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#SMX #24B @MarkIrvine89
Love at First Click
4 Ways To Find The Audience of Your Wildest Dream – And How To Convert Them!
#SMX #24B @MarkIrvine89
•  Data	
  Scientist	
  at	
  Wordstream	
  in	
  Boston,	
  MA	
  
•  Researches	
  industry	
  t...
#SMX #24B @MarkIrvine89
Recently Engaged!
#SMX #24B @MarkIrvine89
Dating is A Lot Like Audience Targeting
•  More	
  of	
  you	
  are	
  doing	
  it	
  online	
  no...
#SMX #24B @MarkIrvine89
Identifying a Lovely New Audience
#1:
Finding Someone New
2007	
  
#SMX #24B @MarkIrvine89
Finding Your Ideal Match
My	
  Middle	
  School	
  Crush: 	
   	
   	
   	
  My	
  Fiancé:	
  
Les...
#SMX #24B @MarkIrvine89
Re-Think Your Key Audiences
Source:	
  ThinkWithGoogle,	
  December	
  2015	
  
#SMX #24B @MarkIrvine89
Re-Think Your Key Audiences
Use	
  Google	
  Analytics	
  to	
  identify	
  key	
  audiences	
  fo...
#SMX #24B @MarkIrvine89
Re-Think Your Key Audiences
Use	
  Google	
  Analytics	
  to	
  identify	
  key	
  demographics	
 ...
#SMX #24B @MarkIrvine89
#2:
The Chase
Chase past visitors with Remarketing
2009	
  
#SMX #24B @MarkIrvine89
Engaged Visitors are Better Visitors
Source:	
  928	
  Wordstream	
  Clients	
  using	
  remarketi...
#SMX #24B @MarkIrvine89
Remarketing: Not Just Display Anymore!
Source:	
  928	
  Wordstream	
  Clients	
  using	
  remarke...
#SMX #24B @MarkIrvine89
Customer Match
Not	
  all	
  of	
  your	
  best	
  customers	
  
visit	
  your	
  site	
  all	
  t...
#SMX #24B @MarkIrvine89
Customer Match
Google’s	
  Customer	
  Match	
  boasts	
  
some	
  of	
  the	
  best	
  conversion...
#SMX #24B @MarkIrvine89
Excluding Audiences
	
  
	
  	
  
	
  
	
  
	
  
	
  
	
  
If	
  repeat	
  leads	
  have	
  no	
  ...
#SMX #24B @MarkIrvine89
#3:
The First Date
Choosing Where to Court Your Audience
2011	
  
#SMX #24B @MarkIrvine89
Find Your Content Match
Couple	
  relevant	
  audiences	
  with	
  
relevant	
  website	
  targets...
#SMX #24B @MarkIrvine89
Find Your Content Match
Your	
  top	
  referral	
  placements	
  will	
  also	
  be	
  your	
  top...
#SMX #24B @MarkIrvine89
Get Off Your Phones!
Mobile	
  Conversion	
  
Rates	
  are	
  Still	
  Low!	
  
#SMX #24B @MarkIrvine89
Get off the Apps!
“Nearly half (47%) of all in-app ad
clicks were found to be accidental.”
Source:...
#SMX #24B @MarkIrvine89
Get off the Apps!
We	
  typically	
  see	
  mobile	
  apps	
  ad	
  placements	
  have	
  a	
  rel...
#SMX #24B @MarkIrvine89
#4:
Break the Dumb Rules
Don’t limit yourself with impression caps
& short membership duration
#SMX #24B @MarkIrvine89
Remarketing Gets A Bad Rep
Our	
  industry	
  hails	
  keeping	
  impression	
  frequency	
  caps	...
#SMX #24B @MarkIrvine89
Actions Speak Louder Than Words
Users	
  are	
  76%	
  more	
  
likely	
  to	
  click	
  on	
  a	
...
#SMX #24B @MarkIrvine89
Impression Caps Hurt More Than Help
Daily	
  Impression	
  
Cap	
  
Average	
  #	
  of	
  
Impress...
#SMX #24B @MarkIrvine89
Ad Exposure Increases CVR
#SMX #24B @MarkIrvine89
Give them Time
Use	
  your	
  Google	
  Analytics	
  Time	
  Lag	
  Report	
  to	
  determine	
  
...
#SMX #24B @MarkIrvine89
1.  Use	
  GA	
  to	
  find	
  New	
  Audiences	
  &	
  Demographics	
  	
  
2.  Remarket	
  to	
  ...
#SMX #24B @MarkIrvine89
THANK YOU!
Mark	
  Irvine,	
  Data	
  Scientist	
  
Wordstream	
  	
  
SEE YOU AT THE NEXT #SMX!
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Love At First Click: 4 Ways To Find The Audience of Your Wildest Dreams - And How to Convert Them By Mark Irvine

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Advanced Audience Targeting. PRESENTATION: Love At First Click: 4 Ways To Find The Audience of Your Wildest Dreams - And How to Convert Them - Given by Mark Irvine, @markirvine89 - Wordstream, Sr. Data Scientist. #SMX #24B

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Love At First Click: 4 Ways To Find The Audience of Your Wildest Dreams - And How to Convert Them By Mark Irvine

  1. 1. #SMX #24B @MarkIrvine89 Love at First Click 4 Ways To Find The Audience of Your Wildest Dream – And How To Convert Them!
  2. 2. #SMX #24B @MarkIrvine89 •  Data  Scientist  at  Wordstream  in  Boston,  MA   •  Researches  industry  trends  in  PPC   •  4  Years  of  PPC  Experience   Meet Mark Irvine
  3. 3. #SMX #24B @MarkIrvine89 Recently Engaged!
  4. 4. #SMX #24B @MarkIrvine89 Dating is A Lot Like Audience Targeting •  More  of  you  are  doing  it  online  now.   •  It  can  be  hard  to  find  someone  interested  in  you.   •  Sometimes  you’re  going  to  stalk  them  (just  a  little  bit).   •  Your  first  impressions  mean  everything.   •  It’s  too  easy  to  lose  a  good  fit  by  not  following   through.  
  5. 5. #SMX #24B @MarkIrvine89 Identifying a Lovely New Audience #1: Finding Someone New 2007  
  6. 6. #SMX #24B @MarkIrvine89 Finding Your Ideal Match My  Middle  School  Crush:        My  Fiancé:   Lesson:   We  don’t  always  know  what  we’re  looking  for  right  away.  
  7. 7. #SMX #24B @MarkIrvine89 Re-Think Your Key Audiences Source:  ThinkWithGoogle,  December  2015  
  8. 8. #SMX #24B @MarkIrvine89 Re-Think Your Key Audiences Use  Google  Analytics  to  identify  key  audiences  for   your  campaigns  
  9. 9. #SMX #24B @MarkIrvine89 Re-Think Your Key Audiences Use  Google  Analytics  to  identify  key  demographics  for   your    campaigns  
  10. 10. #SMX #24B @MarkIrvine89 #2: The Chase Chase past visitors with Remarketing 2009  
  11. 11. #SMX #24B @MarkIrvine89 Engaged Visitors are Better Visitors Source:  928  Wordstream  Clients  using  remarketing  audiences  &  proper   conversion  tracking,  January  2015   Use  Remarketing  To   Reengage  your  best   visitors!  
  12. 12. #SMX #24B @MarkIrvine89 Remarketing: Not Just Display Anymore! Source:  928  Wordstream  Clients  using  remarketing  audiences  &  proper   conversion  tracking,  January  2015  
  13. 13. #SMX #24B @MarkIrvine89 Customer Match Not  all  of  your  best  customers   visit  your  site  all  the  time.     Google’s  Customer  Match   targeting  allows  advertisers  to   target  users  based  off  of  their  email   address  –  without  them  ever   having  to  visit  your  site!              
  14. 14. #SMX #24B @MarkIrvine89 Customer Match Google’s  Customer  Match  boasts   some  of  the  best  conversion  rates  in   the  industry!     Reuse  your  email  marketing  lists   for  customer  match  audiences!                 Source:  28  Wordstream  Clients  using  Customer  Match  Lists  &  proper   conversion  tracking,  January  2015  
  15. 15. #SMX #24B @MarkIrvine89 Excluding Audiences                 If  repeat  leads  have  no  value  to  you,  don’t  pay  for  them.   Add  converted  users  &  client  emails  as  excluded  audiences.  
  16. 16. #SMX #24B @MarkIrvine89 #3: The First Date Choosing Where to Court Your Audience 2011  
  17. 17. #SMX #24B @MarkIrvine89 Find Your Content Match Couple  relevant  audiences  with   relevant  website  targets  to  boast   positive  engagement!  
  18. 18. #SMX #24B @MarkIrvine89 Find Your Content Match Your  top  referral  placements  will  also  be  your  top   ad  placements!     View  Referral  Traffic  to  come  up  with  ideas  for:   •  Managed  Placements   •  Topic  Targets   •  Contextual  Targets      
  19. 19. #SMX #24B @MarkIrvine89 Get Off Your Phones! Mobile  Conversion   Rates  are  Still  Low!  
  20. 20. #SMX #24B @MarkIrvine89 Get off the Apps! “Nearly half (47%) of all in-app ad clicks were found to be accidental.” Source: Pontiflex, 2010  
  21. 21. #SMX #24B @MarkIrvine89 Get off the Apps! We  typically  see  mobile  apps  ad  placements  have  a  relatively   high  CTR  but  a  disappointing  conversion  rate.           To  prevent  from  showing  ads  in  mobile  apps,  add   AdSenseForMobileApps.com as a negative placement.   Get off the Apps! Source:  280  Wordstream  Clients  appearing  on  the  Google  Display  Network  and  using  proper  conversion  tracking,  Jan  2016.   Placement   Average  CTR   Average  CVR   Mobile  Web   0.38%   2.04%   Mobile  App   0.72%   0.49%  
  22. 22. #SMX #24B @MarkIrvine89 #4: Break the Dumb Rules Don’t limit yourself with impression caps & short membership duration
  23. 23. #SMX #24B @MarkIrvine89 Remarketing Gets A Bad Rep Our  industry  hails  keeping  impression  frequency  caps  low  as  a  “best   practice.”  
  24. 24. #SMX #24B @MarkIrvine89 Actions Speak Louder Than Words Users  are  76%  more   likely  to  click  on  a   remarketing  ad!  
  25. 25. #SMX #24B @MarkIrvine89 Impression Caps Hurt More Than Help Daily  Impression   Cap   Average  #  of   Impressions  Delivered   2   1.21   3   1.54   4   1.75   5   1.87   6   2.07   7   2.12   8   2.14   Unlimited   3.71     Ads are almost never served to their full impression cap!
  26. 26. #SMX #24B @MarkIrvine89 Ad Exposure Increases CVR
  27. 27. #SMX #24B @MarkIrvine89 Give them Time Use  your  Google  Analytics  Time  Lag  Report  to  determine   how  long  users  wait  before  they  buy.     Set  your  membership  duration  to  include  95%  of  your   sales!   60  Day   Membership   Duration!  
  28. 28. #SMX #24B @MarkIrvine89 1.  Use  GA  to  find  New  Audiences  &  Demographics     2.  Remarket  to  our  best  converting  Audiences   3.  Identified  the  best  relevant  content  to  pair  with  our   audiences.   4.  Stay  persistent  with  your  best  converting  audiences!   Avoid  restrictive  frequency  caps  &  membership   durations.         Recap  
  29. 29. #SMX #24B @MarkIrvine89 THANK YOU! Mark  Irvine,  Data  Scientist   Wordstream     SEE YOU AT THE NEXT #SMX!

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