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Targeting Users at All Stages of the Buyer Funnel - Pubcon Vegas 2018

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Learn how to build more meaningful retargeting lists, leverage them to create lookalikes, the build a campaign structure that nurtures users from awareness to customer across all of your advertising channels.

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Targeting Users at All Stages of the Buyer Funnel - Pubcon Vegas 2018

  1. 1. Audience Targeting Michelle Morgan Director of Client Services Leveraging Each Stage of the Buyer Funnel @michellemsem
  2. 2. TARGETING USERS IN THE FUNNEL Lead Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Opportunity Customer @michellemsem Homepage Category Page Product Page Add to Cart Cart Visit Billing Info Shipping Info Customer
  3. 3. AGENDA • Targeting Top of Funnel Users • Creating Audiences Down the Funnel • Campaign Structure & Audience Shaping • Cross Channel Considerations @michellemsem
  4. 4. Building Audiences Michelle Morgan Director of Client Services @michellemsem
  5. 5. Who Should You Target? BUILDING TARGET AUDIENCES @michellemsem
  6. 6. #pubcon @michellemsem IT’S NOT ALWAYS ACCURATE • And for a number of reasons. • Some data is based on user provided information. • Some is based on FB’s algorithm making decisions. • But let’s see why neither of these is fool proof… DON’T TAKE TARGETING FOR GRANTED
  7. 7. #pubcon @michellemsem USER GIVEN DATA • Crossdressing shop. • All clients are male, but we target women on Facebook. • Why? • Users made a second profile to fit their alter-ego/real self. DON’T TAKE TARGETING FOR GRANTED
  8. 8. #pubcon @michellemsem ALGO BASED DATA • Client wants to target users with larger company size. • We target those in the right range and exclude those in the wrong range because… thoroughness. • Switched targeting on June 1. DON’T TAKE TARGETING FOR GRANTED
  9. 9. #pubcon @michellemsem LOOK INWARD FOR NEW AUDIENCES
  10. 10. TARGETING USERS IN THE FUNNEL Lead Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Opportunity Customer @michellemsem Homepage Category Page Product Page Add to Cart Cart Visit Billing Info Shipping Info Customer
  11. 11. #pubcon @michellemsem BASIC URL RULES
  12. 12. #pubcon @michellemsem WEBSITE INTERACTION
  13. 13. GOOGLE TAG MANAGER
  14. 14. #pubcon @michellemsem LEVERAGING ENGAGEMENT
  15. 15. #pubcon @michellemsem • All visitors. • Interested user. • Potential buyer. • Lead. PAGE ENGAGEMENT
  16. 16. #pubcon @michellemsem CREATIVE ENGAGEMENT
  17. 17. #pubcon @michellemsem VIDEO ENGAGEMENT
  18. 18. #pubcon @michellemsem CUSTOMER LISTS
  19. 19. #pubcon @michellemsem CUSTOMER LIST SEGMENTATION
  20. 20. #pubcon @michellemsem LOOKALIKE AUDIENCES
  21. 21. Meaningful Lists Are Even More Important for Lookalikes Lookalike Algorithm Patterned List No Patterns Strong Modeling GOOD DATA IN, GOOD DATA OUT @michellemsem
  22. 22. #pubcon @michellemsem • Company Size • Returning vs One Time • Service Used • Product Category • Job Title • Industry • Geography • Sale vs Regular Price CUSTOMER LIST SEGMENTATION
  23. 23. FIND A HAPPY MEDIUM 10k - 50k @michellemsem 500 - 50k
  24. 24. DEMOGRAPHIC TOOLS Platforms: • Google Ads • Facebook • LinkedIn AUDIENCE ANALYSIS @michellemsem
  25. 25. AUDIENCE ANALYSIS 1. Create Positive Audiences 2. Create Negative Audiences 3. Review Audience Insights 4. Compare Differences AUDIENCE PATTERNS @michellemsem
  26. 26. AUDIENCE PATTERNS @michellemsem
  27. 27. AUDIENCE PATTERNS @michellemsem
  28. 28. AUDIENCE PATTERNS ENDLESS POSSIBILITIES • Converting vs Non-Converting • High ROI vs Low ROI • Single vs Multiple Products Purchased • One Time Buyer vs Repeat Customers • Free Trial Users vs Paying Customers • Enterprise vs SMB Solutions • Monthly Subscribers vs Annual Plans @michellemsem
  29. 29. Campaign Structure Michelle Morgan Director of Client Services @michellemsem
  30. 30. CREATING A FUNNEL LEVERAGING AUDIENCES • Utilize each interaction to move a user to the next stage. • Start with smaller interactions and move your way down. First Touch Second Touch Conversion @michellemsem
  31. 31. CREATING A FUNNEL STAGE AUDIENCE CALL TO ACTION Awareness Lookalike Brand Video View Interest Video Views > 50% Informational Whitepaper Consideration Whitepaper Downloads Demo Request Action Demo Requested N/A @michellemsem
  32. 32. CREATING A FUNNEL • When we’re finished, the user flows through each call to action from one audience to another. • Each time, they move themselves closer to conversion. Lookalike Video Views Download Demo @michellemsem
  33. 33. LOOKALIKE VIDEO VIEWS WHITEPAPER DEMO DUPLICATING EFFORTS • Each of the conversion actions leads to a point. • For this funnel, these are nesting audiences. CREATING A FUNNEL @michellemsem
  34. 34. Demos Whitepaper Downloads Video Views Ad Set 2 Ad Set 1 Ad Set 4 CREATING A FUNNEL @michellemsem Lookalike Ad Set 3
  35. 35. LOOKALIKE VIDEO VIEWS WHITEPAPER DEMO Exclude most specific audience from less: CREATING A FUNNEL @michellemsem
  36. 36. DEMO WHITEPAPER VIDEO VIEWS LOOKALIKE DEMO WHITEPAPER VIDEO VIEWS DEMO WHITEPAPER DEMO CREATING A FUNNEL @michellemsem
  37. 37. Demos Whitepaper, No Demo Video Views, No WP or Demo Ad Set 2 Ad Set 1 Ad Set 4 CREATING A FUNNEL @michellemsem Lookalike Alone Ad Set 3
  38. 38. MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE Marathons Fun Runs Member Program Brand Message AUDIENCE SHAPING @michellemsem
  39. 39. MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE Marathons Member Program Fun Runs Brand Message AUDIENCE SHAPING @michellemsem
  40. 40. #pubcon @michellemsem AUDIENCE MANAGER AUDIENCE OVERLAP
  41. 41. AUDIENCE SHAPING @michellemsem LOOKALIKE PAGE LIKES FUN RUNS MARATHONERS LOOKALIKE PAGE LIKES FUN RUNS MARATHONERS
  42. 42. Audience Layering: • Put Audiences in Order of Importance • Exclude Down the Hierarchy Examples: • Audience Size • Highest Value Targets • Specific Ad Messaging • Sales Funnel Position • Audience Targeting Strategy AUDIENCE SHAPING @michellemsem
  43. 43. Cross-Channel Audiences Michelle Morgan Director of Client Services @michellemsem
  44. 44. TARGETING USERS IN THE FUNNEL LinkedIn Google Direct Facebook @michellemsem Facebook Facebook Facebook Facebook
  45. 45. CHANNEL STRENGTHS
  46. 46. #pubcon @michellemsem CHANNEL STRENGTHS Search DisplaySocial
  47. 47. #pubcon @michellemsem CHANNEL STRENGTHS
  48. 48. FORTUNE 500 Targeting Fortune 500 folks in Facebook. @michellemsem
  49. 49. #pubcon @michellemsem ONE DEGREE OF SEPARATION
  50. 50. #pubcon @michellemsem HOW DO CEOS SEARCH?
  51. 51. #pubcon @michellemsem DECISION MAKERS IN SEARCH
  52. 52. #pubcon @michellemsem DECISION MAKERS IN SEARCH • RLSA. • Ad Customizers or IF Statements to better tailor copy. • Create Dynamic Search Ads campaigns for these users as RDSA.
  53. 53. #pubcon @michellemsem
  54. 54. TAKEAWAYS • Start by understanding the different stages of your buyer funnel and creating audiences for each. • Create more meaningful segmentation in lists to lend to better Lookalike and Similar Audiences. • Patter Recognition exercise using insights tools. • Campaign structure and Audience Shaping are key to funnel building and can have a large impact on success and optimization. • Leverage audiences across channels to maximize performance and insights. @michellemsem
  55. 55. MICHELLE MORGAN Director of Client Services PPC Since 2010 Whovian Golfer Tea > Coffee Ripley’s Mom @michellemsem
  56. 56. Thank You! Michelle Morgan Director of Client Services @michellemsem

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