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#SMX #25B @Brainlabs
Tactics to increase conversion rates and ROI
Segmenting Audiences and Tailoring
Ad Campaigns
#SMX #25B @Brainlabs
§  Studied math at
Oxford University
§  Director at Brainlabs,
the fastest growing
UK digital agenc...
#SMX #25B @Brainlabs
What Is Retargeting?
BidAudience Message
#SMX #25B @Brainlabs
What Are Audiences?
#SMX #25B @Brainlabs
How To Set Up Analytics Remarketing
#SMX #25B @Brainlabs
#SMX #25B @Brainlabs
How To Set Up Analytics Remarketing
#SMX #25B @Brainlabs
RLSA – Think About Audiences, Not Keywords
§ Try RLSA on broad match modified
keywords
+keyword
Valu...
#SMX #25B @Brainlabs
You can bid more aggressively on generic
terms, as you don’t have to rely just on the
search query to...
#SMX #25B @Brainlabs
Time
#SMX #25B @Brainlabs
§ Look at groups of people who
visited at the same time.
§ Compare cohort...
#SMX #25B @Brainlabs
Mon Tue Wed Thur Fri Sat Sun
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 ...
#SMX #25B @Brainlabs
Abandoned Shopping Baskets
#SMX #25B @Brainlabs
Combine Metrics into Scorecards
100
75
0%
4%
100
-2%
6%
1
75
-43%
4%
2
-13%
-11%
30297
#SMX #25B @Brainlabs
§ You need to be recording a User ID
https://developers.google.com/analytics/devguides/
collection/a...
#SMX #25B @Brainlabs
§ Turn percentile bands into audiences
§ Adjust bids accordingly
Turn Scorecards into Audiences
0%
...
#SMX #25B @Brainlabs
What About The Message?
#SMX #25B @Brainlabs
§ You need to think of the message as you
think of the audience
§ The reason you’ve grouped people ...
#SMX #25B @Brainlabs
So how does this work in the wild?
#SMX #25B @Brainlabs
#SMX #25B @Brainlabs
#SMX #25B @Brainlabs
#SMX #25B @Brainlabs
#SMX #25B @Brainlabs
#SMX #25B @Brainlabs
#SMX #25B @Brainlabs
#SMX #25B @Brainlabs
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Segmenting Audiences and Tailoring Ad Campaigns By Sophie Newton

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Personalized Ad Experiences Through Retargeting. PRESENTATION: Segmenting Audiences and Tailoring Ad Campaigns - Given by Sophie Newton, @brainlabs, Partner, Head of Innovation - Brainlabs. #SMX #25B

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Segmenting Audiences and Tailoring Ad Campaigns By Sophie Newton

  1. 1. #SMX #25B @Brainlabs Tactics to increase conversion rates and ROI Segmenting Audiences and Tailoring Ad Campaigns
  2. 2. #SMX #25B @Brainlabs §  Studied math at Oxford University §  Director at Brainlabs, the fastest growing UK digital agency §  We do all things biddable Hi there, I’m Sophie from Brainlabs!
  3. 3. #SMX #25B @Brainlabs What Is Retargeting? BidAudience Message
  4. 4. #SMX #25B @Brainlabs What Are Audiences?
  5. 5. #SMX #25B @Brainlabs How To Set Up Analytics Remarketing #SMX #25B @Brainlabs
  6. 6. #SMX #25B @Brainlabs How To Set Up Analytics Remarketing
  7. 7. #SMX #25B @Brainlabs RLSA – Think About Audiences, Not Keywords § Try RLSA on broad match modified keywords +keyword Value > £100 “We need you back” Value > £50 “Come back please” Value < £50 “Be great if you came back”
  8. 8. #SMX #25B @Brainlabs You can bid more aggressively on generic terms, as you don’t have to rely just on the search query to know about the searcher. RLSA – Think About Audiences, Not Keywords 100% 105% 110% 115% Conversions RLSA starts
  9. 9. #SMX #25B @Brainlabs Time #SMX #25B @Brainlabs § Look at groups of people who visited at the same time. § Compare cohorts from different days of the week, times of month, seasons, holidays etc. § Find cohorts to turn into audiences.
  10. 10. #SMX #25B @Brainlabs Mon Tue Wed Thur Fri Sat Sun 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 Time Super Bowl
  11. 11. #SMX #25B @Brainlabs Abandoned Shopping Baskets
  12. 12. #SMX #25B @Brainlabs Combine Metrics into Scorecards 100 75 0% 4% 100 -2% 6% 1 75 -43% 4% 2 -13% -11% 30297
  13. 13. #SMX #25B @Brainlabs § You need to be recording a User ID https://developers.google.com/analytics/devguides/ collection/analyticsjs/user-id § Make a ‘Retargeting Score’ Custom Metric § Calculate the score for each user § Use Data Import to import the scores https://support.google.com/analytics/answer/6066725 Getting Scores into Analytics
  14. 14. #SMX #25B @Brainlabs § Turn percentile bands into audiences § Adjust bids accordingly Turn Scorecards into Audiences 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 50 100 150 200 250 300 Probability Scorecard Points Audience remarketing bands Scorecard points range Suggested bid adjustment Band 1 (0 - 10th percentile) 0 < B1 ≤ 54 -70% Band 2 (10th - 20th percentile) 54 < B2 ≤ 87 -48% Band 3 (20th - 30th percentile) 87 < B3 ≤ 111 -27% Band 4 (30th - 40th percentile) 111 < B4 ≤ 131 -13% Band 5 (40th - 50th percentile) 131 < B5 ≤ 150 -6% Band 6 (50th - 60th percentile) 150 < B6 ≤ 169 +6% Band 7 (60th - 70th percentile) 169 < B7 ≤ 189 +15% Band 8 (70th - 80th percentile) 189 < B8 ≤ 213 +38% Band 9 (80th - 90th percentile) 213 < B9 ≤ 246 +94% Band 10 (90th - 100th percentile) 246 < B10 ≤ 300 +234%
  15. 15. #SMX #25B @Brainlabs What About The Message?
  16. 16. #SMX #25B @Brainlabs § You need to think of the message as you think of the audience § The reason you’ve grouped people together in an audience dictates the message Message
  17. 17. #SMX #25B @Brainlabs So how does this work in the wild?
  18. 18. #SMX #25B @Brainlabs
  19. 19. #SMX #25B @Brainlabs
  20. 20. #SMX #25B @Brainlabs
  21. 21. #SMX #25B @Brainlabs
  22. 22. #SMX #25B @Brainlabs
  23. 23. #SMX #25B @Brainlabs
  24. 24. #SMX #25B @Brainlabs
  25. 25. #SMX #25B @Brainlabs THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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