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An Introduction to People-Based Search

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What happens when you combine search marketing’s laser-focus on intent with people-based marketing’s laser-focus on customers?

A lot of great things…

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An Introduction to People-Based Search

  1. 1. An Introduction to People-Based Search The most obvious opportunity in search marketing
  2. 2. It’s the smartest way to spot and act on buying intent. | An Introduction to People-Based Search Search has always been one of the most successful marketing disciplines.
  3. 3. It’s the smartest way to target the right people. | An Introduction to People-Based Search At the same time, people-based marketing has been making huge leaps forward.
  4. 4. For the most part, these two hugely valuable disciplines have been separate things. Then Google Customer Match and Bing’s remarketing ads came along, and a lot of marketers saw immediate value in bringing people-based marketing to search. An Introduction to People-Based Search Wait, what’s Google Customer Match? Google Customer Match is a neat way to upload a customer list of email addresses and then target them through Adwords, YouTube, and Gmail. Very cool.
  5. 5. An Introduction to People-Based Search While some search marketers thought it was pretty neat, a few realized there was something bigger going on here.
  6. 6. An Introduction to People-Based Search This is people-based search. This is huge. |
  7. 7. An Introduction to People-Based Search People-based search is more efficient because the people you’re targeting already know you and are likely to buy again. You’ll get a much better return on ad spend (ROAS). It’s a segmentation goldmine because you can combine what you know about people with what you know about their intent. It makes search a valuable channel for customer retention—a great place to be, given that so many companies earn the majority of revenue from existing customers.
  8. 8. An Introduction to People-Based Search In short, it’s a whole new way to think about search—one that aligns with CRM, segmentation, and display. If you can expand the number of people you target with people-based search*, it’s actually incredibly versatile. * The good news is there’s a smart way to do this. But we’ll save the sales pitch for later.
  9. 9. An Introduction to People-Based Search for smarter targeting. | Retailers can target their unsub- scribed list and signed-in web visitors differently. Automotive marketers can target people with expiring leases. You can use it
  10. 10. An Introduction to People-Based Search Music festival promoters can target people who went last year. Hotels can remind vacationers of the good times they had at one of their resorts. You can use it to reactivate customers who didn’t come back. |
  11. 11. An Introduction to People-Based Search to suppress your ads in smarter ways. | Suppress people who bought in-store from seeing digital ads for what they purchased—we all know how annoying that is! You can use it
  12. 12. An Introduction to People-Based Search You can use it Cross-sell your loyalty tiers differently and encourage them to move up to the next level with exclusive offers. for all sorts of smart segmentation. |
  13. 13. An Introduction to People-Based Search You can use it Prove search drives real sales both offline and across your online channels. for effective attribution. |
  14. 14. An Introduction to People-Based Search People-based search means you can use search to target more people more specifically.
  15. 15. An Introduction to People-Based Search The key is expanding the number of people you can target. All the people-based insight powering your segmentation strategy can be combined with the intent-based insight powering your search strategy. Let’s do this.
  16. 16. Now for that sales pitch. We’re LiveRamp. We help value-driven search marketers expand the number of people they can target with people-based search. We do this by combining our powerful database with an automated process to make people-based search easier to scale. If that’s the kind of thing your business needs, we should talk.

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