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Harnessing the Power of Audience


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Samantha Noble's BrightonSEO talk in April 2016 that looks at ways you can harness the power of audience in your pay per click marketing. The slides include strategies for Customer Match, Remarketing Lists for Search (RLSA) and Gmail Sponsored Promotions (GSPs)

Published in: Marketing

Harnessing the Power of Audience

  1. 1. @SamJaneNoble BrightonSEO – April 2016 HARNESSING THE POWER OF AUDIENCE
  2. 2. Your audience is your most important asset.
  3. 3. Your competitors are unable to replicate it.
  4. 4. “Audience is your Unique Marketing Point (UMP)” @SamJaneNoble
  5. 5. QUESTION: Do Google value our privacy?
  6. 6. Errrr…. Nope!
  7. 7. (not provided)
  8. 8. Source: Google We hope that today’s move to increase the privacy and security of your web searches is only the next step in a broader industry effort to employ SSL encryption more widely and effectively.”
  9. 9. The fact that this statement is far from the truth makes me very happy as a marketer.
  10. 10. Because I get access to information about my website’s audience.
  11. 11. And better still, I can actually make use of this in my marketing!
  12. 12. Samantha Noble 2016 is the year of the audience.”
  13. 13. 1 2 3 Your Agenda. Customer Match Remarketing Lists for Search Ads (RLSA) Gmail Sponsored Promotions (GSP)
  15. 15. Update your privacy policy.
  16. 16. Enable Remarketing in Google Analytics.
  17. 17. You can’t collect information on your audience until you have completed both steps.
  18. 18. Let’s talk about audience.
  20. 20. Target CRM lists using email addresses directly in Google.
  21. 21. Campaign performance will only be as good as your email list.
  22. 22. 1 3 2 1. Cleanse the data Incomplete or Fake Competitors Bounced
  23. 23. 1 3 2 2. Segment the data Converted Customers Enquiries Email Sign-ups
  24. 24. • Average order value > £300 • More than two purchases • Month converted • Products Purchased Converted Customers • Began checkout process but dropped out • Enquired but not converted • Month enquiry was made Enquiries • By topic • By date • Signed up but not enquired Email Signups
  25. 25. You need to have at least 1,000 matched email addresses in a list.
  26. 26. 357,584 email addresses uploaded Wordstream Case Study 50.40% were matched
  27. 27. Customer Match can be used to target on Google Search, YouTube and Gmail.
  29. 29. Show ads to your past visitors as they do follow-up searches for what they need on Google after leaving your website.
  30. 30. Awareness Consideration Preference Buy
  31. 31. Result in an actual transaction or conversion. The rest need recurring visits before they convert.
  32. 32. Build up your remarketing lists in Google Analytics. These are your audiences.
  33. 33. Audiences will be automatically imported into Google AdWords under the Shared Library.
  34. 34. The Google Properties column tells you how many people are in your RLSA lists.
  35. 35. RLSA minimum requirements are far greater than standard remarketing. Minimum Audience Audience Membership Duration Remarketing Lists for Search Ads 1,000 180 days Standard Remarketing 100 560 days
  36. 36. Start building up your lists now even if you don’t want to properly target them yet.
  37. 37. Let’s have a look at a few strategies you can try.
  38. 38. The following strategies are built up using either RLSA lists or Customer Match lists.
  39. 39. Small businesses with low budgets can use RLSAs to limit their AdWords costs.
  40. 40. Businesses already using PPC can bid higher for visitors who did not convert first time.
  41. 41. Upsell to audiences who have already bought from you to encourage additional purchases.
  42. 42. Brand searches are often repeat visits. Drive them back to the relevant page on the site.
  43. 43. Some businesses may not focus on repeat customers and may wish to exclude them.
  44. 44. You can bid on more generic keywords that would ordinarily require a higher budget.
  45. 45. Tailor your ad text and landing pages to existing customers.
  46. 46. Increase bids where users are of more value to you. EG - got a quote but didn’t convert.
  47. 47. Test your brand campaign for new visitors only and exclude existing ones.
  48. 48. Even if you don’t want to adjust bids yet you should add the audiences to campaigns to see how differently they perform.
  49. 49. Making the most of RLSA
  51. 51. Target your audience based on their email behaviour and online purchases.
  52. 52. Collapsed ads appear at the top of your emails within the Promotions tab.
  53. 53. Expanded ads appear when you click on a collapsed ad and look like a normal email.
  54. 54. B2C vs B2B
  55. 55. B2C vs B2B
  56. 56. There are more than 900 million people using Gmail across the globe.
  57. 57. Let’s have a look at a few strategies you can use.
  58. 58. Reinforce your email marketing message by segmenting lists by opened and unopened. Opened – Show ad trying to entice them into the purchase funnel Unopened – Show ad including the same message as your email campaign
  59. 59. Target people who have enquired about your product but not converted. Create an email list of people who have enquired but not converted yet Entice them back in to convert with a special offer
  60. 60. Upsell to existing customers to entice them to purchase related products. Create email list of specific product purchases Show ads with related products that they are likely to buy
  61. 61. Target your ‘non-converters’ when they are reading emails from a competitor. Build an email list of all people who have enquired but not purchased Add competitor domains as keyword targets in your Gmail campaigns and upload the email list Show ads designed to entice your potential customers away from the competition
  62. 62. Get started with Gmail ads
  63. 63. You should remember this.
  64. 64. For every audience list you create, Google will build a ‘Similar Audience’ for you to target.
  65. 65. Similar Audiences are created when remarketing lists have at least 500 cookies with enough similarity in terms of characteristics and interests.
  66. 66. This allows you to tap into a new but similar audience segment.
  67. 67. Download our Guides. Completely free. Simply visit this link:
  68. 68. Don’t forget…
  69. 69. “Audience is your Unique Marketing Point (UMP)” @SamJaneNoble
  70. 70. Thanks for listening. @Koozai Tel: 0330 353 0300