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BrightonSEO Remarketing Strategies for Every Business by Amy Bishop

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Learn how to define and map out audiences to match your audience journeys, analyze performance of your audiences, improve conversion rates for each audience and ultimately, drive the most value from your remarketing campaigns!

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BrightonSEO Remarketing Strategies for Every Business by Amy Bishop

  1. 1. www.CultivativeMarketing.com @hoffman8 Remarketing Strategies for Every Business Amy Bishop // Cultivative, LLC. https://www.slideshare.net/AmyBishop1/ @Hoffman8
  2. 2. @hoffman8www.CultivativeMarketing.com 2 Today’s Agenda Identifying High Intent Audiences Improving Conversion Rates Driving More Value The Buyer Journey
  3. 3. @hoffman8
  4. 4. @hoffman8 Your Website Is Your Digital Salesperson www.CultivativeMarketing.com 4 Educate Guide Convert
  5. 5. @hoffman8 Creating Audiences to Drive the Purchase Path www.CultivativeMarketing.com 6 Psst: Want this worksheet? B2B: http://bit.ly/2HqnSaf B2C: http://bit.ly/2FwxmV1
  6. 6. @hoffman8www.CultivativeMarketing.com 7 Step Persona Buyer Stage Informatio n Needed Devic e Usage Action or Resourc e Trackin g 1 Research: car comparisons Unbiased car comparisons Desktop Vehicle comparison tool Track Usage 2 Research: car comparisons Unbiased car comparisons Mobile Video Video Views 3 Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Desktop and Mobile Video or Guide Video or Guide Views 4 Consideration: Financing & Expenses Financing Options Desktop and Mobile Financing Estimator Track Usage 5 Decision Dealership Information Mobile Dealer Locator / Appt Set Track Usage 6 Dealership Track
  7. 7. @hoffman8 Drive Data Collection Through Media Targeting www.CultivativeMarketing.com 8 Demographi cs & interests 1 2 Build Audiences
  8. 8. @hoffman8www.CultivativeMarketing.com 9 Defined demographics in social ads Created audiences Applied to search campaigns to qualify searchers
  9. 9. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Using Custom Reports to Identify High-Intent Audiences
  10. 10. @hoffman8 Google Analytics Custom Reports •Avg Session Duration •Page Depth Dimensions: •Goals / Transactions •Revenue •AOV Analyze: 11 •Revenue per User •Conversion Rates •Sessions to transaction •Session Count
  11. 11. @hoffman8 Google Analytics Custom Reports www.CultivativeMarketing.com 12
  12. 12. @hoffman8 Google Analytics Custom Reports www.CultivativeMarketing.com 13 In this particular case: At page depth of 7+, conversion rate triples & average revenue per user nearly quadruples. Bonus: There’s still quite a bit of volume!
  13. 13. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Driving the Most Value
  14. 14. @hoffman8 Leverage the Audiences Report (Within the Audience Report) in Google Analytics www.CultivativeMarketing.com 15
  15. 15. @hoffman8 Activate the Audience Reports www.CultivativeMarketing.com 16
  16. 16. @hoffman8 Performance By Source Only Shows Part Of the Picture www.CultivativeMarketing.com 17
  17. 17. @hoffman8 Audiences Give Insight Into Long Term Performance www.CultivativeMarketing.com 18
  18. 18. @hoffman8 19 The Audience Report Indicates Almost 15x More Revenue For This Particular Campaign www.CultivativeMarketing.com
  19. 19. @hoffman8 20 Wait, What? The Acquisition Reports Show Last Touch Performance www.CultivativeMarketing.com
  20. 20. @hoffman8 21 Wait, What? The Acquisition Reports Show Last Touch Performance www.CultivativeMarketing.com The Audience Report Shows The Long(er) Term Performance Of Any Given Audience – Such as Those From Top Of Funnel Campaigns
  21. 21. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Improving Conversion Rates
  22. 22. @hoffman8 Which Audiences Have the Highest Propensity to Drive Revenue? 23 Audience 1 Audience 10 Audience 9 Audience 8 Audience 7 Audience 6 Audience 5 Audience 4 Audience 3 Audience 2
  23. 23. @hoffman8 Leveraging Audiences in Custom Views Once Enabled, Audiences are Accessible for: 1. Custom Views 2. Segment Dimensions 3. Custom Reports 4. Custom Funnels (Analytics 360) www.CultivativeMarketing.com 24
  24. 24. @hoffman8 Which Channels Are Converting Each Audience? www.CultivativeMarketing.com 25
  25. 25. @hoffman8 How Do Repeat Visitors Engage with Content? www.CultivativeMarketing.com 26
  26. 26. @hoffman8 Identify High Value Content
  27. 27. @hoffman8 28 Site Search – What’s Missing? www.CultivativeMarketing.com
  28. 28. @hoffman8 Find Ways to Replicate Top-Performing Audiences for Prospecting www.CultivativeMarketing.com 29
  29. 29. @hoffman8www.CultivativeMarketing.com 30 Analyze the Composition of Your Audience
  30. 30. @hoffman8www.CultivativeMarketing.com 31 Compare Audience Composition  Know how to target buyers  Know what products are likely to sell best into each market
  31. 31. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Ads & CTAs At Each Stage of The Funnel
  32. 32. @hoffman8 33 New User Prior PurchaserRepeat User, No Prior Purchase New vs Returning Users
  33. 33. @hoffman8 34 “Welcome back! Have you seen our loyalty program?” “Hey, nice to meet you! Check out our cool stuff!” “Great to see you again! Here’s a promo you might like!” New User Prior PurchaserRepeat User, No Prior Purchase
  34. 34. @hoffman8 Example: Prior Purchaser Mapping www.CultivativeMarketing.com 35 Reviewed client data on repeat purchaser time frames. Reviewed client’s email sequences and purchaser trends. Organized remarketing campaigns to begin only after emails had been sent.
  35. 35. @hoffman8 Using Audiences to Populate Ads www.CultivativeMarketing.com 36
  36. 36. @hoffman8 Using Audiences to Populate Ads www.CultivativeMarketing.com 37
  37. 37. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Reporting on Audience Performance
  38. 38. @hoffman8 When Layering in ANY Remarketing, Watch for Incremental Value www.CultivativeMarketing.com 39
  39. 39. www.CultivativeMarketing.com @hoffman8 Custom Dashboards by Audience
  40. 40. @hoffman8 Custom Reports to Analyze Audience Performance You can use audiences in custom reports, but it seriously limits the secondary dimensions you can use. www.CultivativeMarketing.com 41
  41. 41. @hoffman8 Custom Reports to Analyze Audience Performance Typical Options Options with Audiences www.CultivativeMarketing.com
  42. 42. @hoffman8 Pro Tip: Instead, Build the Report You Want and Use Audience as a View Segment www.CultivativeMarketing.com 43
  43. 43. @hoffman8 Are Your TOF Efforts Paying Off? Audience 1 Audience 10 Audience 9 Audience 8 Audience 7 TOF Micro Conv Audience 5 Audience 4 Audience 3 Audience 2 www.CultivativeMarketing.com 44 Build Audiences off of TOF Campaigns & Micro- Conversions to Analyze Long Term Return
  44. 44. @hoffman8 Quick Summary www.CultivativeMarketing.com 45 Build custom reports to identify high intent audiences Set up the Audience Report and use audiences as custom views and secondary dimensions to: • Identify highest value audiences • Review behavior and identify opportunities to improve conversion rates Create the best CTA based upon your audiences Monitor and analyze audience performance
  45. 45. @hoffman8www.CultivativeMarketing.com 46 Keep in Touch! Amy Bishop amy@cultivativemarketing.com www.CultivativeMarketing.com www.linkedin.com/amybishopmarketing I will tweet the slides from www.Twitter.com/Hoffman8
  46. 46. @hoffman8 Bonus Slides
  47. 47. @hoffman8 Questions to Ask Yourself When Reviewing the Google Analytics Audience Report Audience 1 Audience 10 Audience 9 Audience 8 Audience 7 Audience 6 Audience 5 Audience 4 Audience 3 Audience 2 01. Which audiences are of the highest value? 02. Which audiences should we spend more money promoting? 03. Which audiences should we spend more money to build up? www.CultivativeMarketing.com 48
  48. 48. @hoffman8 Multi-Channel Campaigns that Boost Performance
  49. 49. @hoffman8 What’s Working Right Now? www.CultivativeMarketing.com 50 Low Volume High Volume High Volume / Low Cost Low Cost / Low Volume High Volume / High Cost High Cost / Low Volume High CostLow Cost
  50. 50. @hoffman8 What’s Working Right Now? www.CultivativeMarketing.com 51 Don’t Cannibalize Look For Ways to Fuel Growth Improve Efficiency Improve Efficiency & Volume or Replace Low Volume High Volume High Volume / Low Cost Low Cost / Low Volume High Volume / High Cost High Cost / Low Volume High CostLow Cost
  51. 51. @hoffman8 Example: Using Media to Strengthen Your Email Efforts www.CultivativeMarketing.com 52 Email Campaigns Generating Leads at a Low Cost Not Generating Leads Open/Click Rates HighOpen/Click Rates LowLow VolumeHigh Volume Map Timing To Ensure No Cannibilization Capture Email Addresses with Lead Ads Target Ads to Custom Audience Remarket an Engaged Audience
  52. 52. @hoffman8 Created a CRM list of folks that weren’t responsiveUsing Social to Boost other Channels Using Social to Increase Recall, Then Following with Email
  53. 53. @hoffman8 Created a CRM list of folks that weren’t responsive Created custom audiences to target them with ads. Using Social to Boost other Channels Using Social to Increase Recall, Then Following with Email
  54. 54. @hoffman8 Sent a follow-up email after two weeks of ad targeting Created a CRM list of folks that weren’t responsive Created custom audiences to target them with ads. Using Social to Boost other Channels Using Social to Increase Recall, Then Following with Email
  55. 55. @hoffman8 Sent a follow-up email after two weeks of ad targeting Created a CRM list of folks that weren’t responsive Created custom audiences to target them with ads. Using Social to Boost other Channels Using Social to Increase Recall, Then Following with Email Saw up to a 50% increase in open rates from those that were on the custom audience versus those that weren’t.
  56. 56. @hoffman8 Coordinating Cross-Channel & Reporting Results
  57. 57. @hoffman8 Creating Audiences to Drive the Purchase Path www.CultivativeMarketing.com 58 Step Persona Buyer Stage Information Needed Device Usage Action or Resource Tracking 1 Soccer Mom Research: car comparisons Unbiased car comparisons Desktop Vehicle comparison tool Track Usage 2 Research: car comparisons Unbiased car comparisons Mobile Video Video Views 3 Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Desktop and Mobile Video or Guide Video or Guide Views 4 Consideration: Financing & Expenses Financing Options Desktop and Mobile Financing Estimator Track Usage 5 Decision Dealership Information Mobile Dealer Locator / Appt Set Track Usage 6 Decision Dealership Information Mobile Phone Call Track Usage
  58. 58. @hoffman8 Audience Shaping www.CultivativeMarketing.com 59 Audience Targeted Buyer Stage Information They Need Action or Resource Tracking Lookalikes & 3rd Party Audiences Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views Video Viewers Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Video or Guide Video or Guide Views Video Viewers Consideration: Financing & Expenses Financing Options Financing Estimator Track Usage Financing Estimators Preference Dealership Information Dealer Locator / Appt Set Track Usage Dealer Locators / Appointment Setters Preference Reviews, Price Comparisons Vehicle Ratings & Supporting Content Track Visits Dealer Locators / Appointment Setters / Vehicle Ratings Viewers Purchase Contact Information Phone Call / Directions Track Calls / Locates Target Exclude
  59. 59. @hoffman8 Audience Shaping www.CultivativeMarketing.com 60 Audience Targeted Buyer Stage Information They Need Action or Resource Tracking Lookalikes & 3rd Party Audiences Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views Video Viewers Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Video or Guide Video or Guide Views Video Viewers Consideration: Financing & Expenses Financing Options Financing Estimator Track Usage Financing Estimators Preference Dealership Information Dealer Locator / Appt Set Track Usage Dealer Locators / Appointment Setters Preference Reviews, Price Comparisons Vehicle Ratings & Supporting Content Track Visits Dealer Locators / Appointment Setters / Vehicle Ratings Viewers Purchase Contact Information Phone Call / Directions Track Calls / Locates Target Exclude
  60. 60. @hoffman8 Reporting on Big Picture Performance
  61. 61. @hoffman8 Set Up Custom Channel Groupings www.CultivativeMarketing.com 62 As you begin to intentionally influence & sculpt these exchanges, it is valuable to dig in on a more granular level than the default channel groupings. Review How Traffic Flows Across Campaign Types and Channels
  62. 62. @hoffman8 Measuring Each Campaign www.CultivativeMarketing.com 63 Micro Conversion Goal Volume Contribution to subsequent stage Multi-channel Attribution & Lifetime Value 01 02 03
  63. 63. @hoffman8 Measuring Each Campaign www.CultivativeMarketing.com 64 Triangulate where issues lie. • Low micro-conversion goal? Could be the goal, or the campaign. • High micro-conversion, low funnel progression? Could be a flaw with the next stage or lead quality issue. Micro Conversion Goal Volume Contribution to subsequent stage Multi-channel Attribution & Lifetime Value 1 2 3
  64. 64. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Common Remarketing Pitfalls to Avoid
  65. 65. @hoffman8 Common Remarketing Mistakes www.CultivativeMarketing.com 66 Don’t Do Target only “All Visitors” Create multiple lists based upon different engagement metrics and audiences to see what performs best Just target the audiences that some blog somewhere claimed were most valuable. Analyze your performance data to determine which audiences have the greatest potential. Blanket exclude audiences based upon time-on-site Remember that bounces are counted as 0s on site, so single-page landers may have a lot of visitors with 0s session duration. Considering using scroll data or other indicators in these cases. Forget to connect the dots between campaigns Use micro-conversions and audiences to ensure you aren’t accidentally sending people backward in the path to purchase. Fragmenting audiences too far if there isn’t a big enough cookie pool. Determine the right amount of audiences based upon your traffic volume. Treat all audiences the same Remember where they are in the funnel and help them find the content that they need. Also consider the difference in net new vs. repeat purchasers. Unintentionally cannibalize other campaigns Monitor the impact of remarketing campaigns on other campaigns.

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