From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Advanced Audience Targeting. PRESENTATION: Advanced Audience Targeting Making The Most Of Your Audiences - Given by Amy Bishop, @hoffman8 - Clix Marketing, Director: Audits, Outbound, Training. #SMX #24B

1. #SMX #24B @hoffman8
Making The Most Of Your Audiences
Advanced
Audience
Targeting

2. #SMX #24B @hoffman8
That One Slide
• PPC
Manager
7+
years
• Travel
Enthusiast
• Loves
cat
memes.
Okay,
any
memes.
• Twi?er:
@Hoffman8

3. #SMX #24B @hoffman8
“Because Remarketing?”
What’s The Goal?

4. #SMX #24B @hoffman8
What’s The Goal?
“Because Remarketing?”
Not a
Goal!

5. #SMX #24B @hoffman8
Successful Remarketing Is Helpful
• What
Problem
Will
You
Solve?
• What
Do
You
Have
That
They
Need
or
Want?
• Why
Should
They
Choose
You?
The
Answers
To
These
Questions
Will
Help
You
Target
Your
Campaigns
&
Deliver
Helpful
Content.

6. #SMX #24B @hoffman8
Remarketing Goals
• Keeping
Consumers
Engaged
Throughout
A
Long
Buying
Cycle
• Closing
The
Sale
• Bringing
Back
Previous
Buyers
• ProspecKng
(lookalikes)
• Announcing
New
Products
• Re-­‐engaging
Consumers
with
accessories
or
add-­‐ons

7. #SMX #24B @hoffman8
Taking The Guess Work Out Of Choosing a Channel

8. #SMX #24B @hoffman8
Remarketing Channels
• Display
Remarketing
• Dynamic
RemarkeKng
• Remarketing
Lists
for
Search
Ads
(RLSA)
• Remarketing
Lists
for
Shopping
(RPLA)
• Remarketing
for
Dynamic
Search
Ads
(RDSA)
• Social
Remarketing

9. #SMX #24B @hoffman8
Display & Dynamic
Remarketing
• Great
for
providing
a
visual
reminder
• Can
generate
a
lot
of
impressions
• More
of
a
push
mechanism
than
other
remarkeKng
opKons
• Can
be
used
to
generate
awareness

10. #SMX #24B @hoffman8
Remarketing Lists for Search Ads
• Bid
up
valuable
lists
within
search
campaigns
• Exclude
lists
from
non-­‐RLSA
• Typically
lower
CPCs
&
CPAs
than
non-­‐RLSA
campaigns
A
Stealthy
Way
To
Keep
Yourself
Top
of
Mind.

11. #SMX #24B @hoffman8
Remarketing Lists for Shopping Ads
• Similar
to
RLSA
except
for
Shopping
• Can
be
a
great
way
to
leverage
loyalist
&
previous
purchaser
lists.
• Noted
a
50%
Decrease
in
CPA
compared
to
the
same
products
in
the
regular
campaign

12. #SMX #24B @hoffman8
Remarketing for Dynamic Search
Ads
RDSA
is
great
for
query
mining…
with
a
safety.

13. #SMX #24B @hoffman8
Social Remarketing
• Another
Push
Channel
• Great
for
Mobile
Reach
• A
Lot
of
Different
Ad
Formats
• Also
Great
for
ProspecKng:
Social
Engagement
Can
Help
Provide
Trust
&
Expand
Reach
&
Lookalike
Audiences
An
eMarketer
Study
found
that
66%
of
People
Will
Research
a
Brand
AFer
Hearing
About
it
via
Social
Media
&
35%
Will
Go
On
to
Make
a
Purchase.
h?p://www.emarketer.com/ArKcle/Social-­‐Promoters-­‐Power-­‐Brand-­‐Engagement/1012758

14. #SMX #24B @hoffman8
Segmenting Your Lists

15. #SMX #24B @hoffman8
Your Target Market is a Pool of
*Individuals*

16. #SMX #24B @hoffman8
Out With the Old!
• RemarkeKng
everyone
that
hits
the
home
page
• Use
the
same
ads
and
same
landing
pages
for
every
visitor

17. #SMX #24B @hoffman8
Build Informed Remarketing Lists
• Consider
the
informaKon
you
can
garner
from:
• Pages
visited
• Source/Medium/Campaign
InformaKon
• AcKons
that
taken
on
site
(events,
goals,
conversions)
• LocaKon
• Demographics

18. #SMX #24B @hoffman8
Example Lists
• Loyalists
(via
email,
or
UI
login)
• Completed
a
Micro-­‐Conversion
• Visited
a
Page
That
Speaks
to
Their
Needs
(Product,
Industry)
• RemarkeKng
Lists
for
Channels
that
Don’t
Offer
RemarkeKng
• Hyper-­‐Local
Lists
• Layering
Lists
For
Specificity
• Seasonal
or
Recurring
Needs
• Leads
that
Haven’t
Closed

19. #SMX #24B @hoffman8
Performance Lift
Not
surprisingly,
segmented
lists
tend
to
perform
much
be?er
than
sitewide
remarkeKng.

20. #SMX #24B @hoffman8
Pulling Data Through the CRM
With
one
of
our
clients
we
have
the
opKon
to
pull
utm
data
through
the
CRM.
• Started
by
targeKng
segmented
audiences
but
found
that
we
didn’t
have
visibility
into
which
demographics
actually
closed
• Crossed
lists
with
demographic
data
to
begin
to
pull
that
informaKon
in,
as
well
• Were
able
to
zone
in
on
age
ranges
that
performed
best
in
terms
of
sales
close
rates
vs.
lead
generaKon

21. #SMX #24B @hoffman8
Key Takeaway: Target as narrowly as possible without leaving money on the table.
Set
Up
Separate
Catch-­‐All
Remarketing
Campaign
Exclude
Segmented
Audiences
Capture
Remaining
Site
Traffic
But What About the People That Don’t Fit Into a
Tightly Segmented List?

22. #SMX #24B @hoffman8
CRO Consideration
If
your
catch-­‐all
list
is
significantly
bigger
than
the
culminaKon
of
your
other
lists,
what
more
could
you
be
doing
more
on-­‐site
to
improve
segmentaKon?

23. #SMX #24B @hoffman8
Your Primary Conversion is Your #1 Goal
but If You Can’t Get That, Get
*Something* That Will Help You Plan Your
Next Move.

24. #SMX #24B @hoffman8
Good Experience Bad Experience
Guiding Users Down The Funnel

25. #SMX #24B @hoffman8
Using Remarketing to Guide
Consumers Down The Funnel
Build
out
Funnel
In
a
Series
Of
Useful
Micro-­‐Conversions
Add
Users
to
Lists
Based
Upon
Micro-­‐
Conversion
Completion
Exclude
Users
Accordingly
Note:
Works
Best
With
Long
Sales
Cycle
and
High
Margin
Products.
Must
Keep
An
Eye
on
ROAS.

26. #SMX #24B @hoffman8
Example Funnel:
Whitepaper
Download
Video
Demo
Free
Consultation

27. #SMX #24B @hoffman8
Example Remarketing:
Whitepaper
Download
Video
Demo
Free
Consultation
• Add
consumers
who
have
downloaded
the
white
paper
to
a
new
audience.
Target
them
with
an
ad
for
a
video
demo.
• Exclude
the
same
audience
from
being
targeted
in
the
iniKal
campaign

28. #SMX #24B @hoffman8
Example Remarketing:
Whitepaper
Download
Video
Demo
Free
Consultation
• Add
consumers
who
have
viewed
the
video
demo
to
a
new
list.
Target
them
with
a
free
consultaKon.
• Exclude
the
same
audience
from
being
targeted
in
either
of
the
first
two
campaigns
(whitepaper
download
or
video
demo)

29. #SMX #24B @hoffman8
Remarketing Ads Should Be Helpful
Said
No
One
Ever.

30. #SMX #24B @hoffman8
Align Messaging With
Consumer Needs/Interests
• Product
or
Category
they
Viewed
• Seasonal
PromoKon,
Product,
Service
or
Event
• New
Products
• Accessories
to
Things
They’ve
Purchased
• Sale
or
PromoKon
Customize
Ads
and
Landing
Pages
Based
Upon
the
InformaKon
You’ve
Used
to
Create
Lists
The
more
you
know
the
beQer
you
can
deliver.

31. #SMX #24B @hoffman8
Example:
• Client
Services
a
Broad
Range
of
People/Roles
• Determined
That
Performance
is
Stronger
Ads
Align
With
Role
• Build
Lists
Based
Upon
Role
&
Deliver
Ads
&
Landing
Pages
That
Align
With
The
Lists
Client
Found
The
CPA
to
Be
As
Much
as
75%
Lower
When
Ads
&
Landing
Pages
Were
Specific
To
Consumers

32. #SMX #24B @hoffman8
Sometimes Your Audiences Isn’t What It Seems
When To Make Exclusions

33. #SMX #24B @hoffman8
Not Everyone is Going to
Buy…. No Matter How
Many Times You
Remarket Them
Li#le
known
fact:

34. #SMX #24B @hoffman8
Build Audiences With The Sole Purpose of
Exclusion
• Built
a
Remarketing
List
Targeting
Visitors
of
a
Page
• Found
that
Cost
per
Conversion
was
Somewhat
High
but
Lead
Volume
Was
Also
High
• Excluded
visitors
that
spent
less
than
5
seconds
on
site,
in
an
effort
to
cut
spend
on
uninterested
consumers
Noted
a
50.3%
decrease
in
CPA,
from
$84.61
to
$42.51

35. #SMX #24B @hoffman8
Previous Purchasers Shouldn’t
Always Be Excluded!
• Sell
Add-­‐Ons
or
Upsell
• Promote
Sales
• Bring
In-­‐Store,
When
Nearby
• Promote
Product
Announcements/Releases
• Promote
Seasonal
Products
or
Recurring
Needs

36. #SMX #24B @hoffman8
• Determine
Your
Goals
&
Channel(s)
• Segment
Your
Audiences!
• Consider
Building
Funnels,
Especially
for
Long
Buying
Cycle
• Align
Creatives
&
Landing
Pages
with
Audiences
• Weed
Out
Irrelevant
Users
With
Exclusions
Summary

37. #SMX #24B @hoffman8
SEE YOU AT THE NEXT #SMX
THANK YOU!
CLIX Marketing
217
La
Grange
Rd
Pewee
Valley,
KY
40056
Tel :502.442.2776
Fax :502.805.0643
Web: clixmarketing.com
37
@clixmarketing
@hoffman8
Facebook.com/clix-marketingamy@clixmarketing.com