BrightonSEO 2023 session on Audiences that focuses on growing beyond the seed audiences and focusing on persona building. We dive into Google, Microsoft, facebook, and Amazon. We also go through an audit of ads and finish by looking at the consumer journey.

1. Marketing In A World Without Third-
Party Audiences
Navah Hopkins - Optmyzr

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@navahf
Audiences Used To Be A Seed Conversation
21000 Google Accounts
with at least $1 of
spend and at least 1
conversion

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@navahf
Conversions
Customer
Lists
Search
Intent
Based

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Privacy First Web Morphed The Seeds
No More
Ad Click
Driven
Audiences
Yes To First
Party Data &
Closed
Systems

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@navahf
So If We Can’t Perfectly Seed, How Do We
Message Map?

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Agenda
● Building Personas
● Creative
● Building Trust + Earning Sales

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Building Personas

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Divide Your Customers Into At Least Three
Buckets

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Who Are Your Ideal People?

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How Do They Think?

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Why Do They Need You?
Why Will They Continue To
Need You?

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Can You Access Your People
Through Native Audiences?

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Google Audiences: PMax Signals
1000~

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Google Audiences: Targeting & Excluding

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Google Audiences: Website or Search Driven
Segments

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Microsoft Audiences
1000~

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Amazon Audiences

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Facebook Audiences
100~

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Creative

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17
Hours
Spent watching video
content per week
52%
More likely to share
video content over any
other
60
Seconds
83% of marketers
suggest this length for
videos

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@navahf
Translating Written Ads To Visual & Back Again

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What Did The Display
vs
Text Ad Do
● Highly Topical vs
Evergreen
● Inspire Conversation
vs Explain Function
● “You” vs More
Generalized

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What Did The Display
vs
Text Ad Do
● Combat “Corporate” Image
vs Professional Language
● Inspire Conversation vs
Explain Function
● Focused On The
Practitioner vs The
Company

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I’m Going To
Roast…
● Both Formulaic +
Hiding Value
● What Is It + What’s
Happening?
● No Tie In

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Building Trust + Earning The Sale

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Cookie Consent Before I Browse, But After CLS

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Building In Both Upgrades And Trust

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By The Time We’ve Gotten To Payment We’re Too
Excited To Leave It Behind

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Exit Pop Up Reflects This

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We’re Going Back To Iceland!

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Our Original Budget Was $5K…We’re Spending $10K

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Takeaway #1: Know Who Your Customer Is
&
What Kind Of Messaging They’ll Respond To

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Takeaway #2: You Must Own Your Message Mapping.
Seed Audiences Aren’t Future Proof

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Takeaway #3: Get Comfortable With More Than
One Ad Network

42. Thank You! Questions?
Navah Hopkins
Brand Evangelist, Optmyzr
navah@optmyzr.com• @navahf