The People of Search
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Advanced Audience and Demographic Targeting on the Google SERP
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The People of Search
- 1. The People of Search- Advanced Audience and Demographic Targeting on the Google SERP Mark Irvine Sr Data Scientist
- 2. 2 Mark Irvine WordStream, Senior Data Scientist • Analyzes data of 22,000+ WordStream Ad Accounts. • Voted the 5th Most Influential PPC Expert of 2017
- 4. 4 It’s not hard to find SOMEONE, but finding your perfect someone can be hard
- 5. 5 Finding Someone Special 2007 - We meet
- 6. 66 Finding Your Ideal Match My Middle School Crush: My Partner: Lesson: We don’t always know what we’re looking for right away!
- 7. 77 ReThink Your Key Audiences Source: ThinkWithGoogle
- 8. 88 Rethink Your Key AudiencesReThink Your Key Audiences
- 9. 99 Rethink Your Key Audiences Use Google Analytics to identify key demographics for your campaigns! Men over 50% more likely to convert! Men also spent 4x as much per transaction! ReThink Your Key Audiences
- 10. 10 Demographic Targeting NEW on Google Search! Demographic targeting is available on:
- 11. 11 Personalize your Ads for your Audience
- 12. 12 Personalize your Ads for your Audience Ad shown only to men: Ad shown only to women: CTR: 7.31% CVR: 1.82% CTR: 11.59% CVR: 4.35% CTR: 9.25% CVR: 3.80% Improved CTR 60%! Improved CVR 140%!! Improved CTR 30%! Improved CVR 110%!!
- 13. 13 Knowing When to Ask
- 14. 1414 Searchers need LESS time to convert Searchers need MORE time to convert Give Them Time
- 15. 1515 Use your Google Analytics Time Lag Report to determine how long users wait before they buy. Make sure you’re reaching these audiences long enough to capture 95% of these conversions! Give Them Time
- 16. 1616 Use your Google Analytics Path Length to determine many times someone visits your site before converting! Give Them Time
- 17. 1717 Remarketing
- 18. 1818 More than 2x more likely to convert after seeing your ad 6 times! Ad Exposure Increases Conversion Rate
- 19. 1919 Actions speak louder than Words.
- 20. 2020 Actions speak louder than Keywords.
- 21. 2121 Past actions are the best indicator of future actions. On the Search Network, you can chose to target, exclude, or bid differently based on how they’ve previously behaved on your site. Remarketing Lists for Search Ads • Has never been to my site before. Boston Hotels • Was visiting my site last night • Previously booked a room a last month
- 22. 2222 Demographic Targeting Returning Visitors are about twice as likely to click on your ad. Past buyers are about 5 times as likely to click on your ad!
- 23. 2323 Returning Visitors are about 25% more likely to convert. Past buyers are up to 5 times more likely to convert.
- 24. 2424 Reuse your email marketing lists for customer match audiences! Remarketing Lists for Search Ads
- 25. 2525 Reuse your email marketing lists for customer match audiences! Customer Match boasts some of the best conversion rates in the industry! Remarketing Lists for Search Ads
- 27. 2727 Reach of Major Networks (US) Facebook: 207 million YouTube: 180 million Google: 246 million Pinterest: 58 million LinkedIn: 133 million Instagram: 77 million Twitter: 60 million Bing: 141 million Snapchat: 61 million YouTube: 180 million Facebook: 207 million Google: 246 million Bing: 141 million LinkedIn: 133 million Instagram: 77 million Snapchat: 61 million Twitter: 60 million Pinterest: 58 million
- 28. 2828 Advertising outside Google drives more Google Search
- 29. 2929 Targeting On Search: Expanded Targeting on Display: Expanded Targeting on Social: Age Income Gender Parental Status Remarketing Audiences Interests & Affinities In-Market Audiences Job & Career School & Education Love & Relationship Life Events Get More Targeting Cross-Network
- 30. 3030 Perfecting Your Audience Targeting Cross-Network High Intent Searchers on Google Sophisticated Audience Targeting on Display & Social Search Display & Social Winning Combination! Perfecting your Audience Targeting Cross-Network
- 31. 3131 Targeting your Social Audiences in Search Campaigns Specific audience: Secondary School Teachers Target social campaign toward audience: $0.63 average cost per website click
- 32. 32 Create audience lists from your social campaigns and target them in your search campaigns to improve your PPC targeting! Perfecting your Audience Targeting Cross-Network
- 33. 3333 school trips abroad Targeting your Social Audiences in Search Campaigns Specific audience: Secondary School Teachers Target social campaign toward audience: $0.63 average cost per website click
- 34. 3434 Recap
- 35. 3535 Target your ads and keywords for different demographics. Don’t rely on your instincts - trust data to see which demographics are best for your campaigns!
- 36. 3636 Use remarketing audiences to improve your campaign targeting. More engaged users on your site are more likely to later convert.
- 37. 3737 All of your campaigns work best together. Leverage the same advanced targeting in your display and social campaigns in your search campaigns!
- 38. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you! Mark Irvine, Senior Data Scientist mirvine@wordstream.com @MarkIrvine89