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Amy Bishop — Analyses to Drive Remarketing Performance

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These slides were presented during the SEMrush webinar, you can watch the recording here: https://www.semrush.com/webinars/advanced-ppc-2-advanced-analyses-to-drive-remarketing-performance/

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Amy Bishop — Analyses to Drive Remarketing Performance

  1. 1. www.golearnmarketing.comwww.golearnmarketing.com Analyses to Drive Remarketing Performance Amy Bishop 12/4/2018
  2. 2. www.cultivativemarketing.comwww.cultivativemarketing.com Today’s Webinar • How to determine which audiences to build based upon your data. • How to identify which audiences are most worthy of promotion by understanding which have the highest propensity to convert and drive the most value. • How to create cohesive cross-channel strategies & measure success. • Common pitfalls of remarketing and how to avoid them.
  3. 3. www.cultivativemarketing.comwww.cultivativemarketing.com Optimizing the Path to Purchase Awareness/Research Consideration Preference Purchase Cross-Sell / Upsell
  4. 4. www.cultivativemarketing.comwww.cultivativemarketing.com Taking a Customer Centric ApproachStage Information They Need Action or Resource Awareness/Research Car Comparisons Vehicle comparison tool Awareness/Research Car Comparisons Video Consideration Gas mileage, Safety ratings, Seating info Video or Guide Consideration Financing Options Financing Estimator Preference Dealership Information Dealer Locator / Appt Set Preference Reviews, Price Comparisons Vehicle Ratings & Supporting Content Purchase Contact Information Phone Call / Directions
  5. 5. www.cultivativemarketing.comwww.cultivativemarketing.com Taking a Customer Centric ApproachBuyer Stage Information They Need Action or Resource Tracking Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage Research: car comparisons Car Comparisons Video Video Views Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Video or Guide Video or Guide Views Consideration: Financing & Expenses Financing Options Financing Estimator Track Usage Preference Dealership Information Dealer Locator / Appt Set Track Usage Preference Reviews, Price Comparisons Vehicle Ratings & Supporting Content Track Visits Purchase Contact Information Phone Call / Directions Track Calls / Locates
  6. 6. www.cultivativemarketing.comwww.cultivativemarketing.com Taking a Customer Centric ApproachAudience Targeted Buyer Stage Information They Need Action or Resource Tracking Lookalikes & 3rd Party Audiences Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views Video Viewers Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Video or Guide Video or Guide Views Video Viewers Consideration: Financing & Expenses Financing Options Financing Estimator Track Usage Financing Estimators Preference Dealership Information Dealer Locator / Appt Set Track Usage Dealer Locators / Appointment Setters Preference Reviews, Price Comparisons Vehicle Ratings & Supporting Content Track Visits Dealer Locators / Appointment Setters / Vehicle Ratings Viewers Purchase Contact Information Phone Call / Directions Track Calls / Locates
  7. 7. www.cultivativemarketing.comwww.cultivativemarketing.com Identifying Other Key Audiences
  8. 8. www.cultivativemarketing.comwww.cultivativemarketing.com Prospecting: Audience Insights
  9. 9. www.cultivativemarketing.comwww.cultivativemarketing.com Google Analytics Demographic Insights
  10. 10. www.cultivativemarketing.comwww.cultivativemarketing.com Google Analytics Demographic Insights
  11. 11. www.cultivativemarketing.comwww.cultivativemarketing.com Example: In-Market + Gender Google Analytics Custom Reports
  12. 12. www.cultivativemarketing.comwww.cultivativemarketing.com Google Analytics Custom ReportsSegments: • Average Session Duration • Page Depth • Sessions to transaction • Session Count Analyze: • Transactions • Revenue • AOV • Revenue per User • Conversion Rates
  13. 13. www.cultivativemarketing.comwww.cultivativemarketing.com Google Analytics Custom ReportsSegments: • Average Session Duration • Page Depth • Sessions to transaction • Session Count Analyze: • Transactions • Revenue • AOV • Revenue per User • Conversion Rates
  14. 14. www.cultivativemarketing.comwww.cultivativemarketing.com What We Want to Understand Multi-Touch Influence Channel Drivers Topic of Interest & Current Funnel Stage Indicators How Many Touches How Many Days Content Consumption
  15. 15. www.cultivativemarketing.comwww.cultivativemarketing.com Lag Time
  16. 16. www.cultivativemarketing.comwww.cultivativemarketing.com Lag Time 20%+ of transactions require multiple days
  17. 17. www.cultivativemarketing.comwww.cultivativemarketing.com Lag Time – By Source Digging in Deeper
  18. 18. www.cultivativemarketing.comwww.cultivativemarketing.com Lag Time – By Source ~40% of transactions require multiple days when Facebook is the first interaction.
  19. 19. www.cultivativemarketing.comwww.cultivativemarketing.com Analyzing Path Length 45%+ of transactions require multiple sessions
  20. 20. www.cultivativemarketing.comwww.cultivativemarketing.com Dig into sources and campaigns to see where there is opportunity to capture more transactions, quicker. Analyzing Path Length 45%+ of transactions require multiple sessions
  21. 21. www.cultivativemarketing.comwww.cultivativemarketing.com Identify High-Value Content Which pages drive the most value? Use this to inform landing page strategy & as a source for audiences!
  22. 22. www.cultivativemarketing.com Site Search – What’s Missing? 22
  23. 23. www.cultivativemarketing.comwww.cultivativemarketing.com Next we need to: 1. Determine which audiences have the highest propensity to transact. 2. Zero in on how to best convert these audiences.
  24. 24. www.cultivativemarketing.com Leverage the Audience Reports
  25. 25. www.cultivativemarketing.com Activate the Audience Reports
  26. 26. www.cultivativemarketing.com Activate the Audience Reports 4. 5. • Can only enable 20 Audiences for GA Reports • Data takes 24 Hours to Populate • Data is not retroactive
  27. 27. www.cultivativemarketing.com High-Level Overview of the Performance of All Audiences Audience 1 Audience 2 Audience 3 Audience 4 Audience 5 Audience 6 Audience 7 Audience 8 Audience 9 Audience 10
  28. 28. www.cultivativemarketing.com High-Level Overview of the Performance of All Audiences Audience 1 Audience 2 Audience 3 Audience 4 Audience 5 Audience 6 Audience 7 Audience 8 Audience 9 Audience 10 Which of these has the highest propensity to drive more revenue if promoted?
  29. 29. www.cultivativemarketing.com Leveraging Audiences in Custom Views Once Enabled, Audiences are Accessible for: 1. Custom Views 2. Segment Dimensions 3. Custom Reports 4. Custom Funnels (Analytics 360)
  30. 30. www.cultivativemarketing.com Leveraging Audience Reports Once Enabled, Audiences are Accessible for: 1. Custom Views 2. Segment Dimensions 3. Custom Reports 4. Custom Funnels (Analytics 360) Which content pieces are most valuable to this audience?
  31. 31. www.cultivativemarketing.comwww.cultivativemarketing.com Coordinating Cross-Channel & Reporting Results
  32. 32. www.cultivativemarketing.com Optimizing the Path to Purchase Audience Targeted Buyer Stage Information They Need Action or Resource Tracking Lookalikes & 3rd Party Audiences Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views Video Viewers Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Video or Guide Video or Guide Views Video Viewers Consideration: Financing & Expenses Financing Options Financing Estimator Track Usage Financing Estimators Preference Dealership Information Dealer Locator / Appt Set Track Usage Dealer Locators / Appointment Setters Preference Reviews, Price Comparisons Vehicle Ratings & Supporting Content Track Visits Dealer Locators / Appointment Setters / Vehicle Ratings Viewers Purchase Contact Information Phone Call / Directions Track Calls / Locates
  33. 33. www.cultivativemarketing.com Optimizing the Path to Purchase Audience Targeted Buyer Stage Information They Need Action or Resource Tracking Lookalikes & 3rd Party Audiences Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views Video Viewers Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Video or Guide Video or Guide Views Video Viewers Consideration: Financing & Expenses Financing Options Financing Estimator Track Usage Financing Estimators Preference Dealership Information Dealer Locator / Appt Set Track Usage Dealer Locators / Appointment Setters Preference Reviews, Price Comparisons Vehicle Ratings & Supporting Content Track Visits Dealer Locators / Appointment Setters / Vehicle Ratings Viewers Purchase Contact Information Phone Call / Directions Track Calls / Locates AnyChannelorCampaign
  34. 34. www.cultivativemarketing.com Audience Performance by Channel Dig into which channels are best at converting each particular audience.
  35. 35. www.cultivativemarketing.com Audience Shaping Audience Targeted Buyer Stage Information They Need Action or Resource Tracking Lookalikes & 3rd Party Audiences Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views Video Viewers Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Video or Guide Video or Guide Views Video Viewers Consideration: Financing & Expenses Financing Options Financing Estimator Track Usage Financing Estimators Preference Dealership Information Dealer Locator / Appt Set Track Usage Dealer Locators / Appointment Setters Preference Reviews, Price Comparisons Vehicle Ratings & Supporting Content Track Visits Dealer Locators / Appointment Setters / Vehicle Ratings Viewers Purchase Contact Information Phone Call / Directions Track Calls / Locates Target Exclude
  36. 36. www.cultivativemarketing.com Audience Shaping Audience Targeted Buyer Stage Information They Need Action or Resource Tracking Lookalikes & 3rd Party Audiences Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views Video Viewers Consideration: Choosing a car Gas mileage, Safety ratings, Seating info Video or Guide Video or Guide Views Video Viewers Consideration: Financing & Expenses Financing Options Financing Estimator Track Usage Financing Estimators Preference Dealership Information Dealer Locator / Appt Set Track Usage Dealer Locators / Appointment Setters Preference Reviews, Price Comparisons Vehicle Ratings & Supporting Content Track Visits Dealer Locators / Appointment Setters / Vehicle Ratings Viewers Purchase Contact Information Phone Call / Directions Track Calls / Locates Target Exclude
  37. 37. www.cultivativemarketing.com Set Up Custom Channel Groupings Review How Traffic Flows Across Campaign Types and Channels As you begin to intentionally influence & sculpt these exchanges, it is really valuable to dig in on a more granular level than the default channel groupings.
  38. 38. www.cultivativemarketing.com Measuring Each Campaign Multi-channel Attribution & LifetimeValue 3 Contribution to subsequent stage 2 Micro Conversion GoalVolume 1
  39. 39. www.cultivativemarketing.com Measuring Each Campaign Multi-channel Attribution & Lifetime Value 3 Contribution to subsequent stage 2 Micro Conversion Goal Volume 1 Triangulate where issues lie. Low micro-conversion goal? Could be the goal, or the campaign. High micro conversion, low funnel progression? Could be a flaw with the next stage or lead quality issue.
  40. 40. www.cultivativemarketing.com Custom Reports & Dashboards by Audience
  41. 41. www.cultivativemarketing.comwww.cultivativemarketing.com Common Remarketing Pitfalls to Avoid
  42. 42. www.cultivativemarketing.comwww.cultivativemarketing.com Common Remarketing Mistakes Don’t Do Target only “All Visitors” Create multiple lists based upon different engagement metrics and audiences to see what performs best Just target the audiences that some blog somewhere claimed were most valuable. Analyze your performance data to determine which audiences have the greatest potential. Blanket exclude audiences based upon time-on-site Remember that bounces are counted as 0s on site, so single-page landers may have a lot of visitors with 0s session duration. Considering using scroll data or other indicators in these cases. Forget to connect the dots between campaigns Use micro-conversions and audiences to ensure you aren’t accidentally sending people backward in the path to purchase. Fragmenting audiences too far if there isn’t a big enough cookie pool. Determine the right amount of audiences based upon your traffic volume. Treat all audiences the same Remember where they are in the funnel and help them find the content that they need. Also consider the difference in net new vs. repeat purchasers. Unintentionally cannibalize other Monitor the impact of remarketing campaigns on other campaigns.
  43. 43. www.golearnmarketing.comwww.golearnmarketing.com Thank you! Amy@cultivativemarketing.com

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