Targeting's just way better now or from search. 27:43 And then you do your best to convert in the chamber and then 27:47 if you don't convert then you kinda shoot it up again, and it comes back down in. 27:51 I mean, it's not really a bong, it just looks like a bong. 27:55 I mean, my artist did it and I went, that's a bong. 27:58 But it doesn't really work like a bong, 28:00 I mean you don't blow it back in or anything. 28:02 >> [LAUGH] >> [SOUND] Don't tell my mom. 28:04 So I can drive someone in from a psychographic segment, and 28:12 then I could retarget them filtered by search. 28:16 Remarketing list for search ads. 28:20 Anybody here use RLSA? 28:22 Of course you do, of course people do. 28:24 Raise your hand if you use RLSA. 28:26 Raise your hand if you just don't like raising your hand and you use RLSA. 28:29 >> [LAUGH] >> Raise your hand if you want me to 28:33 shut up my face about raising your hand. 28:38 Okay thanks. 28:40 So that's pretty cool because that's where you drive someone into your website 28:42 who works for one of 3,000 companies and 28:47 run ad words campaign filtered by occupational psychographics, or 28:49 it means you drive in all your sports people who are loving moms and like to 28:54 take their daughters mountain climbing, and then run AdWords campaigns to them. 28:58 Or follow them, or follow them filtered by something. 29:04 Retargeting, where you start with social and 29:08 then you run AdWords Campaigns to those people puts the credential 29:11 social behind the inquiry search, the credential behind the inquiry. 29:15 Or you could drive someone in from your big keyword and 29:21 filter that by psychographics. 29:24 Here's an example, the keyword is Nikon binoculars discount or 29:26 something like that. 29:30 That's a very expensive keyword. 29:31 You drive into your website and 92% of the people do not convert. 29:33 So you keep track of that audience because it's a super expensive keyword. 29:38 And these days, 29:43 the first place we go to decide if anything needs a special retargeting 29:43 treatment is did it cost way too much to where I don't even want to buy it anymore? 29:48 Why buy the data twice? 29:52 I can get that in front of search users for 20 or 30 cents if it's the keyword. 29:53 And who cares if it's only fringe, right? 29:57 I know what they want. 30:00 They're attached to that big query. 30:01 But you drive them in, and now I've got 50,000 people, say, that search for 30:03 that over the course of six months, or whatever the scale is. 30:07 I retarget into Facebook and I filter it by people who like to use their credit 30:11 cards online and the Audubon Society, and I serve them a creative that's pictures 30:16 of looking at beautiful birds with binoculars. 30:21 Because the secret of all of this, 30:26 is that creative is truly the last mile of psychographic segmentation. 30:28 And if you're not willing to segment the creative, 30:33 then there is a case to made to ask, why am I bothering with this shit? 30:36 Then drive them in from search. 30:41 I said that scenario before. 30:43 Big, huge, money keyword, build a remarketing. 30:45 We can only do our LSA with Google products at this time, 30:48 unless you build something. 30:54 So you drive them in for the big money keyword and then who cares what 30:56 they're searching for when I hit them next time, if it's even lightly associated. 30:59 Because it's only the people who I purchased buying that big, 31:03 expensive keyword. 31:07 Cuz you see, marketing is list building again. 31:09 Whenever we buy keywords or social segments, we're buying the data. 31:12 And remember that chart we looked at, where it started too high? 31:15 That's where you're gathering the data and the next part is where you're 31:19 operating on them, until they do what you want them to do. 31:22 And almost every marketer gives up, 31:26 that I know, this is not scientific, but many marketers certainly. 31:28 To equivocate, many marketers look at that first one. 31:33 And they go, this isn't gonna pay for me. 31:37 That queuer is not going to work. 31:39 That social segment's not gonna work. 31:41 It's way too expensive. 31:43 I generate a whole bunch of dumbass leads and they convert but 31:44 they're not good, etc. 31:48 And so as marketers, we're gonna need to take a longer view of all this stuff. 31:50 And of course, you could drive someone in from a psychographic segment and 31:57 filter that by anything. 32:01 I don't want to get too far in the weeds. 32:03 I think you're understanding the great big bong of marketing. 32:05 Just say it, it's a marketing bong. 32:09 >> [LAUGH] >> [SOUND] 32:11 >> [LAUGH] 32:15 >> [SOUND] That's me when I was six. 32:19 >> [LAUGH] >> That's ridiculous [LAUGH]. 32:22 It's so nice to have time. 32:27 Oh, wait I didn't mean to do that. 32:29 Okay, so this is a bit abstract but 32:30 if I do drive them in because they're nuclear scientists who live in Europe. 32:33 And I run an AdWords campaign to them searching for ways to defect, 32:40 [SOUND] I mean there's no scale there, but you get the idea. 32:45 >> [LAUGH] >> Sometimes it frightens 32:51 me how my mind works. 32:54 I'd be scared of me. 32:56 Anyway, the point is, is that if I drive somebody into the website for one reason. 32:57 Certainly I can grab those variables from the URL and 33:05 associate that information with the record. 33:08 I mean, I know how I targeted them and they came to my website and 33:10 they became a customer. 33:13 So I've got the data, right? 33:14 Certainly if I retarget them, I can take note by that tagging, 33:16 that I followed them and that they became a customer. 33:21 And certainly if we filter the retargeting, 33:24 we can add the additional variable and build a dossier basically on users. 33:28 And that's the closest I've ever seen in all the bullshit uses of the word persona, 33:34 to actually building a persona. 33:40 That I can actually own. 33:43 And keep doing shit to, until I prove that we can't figure out what to say to them, 33:45 or nobody cares about the product. 33:50 Cuz at the end of all of this what you have is, 33:52 are you good enough creatively to sell your shit? 33:55 And everything that I'm describing here, within many of your careers, 33:58 will be mostly programmatic. 34:01 Except humans will input to targeting concepts cuz only I know that if I'm 34:04 gonna sell snow to Eskimos, I can sell the lady Eskimos blue snow and 34:09 say it makes hubby viral and wanna clean up. 34:14 And I can tell the men Eskimos that the red snow 34:19 makes lady Eskimos wanna dance close. 34:22 >> [LAUGH] >> And 34:26 no machine's gonna do that for me yet. 34:27 Not in this world. 34:30 So targeting and creative. 34:32 And the irony of all this is, after all is leveled in the playing field and we all 34:34 use these techniques all the time and the systems and UI's are built beautifully, 34:39 it's gonna come down once again, to who says the right shit to sell a product. 34:45 It's pretty exciting. 34:49 So a lot of these expressions are kind of over used. 34:51 Psychographics, I like to do a little thing I imagine it's psychographics. 34:54 It's like a little, psychographics. 34:58 Psychographics. 34:59 Psychographics! 35:00 And personas, I have to do a blog post about how many different bastardized 35:03 versions of personas. 35:08 Like what the hell is a persona? 35:10 It's an expression of who people really are, maintained with data warehouses, 35:12 where we can operate on them as marketers any time we want. 35:17 That's a persona. 35:21 It's not actually that complicated. 35:22 So, sell with Internet wide psychographics. 35:24 Not just Facebook and the main channels. 35:29 There's many different ways to use data like that all over the Internet. 35:30 And you can do anything you need with Facebook and Google. 35:34 Twitter, arguably, is really cool. 35:37 If you're a social marketer and we ever hire you, or you ever hired me, 35:39 you have to go, hey, all this money we're spending on content amplification. 35:44 How about if you hand over the cookie pool and I'll run AdWords to these people for 35:48 a while when we're done. 35:52 And [SOUND], double edged sword. 35:54 What if it doesn't work? 35:56 What if my branding doesn't do anything? 35:57 What if I use it to focus up my content by seeing what kind of content touches and 35:59 up being customers in RLSA campaigns? 36:05 And then keep in mind that retargeting doesn't have to be big and dumb. 36:08 Listen, if 1,000 people come to your website a week, 36:12 then retargeting has to be very general, everyone who touches the whole site. 36:15 If you're Amazon.com, then you can filter retargeting in layers and 36:20 find where it is in your case study. 36:24 Find where it is. 36:26 So, we have a Super Secret Psychographic Social Distribution weekly tip sheet. 36:29 Social Psychographic Social Distribution weekly tip sheet. 36:36 We never market to you. 36:39 You can email me. 36:40 Just email me, marty@aimClear.com and I'll route you. 36:41 Also, I just turned my Twitter profile @aimClear over to my company and 36:45 I'm @martyweintraub and I think about six followers. 36:50 It was stark, it was like having my identity stripped, like all my hair. 36:53 So, with that, I'll just say, 36:58 you guys are some of the most beautiful marketers in the whole world. 37:01 I can't even tell you what it means to me to be able to speak with you here at 37:05 MozCon and see so many great minds. 37:09 And just think how much media spin would be screwed up if they nuked this room 37:12 [SOUND]. 37:17 >> [LAUGH] >> So with that, I'll say thank you and 37:17 if there's any questions we'll answer them. 37:20 I'll stay around as well and be at the networking event too. 37:22 >> [APPLAUSE] >> Holy shit. 37:24 >> [LAUGH] >> That was pretty slow for me, wasn't it? 37:32 That was half the slides in twice the time. 37:35 >> No sitting on the floor this time. 37:39 >> [SOUND] I have PTSD from that shit. 37:41 >> [LAUGH] >> Holy shit. 37:45 >> Oh, my God. 37:47 And then, PTSD, though, to truly have PTSD, you 37:48 have to actually avoid something, but I seem to go back to the scene of the crime. 37:53 >> You do, you do seem to go back to the scene of the crime. 37:57 Marty, I think once again you told me amazing stuff. 38:01 >> Thank you. >> You told all of us amazing stuff, but 38:05 I only understood 20% of it. 38:08 >> [LAUGH] >> That 20% made me very excited, but 38:11 I think the 80% can blow my mind. 38:15 >> Well I'm not disappointed about that this year. 38:19 >> Excellent, excellent. 38:21 Okay, so, I'm gonna say what I think I heard and 38:22 you're gonna tell me if I was right. 38:27 >> You're right. 38:30 >> [LAUGH] >> Let's try this again. 38:32 I'm gonna tell you, no, all right, all right. 38:35 Okay, so in 2012 you told us, the Internet will soon allow us 38:38 to market to people who've visited our websites and performed particular actions. 38:43 And you told us, that the Internet would let us remarket to 38:51 people who've taken to actions not even on our websites. 38:56 >> Right. >> Like on social networks, 39:01 through search, through what they've visited on the web. 39:03 >> You basically buy the lists. 39:07 >> You buy the lists. 39:08 Now you're telling me, if I have this right, 39:09 you're telling me that I don't even have to choose just one of those. 39:13 I can combine all of them together in a huge variety of ways. 39:18 So I can basically say, anyone I ever touch or anyone who touches me- 39:23 >> Whoever touches you. 39:28 >> Whoever who touches me. 39:28 Or touches any of these networks or search terms, it can now combine them. 39:30 >> Yeah, yeah, you can take any keyword and when you follow those people, 39:35 you could say, only the rich ones. 39:40 Or you could take the rich ones who have a certain job and like a certain thing, 39:42 and market content to them. 39:46 And then run AdWords campaigns to those people. 39:48 >> And I can take anyone who visits my site or any part of my site and 39:50 then I can filter by demographic, by psychographic, 39:55 by search keyword, and I can choose the creative. 40:00 So, your point at the end there was, basically, 40:04 all you have to do is find the right creative. 40:07 Because we know everything about that. 40:10 >> Yeah, targeting and distribution aren't the problem anymore. 40:12 Like, targeting is like, empirical. 40:16 And distribution is ubiquitous. 40:18 And following is filtered. 40:20 >> Right. 40:22 >> Targeting is empirical, totally, cuz there's so much data, 40:23 particularly in America. 40:27 The Europeans have their panties all bunched up about data, don't they? 40:29 >> Oh, because they have a lot more privacy issues. 40:32 >> We've been saying to people in America, for 40:34 about eight years, buy your list now before politics shuts it off. 40:36 By your list now. 40:40 So basically, basically what it means is that anytime you do what you 40:42 would consider traditional social targeting, which everybody can relate to. 40:47 And we all can relate to following those people around. 40:51 >> Right. >> But now following them around 40:54 means you can run an atwards campaign to them. 40:57 And it works coming from the keyword side too. 41:00 Like wouldn't you filter out your $55 keywords and make them a special class? 41:04 Cuz if they're served up right away, they're $55 freaking keywords. 41:10 >> But now I can take them and 41:14 I can say only show the $55 keywords to this particular audience. 41:15 >> Yeah. It's remarkable in itself that one would 41:19 consider just separating out expensive keywords for money and file them at all. 41:22 Then you can put a keyword filter on it. 41:28 Not a keyword, you could put a filter on that when you follow them and 41:30 say not the ones that have bad credit. 41:35 >> [SOUND] That's awesome. 41:38 That's awesome. 41:40 Okay, each part's pretty remarkable. 41:40 So this is how you achieve that first slide that you showed which was basically, 41:43 you took the cost per click from way too high to way down low. 41:48 And you took the number of people, 41:54 or the percent of people who got [COUGH] from our 41:56 first conversion to final conversion. 42:00 >> Right. >> Way up. 42:04 >> Right, it's pretty neat because. 42:05 >> So higher conversion rate plus a lower cost per acquisition. 42:07 >> Yeah. >> And 42:13 all I have to do is filter and filter and filter. 42:14 >> Yeah. 42:17 Basically, almost all paid media search or social is too little conversion and 42:18 too high a cost and the stuff that you can afford there is too little of it, 42:23 otherwise you would be the biggest company in the world and not Google. 42:27 >> [LAUGH] Right. 42:31 >> Right because they're not gonna give you anything that's ROI positive at scale. 42:33 They're gonna make and you do you not think that Google could layer 42:38 custom affinity audiences on the first hop, first search. 42:42 >> Like Twitter does. 42:45 >> Yes, so like what's happening here is we've 42:46 passed the point of innovation where it devolves to keep us at bay. 42:49 Because Google could absolutely go, yep, 42:54 it's a keyword in a custom affinity audience. 42:56 And you know what would happen? 42:58 We'd have 45% click-through rate and shit. 42:59 >> [LAUGH] >> And CPAs would be crushed, and 43:01 we'd keep our money instead of Google. 43:04 So they make you combine the data with these bullshit layers with remarketing. 43:07 [LAUGH] >> So you're just saying, 43:12 you're just telling us how to do that extra work. 43:14 Yes. 43:17 And the two tools that make this real for 43:17 you to do it today people are Google remarketing. 43:20 Where it's very easy to segment out individual cookie pools. 43:24 Don't go segmentation crazy, you have to lump a lot of stuff together. 43:28 But select things to segment out. 43:32 And Facebook retargeting that just lets you retarget into Facebook native with 43:34 additional Facebook targeting, including custom audiences. 43:39 [SOUND] >> Can I take the custom audiences and 43:42 then put that into my own remarketing pool like with AdRoll or something like that? 43:46 >> There is all kind of different tools out there in this world that let you take 43:53 pieces of data about people and create look a like concepts. 43:57 >> What do you guys use at Inclare? 44:01 [APPLAUSE] [LAUGH] >> That's what I always say to 44:04 Google just to piss them off. 44:08 [LAUGH] So we use a lot of Facebook native and various API tools, 44:12 the same ones that people here use, and 44:16 we invented a device called retrocket that helps us manage. 44:21 Like we created a push button appliance that's the top of the funnel and 44:27 the bottom of the funnel, so you'd press three buttons on the left and 44:31 then it drives in our segmented top and then, you turn them off and 44:34 press three buttons on the right, and it has to be. 44:38 >> Just, so that's custom built. 44:42 You guys custom built that. 44:43 >> But you don't need to, yeah it's what we use. 44:45 But you don't need to custom built it at all. 44:46 You could do it. 44:49 You could leave here today. 44:49 Anybody here do native retargeting into Facebook, 44:51 where you just fall in, it's the best retargeting, it's great retargeting right? 44:54 Go up to more demographics and filter it by anything over $30,000 and 44:59 just start by saying they make some money. 45:03 Right. 45:06 And then, what's really cool is that if you try to sell with that shit first, 45:07 you find out, if there's a segment in Facebook you can use to sell a pizza or 45:12 a mortgage or a $900,000,000 water treatment plant, that's 45:18 the same targeting that's gonna work as a filter when we retarget everything else. 45:23 You pilot your, if you're at scale and 45:28 you have a lot of visitors, technically speaking, your direct response social 45:30 targeting is what you can filter site-wide retargeting for, and it's dead eye. 45:35 It's crazy ass shit. 45:39 It like, it's just dead eye. 45:41 >> Marty. 45:44 >> You can almost explain this year around. 45:44 >> I feel like I get the other 80%. 45:48 [SOUND] Thank you. 45:50 >> Thanks. 45:51 >> I love you man. 45:52 >> [APPLAUSE] >> Thank you Seattle! 45:53 We love you Seattle! 45:58 Woo! 45:59 >> [APPLAUSE] >> Thank you Marty. 46:00 >> [SOUND] 46:04
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