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Brandon Almack - The Day Google AdWords Changed Forever!

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On the 25th June 2015, Google finally allowed us to use audiences created in Google Analytics to reach our customers on Google Search. This has been a game changer. Brendan & his colleague Ciaran will discuss 5 ways you can leverage these audiences within your Google AdWords campaign to drive conversion and maximise account efficiency. All insights will be supported by actual Client case studies and real world results. If you are struggling to find value in RLSAs this talk will arm you with the practical skills you need to target your customers throughout the purchase funnel using custom audience lists.

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Brandon Almack - The Day Google AdWords Changed Forever!

  1. 1. Meet the Wolfgang
  2. 2. Bono
  3. 3. Enda met Wolfgang
  4. 4. Problem 1: Leaky Bucket
  5. 5. Paths to Conversion
  6. 6. Problem 2 : Generic KeyWord Conundrum
  7. 7. Generic KeyWord Conundrum
  8. 8. You say Tomato…
  9. 9. Pizza?
  10. 10. Adjust Bids
  11. 11. Spend More Money
  12. 12. Tag Pages
  13. 13. Full Funnel Remarketing
  14. 14. Integrating Social Targeting
  15. 15. Targeting on Social
  16. 16. Targeting People
  17. 17. 5 Ways to use RLSAs Website visitors Facebook traffic Repeat customers Past purchasers
  18. 18. Website Visitors
  19. 19. Generic KeyWord Conundrum
  20. 20. Facebook Visitors
  21. 21. Facebook Conversion Rate • 74% less than Search
  22. 22. Wolfgang Analysis
  23. 23. Facebook Audience
  24. 24. Analytics Audience
  25. 25. Audience in AdWords Search
  26. 26. Facebook Visitors – Case Study
  27. 27. Facebook Results
  28. 28. Past Purchasers & Repeat Customers
  29. 29. Adobe Study – Revenue per Visit
  30. 30. Adobe Study – Conversion Rate
  31. 31. Segment in GA with Customers X 2
  32. 32. This is NOT New vs Returning 2 Year Cookie for Users & Sessions!
  33. 33. The Value of the Repeat Customer
  34. 34. Past Purchasers – Case Study • Campaign for past-purchasers • Campaign for non-purchasers
  35. 35. • One campaign for customers, one for acquisition
  36. 36. Use our Audience List
  37. 37. http://www.wolfgangdigital.com/privacy/ brno-remarketing-audiences
  38. 38. Use our Audience List
  39. 39. 1. Budget Control
  40. 40. 2. Control Ad Message
  41. 41. Control KPIs
  42. 42. X 5
  43. 43. September 27th
  44. 44. “Audiences Are Valuable Brand Assets”
  45. 45. Control Targeting Asset
  46. 46. EMAIL LISTS
  47. 47. Google joins the party
  48. 48. Customer Match - Wolfgang Hack
  49. 49. Custom Audiences - Hack
  50. 50. Custom Audiences - Hack Swish!
  51. 51. Our clients searching for a digital marketing agency?
  52. 52. 7 Key Takeaways 1. Collect Audiences within Google Analytics 2. Leverage targeting on social to build granular lists of your target persona 3. If your budget is restricted, do not lose impression share across your customer base 4. Set different KPIs for retention and acquisition and optimise accordingly 5. Turn Facebook into a conversion machine via RLSA & GA audiences 6. HACK Customer Match to target small discrete email lists on search 7. Download our audience builder!
  53. 53. ….thank you

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