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Supercharging Your Audience Targeting Across Search and Social By Ben Wood

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From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: Advanced Audience Targeting & Management Tactics. PRESENTATION: Supercharging Your Audience Targeting Across Search and Social - Given by Ben Wood, @iambenwood - Hallam Internet, Marketing Services Director. #SMX #31B

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Supercharging Your Audience Targeting Across Search and Social By Ben Wood

  1. 1. #SMX #31B @iambenwood Advanced Audience Targeting & Management Tactics SUPERCHARGE YOUR AUDIENCE TARGETING ACROSS SEARCH & SOCIAL
  2. 2. #SMX #31B @iambenwood Ben Wood – About Me § Marketing Services Director @ Hallam Internet § Based in Nottingham, UK § Previously worked @ Experian § Contributor to SEJ, State of Digital & .Net Mag § Guest Lecturer @ Nottingham Trent University
  3. 3. #SMX #31B @iambenwood What We Will Cover 1. The Basics: Audience Lists in Google Analytics 2. 3 Example RLSA Tactics 3. Introducing Facebook Audiences 4. Combining Facebook & Google Audiences 5. Results of Combining Audience Data 6. Helpful Tips & Policies
  4. 4. #SMX #31B @iambenwood The Basics: RLSAs
  5. 5. #SMX #31B @iambenwood Google AdWords Remarketing Lists for Search Ads (RLSAs) Gathering Audience Data Audience Data collected through both Google Analytics (or via an AdWords Remarketing tag placed on your site) and customer data using customer match. RLSA Apply to AdWords search campaigns: Desktop, Mobile, and Tablet Targeted Google Display Network ads Create Audience list of visitors Tailor bids, ad copy, keywords to achieve better position, increase clicks and conversions. Create new campaigns targeted at audience list members only. RLSAs allow advertisers to:
  6. 6. #SMX #31B @iambenwood Why RLSA? All search users are NOT created equal Users already familiar with your site, products or brand are more likely to convert
  7. 7. #SMX #31B @iambenwood Example Audience Definitions in Google Analytics Don’t forget: Google Search privacy threshold. List size = minimum of 1,000 members Date of first session Transactions per user Traffic Source (Campaign, Source, Medium, Keyword) Exit Page Count of sessions Date of first Session Quantity added to Basket Revenue per session Custom Conditions / Sequences
  8. 8. #SMX #31B @iambenwood 3 Example RLSA Tactics
  9. 9. #SMX #31B @iambenwood 1. Prevent Losing Your Top Customers to Competitors
  10. 10. #SMX #31B @iambenwood 2. Increase Bids for Users That Have Visited Your Site an Optimal Number of Times Before Purchase
  11. 11. #SMX #31B @iambenwood 3. Increase Bids for People Who’ve Completed a Micro Conversion but not yet Made a Purchase
  12. 12. #SMX #31B @iambenwood Introducing Facebook Audiences
  13. 13. #SMX #31B @iambenwood Why Facebook? Worldwide, there were over 2.13 billion monthly active Facebook users for Q4 2017, which is a 14 percent increaseYOY. (Source: Facebook 01/31/18). That’s more than a third of the entire population of the world. The main benefit Facebook offers lies in the potential granularity with which you can target users.
  14. 14. #SMX #31B @iambenwood Facebook Audience Types LOOKALIKE AUDIENCES CUSTOM AUDIENCES CORE AUDIENCES § Target by Demographics, Location, Interests and Behaviours § Personal data such as relationship, education, hobbies and interests, likes and dislikes § Website Custom Audiences can be created via FB Pixel (website tracking code) § Import your own contact lists – email addresses or phone numbers similar to Google customer match § Find people who share similar characteristics (job titles, page likes/follows, demographics) to your existing customers § Great option for expanding reach if you’re maxing out reach on existing customer lists The main benefit of Facebook advertising vs. Google AdWords!
  15. 15. #SMX #31B @iambenwood Combining Search & Social Audiences
  16. 16. #SMX #31B @iambenwood Using Facebook Ads to Boost Paid Search Performance +30% ROAS +7% CTR -4.5% CPA Return on Ad Spend Click-through rate Cost-per-Acquisition Source: Kenshoo ‘Added Value – Facebook Advertising Boosts Paid Search Performance’ - http://hallam.co/kenshoo
  17. 17. #SMX #31B @iambenwood How to Transfer Facebook Audience Data to AdWords: UTM Tags Facebook Audience can be used as RLSA on AdWords How to use UTM tags: http://hallam.co/utm-tags
  18. 18. #SMX #31B @iambenwood Search & Social Audience Tactics
  19. 19. #SMX #31B @iambenwood 1. Target B2B Decision Makers (Job Titles) via Your Search Ads *This tactic ensures that the clicks you pay for on AdWords are targeted at B2B decision makers, handy for smaller budgets.
  20. 20. #SMX #31B @iambenwood 2. Uncover New Prospects on Facebook to Target TOFU Keywords * An ideal tactic for advertisers who feel like they have exhausted the current search demand in their industry – it will make new users consider your product / service Target & Bid on new TOFU AdWords search campaigns
  21. 21. #SMX #31B @iambenwood 3. Use Partner Categories Across Facebook & AdWords Profile your customer data with a company such as Experian Tag Each Ad Group using UTMs and Create RLSAs for AdWords
  22. 22. #SMX #31B @iambenwood 4. Use Gmail Sponsored Promotions and Facebook Ads Together * Create 2 FB Ad sets and set higher bids in the ad set for people on your mailing list who are Gmail users, because you’ve likely primed them with your message already!
  23. 23. #SMX #31B @iambenwood 5. Increase AdWords Bids for In-Market Facebook Audiences Apply RLSA as Bid Modifier on Existing Search Campaigns Identify In-Market Audiences on Facebook
  24. 24. #SMX #31B @iambenwood The Results
  25. 25. #SMX #31B @iambenwood Facebook Audiences Used to Build RLSAs: Our Results • Data collected from a sample of 20 accounts in Hallam AdWords MCC (Sep 2017 – Feb 2018) CampaignType Avg. CTR Avg. Conversion Rate Avg. CPA Regular RLSAs 2.26% 2.17% £99.68 + Facebook Audience RLSAs 3.80% 3.62% £81.34 % Difference +68.14% +66.82% -18.40%
  26. 26. #SMX #31B @iambenwood Don’t Forget…
  27. 27. #SMX #31B @iambenwood Bid Stacking on AdWords Mobile bid adjustment (+20%) = £1.20 Day of week bid adjustment (+10%) = £1.32 Hour of day bid adjustment (+25%) = £1.65 Audience member bid adjustment (+30%) = £2.15 Starting bid: £1.00
  28. 28. #SMX #31B @iambenwood RLSA Policies Search privacy threshold: • List size minimum: 1,000 members • List duration maximum: 540 days Ads cannot collect personally- identifiable information. No personally-identifiable information can be associated with lists. No lists based on sensitive categories (pharmaceutical, financial status, etc.) www.url.com
  29. 29. #SMX #31B @iambenwood Share these #SMXInsights on your social channels! #SMXInsights § Takeaways: – Standard RLSAs can boost ROAS if used strategically – Facebook offers a higher level of audience targeting via personal data vs. AdWords – Combining Facebook Audiences with RLSAs is proven to decrease paid search CPA, and increase CTR and ROAS – Tactics to test when you get back to the office: 1. Increase AdWords search visibility for Facebook audience members 2. Using lookalike audiences to uncover new prospects for TOFU search campaigns 3. Using Gmail sponsored promos and FB Ads together to boost conversions 4. Target users via Job title and use Partner Data across Facebook & AdWords
  30. 30. #SMX #31B @iambenwood LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX Twitter: @iambenwood Contact: ben.wood@hallaminternet.com Website: www.hallaminternet.com

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