Targeting by Demographics & Behavior

5 It’s Difficult to Deliver Relevance to Users Last Year SES Latino

This Year SES Latino

Relevance! Segmentation - Divide Your Audience Targeting Source - Google, Yahoo, AdGroup Behavior - Keyword, Click Re-Targeting - Visited Before

Segmentation - Divide Your Audience

Targeting

Source - Google, Yahoo, AdGroup

Behavior - Keyword, Click

Re-Targeting - Visited Before

Search Engine Marketing - Built for Targeting!!! Channel Campaign AdGroup Ad Creative Keyword Local Mobile Demographics

Channel

Campaign

AdGroup

Ad Creative

Keyword

Local

Mobile

Demographics

Targeting Ads to User Intentions Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning

Targeting Ads - Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning } Consideration

Targeting Ads - Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning } Planning

Successful Targeting Begins with Segmentation

Segmentation www.ottodigital.com Behavior new/return click path usage Temporal time day season recency frequency Environment ip country os resolution browser Referrer organic search ppc email direct display affiliate

Behavior

new/return

click path

usage

Temporal

time

day

season

recency

frequency

Environment

ip

country

os

resolution

browser

Referrer

organic search

ppc

email

direct

display

affiliate

12 Segmentation Methodology Keyword Example : User that types in “carros usado” is looking for information on used cars and is more comfortable searching in Spanish

13 Segmentation Methodology Keyword Example : User that types in “carros usado” is looking for information on used cars and is more comfortable searching in Spanish

14 Segmentation Methodology Keyword Example : User that types in “carros usado” is looking for information on used cars and is more comfortable searching in Spanish Edmunds.com gets it wrong

2007

2007

Case Study - Targeting Spanish Google Users Musician’s Friend - Market leader in Musical Instruments A/B Test Over 30,000 visitors into campaign Over 95% Confidence Level on Results

Musician’s Friend - Market leader in Musical Instruments

A/B Test

Over 30,000 visitors into campaign

Over 95% Confidence Level on Results

A/B Test - Targeting from Google A B

A/B Test - Targeting from Google

Case Study Results - Targeting Spanish Google Users 163% Lift in Engagement 163% More Users Engaged (as measured by click-thru) with the Spanish language Tile/Banner than the English language one A +163% CTR! B

163% More Users Engaged (as measured by click-thru) with the Spanish language Tile/Banner than the English language one

Case Study Results - Targeting Spanish Google Users 47% Lift in Conversion Rate 47% More Users that were displayed the Spanish Tile/Banner Purchased from Musician’s Friend A +47% CR! B

47% More Users that were displayed the Spanish Tile/Banner Purchased from Musician’s Friend

Case Study Results - Targeting Spanish Google Users 7% Lift in Revenue Per Visitor (RPV) 7% More Revenue Per Visitor for Users that were displayed the Spanish Tile/Banner A +7% RPV! B

7% More Revenue Per Visitor for Users that were displayed the Spanish Tile/Banner

Targeting Works! Segment - Divide Your Audience Target - Relevance Validate - Testing Improve Performance!

Segment - Divide Your Audience

Target - Relevance

Validate - Testing

Improve Performance!

Jonathan Mendez - OTTO Digital, Chief Strategy Officer optimizeandprophesize.com - My Blog ottodigital.com/blog - OTTO Digital Blog landingpageoptimization.com - Matt Roche Blog Thanks!

optimizeandprophesize.com - My Blog

ottodigital.com/blog - OTTO Digital Blog

landingpageoptimization.com - Matt Roche Blog