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www.CultivativeMarketing.com @hoffman8
Remarketing
Strategies for Every
Business
Amy Bishop // Cultivative, LLC.
https://www.slideshare.net/AmyBishop1/
@Hoffman8
@hoffman8www.CultivativeMarketing.com 2
Today’s
Agenda
Identifying High
Intent Audiences
Improving
Conversion
Rates
Driving More
Value
The Buyer
Journey
@hoffman8
@hoffman8
Your
Website Is
Your Digital
Salesperson
www.CultivativeMarketing.com 4
Educate
Guide
Convert
@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
@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
@hoffman8
Drive Data Collection Through Media Targeting
www.CultivativeMarketing.com 8
Demographi
cs
& interests
1 2
Build
Audiences
@hoffman8www.CultivativeMarketing.com 9
Defined
demographics
in social ads
Created
audiences
Applied to search
campaigns to
qualify searchers
www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com
Using Custom Reports to
Identify High-Intent Audiences
@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
@hoffman8
Google Analytics Custom Reports
www.CultivativeMarketing.com 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!
www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com
Driving the Most Value
@hoffman8
Leverage the Audiences Report (Within the
Audience Report) in Google Analytics
www.CultivativeMarketing.com 15
@hoffman8
Activate the Audience Reports
www.CultivativeMarketing.com 16
@hoffman8
Performance By Source Only Shows Part Of
the Picture
www.CultivativeMarketing.com 17
@hoffman8
Audiences Give Insight Into Long Term
Performance
www.CultivativeMarketing.com 18
@hoffman8 19
The Audience Report Indicates Almost
15x More Revenue For This Particular
Campaign
www.CultivativeMarketing.com
@hoffman8 20
Wait, What?
The Acquisition Reports Show Last
Touch Performance
www.CultivativeMarketing.com
@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
www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com
Improving Conversion Rates
@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
@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
@hoffman8
Which
Channels Are
Converting
Each
Audience?
www.CultivativeMarketing.com 25
@hoffman8
How Do Repeat Visitors Engage with
Content?
www.CultivativeMarketing.com 26
@hoffman8
Identify High Value Content
@hoffman8 28
Site Search – What’s Missing?
www.CultivativeMarketing.com
@hoffman8
Find Ways to Replicate Top-Performing
Audiences for Prospecting
www.CultivativeMarketing.com 29
@hoffman8www.CultivativeMarketing.com 30
Analyze the
Composition
of Your
Audience
@hoffman8www.CultivativeMarketing.com 31
Compare
Audience
Composition
 Know how to target
buyers
 Know what products
are likely to sell best
into each market
www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com
Ads & CTAs At Each Stage of The Funnel
@hoffman8 33
New User Prior PurchaserRepeat User,
No Prior
Purchase
New vs Returning Users
@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
@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.
@hoffman8
Using Audiences to Populate Ads
www.CultivativeMarketing.com 36
@hoffman8
Using Audiences to Populate Ads
www.CultivativeMarketing.com 37
www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com
Reporting on Audience
Performance
@hoffman8
When Layering in ANY Remarketing, Watch
for Incremental Value
www.CultivativeMarketing.com 39
www.CultivativeMarketing.com @hoffman8
Custom
Dashboards
by
Audience
@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
@hoffman8
Custom Reports to Analyze Audience
Performance
Typical Options Options with
Audiences
www.CultivativeMarketing.com
@hoffman8
Pro Tip:
Instead, Build the Report You Want and Use
Audience as a View Segment
www.CultivativeMarketing.com 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
@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
@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
@hoffman8
Bonus Slides
@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
@hoffman8
Multi-Channel Campaigns that Boost
Performance
@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
@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
@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
@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
@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
@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
@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.
@hoffman8
Coordinating Cross-Channel &
Reporting Results
@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
@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
@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
@hoffman8
Reporting on Big Picture
Performance
@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
@hoffman8
Measuring Each Campaign
www.CultivativeMarketing.com 63
Micro Conversion
Goal Volume
Contribution to
subsequent stage
Multi-channel Attribution &
Lifetime Value
01
02
03
@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
www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com
Common Remarketing Pitfalls to Avoid
@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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