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Advanced Audience Targeting - SMX West 2016 - Amy Bishop

Find out how to leverage audiences best. Determine your goals, segment your audiences, determine your channels, align your landing page and ads, and exclude audiences.

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Advanced Audience Targeting - SMX West 2016 - Amy Bishop

  1. 1. #SMX #24B @hoffman8 Making The Most Of Your Audiences Advanced Audience Targeting
  2. 2. #SMX #24B @hoffman8 That One Slide • PPC Manager 7+ years • Travel Enthusiast • Loves cat memes. Okay, any memes. • Twitter: @Hoffman8
  3. 3. #SMX #24B @hoffman8 “Because Remarketing?” What’s The Goal?
  4. 4. #SMX #24B @hoffman8 What’s The Goal? “Because Remarketing?” Not a Goal!
  5. 5. #SMX #24B @hoffman8 Successful Remarketing Is Helpful • What Problem Will You Solve? • What Do You Have That They Need or Want? • Why Should They Choose You? The Answers To These Questions Will Help You Target Your Campaigns & Deliver Helpful Content.
  6. 6. #SMX #24B @hoffman8 Remarketing Goals • Keeping Consumers Engaged Throughout A Long Buying Cycle • Closing The Sale • Bringing Back Previous Buyers • Prospecting (lookalikes) • Announcing New Products • Re-engaging Consumers with accessories or add-ons
  7. 7. #SMX #24B @hoffman8 Taking The Guess Work Out Of Choosing a Channel
  8. 8. #SMX #24B @hoffman8 Remarketing Channels • Display Remarketing • Dynamic Remarketing • Remarketing Lists for Search Ads (RLSA) • Remarketing Lists for Shopping (RPLA) • Remarketing for Dynamic Search Ads (RDSA) • Social Remarketing
  9. 9. #SMX #24B @hoffman8 Display & Dynamic Remarketing • Great for providing a visual reminder • Can generate a lot of impressions • More of a push mechanism than other remarketing options • Can be used to generate awareness
  10. 10. #SMX #24B @hoffman8 Remarketing Lists for Search Ads • Bid up valuable lists within search campaigns • Exclude lists from non-RLSA • Typically lower CPCs & CPAs than non-RLSA campaigns A Stealthy Way To Keep Yourself Top of Mind.
  11. 11. #SMX #24B @hoffman8 Remarketing Lists for Shopping Ads • Similar to RLSA except for Shopping • Can be a great way to leverage loyalist & previous purchaser lists. • Noted a 50% Decrease in CPA compared to the same products in the regular campaign
  12. 12. #SMX #24B @hoffman8 Remarketing for Dynamic Search Ads RDSA is great for query mining… with a safety.
  13. 13. #SMX #24B @hoffman8 Social Remarketing • Another Push Channel • Great for Mobile Reach • A Lot of Different Ad Formats • Also Great for Prospecting: Social Engagement Can Help Provide Trust & Expand Reach & Lookalike Audiences An eMarketer Study found that 66% of People Will Research a Brand After Hearing About it via Social Media & 35% Will Go On to Make a Purchase.
  14. 14. #SMX #24B @hoffman8 Segmenting Your Lists
  15. 15. #SMX #24B @hoffman8 Your Target Market is a Pool of *Individuals*
  16. 16. #SMX #24B @hoffman8 Out With the Old! • Remarketing everyone that hits the home page • Use the same ads and same landing pages for every visitor
  17. 17. #SMX #24B @hoffman8 Build Informed Remarketing Lists • Consider the information you can garner from: • Pages visited • Source/Medium/Campaign Information • Actions that taken on site (events, goals, conversions) • Location • Demographics
  18. 18. #SMX #24B @hoffman8 Example Lists • Loyalists (via email, or UI login) • Completed a Micro-Conversion • Visited a Page That Speaks to Their Needs (Product, Industry) • Remarketing Lists for Channels that Don’t Offer Remarketing • Hyper-Local Lists • Layering Lists For Specificity • Seasonal or Recurring Needs • Leads that Haven’t Closed
  19. 19. #SMX #24B @hoffman8 Performance Lift Not surprisingly, segmented lists tend to perform much better than sitewide remarketing.
  20. 20. #SMX #24B @hoffman8 Pulling Data Through the CRM With one of our clients we have the option to pull utm data through the CRM. • Started by targeting segmented audiences but found that we didn’t have visibility into which demographics actually closed • Crossed lists with demographic data to begin to pull that information in, as well • Were able to zone in on age ranges that performed best in terms of sales close rates vs. lead generation
  21. 21. #SMX #24B @hoffman8 Key Takeaway: Target as narrowly as possible without leaving money on the table. Set Up Separate Catch-All Remarketing Campaign Exclude Segmented Audiences Capture Remaining SiteTraffic But What About the People That Don’t Fit Into a Tightly Segmented List?
  22. 22. #SMX #24B @hoffman8 CRO Consideration If your catch-all list is significantly bigger than the culmination of your other lists, what more could you be doing more on-site to improve segmentation?
  23. 23. #SMX #24B @hoffman8 Your Primary Conversion is Your #1 Goal but If You Can’t Get That, Get *Something* That Will Help You Plan Your Next Move.
  24. 24. #SMX #24B @hoffman8 Good Experience Bad Experience Guiding Users Down The Funnel
  25. 25. #SMX #24B @hoffman8 Using Remarketing to Guide Consumers Down The Funnel Build out Funnel In a Series Of Useful Micro-Conversions Add Users to Lists Based Upon Micro- Conversion Completion Exclude Users Accordingly Note: Works Best With Long Sales Cycle and High Margin Products. Must Keep An Eye on ROAS.
  26. 26. #SMX #24B @hoffman8 Example Funnel: Whitepaper Download Video Demo Free Consultation
  27. 27. #SMX #24B @hoffman8 Example Remarketing: Whitepaper Download Video Demo Free Consultation • Add consumers who have downloaded the white paper to a new audience. Target them with an ad for a video demo. • Exclude the same audience from being targeted in the initial campaign
  28. 28. #SMX #24B @hoffman8 Example Remarketing: Whitepaper Download Video Demo Free Consultation • Add consumers who have viewed the video demo to a new list. Target them with a free consultation. • Exclude the same audience from being targeted in either of the first two campaigns (whitepaper download or video demo)
  29. 29. #SMX #24B @hoffman8 Remarketing Ads Should Be Helpful Said No One Ever.
  30. 30. #SMX #24B @hoffman8 Align Messaging With Consumer Needs/Interests • Product or Category they Viewed • Seasonal Promotion, Product, Service or Event • New Products • Accessories to Things They’ve Purchased • Sale or Promotion Customize Ads and Landing Pages Based Upon the Information You’ve Used to Create Lists The more you know the better you can deliver.
  31. 31. #SMX #24B @hoffman8 Example: • Client Services a Broad Range of People/Roles • Determined That Performance is Stronger Ads Align With Role • Build Lists Based Upon Role & Deliver Ads & Landing Pages That Align With The Lists Client Found The CPA to Be As Much as 75% Lower When Ads & Landing Pages Were Specific To Consumers
  32. 32. #SMX #24B @hoffman8 Sometimes Your Audiences Isn’t What It Seems When To Make Exclusions
  33. 33. #SMX #24B @hoffman8 Not Everyone is Going to Buy…. No Matter How Many Times You Remarket Them Little known fact:
  34. 34. #SMX #24B @hoffman8 Build Audiences With The Sole Purpose of Exclusion • BuiltaRemarketingListTargetingVisitorsofaPage • FoundthatCostperConversionwasSomewhatHighbut LeadVolumeWasAlsoHigh • Excludedvisitorsthatspentlessthan5secondsonsite, inanefforttocutspendonuninterestedconsumers Noteda50.3%decreaseinCPA,from$84.61to$42.51
  35. 35. #SMX #24B @hoffman8 Previous Purchasers Shouldn’t Always Be Excluded! • Sell Add-Ons or Upsell • Promote Sales • Bring In-Store, When Nearby • Promote Product Announcements/Releases • Promote Seasonal Products or Recurring Needs
  36. 36. #SMX #24B @hoffman8 • Determine Your Goals & Channel(s) • Segment Your Audiences! • Consider Building Funnels, Especially for Long Buying Cycle • Align Creatives & Landing Pages with Audiences • Weed Out Irrelevant Users With Exclusions Summary
  37. 37. #SMX #24B @hoffman8 SEE YOU AT THE NEXT #SMX THANK YOU! CLIX Marketing 217 La Grange Rd Pewee Valley, KY 40056 Tel :502.442.2776 Fax :502.805.0643 Web: 36 @clixmarketing @hoffman8