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The People of Search - Mark Irvine

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Mark Irvine's slides from the dmsso17 workshop day

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The People of Search - Mark Irvine

  1. 1. The People of Search- Advanced Audience and Demographic Targeting on the Google SERP Mark Irvine Sr Data Scientist 20th October, 2017
  2. 2. 2 Follow Along with your Accounts
  3. 3. 3 • Researches industry trends in PPC • Voted the 5th Most Influential PPC Expert of 2017 • 5+ Years of PPC Experience Meet Mark Irvine Mark Irvine Senior Data Scientist, WordStream @MarkIrvine89
  4. 4. 4 Newly Married!
  5. 5. 5 It’s not hard to find SOMEONE, but finding your perfect someone can be hard
  6. 6. 6 Finding Someone Special 2007 - We meet
  7. 7. 77 Finding Your Ideal Match My Middle School Crush: My Partner: Lesson: We don’t always know what we’re looking for right away!
  8. 8. 88 ReThink Your Key Audiences Source: ThinkWithGoogle
  9. 9. 99 Rethink Your Key AudiencesReThink Your Key Audiences
  10. 10. 1010 Rethink Your Key Audiences Use Google Analytics to identify key demographics for your campaigns! Men over 50% more likely to convert! Men also spent 4x as much per transaction! ReThink Your Key Audiences
  11. 11. 11 Demographic Targeting NEW on Google Search! Demographic targeting is available on:
  12. 12. 1212 On the Search Network, you can chose to target, exclude, or bid differently based on the demographics of people searching for your keywords! Gender Age NEW! Parental Status NEW! Household Income Demographic Targeting
  13. 13. 13 Intro to Paid SearchPlastic Surgeon Advertiser Keyword: “Breast Enlargement” Solution: Exclude Men
  14. 14. 14 Intro to Paid SearchFlorist Advertiser Keyword: “Same day Flower Delivery” Solution: Bid more for Men
  15. 15. 15 Intro to Paid SearchFinancial Planning Keyword: “Retirement Planning” Solution: Target exclusively ages 45+
  16. 16. 16 Personalize your Ads for your Audience
  17. 17. 17 Personalize your Ads for your Audience Ad shown only to men: Ad shown only to women: CTR: 7.31% CVR: 1.82% CTR: 11.59% CVR: 4.35% CTR: 9.25% CVR: 3.80% Improved CTR 60%! Improved CVR 140%!! Improved CTR 30%! Improved CVR 110%!!
  18. 18. 18 Staying Together 2010 - Dating 2014 – Move In 2015 – Engaged
  19. 19. 1919 Searchers need LESS time to convert Searchers need MORE time to convert Give Them Time
  20. 20. 2020 Use your Google Analytics Time Lag Report to determine how long users wait before they buy. Make sure you’re reaching these audiences long enough to capture 95% of these conversions! Give Them Time
  21. 21. 2121 Use your Google Analytics Path Length to determine many times someone visits your site before converting! Give Them Time
  22. 22. 2222 Remarketing
  23. 23. 2323 More than 2x more likely to convert after seeing your ad 6 times! Ad Exposure Increases Conversion Rate
  24. 24. 2424 Actions speak louder than Words.
  25. 25. 2525 Actions speak louder than Keywords.
  26. 26. 2626 Past actions are the best indicator of future actions. On the Search Network, you can chose to target, exclude, or bid differently based on how they’ve previously behaved on your site. Remarketing Lists for Search Ads • Has never been to my site before. Southampton Hotels • Was visiting my site last night • Previously booked a room a last month
  27. 27. 2727 Demographic Targeting Returning Visitors are about twice as likely to click on your ad. Past buyers are about 5 times as likely to click on your ad!
  28. 28. 2828 Returning Visitors are about 25% more likely to convert. Past buyers are up to 5 times more likely to convert.
  29. 29. 2929 Reuse your email marketing lists for customer match audiences! Remarketing Lists for Search Ads
  30. 30. 3030 Reuse your email marketing lists for customer match audiences! Customer Match boasts some of the best conversion rates in the industry! Remarketing Lists for Search Ads
  31. 31. 3131 Similar Audiences for Search You can use your existing audiences to generate similar audiences – people who have similar search and browsing behaviors as your website visitors, but haven’t yet been to your site!
  32. 32. 3232 Similar Audiences for Search Similar audiences have roughly 7 times the reach of your remarketing audiences with similar CTR and conversion rates!
  33. 33. 3333 In Market Audiences • Since 2013, advertisers could target their ads to users who were “In-Market” for a select 493 products or services on the Display Network.
  34. 34. 3434 In-Market Audience Targeting is Expanding to Search Campaigns
  35. 35. 3535 In Market Audiences on Search Macbook Pro 13 InchMacbook Pro 13 Inch New Laptops Macbook models Macbook vs Macbook Pro Macbook Pro Specs Macbook Prices User’s Past Search & Browsing History c In Market for new laptop
  36. 36. 3636 In Market Audiences on Search Use Google Analytics to identify key In-Market audiences for your campaigns:
  37. 37. 3737 However, not everyone is worth paying to get back to your site. You may want to exclude current customers or people it wouldn’t make sense to convert again. Excluding Audiences • Has never been to my site before. Paid Search Jobs • Was visiting my site last night, but didn’t convert • Previously converted or current customer
  38. 38. 38 Finding the Right Place to Ask
  39. 39. 3939 The Google Display Network is the largest display network in the world, reaching 91% of the UK Internet Population daily across 3+ Million websites & apps! Google Display Network
  40. 40. 4040 Couple relevant audiences with relevant content to boost engagement! Finding the Perfect Place
  41. 41. 4141 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 Finding the Perfect Place
  42. 42. 4242 On the search network, you use negative keywords to prevent your ads to show alongside bad searches. Bad or irrelevant search terms On the display network, you may want to exclude placements to prevent your ads to show alongside bad content. Hateful content? Fake / Misleading News? Death or Tragedy? Excluding Website Placements
  43. 43. 4343 Get off the Apps! “Nearly half (47%) of all in-app ad clicks were found to be accidental.” Source: Pontiflex Placement Type Average CTR Average CVR Mobile Web 0.38% 2.04% Mobile App 0.72% 0.49%
  44. 44. 44 Better Together
  45. 45. 4545 Your Campaigns Work Better Together
  46. 46. 4646 Advertising outside Google drives more Google Search
  47. 47. 4747 Targeting On Search: Expanded Targeting on Display: Expanded Targeting on Social: Age Income Gender Parental Status Remarketing Audiences Interests & Affinities In-Market Audiences Job & Career School & Education Love & Relationship Life Events Get More Targeting Cross-Network
  48. 48. 48 Perfecting Your Audience Targeting Cross-Network High Intent Searchers on Google Sophisticated Audience Targeting on Display & Social Search Display & Social Winning Combination! Perfecting your Audience Targeting Cross-Network
  49. 49. 49 Create audience lists from your social campaigns and target them in your search campaigns to improve your PPC targeting! Targeting your Social Audiences in Search Campaigns
  50. 50. 50 Targeting Your Social Audiences in Search Mens Wedding Rings Inexpensively target users based on their relationship status or upcoming wedding Target these users differently when they later search! Targeting your Social Audiences in Search Campaigns
  51. 51. 51 Recap
  52. 52. 52 Target your ads and keywords for different demographics. Don’t rely on your instincts - trust data to see which demographics are best for your campaigns!
  53. 53. 53 Use remarketing audiences to improve your campaign targeting. More engaged users on your site are more likely to later convert.
  54. 54. 54 Find the best content for your ads to appear alongside. Don’t be afraid to prevent your ads from showing alongside dodgy content.
  55. 55. 55 All of your campaigns work best together. Leverage the same advanced targeting in your display and social campaigns in your search campaigns!
  56. 56. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you! Mark Irvine, Senior Data Scientist mirvine@wordstream.com @MarkIrvine89

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