#DemandGen 6: How to Leverage Multiple Paid Media Channels w/ Elliot Manson

WEBVTT 1 00:00:00.240 --> 00:00:05.799 Learn how to turbo charge your marketing results by building repeatable, scalable demand en 2 00:00:05.960 --> 00:00:11.710 systems from Sheila cleft corn, CEO of Keo Marketing and founder of the Business 3 00:00:11.750 --> 00:00:16.789 Owners Marketing Academy. See if you qualify for a complementary Marketing Road Map for 4 00:00:16.910 --> 00:00:27.500 your business at Keo Marketingcom Slash Audit. You're listening to be tob growth, 5 00:00:27.899 --> 00:00:32.579 a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, 6 00:00:32.740 --> 00:00:36.409 like Gary vanner truck and Simon Senek, but you've probably never heard from 7 00:00:36.409 --> 00:00:40.570 the majority of our guests. That's because the bulk of our interviews aren't with 8 00:00:40.770 --> 00:00:45.450 professional speakers and authors. Most of our guests are in the trenches leading sales 9 00:00:45.490 --> 00:00:50.320 and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building 10 00:00:50.359 --> 00:00:54.520 the fastest growing BB companies in the world. My name is James Carberry. 11 00:00:54.600 --> 00:00:58.119 I'm the founder of Suite Fish Media, a podcast agency for BB brands, 12 00:00:58.240 --> 00:01:00.399 and I'm also one of the CO hosts of this show. When we're not 13 00:01:00.520 --> 00:01:04.390 interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our 14 00:01:04.430 --> 00:01:08.390 own business. Will share the ups and downs of our journey as we attempt 15 00:01:08.390 --> 00:01:14.390 to take over the world. Just getting well, maybe let's get into the 16 00:01:14.430 --> 00:01:23.340 show. Welcome back to be tob growth. I'm your host for today's episode. 17 00:01:23.340 --> 00:01:27.060 I'm Sheila cleft corn, CEO of Keo Marketing. This is the sixth 18 00:01:27.140 --> 00:01:33.769 episode in the Hashtag Demandin series and I'm joined today by Elliott Manson, assistant 19 00:01:33.810 --> 00:01:38.329 director of analytics and advertising right here at Ko Marketing. Elliott, thanks for 20 00:01:38.489 --> 00:01:41.450 being on the show. I'm excited to have you so going to be here. 21 00:01:41.489 --> 00:01:44.090 Thanks for having me so today. The topic that you're going to share 22 00:01:44.090 --> 00:01:49.200 with us is how to leverage multiple paid media channels for lead generation and be 23 00:01:49.280 --> 00:01:52.599 able to track the results at the same time. But before we begin, 24 00:01:52.719 --> 00:01:55.799 could you tell our listeners a little bit about your background? Yeah, of 25 00:01:55.920 --> 00:02:00.680 course. So I started in B Tob legen roughly eight years ago, and 26 00:02:00.799 --> 00:02:04.430 that was when Google ads was the primary platform, and that was back when 27 00:02:04.430 --> 00:02:07.829 you could get clicks for ten cents a click and it was fantastic and it 28 00:02:07.909 --> 00:02:12.069 was super easy. And then, yeah, exactly, the good old days, 29 00:02:12.150 --> 00:02:15.069 and you're everything started involved. FACEBOOK got the game, so that I 30 00:02:15.150 --> 00:02:21.020 moved into some more social media advertisement with facebook and then Instagram, worked on 31 00:02:21.180 --> 00:02:24.460 the programmatic side on the ad platforms themselves. So so on a platform like 32 00:02:24.580 --> 00:02:30.169 add role before, a company like add role, so and then now linkedin 33 00:02:30.449 --> 00:02:35.129 and you know analytics and you kind of that whole spectrum of putting all the 34 00:02:35.250 --> 00:02:38.250 pieces together over the eight years of experience, the kind of help piece together 35 00:02:38.370 --> 00:02:44.639 that paid channel in those payer results for clients. That's some really broad experience 36 00:02:44.840 --> 00:02:50.199 and the great thing about your experience is that you bring a lot of varied 37 00:02:50.240 --> 00:02:53.840 experience but also be to C and B TOB experienced and here at Kato Marketing 38 00:02:53.919 --> 00:03:00.870 You really focus on driving results for business to business customers or clients of ours, 39 00:03:00.389 --> 00:03:05.389 and it's really changed recently. So I want to ask you a few 40 00:03:05.509 --> 00:03:09.590 questions as it relates to how to leverage multiple people paid media channels and have 41 00:03:09.750 --> 00:03:16.219 you helped the audience understand a little bit more about each platform and how your 42 00:03:16.300 --> 00:03:21.259 leveraging it for be to be? Would love to so. From each platform 43 00:03:21.300 --> 00:03:24.620 standpoint is really kind of understanding. You know what the user is doing on 44 00:03:24.699 --> 00:03:31.050 that platform and then how your company is going to be able to leverage benefiting 45 00:03:31.169 --> 00:03:35.810 that that user while they're on that given platform. So you know, the 46 00:03:35.849 --> 00:03:38.729 easiest thing for be to be, or the one that makes the most sense 47 00:03:38.770 --> 00:03:40.879 and the one that most businesses new, is Google ads or being ads, 48 00:03:42.280 --> 00:03:45.520 and this is because it's easy to define your audience. You're the hardest thing 49 00:03:45.560 --> 00:03:49.639 in advertising is definding who your audience is finding them, but in in search 50 00:03:49.759 --> 00:03:53.400 or seem marketing, which would be Google adds, it's easy to find them 51 00:03:53.439 --> 00:03:58.669 because you can see what they're searching and you know what searches would be relevant 52 00:03:58.710 --> 00:04:00.949 for people who are possibly searching for a product or service that you offer. 53 00:04:01.110 --> 00:04:05.469 Businesses. Those spots are more qualified because they're actually looking for what you provide 54 00:04:05.509 --> 00:04:09.509 right right it's very active. You know, they click on their their ad, 55 00:04:09.590 --> 00:04:13.180 they land on your landing page and they have a solution right then and 56 00:04:13.259 --> 00:04:15.259 there. Now you have to realize that from your your company as well, 57 00:04:15.379 --> 00:04:18.819 that they've also probably done that with five other companies, and so your sales 58 00:04:18.860 --> 00:04:23.220 team has to kind of jump on that pretty quick because they're obviously very you 59 00:04:23.459 --> 00:04:26.889 of buyers mode, but that's kind of a different conversation for a different day. 60 00:04:27.329 --> 00:04:29.730 So yeah, so yeah, Google adds and being as really helps you 61 00:04:29.730 --> 00:04:32.009 kind of find who that audience is based on what they're searching, which is, 62 00:04:32.129 --> 00:04:34.569 you know, the easiest. And then you kind of start to get 63 00:04:34.610 --> 00:04:40.639 into these other platforms. Now pro the primary players are facebook and instagram and 64 00:04:40.720 --> 00:04:43.839 then linked in, and linked is doing a great job of building out there 65 00:04:44.240 --> 00:04:47.199 their advertising platforms. They're the newest of all of them, but from a 66 00:04:47.240 --> 00:04:51.439 B Tob side it's exactly what it you need from a BB marketing standpoint. 67 00:04:51.480 --> 00:04:56.189 Because so, what kinds of things do you leverage with Linkedin? Yes, 68 00:04:56.350 --> 00:04:58.949 the most important thing. Well, the start of it is, you know, 69 00:04:59.110 --> 00:05:02.670 really leveragine the audiences that they have. So they allow you to target 70 00:05:02.670 --> 00:05:08.300 businesses and am much more granular scale than something like facebook. Like facebook, 71 00:05:08.819 --> 00:05:14.019 your audience choice would be a CEO who likes dogs. Well, that's cool 72 00:05:14.259 --> 00:05:16.779 that it's not really that helpful. But you get onto linked in and now 73 00:05:16.860 --> 00:05:23.649 you can target CEOS of companies from five to ten employees who also make ten 74 00:05:23.730 --> 00:05:27.689 million dollars, who are in La and it gives you that ability to have 75 00:05:27.730 --> 00:05:30.329 a much more tailored message, or a tailor market, you know, for 76 00:05:30.529 --> 00:05:34.089 your advertising, because because Linkedin is a or price when it comes to advertising 77 00:05:34.129 --> 00:05:38.399 dollars. So it helps to be able to focus in, but that's the 78 00:05:38.480 --> 00:05:42.480 story. Just running ads, or do you have other ways of refinding people 79 00:05:42.600 --> 00:05:45.759 on Linkedin? Is it? Yes, there have a cators. Yes, 80 00:05:45.879 --> 00:05:47.759 there's so many other ways. Well, with ads at least you know you 81 00:05:47.800 --> 00:05:53.189 can still even continue. You know Linkedin has retargeting pixels. So you know, 82 00:05:53.269 --> 00:05:55.829 obviously, before you do anything, make sure you install linked in's for 83 00:05:55.949 --> 00:05:59.790 targeting Pixel to capture all that data, because they have to match up with 84 00:05:59.829 --> 00:06:02.029 a linked in profile. I'm it does take them a little while. So 85 00:06:02.310 --> 00:06:06.500 so it's important to install it before you even are considering doing as you can 86 00:06:06.540 --> 00:06:11.899 collect all the data installing the pixel on the website. Yeah, yeah, 87 00:06:12.060 --> 00:06:15.579 just like you over the facebook pixel or Google analytics, tag anything along those 88 00:06:15.660 --> 00:06:18.930 lines. And then you can leverage email list. So you can upload your 89 00:06:19.170 --> 00:06:24.449 crm database or an email list maybe that you purchased from somebody like discover, 90 00:06:24.610 --> 00:06:28.370 or you can upload that. It will match as many emails to profiles as 91 00:06:28.410 --> 00:06:30.449 it can and allow you to target your audience that way. So there's just 92 00:06:30.490 --> 00:06:35.959 all these great different ways to target your perfect person on a platform where you 93 00:06:36.079 --> 00:06:40.480 know you're really going to stand out. You know how to your competition and 94 00:06:40.560 --> 00:06:46.480 not many people are actually uploading lists of emails or lists of companies to use 95 00:06:46.600 --> 00:06:49.990 linkedin for red targeting in addition to advertising. It's a pretty new thing and 96 00:06:50.629 --> 00:06:54.550 what kind of results have you seen with that? Yeah, so you know, 97 00:06:54.589 --> 00:06:57.550 like you said, it is pretty new and which is good that it's 98 00:06:57.589 --> 00:07:00.589 new, which means it's only going to get better because it does work today. 99 00:07:00.750 --> 00:07:03.939 So you know, the results that we see typically are if you're uploading 100 00:07:03.980 --> 00:07:08.779 a list of typically business emails or what most of us are going to have, 101 00:07:09.540 --> 00:07:12.379 you're going to get about a twenty percent match race. So just keep 102 00:07:12.420 --> 00:07:15.529 that in mind that your list needs to be at least one, five hundred 103 00:07:15.569 --> 00:07:18.930 to two thousand emails just to even start, because Linkedin requires that you match 104 00:07:18.970 --> 00:07:23.410 at least three hundred users to market to anybody. So you have to sort 105 00:07:23.490 --> 00:07:28.610 the minimum. But even at that point it's very expensive to market to only 106 00:07:28.769 --> 00:07:31.519 three hundred people on Linkedin. You're better off if you can get that email 107 00:07:31.639 --> 00:07:36.040 list where the match audience is going to be between like one on fifteen hundred 108 00:07:36.279 --> 00:07:41.160 to five thousand. It'll bring your costs down and it helps kind of allow 109 00:07:41.199 --> 00:07:43.639 your ads to show the more people, to speak to more people. So 110 00:07:43.759 --> 00:07:46.550 you just got to kind of pay attention to the size of that audience that 111 00:07:46.670 --> 00:07:49.709 you actually get. So if you're doing an account based marketing program and you're 112 00:07:49.790 --> 00:07:56.350 emailing folks and your salespeople are calling down a list one thousd five hundred people, 113 00:07:56.670 --> 00:08:00.740 it would make sense to add this as a third touch point and upload 114 00:08:00.779 --> 00:08:05.100 that that email list and let linkedin follow those folks around with retargeting ads as 115 00:08:05.180 --> 00:08:07.899 well. Right. No, absolutely, it's pretty much the perfect strategy any 116 00:08:07.939 --> 00:08:11.699 business could have hoped for. That's great. Well, when you're using different 117 00:08:11.740 --> 00:08:18.250 channels and campaigns at different stages of the buying funnel, from awareness to converting, 118 00:08:18.529 --> 00:08:22.329 how do you do that? Yeah, so you know, any any 119 00:08:22.410 --> 00:08:26.769 business, has kind of the their funnel, whatever it may be, but 120 00:08:26.889 --> 00:08:30.120 you generally have your top of funnel is going to be awareness. Your middle 121 00:08:30.160 --> 00:08:33.200 of funnel is where you're trying to get people who are aware of who you 122 00:08:33.320 --> 00:08:37.279 are to actually do something, to take some sort of action, whether it's 123 00:08:37.679 --> 00:08:41.039 call you or download a PDF, and it's bottom a funnel, which you 124 00:08:41.080 --> 00:08:45.470 usually, for most me, to be requesting a demo or requesting the call 125 00:08:45.549 --> 00:08:48.470 or a conversation, and so using the ad platforms to your advantage if you're, 126 00:08:48.470 --> 00:08:52.070 if you're in awareness. You know, if you're just trying to get 127 00:08:52.070 --> 00:08:56.539 a lot of attention, then you can do something like a video ad or 128 00:08:56.860 --> 00:09:01.059 display advertising or native advertising, where it's a little bit cheaper and you're only 129 00:09:01.139 --> 00:09:05.940 metric you should be concerned about is really impressions, because what you're trying to 130 00:09:05.980 --> 00:09:09.299 do is reach as many people as you can at the most horrible rate. 131 00:09:09.539 --> 00:09:11.169 And then the secondary metric is the kind of look at click through rate, 132 00:09:11.529 --> 00:09:15.889 because click the right and cost per click, because that tells you, of 133 00:09:16.169 --> 00:09:20.929 all these people that you're watching, who actually cares? If people are clicking, 134 00:09:20.250 --> 00:09:24.360 then you're on the right pace. You know your added speaking, but 135 00:09:24.399 --> 00:09:28.399 if nobody's clicking and you're you're getting great, you know, awareness, you're 136 00:09:28.399 --> 00:09:31.559 probably getting awareness of the wrong people because they obviously don't care enough to to 137 00:09:33.360 --> 00:09:35.679 click through to your website or whatever the product is. So it's kind of 138 00:09:35.679 --> 00:09:39.470 from the awareness die. But then you got to kind of switch everything over 139 00:09:39.590 --> 00:09:41.870 and say, okay, well, now that they're aware and they clicked on 140 00:09:41.950 --> 00:09:45.750 my website at one point time, they have interacted with us. Yet, 141 00:09:46.149 --> 00:09:48.710 how do I get them to download a PDF? And that's where you kind 142 00:09:48.710 --> 00:09:52.139 of look at these other channels. You know Google ads. You would never 143 00:09:52.299 --> 00:09:56.899 want, rarely would you ever want to run an ad to download a PDF. 144 00:09:56.299 --> 00:10:01.139 You want to run a google ad for them to schedule a demo, 145 00:10:01.299 --> 00:10:03.419 start a conversation, something long, much later in the funnel, correct, 146 00:10:03.419 --> 00:10:07.570 because it's just more expensive and there and that's where they're at and they're buying 147 00:10:07.610 --> 00:10:09.529 cycle. So you're trying to match that with your Ad. But on Linkedin, 148 00:10:11.009 --> 00:10:13.009 you know, like we talked about targeting. On linkedin they might not 149 00:10:13.129 --> 00:10:18.210 be ready to schedule a demo yet, but they might be ready to at 150 00:10:18.250 --> 00:10:20.840 least learn a little bit more about your company or what you can bring to 151 00:10:20.960 --> 00:10:24.519 the table, and so that's where they would go to the kind of middle 152 00:10:24.519 --> 00:10:26.720 a funnel piece of contact. And you can double that PDF. So you 153 00:10:26.960 --> 00:10:31.559 reach them on facebook that way and then you can use retarder on Linkedin and 154 00:10:31.600 --> 00:10:35.710 then you can use retargeting for more of that bottom of funnel conversion on something 155 00:10:35.830 --> 00:10:39.750 like Linkedin, because they have been to your website and maybe you only retarget 156 00:10:39.789 --> 00:10:43.990 people who have been to, you know, a certain five set of pages 157 00:10:43.029 --> 00:10:46.509 that you have that are very bottom of funnel pages. So you know what 158 00:10:46.590 --> 00:10:52.179 they're more your audience. That makes a lot of sense. And so just 159 00:10:52.419 --> 00:10:56.299 knowing that in search they're more qualified because they're actually searching for what you have, 160 00:10:56.259 --> 00:11:00.620 is different than in Linkedin, where they're not actually searching and you need 161 00:11:00.700 --> 00:11:05.370 to target them and get them to see something of value, like a white 162 00:11:05.409 --> 00:11:07.529 paper or a video or something like that, to get engaged with you. 163 00:11:07.850 --> 00:11:11.970 They're a little earlier in the funnel, but once you get them then you 164 00:11:11.169 --> 00:11:16.809 can start marketing to them and get them warmer so that they are ready to 165 00:11:16.850 --> 00:11:20.080 convert and talk to a salesperson or take a demo. No, I couldn't 166 00:11:20.080 --> 00:11:24.120 have said it better. So there's another way to retarget that maybe a lot 167 00:11:24.159 --> 00:11:26.840 of people don't know about, and that's programmatic retargeting. Can you explain what 168 00:11:26.960 --> 00:11:33.990 that is? Yeah, so, so programmatic retargeting is the it's what's you 169 00:11:33.110 --> 00:11:37.269 know, the the easiest way most people can relate to programmatic retargeting is Amazon. 170 00:11:37.549 --> 00:11:41.629 So if you visit a product on Amazon and then you surf the web, 171 00:11:41.190 --> 00:11:45.789 the odds are Amazon is going to show you an ad for that exact 172 00:11:45.950 --> 00:11:48.700 product at some point in time, somewhere on the web, and all these 173 00:11:48.779 --> 00:11:54.019 ads show up on the sidebar in the in APPs as you're on your phone, 174 00:11:54.620 --> 00:11:56.500 in between pieces of content, like on CNN, there might be a 175 00:11:56.659 --> 00:12:01.490 blog piece and then there's a gap in content for ad space. These are 176 00:12:01.570 --> 00:12:07.450 considered programmatic ads, and what programmatic adds are doing is there serving ads based 177 00:12:07.610 --> 00:12:15.210 on your website activity. So if you've hit only this very specific page, 178 00:12:15.250 --> 00:12:20.240 I'm only willing to show you this very specific add and so it allowed you 179 00:12:20.320 --> 00:12:24.240 to get very tailored with your message. Based on website activity. You could 180 00:12:24.240 --> 00:12:26.960 do five plus page views. I want to show you a different add one 181 00:12:28.039 --> 00:12:31.549 page view. I want to show you another awareness at but what programmatic essentially 182 00:12:31.669 --> 00:12:39.029 means it's always doing is real time bitness bidding on ad space as your website 183 00:12:39.190 --> 00:12:43.750 is loading and it buying space based on who you are as a person and 184 00:12:43.830 --> 00:12:48.500 how much I said as an advertiser, I'm willing to target you and what 185 00:12:48.580 --> 00:12:52.340 I want to show you so it works to kind of keep a user engaged 186 00:12:52.539 --> 00:12:56.340 everywhere they're at, whether they're on the phone, on their computer, but 187 00:12:56.460 --> 00:13:00.529 not on social media, because often times we're not on social media but we 188 00:13:00.610 --> 00:13:03.730 still need to be engaged with the brands. And so those ads following everybody 189 00:13:03.769 --> 00:13:09.929 around in programmatic are a great complement to the other marketing channels because they their 190 00:13:09.929 --> 00:13:16.879 additional touches that may accelerate or increase the velocity of the sales cycle. And 191 00:13:16.080 --> 00:13:22.600 it we just did a an episode on account based marketing and Google's data shows 192 00:13:22.639 --> 00:13:26.879 that it takes seven to sixteen touches to get somebody just to move to the 193 00:13:26.309 --> 00:13:31.230 next stage today because there's so much noise and so much competition. So programmatic 194 00:13:31.230 --> 00:13:37.470 adds sound like they're a really great way to get people to see your ads 195 00:13:37.750 --> 00:13:41.179 through repetition, which decreases the number of calls that a salesperson would have to 196 00:13:41.299 --> 00:13:45.379 make and they can focus on the more qualified ones. Right. No, 197 00:13:45.580 --> 00:13:48.460 exactly. Right. It just accelerates the amount of touch points that somebody gets 198 00:13:48.539 --> 00:13:52.580 because, you know, like like me, I'm on social media maybe ten 199 00:13:52.620 --> 00:13:56.690 minutes a day and is usually to log into the ad platforms. I'm not 200 00:13:56.769 --> 00:14:01.370 actually looking through my feeds, but I'm on the Internet all day. In 201 00:14:01.610 --> 00:14:05.889 programmatic and also serve, you know, adds to Gmail accounts and outlook account 202 00:14:05.970 --> 00:14:09.519 so it can be right in people's inboxes. So it's just really everywhere and 203 00:14:09.840 --> 00:14:13.559 you know, like you said, it just allows for those more touch points 204 00:14:13.600 --> 00:14:18.200 to take place wherever that person is at. That's great and a lot of 205 00:14:18.320 --> 00:14:20.480 not a lot of people, are using programmatic advertising. So so it's a 206 00:14:20.519 --> 00:14:24.470 great thing to think about. I know that it used to be really expensive. 207 00:14:24.870 --> 00:14:28.909 There are companies that that make it much more affordable for a smaller medium 208 00:14:28.909 --> 00:14:31.870 sized business. What are some of the platforms that you really like for programmatic 209 00:14:31.909 --> 00:14:35.870 advertising? Yeah, so the you know, the two big players are add 210 00:14:35.909 --> 00:14:41.259 role and stacked apt. We've at Ko. Have used both of them. 211 00:14:41.620 --> 00:14:46.779 They both act very similar to each other. Some of them have different price 212 00:14:46.899 --> 00:14:50.220 points and what you need to spend on a monthly basis. But you know, 213 00:14:50.580 --> 00:14:54.169 my favorite and the reason why we've gone this way is stacked at because 214 00:14:54.169 --> 00:14:56.090 they have a lot of flexibility within the platform. You know, we can 215 00:14:56.129 --> 00:15:01.169 do things like Geo fencing with programmatic ads. They have a lot of third 216 00:15:01.289 --> 00:15:05.690 party audience segments, so you can do the same thing where you can say 217 00:15:05.690 --> 00:15:11.799 I want to bid on ad space for insurance brokers in La and they have 218 00:15:11.919 --> 00:15:15.480 an audience built for you and you can just start serving those folks ads. 219 00:15:15.799 --> 00:15:18.480 So they had to have a lot more flexibility in the platform. But you 220 00:15:18.559 --> 00:15:20.429 know, they all kind of operate the same. But I would venture to 221 00:15:20.470 --> 00:15:24.950 say between Admiral and stacked after probably the two best for any small to medium 222 00:15:24.990 --> 00:15:28.629 size business. And we don't get anything from either platform. They just happened 223 00:15:28.629 --> 00:15:33.230 to be the ones that we really like. So what's a UTM and how 224 00:15:33.269 --> 00:15:37.580 would you use it to know exactly where your audience is coming from and who 225 00:15:37.620 --> 00:15:41.419 is converting? Yeah, so, so UTM. The the most any of 226 00:15:41.460 --> 00:15:45.860 us are going to be aware is if you look open up your Google analytics, 227 00:15:46.179 --> 00:15:50.210 you're going to see bunch of traffic numbers and one would generally say there's 228 00:15:50.210 --> 00:15:54.250 always a headline that says a source, medium, and the source would be 229 00:15:54.570 --> 00:16:00.850 google. The medium would be organic. So it's a it's a google organic 230 00:16:00.929 --> 00:16:03.600 traffic source. Means they say search something on the Web, they clicked on 231 00:16:03.840 --> 00:16:07.519 a link and that's how they got to your website. So that's kind of 232 00:16:07.559 --> 00:16:11.279 the basics of a UTM. But you can build your own UTF. So 233 00:16:11.720 --> 00:16:15.480 so what happens is when somebody clicks on a UTM link, it passes all 234 00:16:15.559 --> 00:16:21.309 of that information to your Google analytics. So you can kind of record whatever 235 00:16:21.389 --> 00:16:25.990 information you want to group these people into, and where it becomes the most 236 00:16:26.149 --> 00:16:30.710 effective is something will just stick with Linkedin as as a subject. So let's 237 00:16:30.750 --> 00:16:36.659 say we're running a video awareness add on Linkedin, we're running a download your 238 00:16:36.779 --> 00:16:41.820 pdf on linkedin and we're running or retargeting get a demo on all the exact 239 00:16:41.899 --> 00:16:45.779 same time. What we don't want to do is track all of that data 240 00:16:45.860 --> 00:16:51.610 back into our Google analytics that says you have three hundred clicks from a linkedin 241 00:16:51.690 --> 00:16:56.529 add well, what linkedin add we need to build a differentiate those three sources 242 00:16:56.850 --> 00:17:02.480 in order to understand what users are doing and where they're coming from and how 243 00:17:02.480 --> 00:17:07.319 they're interacting with the website. So with a Utm you could say tell my 244 00:17:07.440 --> 00:17:12.480 google analytics this person came from Linkedin, they were on a paid campaign in 245 00:17:12.680 --> 00:17:18.029 November for awareness and and it'll pass all that information analytics. And then you 246 00:17:18.109 --> 00:17:22.950 do that, you make a different UTM for your your pdf and you make 247 00:17:22.990 --> 00:17:26.670 a different UTM for your get a demo, and that way all that information 248 00:17:26.829 --> 00:17:30.619 is path you can track that information separately and really go to kind of tell 249 00:17:30.700 --> 00:17:34.220 that story of what users are doing within your web site after they click the 250 00:17:34.339 --> 00:17:38.099 AD. and Google has something that to help you figure out what those UTM's 251 00:17:38.099 --> 00:17:45.210 are and can you use it for things like email and Google organic and Linkedin 252 00:17:45.450 --> 00:17:48.210 can you? Can you use it for all kinds of campaigns? Yes, 253 00:17:48.329 --> 00:17:52.210 you can use it for anything that requires a link. You could create a 254 00:17:52.289 --> 00:17:56.289 UTM for every internal link on your entire website and trap whenever somebody clicks one 255 00:17:56.329 --> 00:18:00.559 of these these unique links and track that data separately. So, yeah, 256 00:18:00.680 --> 00:18:04.359 Google, it's pretty good at doing that for websites, but it's really important 257 00:18:04.359 --> 00:18:08.480 when you're doing anything off the website. Right, exactly, exactly. Yeah, 258 00:18:08.519 --> 00:18:12.349 it's main purpose is to be able to different andiate all the different activity 259 00:18:12.509 --> 00:18:18.069 that you're doing on a daily or monthly basis and then be able to track 260 00:18:18.150 --> 00:18:22.950 that traffic separately to help kind of paint that picture of where people are coming 261 00:18:22.990 --> 00:18:26.140 from. Yeah, that's really powerful and and since you're somebody who pulls those 262 00:18:26.259 --> 00:18:30.940 reports to to create the story of the progress that the campaigns are making, 263 00:18:32.420 --> 00:18:36.460 doing that up front just make sure job so much easier in terms of reporting 264 00:18:36.500 --> 00:18:38.579 the results. Right, no, exactly. Yeah, it's something that you 265 00:18:38.700 --> 00:18:44.849 just gotta kind of bite the bullet on start doing it, because it's to 266 00:18:45.009 --> 00:18:48.089 not do it is more of a headache in the back end. I could 267 00:18:48.089 --> 00:18:51.529 you spend most of your time wondering. It's not even if you can't find 268 00:18:51.569 --> 00:18:55.960 the data. It's wondering what F like. I wonder if this campaign did 269 00:18:56.039 --> 00:18:57.680 we you know, resulted in these five leads? Well, you could just 270 00:18:57.839 --> 00:19:02.240 know the answer and it's better off just to know the answer. Yeah, 271 00:19:02.839 --> 00:19:08.960 so how would we understand how assisted conversions and model comparison charts in Google analytics 272 00:19:10.309 --> 00:19:12.309 can help to show the full picture of a leads journey to convert? So 273 00:19:12.390 --> 00:19:17.069 we just talked about UTM's. That that tells you a bunch of of information, 274 00:19:17.549 --> 00:19:21.710 but assisted conversions and model comparison charts, those might be things that our 275 00:19:21.750 --> 00:19:25.059 listeners aren't aware. Yeah, yeah, and well, all people aren't. 276 00:19:25.099 --> 00:19:29.779 And you know, Google really never made this a forefront google analytics, that 277 00:19:29.940 --> 00:19:33.980 is, never really made this a forefront of what their product offered. But 278 00:19:33.059 --> 00:19:37.619 they're they're always adding to google analytics. They seemed to be doing it more 279 00:19:37.660 --> 00:19:41.769 and more these days, adding features and different benefits. And so, as 280 00:19:41.809 --> 00:19:44.730 we just talk, there's you know, you can add all these you TM, 281 00:19:44.809 --> 00:19:48.369 so you can trap where you know your twenty different traffic sources are coming 282 00:19:48.410 --> 00:19:52.920 from. But now you need to know what exactly that traffic is doing on 283 00:19:52.000 --> 00:19:56.680 your website and you know typically which ones are converting to leads. And so 284 00:19:56.880 --> 00:20:03.000 Google inalytics, the basic the baseline is considered. What is a last click 285 00:20:03.119 --> 00:20:08.829 conversion model comparison chart, and so what this means is whatever the last activity 286 00:20:10.029 --> 00:20:12.910 that that cookie user took is going to get one hundred percent of the credit 287 00:20:12.990 --> 00:20:18.309 for a conversion. So if they search your company, organically clicked on one 288 00:20:18.309 --> 00:20:23.500 of your your top page ranks and then they left, but then they clicked 289 00:20:23.539 --> 00:20:27.220 on a facebook ad and then left again and then clicked on a google add 290 00:20:27.299 --> 00:20:32.180 three days later and then they converted via that google add, Google gets a 291 00:20:32.220 --> 00:20:34.809 hundred percent of that credit. But that's not really fair to the other channels 292 00:20:34.849 --> 00:20:40.890 that contributed to the story and contributed to that journey's path. And so that's 293 00:20:40.970 --> 00:20:47.170 where assisted conversions and then using model comparison charts to to help you tell that 294 00:20:47.329 --> 00:20:51.480 story comes into play. So assistant conversions, what it tells you is every 295 00:20:51.519 --> 00:20:57.279 channel within your entire system that played a role in a conversion. So if 296 00:20:57.279 --> 00:21:02.599 you have five hundred conversion it just kind of groups all those conversius together and 297 00:21:02.720 --> 00:21:07.150 says, okay, organic played a role in three hundred and display ads assisted 298 00:21:07.509 --> 00:21:12.869 in seventeen of those. So it tells you even though there's no direct conversions 299 00:21:14.109 --> 00:21:18.700 for display ads, and will tell you how many times they were cookie clicking 300 00:21:18.740 --> 00:21:22.539 on a display add but also converting through some other channel. So it helps 301 00:21:22.579 --> 00:21:26.339 kind of give some credit to other systems where maybe you're not getting that direct 302 00:21:26.339 --> 00:21:32.380 attribution but they are playing on vital role in your marketing strategy. And we 303 00:21:32.460 --> 00:21:34.569 see that a lot, like you had mentioned earlier, where okay, well, 304 00:21:34.930 --> 00:21:40.009 what if we're doing ABM and we're doing you know Seo and we're doing 305 00:21:40.609 --> 00:21:42.410 you know linkedin adds? Well, the odds are they're all playing their own 306 00:21:42.410 --> 00:21:47.839 little role and it's important to make sure that all of those channels hold their 307 00:21:47.920 --> 00:21:51.759 way into the value that they're bringing to the company, into the lead. 308 00:21:52.640 --> 00:21:56.640 And that's pretty important to know where your investment is working, because some of 309 00:21:56.720 --> 00:22:03.230 the channels maybe assist channels and some maybe first action channels and some maybe last 310 00:22:03.309 --> 00:22:07.390 action channels. Right exactly. And typically what we see is, you know, 311 00:22:07.509 --> 00:22:11.349 Google has that that you know it's set up to be the last the 312 00:22:11.390 --> 00:22:15.190 last click, and it's almost always is always going to be more heavily weighted 313 00:22:15.230 --> 00:22:18.900 to direct traffic, meaning that they just typed in your url and got your 314 00:22:18.940 --> 00:22:22.859 website, but the only reason why they're coming through is direct traffic. It 315 00:22:22.980 --> 00:22:26.500 is because they most likely found you some other way. And so we typically 316 00:22:26.539 --> 00:22:33.170 see when we start playing around these model comparison charts is that direct traffic leads 317 00:22:33.369 --> 00:22:40.369 go down, but then organic and Google ads and email links they go up, 318 00:22:40.650 --> 00:22:45.640 because it's kind of offsetting the vital rolls that these other channels played earlier 319 00:22:45.839 --> 00:22:51.079 in the buyer cycle or earlier in the awareness steps of getting that lead to 320 00:22:51.160 --> 00:22:53.839 actually come through the door. And then these model comparison charts makes that easy 321 00:22:53.920 --> 00:22:56.880 to track. When you're tracking a lot of data, if you've got a 322 00:22:56.920 --> 00:23:00.109 lot of traffic coming from a lot of places, then you need a simple 323 00:23:00.230 --> 00:23:06.430 way to aggregate that data and be able to show which are more attributing more 324 00:23:06.509 --> 00:23:10.549 and which are actually driving clicks and those kinds of things. Pretty powerful stuff. 325 00:23:11.190 --> 00:23:14.660 Yeah, no, dog good data. So, Elliott, if you 326 00:23:14.740 --> 00:23:18.779 could just make it two or three main points that you think that people should 327 00:23:18.819 --> 00:23:22.900 know if they're either starting out in demand Jon and they're starting out and paid 328 00:23:22.940 --> 00:23:27.049 media, or if you're someone who isn't responsible for it but you want to 329 00:23:27.130 --> 00:23:32.410 understand more about what maybe you're paid media manager is doing. What are the 330 00:23:32.529 --> 00:23:36.410 most important things that you think that people should be thinking about as it relates 331 00:23:36.450 --> 00:23:38.970 to be be to be paid media? Yeah, so, you know, 332 00:23:40.009 --> 00:23:44.240 some of the most important things would be number one, I would say, 333 00:23:44.759 --> 00:23:48.039 know what you're tracking. So, no, the lead number that you're tracking, 334 00:23:48.279 --> 00:23:53.160 know the the cost per lead, but just really understand the basics of 335 00:23:53.319 --> 00:23:57.990 what data you need to know from a from where that lead is coming from 336 00:23:59.029 --> 00:24:02.349 and how much is costing you. That's the most important stuff because, because 337 00:24:02.390 --> 00:24:04.109 you don't want to be tracking too many Kpis, you just need to know 338 00:24:04.789 --> 00:24:10.380 is this ad is this channel working and what is the cost of it? 339 00:24:10.500 --> 00:24:14.420 Right, right, exactly. It's just simplifying all the data that we have 340 00:24:14.700 --> 00:24:17.700 today. That's probably the most important step. And then the second step is, 341 00:24:18.180 --> 00:24:19.539 you know, the second most important thing would be, you know, 342 00:24:19.700 --> 00:24:25.089 knowing that you're tracking the information properly. So, you know, one of 343 00:24:25.089 --> 00:24:29.329 the hard thing is is knowing ahead of time at things are set up properly. 344 00:24:29.450 --> 00:24:32.170 It's, you know, because there's a lot of testing involved and making 345 00:24:32.210 --> 00:24:34.490 sure that you know when somebody clicks are add, you get the right data. 346 00:24:34.730 --> 00:24:37.640 So it's just ensuring that you're tracking is set out properly. So as 347 00:24:37.680 --> 00:24:41.200 these leads start to come in, you have confidence at the data that's coming 348 00:24:41.240 --> 00:24:45.000 back to you is is the right data. So it's just kind of combining 349 00:24:45.200 --> 00:24:49.799 those two metrics of knowing what numbers a track and you know the one or 350 00:24:49.839 --> 00:24:55.109 two selight Apis, and then making sure that it's being trapped properly or probably 351 00:24:55.109 --> 00:24:56.190 the two most important things that you just need to be aware of it all 352 00:24:56.269 --> 00:25:02.390 times. And how often should people be checking in on their paid advertising programs? 353 00:25:03.150 --> 00:25:07.859 You know, that's a great question and it really depends on budget. 354 00:25:07.380 --> 00:25:12.019 And really I guess you could say budget because you know, if you are 355 00:25:12.859 --> 00:25:18.779 if you sell product to it directors, you're probably paying twenty, twenty bucks 356 00:25:18.819 --> 00:25:21.890 a click. But if your budget is twenty dollars a day, you're going 357 00:25:21.890 --> 00:25:23.970 to get one click a day. You do not need to look at your 358 00:25:23.970 --> 00:25:27.490 ads every single day because it will not matter you. You know, would 359 00:25:27.490 --> 00:25:32.690 be a once a month campaign to look at because there's just not enough volume 360 00:25:32.730 --> 00:25:36.240 of data. But if you have a if you have a significant budget, 361 00:25:36.240 --> 00:25:41.559 where you're getting anywhere from twenty to forty clicks a day and then obviously far 362 00:25:41.759 --> 00:25:45.960 and beyond that number. But if you're getting over twenty clicks a day. 363 00:25:45.000 --> 00:25:51.190 I would recommend at least looking at it every couple of days one because it's 364 00:25:51.349 --> 00:25:55.710 easy for things to slip and then all of a sudden you just wasted four 365 00:25:55.710 --> 00:25:57.470 hundred dollars of ad spend because you don't look at your ads for a week. 366 00:25:57.869 --> 00:26:00.589 But there was just, you know, a little tweak that you had 367 00:26:00.670 --> 00:26:04.859 wrong in your ad platform that was caused causing some overspending or just a little 368 00:26:04.859 --> 00:26:08.140 minor correction. I mean I see so many times where if you just eliminate 369 00:26:08.180 --> 00:26:14.420 ad serving on Sunday evening, you might save yourself four hundred dollars because you're 370 00:26:14.420 --> 00:26:17.900 not serving ads at a terrible time of the day for your audience. And 371 00:26:18.019 --> 00:26:22.490 so so I would say at least every couple of days if you have a 372 00:26:22.569 --> 00:26:26.369 good budget and and a good, good amount of clicks and volume coming through 373 00:26:26.410 --> 00:26:29.849 the campaign. Well, Elliott, thank you so much. This is really 374 00:26:29.890 --> 00:26:33.160 great information. Elliot Manson is the Assistant Director for analytics and advertising here at 375 00:26:33.200 --> 00:26:40.440 Kato Marketing and he can be reached through our website at Kaeo Marketingcom. Will 376 00:26:40.480 --> 00:26:44.000 be back next week with another episode. If you have follow up questions or 377 00:26:44.039 --> 00:26:48.109 would like to connect with us, please find Elliott on Linkedin. What would 378 00:26:48.109 --> 00:26:52.470 you search for? Elliott? Elliot Manson. That usually gets me every time. 379 00:26:52.829 --> 00:26:57.750 Okay, perfect. Or you can find Sheila cleft Corn Kloefko Urn, 380 00:26:57.950 --> 00:27:03.900 also on Linkedin, or reach either one of us at Kaeo Marketingcom. We 381 00:27:03.019 --> 00:27:07.619 offer a complimentary audit, so if you've got like a second opinion on your 382 00:27:07.619 --> 00:27:11.740 marketing, we'd be happy to give that to you for free. Thanks for 383 00:27:11.819 --> 00:27:15.460 your time today. That's a wrap for this episode of the Demand Jen series. 384 00:27:15.700 --> 00:27:21.690 Have a great day. Thanks for lunch. We totally get it. 385 00:27:22.089 --> 00:27:25.730 We publish a ton of content on this podcast and it can be a lot 386 00:27:25.890 --> 00:27:29.609 to keep up with. That's why we've started the BB growth big three, 387 00:27:30.039 --> 00:27:33.599 a no fluff email that boils down our three biggest takeaways from an entire week 388 00:27:33.640 --> 00:27:40.519 of episodes. Sign up today at Sweet Fish Mediacom big three. That sweetish 389 00:27:40.599 --> 00:27:42.160 Mediacom Big Three