This was originally presented by Brad Gaddes at Hero Conf Los Angeles.

1. Audience Targeting
Brad Geddes
Co-Founder, Adalysis
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2. Learner Outcomes
Why you should leverage audience targeting
Your audience building & targeting options
How to leverage audience traffic to increase conversions
@bgTheory

3. The Overblow Stat
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4. Consumers Spend More Time with Information than
Ever Before

5. The New Reality
Consumers visit websites at least 6 times, on
average, in the purchase process.
(Nielson)
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6. One Sites Growing Trend
0.00%
100.00%
200.00%
300.00%
400.00%
500.00%
600.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
1 2 3 4 5 6 7 8 9 10 11 12+
Percentage growth in touchpoints
Percentage of conversions by touchpoint
Customer Touch Points (online) Before Conversion
Jan 1, 2011 - Jul 28, 2011 Jan 1, 2016 - Jul 28, 2016 % Change
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7. What This Means to PPC Practitioners
New visitors:
•Lowest CPC
•Bring in as many mostly qualified (but maybe
not fully) as possible to get them in the funnel
•Watch their site behavior to segment them into
audiences
Previous visitors
•Treat them differently than new users
•These visitors understand you brand and value
prop so can self-select to return or not
•Higher CPCs for this group since they know
what they are getting into
How do you treat previous users differently
than new ones?
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8. Audience Targeting Options
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9. Remarketing
Bring back visitors via display networks.
RLSA: Remarketing
Lists for Search Ads
(AdWords & Bing)
Display
Remarketing
Remarketing is
serving ads to
users based upon
website behavior
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10. Google Internal Data (One Week in Spring 2016): RLSA
Bring back visitors via search networks.
Vertical Impression
Share
Click Share Conversion
Share
Cost Share CPA Difference
(non-adjusted)
Automotive 5.2% 7.3% 15.6% 7.5% -44%
Business & industrial 4.1% 6.3% 14.9% 6.6% -48%
Classifieds & Local 5.9% 7.8% 16% 7.9% -43%
Financial Services 3.8% 5.3% 9.7% 5.4% -38%
Media & Entertainment 5.1% 7.1% 15.2% 7.0% -47%
Retail 5.7% 7.8% 19.1% 8.4% -50%
Travel 6.2% 8.3% 20.2% 9.2% -46%
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11. The Longer the Customer Journey: The More You
Need Remarketing
Source: Nielsen & Google

12. Why Remarketing?
Of those who abandon a shopping cart, 75% say they
intend on returning to a retailer’s site to make a
purchase.
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13. Customer Match
Bring back users via email across GDN or Search.
Customer Match is ‘like’ remarketing but for your
CRM/Email Data
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14. Who Should Use Customer Match?
Loyalty users
Non-engaged
users
Seasonal
customers
Users in one
product grouping
Discount shoppers
High volume, low
returns
Low volume, high
returns
Trade shows
Demos
Why did you
collect their email
& what’s in your
CRM?
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Consider your segmentation carefully

15. Customer Match vs Remarketing
Remarketing
• Recency
• Online data
• Must tag website
Customer Match
• Re-engagement
• Offline data
• CRM data
• Can be ‘Tagless’
Remarketing
• No website codes
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16. DSA: Dynamic Search Ads
DSAs leverage organic crawl technology to
automatically create keywords & semi-
automate ad creation.
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17. What You Can Do with Audiences
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18. Bid Modifiers (Examples for One Site)
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Never
visited site
Visited Site
Before
Visited
Category
page
Visited
Product
page
Added items
to cart
Abandoned
Checkout
Previous
Customer
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19. Modifiers Can be Negative
-150%
-100%
-50%
0%
50%
100%
150%
200%
Never visited site Visited Site
Before
Signed up for free
trial
Paying
Customers
SAAS Bid Modifiers
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20. “Reporting Mode” – No Adjustments
More stats without more money
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21. Change The Ads (same keywords)
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22. Ads Can Mirror the Sales Funnel
What’s the next step?
Clicks to website
Download whitepaper
Views product
demo
Sales call /
trial
Becomes
member@bgTheory

23. IF/Default Ads with Audiences
Automatically change the ads based upon the audience.
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24. Expanding Keywords
Do You Have Keywords
that are:
• Too general
• Too expensive
• Only work for certain
users
• Are mostly B2C &
you’re B2B
Notice: No Ads!

25. Audience Members are Pre-Qualified: Try
Audience +
new keywords
Audience +
broad
(yes broad) match
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26. DSAs with Audience Targeting
DSA Advantages
•Good for increased coverage
• Not knowing all keywords
• Capturing the long tail or low volume words
• To enhance the visibility of content marketing
• Keyword research
• Ensuring your ads are relevant:
• Getting started fast
• Expanding into new markets
DSA + Audience
•Expanded keywords for a specified audience.
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27. Putting the Options Together
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28. Holiday 1
Collect data
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29. Holiday 2
Use the Data
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30. Holiday 3
Use YoY Data
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31. How Simple It Can Be
Small ecommerce site
Create 3 audience lists
(GA):
• All users
• All buyers > $500
• All buyers < $500
• 5 minutes
Export & upload CRM data
• 2 buyer lists (B2B & B2C)
• 10 minutes
Create display remarketing
campaign
• Use product feed (dynamic ads)
• 1 minute
Create dynamic image &
text ads for display
• 15 minutes
Create DSA campaign
• 2 targets (All, categories)
• 3 minutes
Add all lists to all ad groups
• Target & Bid: DSA & Display
remarketing
• Bid only: search
• 10 minutes (editor)
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32. 44 Minutes
Not too much work
RLSA
•3 audiences
•Bid modifiers
•All: Small
•B2C buyers: Medium
•B2B: Large
Customer Match:
•2 Audiences (buyers only)
•Bid modifiers:
•B2C: Small
•B2B: Large
Expanded keywords:
•DSA + Audiences
•Bids:
•All: Small
•B2C buyers: Medium
•B2B: High
Display Remarketing:
•Dynamic Image & Text ads
•Bids:
•All: Low
•B2C buyers: Medium
•B2B: High
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33. Results
Month over month for 44 minutes of work…
RLSA:
• 12% increase in
conversions
• 9% increase in revenue
Customer match:
• 4% increase in
conversions
• 11% increase in revenue
Display remarketing:
• 9% increase in
conversions
• 6% increase in revenue
@bgTheory

34. How Complex This Can Be
Large SAAS company with 10+ cloud based products
Blog
• Readers
• Sharers
All site visitors
• SMB
• Enterprise
Whitepaper
downloads:
• SMB
• Enterprise
Customers in free
trial
• SMB
• Enterprise
Current customers
per product < 60
days
Current customers
per product > 60
days
Current employees
TV commercial lists
• RLSA based upon flight
data
Many more…
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35. Current employees:
• Negative list
Blog readers:
• Content marketing (RLSA + DSA)
Site visitors types (excluding customers & conversions)
• Bid modifiers
• Modifiers change by SMB vs Enterprise vs Product Type
Whitepaper downloads:
• New keywords
• Broader keywords
• Ads focused on getting user to start trial
Free Trial:
• Get users to use trial
• High bid modifiers on generic & competitor terms
• Showcase features via sitelinks & callout extensions
Customers < 60 Days:
• Showcase help files, lesser known features, etc
• Sitelinks & callouts used to showcase features
Customers > 60 Days:
• For same products: “login” & explicit product based words are negative lists
• For alternate products they sell: Ads focused on upsells and multiple product discounts
• For alternate product they don’t sell; ads focus on getting help, support, and not losing the customer.
How the Segments Are Used

36. It Takes a Lot to Manage This Much:
Be Prepared or Start Simple

37. Key Takeaways
Audience targeting is no longer just for display & social
• RLSA
• Customer match
• Display Remarketing
Audiences target types:
• Change bids
• Change keywords
• Change ads (Including IF/Default ads)
• Only serve ads to audience members
• Great when combined with DSAs
What you can do with audiences:
• But a large potential for revenue increases
Audiences make up a small % of your traffic

38. Thank You J
Brad Geddes
Co-Founder, Adalysis
Twitter: @bgTheory
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