Traffic Segmentation & Why it Matters - SMX Advanced


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  • Traffic Segmentation & Why it Matters - SMX Advanced

    1. 1. Traffic Segmentation & Why It Matters Providing unique experiences to unique people
    2. 2. “ ROIGraphics”
    3. 3. What ARE “ROIGraphics”? <ul><li>The reality is – the more targeted your campaigns, the more likely you are to convert. </li></ul><ul><li>Using data you have – and visitors you get – you have everything you need to deliver high ROI landing pages </li></ul>
    4. 4. ROIGraphic #1) Demographics <ul><li>MSN has a cool tool to show demographics by URL or keyword phrase </li></ul><ul><li>Ask demographic questions when you gather info for your Email Marketing Lists </li></ul><ul><ul><ul><li>ASK the question but don’t make it required –you do NOT have to put “(optional)” next to demographic questions – you just cannot make them “required.” This can increase the response rate. </li></ul></ul></ul><ul><li>Hire someone that can do this work for you. </li></ul>
    5. 5. What Demographic(s) Visit(s) your Site? <ul><li>Female –60% </li></ul><ul><li>Male –40% </li></ul><ul><li>Predicted Age Distribution </li></ul><ul><ul><li>35-49 31.66% </li></ul></ul><ul><ul><li>50+ 25.14% </li></ul></ul><ul><ul><li>25-34 24.69% </li></ul></ul><ul><ul><li>18-24 14.34% </li></ul></ul><ul><ul><li>< 18 4.17% </li></ul></ul>
    6. 6. What Demographic Searches for your Keywords? <ul><li>Females (68%) </li></ul><ul><li>Males (32%) </li></ul><ul><li>Predicted Age Distribution </li></ul><ul><ul><li>25-34 33.2% </li></ul></ul><ul><ul><li>18-24 29.79% </li></ul></ul><ul><ul><li>35-49 18.49% </li></ul></ul><ul><ul><li><18 15.75% </li></ul></ul><ul><ul><li>50+ 2.74% </li></ul></ul>
    7. 7. Ideas for Demographic Targeting <ul><li>PPC – All of the “big 3” offer demographic targeting </li></ul><ul><li>Email Marketing – Gather your Email Marketing list via signups – and ASK demographic questions. Then send email marketing blasts targeted to that person’s demographic </li></ul><ul><li>Targeted banner ads – seniors @ AARP youth @ MTV Nickelodeon </li></ul>
    8. 8. ROIGraphic #2 - Geographic <ul><li>Geographic Targeting has been around for a long time. </li></ul><ul><ul><ul><li>PPC – Set your ads to show in a specific zip code, state, city or area. </li></ul></ul></ul><ul><ul><ul><li>Banner Ads – purchases made on sites that serve your region </li></ul></ul></ul><ul><ul><ul><li>Email marketing – offer different deals to those that can drive in vs. order online or fly in </li></ul></ul></ul><ul><ul><ul><ul><li>Ex. Vacation Rental company offering 3 day weekend deals to those within 4 hr drive vs. 7 day deals to those that fly in </li></ul></ul></ul></ul>
    9. 9. ROIGraphic #3 Psychographics <ul><ul><li>Target based on Lifestyle and interest traits </li></ul></ul><ul><ul><li>There are Psychographic “Hooks” you can use </li></ul></ul><ul><ul><ul><li>Arousal & Attraction (Sex Sells) </li></ul></ul></ul><ul><ul><ul><li>Procrastination - Last Minute Shoppers Pay More for Convenience </li></ul></ul></ul><ul><ul><ul><li>Trendy or “star-endorsed” commands premium prices </li></ul></ul></ul><ul><ul><li>Create demand within a psychographic set – then fill that space </li></ul></ul>
    10. 10. Deliver to your ROIgraphic <ul><li>Targeting is just a portion of the process </li></ul><ul><li>Deliver well thought out and targeted landing pages </li></ul><ul><li>Always build at least 2 </li></ul><ul><li>Consider your audience and use images, colors, content that appeals to that audience. </li></ul><ul><ul><ul><li>Most moms like family pictures, soothing colors and value with lots of text so they can read & research </li></ul></ul></ul><ul><ul><ul><li>A majority of teens & Young Collegians like trendy, hip & star-studded with minimal text – mostly photos sell these folks </li></ul></ul></ul><ul><ul><ul><li>Young married women w/o kids like clean, crisp, value, photo rich but clear FAQs </li></ul></ul></ul>
    11. 11. Thank You! Web Design, Development & Marketing for Travel & Tourism Websites [email_address] (888) 840-5893