Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Growth Unleashed Remarketing Strategies & Tactics for Every Business

21 views

Published on

Learn how to choose your audiences, identify the highest intent audiences, incorporate multiple channels, analyze audience performance and use your data to improve the conversion rates of your audiences.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Digital Growth Unleashed Remarketing Strategies & Tactics for Every Business

  1. 1. www.CultivativeMarketing.com @hoffman8www.golearnmarketing.com Remarketing Strategies for Every Business
  2. 2. @hoffman8 Amy Bishop Digital Marketing Consultant www.CultivativeMarketing.com 2 Owner, Cultivative, LLC. Travel Enthusiast Loves cat memes.. Loves a good joke. Let’s chat: @Hoffman8
  3. 3. @hoffman8www.CultivativeMarketing.com 3 Today’s Agenda The Buyer Journey Analyzing Your Data for High Intent Audiences Driving More Value Improving Conversion Rates Relevance & Timeliness Cross-Channel CTAs & Ads Reporting And Analysis Quick Tips
  4. 4. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Knowing Your Audience
  5. 5. www.CultivativeMarketing.com @hoffman8 Communication Lessons We Can Learn From John Ralphio • Spray ‘n’ pray is not your best bet • Simply being louder is not effective • Simply being visible and disruptive is not effective • Poor communication does more harm than good
  6. 6. www.CultivativeMarketing.com @hoffman8 Communication Lessons We Can Learn From John Ralphio • Spray ‘n’ pray is not your best bet • Simply being louder is not effective • Simply being visible and disruptive is not effective • Poor communication does more harm than good You need to know your audience.
  7. 7. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Understanding Your Audiences
  8. 8. @hoffman8 Optimizing the Path to Purchase www.CultivativeMarketing.com 8 Awareness Consideration Preference Cross-Sell & Upsell Purchase
  9. 9. @hoffman8 Miranda The Young Mom’s Problem Path www.CultivativeMarketing.com 9 ● Current vehicle has maintenance issues. It doesn’t feel reliable and she wants to trade it in. ● Has 3 young kids. ● Puts in a lot of mileage: mileage and price are high priorities. Car becomes less reliable Used vehicle options Seating Options Gas Mileage Price & Trade-in Value Financing Options Safety Ratings
  10. 10. @hoffman8
  11. 11. @hoffman8 Your Website Is Your Digital Salesperson www.CultivativeMarketing.com 11 Gather Info Educate Guide Convert
  12. 12. @hoffman8 Your Website Is Your Digital Salesperson www.CultivativeMarketing.com Gather Info Educate Guide Convert
  13. 13. @hoffman8 The Path Visualized as a Funnel www.CultivativeMarketing.com 13 Deciding Where to Buy Zeroing in on a Make & Model Beginning to Gather Information ● Seating Options ● Price & Trade-In Value ● Used Vehicle Options ● Agreed Upon Trade-in Value ● Financing ● Gas Mileage ● Safety Ratings
  14. 14. @hoffman8 Creating Audiences to Drive the Purchase Path www.CultivativeMarketing.com 14 Psst: Want this worksheet? B2B: http://bit.ly/2HqnSaf B2C: http://bit.ly/2FwxmV1
  15. 15. @hoffman8 Creating Audiences to Drive the Purchase Path www.CultivativeMarketing.com 15 Step Persona Buyer Stage Information Needed Device Usage Action or Resource Tracking 1 Miranda the Young 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
  16. 16. @hoffman8 Drive Data Collection Through Your Media Targeting www.CultivativeMarketing.com 16 Target audiences based upon their demographics & interests. Leverage audiences in platforms that don’t have as detailed of demographic targeting. 1 2
  17. 17. @hoffman8 Example Use Case www.CultivativeMarketing.com 17 Used social to define demographics. Created audiences based upon targeting data. Applied audiences to search campaigns as Target-Only to better qualify searchers.
  18. 18. @hoffman8www.CultivativeMarketing.com 18
  19. 19. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Using Custom Reports to Identify High-Intent Audiences
  20. 20. @hoffman8 Google Analytics Custom Reports • Average Session Duration • Page Depth • Sessions to transaction • Session Count Dimensions: • Transactions • Revenue • AOV • Revenue per User • Conversion Rates Analyze: www.CultivativeMarketing.com 20
  21. 21. @hoffman8 Google Analytics Custom Reports • Average Session Duration • Page Depth • Sessions to transaction • Session Count Dimensions: • Transactions • Revenue • AOV • Revenue per User • Conversion Rates Analyze: www.CultivativeMarketing.com 21
  22. 22. @hoffman8 Google Analytics Custom Reports www.CultivativeMarketing.com 22
  23. 23. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Driving the Most Value
  24. 24. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com So, we’ve built some audiences. Now we need to: 1. Determine which audiences have the highest propensity to transact. 2. Zero in on how to best convert these audiences.
  25. 25. @hoffman8 Leverage the Audience Reports www.CultivativeMarketing.com 25
  26. 26. www.CultivativeMarketing.com @hoffman8 Leveraging Google Analytics to Drive Performance
  27. 27. @hoffman8 Performance By Source Only Shows Part Of the Picture www.CultivativeMarketing.com 27
  28. 28. @hoffman8 Audiences Give Insight Into Long Term Performance www.CultivativeMarketing.com 28
  29. 29. @hoffman8 Activate the Audience Reports Data takes 24 Hours to Populate Data is not retroactive Can only enable 20 Audiences for GA Reports www.CultivativeMarketing.com 29
  30. 30. @hoffman8 Audiences Report... Within the Audience Report Audience 1 Audience 10 Audience 9 Audience 8 Audience 7 Audience 6 Audience 5 Audience 4 Audience 3 Audience 2 www.CultivativeMarketing.com 30
  31. 31. @hoffman8 Audiences Report... Within the Audience Report Audience 1 Audience 10 Audience 9 Audience 8 Audience 7 Audience 6 Audience 5 Audience 4 Audience 3 Audience 2 www.CultivativeMarketing.com 31 Thanks for that, Google!
  32. 32. @hoffman8 Which Audiences Have the Highest Propensity to Drive More Revenue if Promoted Further? Audience 1 Audience 10 Audience 9 Audience 8 Audience 7 Audience 6 Audience 5 Audience 4 Audience 3 Audience 2 www.CultivativeMarketing.com 32
  33. 33. @hoffman8 Which Audiences Have the Highest Propensity to Drive More Revenue if Promoted Further? 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 33
  34. 34. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Improving Conversion Rates
  35. 35. @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 35
  36. 36. @hoffman8 Understand Which Channels Do Best at Converting Different Audiences www.CultivativeMarketing.com 36
  37. 37. @hoffman8 View How Repeat Visitors from Prospecting Campaigns Engage with Content www.CultivativeMarketing.com 37
  38. 38. @hoffman8 Identify High-Value Content Which pages drive the most value? Use this to inform landing page strategy & as a source for audiences! www.CultivativeMarketing.com 38
  39. 39. @hoffman8 Improve Conversion: Which Content Pieces Convert Best for Each Audience? www.CultivativeMarketing.com 39
  40. 40. @hoffman8 40 Site Search – What’s Missing? www.CultivativeMarketing.com
  41. 41. @hoffman8 Find Ways to Replicate Top-Performing Audiences for Prospecting Identify Prospecting Audiences www.CultivativeMarketing.com 41
  42. 42. www.CultivativeMarketing.com @hoffman8
  43. 43. @hoffman8www.CultivativeMarketing.com 43 Analyze the Composition of Your Audience
  44. 44. @hoffman8www.CultivativeMarketing.com 44 Compare Audience Composition
  45. 45. @hoffman8 45 Compare Audience Composition www.CultivativeMarketing.com Takeaways • Know how to target buyers • Know what products are likely to sell best into each market
  46. 46. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Relevance and Timeliness
  47. 47. @hoffman8www.CultivativeMarketing.com 47 “One person’s annoying is another person’s inspiring and heroic”
  48. 48. @hoffman8www.CultivativeMarketing.com 48 “One person’s annoying is another person’s inspiring and heroic” Things no one ever has or will say about Remarketing
  49. 49. @hoffman8 Audiences around Recency www.CultivativeMarketing.com 49
  50. 50. @hoffman8www.CultivativeMarketing.com 50 Recency-Based Audiences Cookie lengths will vary by business. Recency alone is helpful for re-engaging TOF. Recency can be paired with micro—conversions further in the funnel
  51. 51. @hoffman8 Sessions Between Micro-Conversions www.CultivativeMarketing.com 51
  52. 52. @hoffman8 Sessions Between Micro-Conversions Some of the timing/recency reports between funnel steps will be testing and learning. www.CultivativeMarketing.com 52
  53. 53. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Coordinating Cross-Channel & Reporting Results
  54. 54. @hoffman8 Creating Audiences to Drive the Purchase Path www.CultivativeMarketing.com 54 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
  55. 55. @hoffman8 Audience Shaping www.CultivativeMarketing.com 55 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
  56. 56. @hoffman8 Audience Shaping www.CultivativeMarketing.com 56 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
  57. 57. @hoffman8 What’s Working Right Now? www.CultivativeMarketing.com 57 Low Volume High Volume High Volume / Low Cost Low Cost / Low Volume High Volume / High Cost High Cost / Low Volume High CostLow Cost
  58. 58. @hoffman8 What’s Working Right Now? www.CultivativeMarketing.com 58 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
  59. 59. @hoffman8 Example: Using Media to Strengthen Your Email Efforts www.CultivativeMarketing.com 59 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
  60. 60. www.CultivativeMarketing.com @hoffman8 Created a CRM list of folks that weren’t responsive Using Social to Boost other Channels Using Social to Increase Recall, Then Following with Email
  61. 61. www.CultivativeMarketing.com @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
  62. 62. www.CultivativeMarketing.com @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
  63. 63. www.CultivativeMarketing.com @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.
  64. 64. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Ads & CTAs At Each Stage of The Funnel
  65. 65. @hoffman8 Creating Audiences to Drive the Purchase Path www.CultivativeMarketing.com 65 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
  66. 66. www.CultivativeMarketing.com @hoffman8 Conversions CPL Total Cost Close Rate Cost Per Sale Sales Phone Call 47 $27.26 $1,280.99 34.5% $79 16 Video View 283 $9.07 $2,567.38 5.4% $168 15 Infographic 143 $14.57 $2,083.28 9.5% $154 14 Quiz 314 $18.05 $5,668.49 12.5% $145 39 Calculator 254 $10.73 $2,725.42 14.5% $74 37 Demo Request 92 $22.19 $2,041.30 25.8% $86 24 Example Case Study: Account Level
  67. 67. www.CultivativeMarketing.com @hoffman8 Why Not Just Push Demo & Phone Calls?
  68. 68. www.CultivativeMarketing.com @hoffman8 Clicks Conversion Rate Conversions CPL Total Cost Close Rate Cost Per Sale Sales Phone Call 154 1.9% 3 $87.30 $254.10 34.5% $253 1 Video View 254 14.0% 36 $11.64 $413.93 5.4% $218 2 Infographic 274 9.3% 25 $17.19 $437.96 9.5% $181 2 Demo Request 183 2.3% 4 $71.74 $301.95 25.8% $278 1 Example Case Study: Top of Funnel Campaigns Only
  69. 69. www.CultivativeMarketing.com @hoffman8 Clicks Conversion Rate Conversions CPL Total Cost Close Rate Cost Per Sale Sales Phone Call 154 1.9% 3 $87.30 $254.10 34.5% $253 1 Video View 254 14.0% 36 $11.64 $413.93 5.4% $218 2 Infographic 274 9.3% 25 $17.19 $437.96 9.5% $181 2 Demo Request 183 2.3% 4 $71.74 $301.95 25.8% $278 1 Example Case Study: Top of Funnel Campaigns Only Pushing High Funnel Consumers Who Aren’t Ready
  70. 70. www.CultivativeMarketing.com @hoffman8 Clicks Conversion Rate Conversions CPL Total Cost Close Rate Cost Per Sale Sales Phone Call 154 1.9% 3 $87.30 $254.10 34.5% $253 1 Video View 254 14.0% 36 $11.64 $413.93 5.4% $218 2 Infographic 274 9.3% 25 $17.19 $437.96 9.5% $181 2 Demo Request 183 2.3% 4 $71.74 $301.95 25.8% $278 1 Example Case Study: Top of Funnel Campaigns Only Better Cost Per Sale + Bonus Leads for Your CRM
  71. 71. @hoffman8 New vs Returning Users www.CultivativeMarketing.com 71 New User Repeat User, No Prior Purchase Prior Purchaser
  72. 72. @hoffman8 New vs Returning Users www.CultivativeMarketing.com 72 New User Repeat User, No Prior Purchase Prior Purchaser “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!”
  73. 73. @hoffman8 Example: Prior Purchaser Mapping www.CultivativeMarketing.com 73 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.
  74. 74. @hoffman8 Using Audiences to Populate Ads www.CultivativeMarketing.com 74
  75. 75. @hoffman8 Using Audiences to Populate Ads www.CultivativeMarketing.com 75
  76. 76. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Reporting on Audience Performance
  77. 77. @hoffman8 When Layering in ANY Remarketing, Watch for Incremental Value www.CultivativeMarketing.com 77
  78. 78. @hoffman8 Custom Reports to Analyze Audience Performance Typically, you would have several choices for dimensions and secondary dimensions in a custom report. You can use audiences, but it seriously limits the secondary dimensions you can use. www.CultivativeMarketing.com 78
  79. 79. @hoffman8 Custom Reports to Analyze Audience Performance Typical Options Options with Audiences www.CultivativeMarketing.com
  80. 80. @hoffman8 Pro Tip: Instead, Build the Report You Want and Use Audience as a View Segment www.CultivativeMarketing.com 80
  81. 81. www.CultivativeMarketing.com @hoffman8 Custom Dashboards by Audience
  82. 82. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Reporting on Big Picture Performance
  83. 83. @hoffman8 Set Up Custom Channel Groupings www.CultivativeMarketing.com 83 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
  84. 84. @hoffman8 Measuring Each Campaign www.CultivativeMarketing.com 84 Micro Conversion Goal Volume Contribution to subsequent stage Multi-channel Attribution & Lifetime Value 01 02 03
  85. 85. @hoffman8 Measuring Each Campaign www.CultivativeMarketing.com 85 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
  86. 86. @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 86 Build Audiences off of TOF Campaigns & Micro-Conversions to Analyze Long Term Return
  87. 87. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Common Remarketing Pitfalls to Avoid
  88. 88. @hoffman8 Common Remarketing Mistakes www.CultivativeMarketing.com 88 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.
  89. 89. @hoffman8 Quick Summary www.CultivativeMarketing.com 89 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 Coordinate channels for the best performance Create the best CTA based upon where they are Triangulate cross-channel performance to identify strengths and weaknesses
  90. 90. @hoffman8www.CultivativeMarketing.com 90 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

×