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HeroConf 2019 Using Google Analytics to Supercharge Audience Performance

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This presentation outlines the many ways that Google Analytics can be used to: identify prospecting targets, create high-intent audiences, identify audiences with the highest propensity to convert, and improve the conversion rates of those audiences.
(paid search audiences, ppc audiences, remarketing, retargeting)

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HeroConf 2019 Using Google Analytics to Supercharge Audience Performance

  1. 1. www.CultivativeMarketing.com @hoffman8 How to Supercharge Your Audience Performance with Google Analytics Amy Bishop | Digital Media Consultant
  2. 2. www.CultivativeMarketing.com @hoffman8 Learner Outcomes After this session, you will be able to: ● Identify audiences that have the highest user value. ● Analyze which channels and content are most successful at converting the most lucrative audiences – and how to improve upon that performance. ● Analyze whether remarketing is adding value, or if it’s cannibalizing existing traffic & what you can do about it. ● Triangulate funnel performance to identify and solve for breakdowns, monitor growth and drive more revenue. ● Determine which audiences to exclude and what to watch out for with audiences as exclusions.
  3. 3. www.CultivativeMarketing.com @hoffman8 • Owner, Cultivative, LLC. • Travel Enthusiast • Loves cat memes. Okay, any memes. • Loves a good joke. Okay, any jokes. • Let’s chat: @Hoffman8 Amy Bishop, Digital Marketing Consultant
  4. 4. www.CultivativeMarketing.com @hoffman8 Today’s Agenda ● Knowing Your Audience & Identifying Prospecting Targets ● Understanding the Journey ● Identifying High-Intent Remarketing Audiences ● Improve Conversion Rates
  5. 5. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Knowing Your Audience
  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
  7. 7. 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.
  8. 8. www.CultivativeMarketing.com @hoffman8 Personas In an ideal world: • Every client has personas • The personas are detailed • The personas are accurate • The personas are grounded in data • The personas are validated Need to build personas? Check out these free questionnaires: B2B: http://bit.ly/2HqnSaf B2C: http://bit.ly/2FwxmV1
  9. 9. www.CultivativeMarketing.com @hoffman8 That is rarely the case.
  10. 10. www.CultivativeMarketing.com @hoffman8 Facebook Audience Insights
  11. 11. www.CultivativeMarketing.com @hoffman8 Create Targeting Profiles to Support Personas 1. Identify top purchaser demographics & zero in 2. Further segment by layering interests & other demographics 3. Identify interests to target. 4. Monitor performance to flesh out & validate personas.
  12. 12. www.CultivativeMarketing.com @hoffman8 Create Targeting Profiles to Support Personas Miranda, the Young Mom • Female, 25-30 years old • Lives in the Midwest • Has young kids • Education level: High School • Married or in a Serious Relationship • Works in a service role (cleaning, food service) • Stores she likes: Debshops, Shoe Carnival, Charlotte Russe. Family Dollar, Dollar Tree • Brands she likes: Mike’s hard lemonade, Covergirl, eos, • Brands she likes pertaining to children: Fisher Price, Disney, Garanimals, Huggies, Gerber, Carters • Entertainment she likes: Teen Mom, Maury • Restaurants: Applebee’s, KFC, Pizza Hut, Olive Garden, Dairy Queen • Primarily uses mobile, below average desktop usage • Avg 29 ads clicked in the past 30 days
  13. 13. www.CultivativeMarketing.com @hoffman8 Create Targeting Profiles to Support PersonasPatty, the Young Professional • Female, 25-30 years old • Single or in a Relationship, not Engaged or Married • Does not have kids • Education level: college • Works in an office • Stores she likes: Old Navy • Brands she likes: Ben & Jerry’s, Dove, Sharpie • Brands she likes pertaining to children: N/A • Entertainment she likes: Ellen DeGeneres, Boy Meets World, Girl Meets World, Knocked Up, 21 Jump Street • Restaurants: Cheesecake Factory • Avg 38 ads clicked in the last 30 days • Heavier desktop usage than avg. FB user, but uses mobile more
  14. 14. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Leveraging Google for Prospecting Targets
  15. 15. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Google Ads Audience Insights
  16. 16. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Google Ads Audience Insights
  17. 17. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Google Ads Audience Insights
  18. 18. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Google Ads Audience Insights 1. All customers (not just Google Ads Converters) 2. Freemium Users vs. Paying Users 3. Purchasers of Specific Products 4. Loyalists / High Value Customers
  19. 19. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Google Analytics Demographic Insights
  20. 20. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Google Analytics Demographic Insights
  21. 21. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Similar Audiences 1. 2. Build audiences for high-value clients: high purchase value, subscribers, loyalists, repeat purchasers, etc. Leverage Google’s similar audiences to prospect for more valuable folks.
  22. 22. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Audiences Based Upon Social Demographics 1. 2. Build audiences off of social campaigns, making use of demographics, company details, and interests unavailable in the search engines. Customize ads through Google and Bing based upon the audience.
  23. 23. www.CultivativeMarketing.com @hoffman8 Example Use Case ● Client sells a product B2B ● His clients sell the product B2C ● Using social, we can identify the exact audiences ● We can build audiences off of the visitors from those campaigns and use them in search and remarketing
  24. 24. www.CultivativeMarketing.com @hoffman8 Example Use Case ● Client sells a product B2B ● His clients sell the product B2C ● Using social, we can identify the exact audiences ● We can build audiences off of the visitors from those campaigns and use them in search and remarketing
  25. 25. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Using Custom Reports to Identify High-Intent Audiences
  26. 26. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Example: In-Market + Gender Google Analytics Custom Reports
  27. 27. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Google Analytics Custom Reports Dimensions: • Average Session Duration • Page Depth • Sessions to transaction • Session Count Analyze: • Transactions • Revenue • AOV • Revenue per User • Conversion Rates
  28. 28. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Google Analytics Custom Reports Dimensions: • Average Session Duration • Page Depth • Sessions to transaction • Session Count Analyze: • Transactions • Revenue • AOV • Revenue per User • Conversion Rates
  29. 29. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Google Analytics Custom Reports
  30. 30. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Defining Audiences from the Journey
  31. 31. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Optimizing the Path to Purchase Awareness/Research Consideration Preference Purchase Cross-Sell / Upsell
  32. 32. www.CultivativeMarketing.com @hoffman8 Soccer-Mom Sally’s Problem Path START FINISH 2019 Vehicle Options Safety Ratings Price, Trade-in Value & Financing Gas Mileage Seating Options Storage Space Colors & Options Current vehicle has maintenance issues. It doesn’t feel reliable and she wants to trade it in. Has 3 young teens but often carpools with more kids for sports. Puts in a lot of mileage: safety and gas mileage are high priorities. Car is becoming less reliable
  33. 33. www.CultivativeMarketing.com @hoffman8 The Path - Visualized Beginning to Gather Information Zeroing in on a Make & Model 2019 Vehicle Options Seating Options Safety Ratings Gas Mileage Storage Space Pricing Trade-in Value Financing Deciding Where to Buy
  34. 34. www.CultivativeMarketing.com @hoffman8 Creating Audiences to Drive the Purchase Path Psst: Want this worksheet? B2B: http://bit.ly/2HqnSaf B2C: http://bit.ly/2FwxmV1
  35. 35. www.CultivativeMarketing.com @hoffman8 Creating Audiences to Drive the Purchase Path 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 Soccer Mom Research: car comparisons Unbiased car comparisons Mobile Video Video Views 3 Soccer Mom Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Desktop and Mobile Video or Guide Video or Guide Views 4 Soccer Mom Consideration: Financing & Expenses Financing Options Desktop and Mobile Financing Estimator Track Usage 5 Soccer Mom Decision Dealership Information Mobile Dealer Locator / Appt Set Track Usage 6 Soccer Mom Decision Dealership Information Mobile Phone Call Track Usage
  36. 36. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Choosing the Highest Value Audiences
  37. 37. 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.
  38. 38. www.CultivativeMarketing.com @hoffman8 Leverage the Audience Reports
  39. 39. www.CultivativeMarketing.com @hoffman8 Leveraging Google Analytics to Drive Performance
  40. 40. www.CultivativeMarketing.com @hoffman8 Activate the Audience Reports • Can only enable 20 Audiences for GA Reports • Data takes 24 Hours to Populate • Data is not retroactive
  41. 41. www.CultivativeMarketing.com @hoffman8 Audience Report... Within the Audience Report Audience 1 Audience 2 Audience 3 Audience 4 Audience 5 Audience 6 Audience 7 Audience 8 Audience 9 Audience 10
  42. 42. www.CultivativeMarketing.com @hoffman8 Audience Report... Within the Audience Report Audience 1 Audience 2 Audience 3 Audience 4 Audience 5 Audience 6 Audience 7 Audience 8 Audience 9 Audience 10 Thanks for that, Google!
  43. 43. www.CultivativeMarketing.com @hoffman8 Which Audiences Have the Highest Propensity to Drive More Revenue if Promoted Further? Audience 1 Audience 2 Audience 3 Audience 4 Audience 5 Audience 6 Audience 7 Audience 8 Audience 9 Audience 10
  44. 44. www.CultivativeMarketing.com @hoffman8 Which Audiences Have the Highest Propensity to Drive More Revenue if Promoted Further? Audience 1 Audience 2 Audience 3 Audience 4 Audience 5 Audience 6 Audience 7 Audience 8 Audience 9 Audience 10 1. Which audiences are of the highest value? 2. Which audiences should we spend more money promoting? 3. Which audiences should we spend more money to build up?
  45. 45. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Improving Conversion Rates
  46. 46. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com What We Want to Understand Topics of Interest Current Funnel Stage Content Consumption
  47. 47. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com What We Want to Understand Multi-Touch Influence Channel Drivers Number of Touches Topics of Interest Current Funnel Stage Content Consumption
  48. 48. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Lag Time
  49. 49. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Lag Time 20%+ of transactions require multiple days
  50. 50. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Analyzing Path Length 45%+ of transactions require multiple sessions
  51. 51. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Lag Time – By Source Digging in Deeper
  52. 52. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Lag Time – By Source ~40% of transactions require multiple days when Facebook is the first interaction.
  53. 53. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Analyzing Path Length 45%+ of transactions require multiple sessions
  54. 54. www.CultivativeMarketing.com @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)
  55. 55. www.CultivativeMarketing.com @hoffman8 Understand Which Channels Do Best at Converting Different Audiences
  56. 56. www.CultivativeMarketing.com @hoffman8 View How Repeat Visitors from Prospecting Campaigns Engage with Content
  57. 57. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Identify High-Value Content Which pages drive the most value? Use this to inform landing page strategy & as a source for audiences!
  58. 58. www.CultivativeMarketing.com @hoffman8 Improve Conversion: Which Content Pieces Convert Best for Each Audience? Once Enabled, Audiences are Accessible for: 1. Custom Views 2. Segment Dimensions 3. Custom Reports 4. Custom Funnels (Analytics 360)
  59. 59. www.CultivativeMarketing.com @hoffman8 Site Search – What’s Missing? 59
  60. 60. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Find Ways to Replicate Top-Performing Audiences Revisit the demographics we used for prospecting…
  61. 61. www.CultivativeMarketing.com @hoffman8
  62. 62. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Analyze the Composition of Your Audience
  63. 63. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Compare Audience Composition
  64. 64. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Compare Audience Composition Takeaways • Know how to target buyers • Know what products are likely to sell best into each market
  65. 65. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Relevance and Timeliness
  66. 66. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Relevance and Timeliness “One person’s annoying is another person’s inspiring and heroic” LESLIE KNOPE
  67. 67. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Relevance and Timeliness Things no one has ever said, or will ever say, about remarketing “One person’s annoying is another person’s inspiring and heroic” LESLIE KNOPE
  68. 68. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Audiences around Recency
  69. 69. www.CultivativeMarketing.com @hoffman8 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
  70. 70. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Sessions Between Micro-Conversions Micro Conv 2Micro Conv 2
  71. 71. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Sessions Between Micro-Conversions Micro Conv 2Micro Conv 2 Some of the timing/recency reports between funnel steps will be testing and learning.
  72. 72. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Coordinating Cross-Channel & Reporting Results
  73. 73. www.CultivativeMarketing.com @hoffman8 Optimizing the Path to Purchase 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
  74. 74. www.CultivativeMarketing.com @hoffman8 Optimizing the Path to Purchase 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 AnyChannelor Campaign
  75. 75. www.CultivativeMarketing.com @hoffman8 Audience Performance by Channel Dig into which channels are best at propelling each audience.
  76. 76. www.CultivativeMarketing.com @hoffman8 Audience Shaping 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
  77. 77. www.CultivativeMarketing.com @hoffman8 Audience Shaping 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
  78. 78. www.CultivativeMarketing.com @hoffman8 Measuring Each Campaign Multi-channel Attribution & Lifetime Value 3 Contribution to subsequent stage 2 Micro Conversion Goal Volume 1
  79. 79. www.CultivativeMarketing.com @hoffman8 Measuring Each Campaign Multi-channel Attribution & Lifetime Value 3 Contribution to subsequent stage 2 Micro Conversion Goal Volume 1 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.
  80. 80. www.CultivativeMarketing.com @hoffman8 Are Your TOF Efforts Paying Off? Audience 1 Audience 2 Audience 3 Audience 4 Audience 5 Audience 6 Audience 7 Audience 8 Audience 9 Audience 10
  81. 81. www.CultivativeMarketing.com @hoffman8 Set Up Custom Channel Groupings Review How Traffic Flows Across Campaign Types and Channels As you begin to intentionally influence & sculpt these exchanges, it is really valuable to dig in on a more granular level than the default channel groupings.
  82. 82. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Reporting on Audience Performance
  83. 83. www.CultivativeMarketing.com @hoffman8 When Layering in ANY Remarketing, Watch for Incremental Value
  84. 84. www.CultivativeMarketing.com @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.
  85. 85. www.CultivativeMarketing.com @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. Typical Options Options with Audiences
  86. 86. www.CultivativeMarketing.com @hoffman8 Pro Tip: Instead, Build the Report You Want and Use Audience as a View Segment
  87. 87. www.CultivativeMarketing.com @hoffman8 Custom Dashboards by Audience
  88. 88. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Common Remarketing Pitfalls to Avoid
  89. 89. www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com Common Remarketing Mistakes 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.
  90. 90. www.CultivativeMarketing.com @hoffman8 Steal These Ideas ● 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 ● Analyze audience composition to identify better prospecting audiences ● Triangulate cross-channel performance to identify strengths and weaknesses
  91. 91. www.CultivativeMarketing.com @hoffman8 Amy Bishop amy@cultivativemarketing.com www.CultivativeMarketing.com www.linkedin.com/amybishopmarketing Keep in Touch!

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