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Awesome audiences: Eva Wilkes - SearchNorwich 5

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Eva gives a quick introduction to useful, high-converting audiences and how they prevent wasted spend, she explains how businesses of any size can use remarketing to leverage high quality site content, increasing return traffic and cementing brand awareness. Next, she takes an in-depth look at why, when and how to build Custom Affinity audiences, taking targeting decisions away from Google and putting it back in the hands of the advertiser for maximum ROI.

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Awesome audiences: Eva Wilkes - SearchNorwich 5

  1. 1. AWESOME AUDIENCES
  2. 2. Hi! Who am I? BRAND MANAGER Fountain PPC Display ACCOUNT MANAGEMENT HE EVA
  3. 3. The Google Display Network
  4. 4. Be vigilant for nuanced settings designed to increase campaign reach whether it’s relevant to your goals or not. Wasted spend is Google’s friend
  5. 5. Awareness Goals Conversion Goals Consideration Goals
  6. 6. AFFINITY SIMILAR GDLC* INTENT/ IN-MARKET REMARK ETING AWARENESS GOALS CONVERSION GOALS Display Audiences + LOCATION+ DEMOGRAPHIC + INCOME (US) +DEVICE+PLACEMENT +KEYWORD
  7. 7. REMARKETING ALL USERS 1% of articles generate 75% of social shares https://backlinko.com/content-study AWESOME AUDIENCE 1
  8. 8. REMARKETING ALL USERS CONSIDERATION GOALS • Increase high-converting return traffic • Increase the LTV of existing customers by staying front of mind • Get your best content seen Content Campaigns • Scalable according to budget
  9. 9. The Smorgasbord! AD AD AD AD AD AD
  10. 10. ARTICLE + AD + PAGE AUDIENCE • Widen appeal: User interest dictates entry point • Increase impressions with more ad groups • Showcase expertise across multiple capabilities • Once 100 users per audience is reached, users stop seeing ads for content they’ve already viewed
  11. 11. Important Considerations: • Exclude “games” under content exclusions • Set to “rotate indefinitely” ad rotation • Time your content well and get monster CTRs!
  12. 12. It’s a trap! “Recommended” Settings Err… no. Retain control over who you are targeting and disable audience expansion when creating remarketing campaigns.
  13. 13. It’s a trap! eCPC A great bid strategy for automated optimisation…. But not in this context. Use manual CPC. eCPC will override the “rotate indefinitely” setting, defeating the point of the campaign.
  14. 14. Awareness Goals
  15. 15. AFFINITY SIMILAR GDLC* INTENT/ IN-MARKET REMARK ETING AWARENESS GOALS CONVERSION GOALS Display Audiences + LOCATION+ DEMOGRAPHIC + INCOME (US) +DEVICE+PLACEMENT +KEYWORD
  16. 16. CUSTOM AFFINITY For when Google’s own definitions don’t quite cut it AWESOME AUDIENCE 2
  17. 17. So what? Where does a persona intersect with platform targeting capabilities?
  18. 18. INTEREST KEYWORDS INTEREST URLS ACTION URLS COMPETITOR KEYWORDS COMPETITOR URLS Use personas to infer behaviour…
  19. 19. Why test? Why not just let it run? Continual optimisation = Continual improvement You can’t tell what signals are taking precedence unless you engineer comparison Efficiency: Faster to implement than testing creative when you can’t edit in-house.
  20. 20. AD GROUP A AD GROUP C AD GROUP B AUDIENCE 1 AUDIENCE 2 AUDIENCE 3
  21. 21. B 1 A 2 C 3 C 1 A 1 B 2 A 3 C 2 B 3
  22. 22. IMPORTANT CONSIDERATIONS Custom affinity requires 3 weeks to complete “learning” phase, so adding and assessing audiences should be a monthly task. Log audience definitions in a spreadsheet alongside results so you can spot trends in what signals work best for that client + sector to inform future campaigns. This type of testing will always result in campaigns being “limited by spend”. That’s ok! I would recommend sticking with manual CPC for clicks goal campaign, but test other bid strategies via experiments if you use this for conversion goals. Don’t just look at CTR to analyse performance, look at it alongside behaviour.
  23. 23. It’s a trap! Users from India who Like The Queen and/or Manchester United No, seriously. Avoid the “recommended setting” - “people in, or interested in your target location”
  24. 24. Recap! Content Remarketing using the all users list – known quantities more likely to convert. Take advantage of cheap clicks to get your knowledge seen and stay front of mind with potential converters. Custom Affinity lets you retain control over how audiences are defined letting you incrementally improve campaign performance. Be aware of traps in campaign set-up! Google thinks it’s helping you reach MORE users, when what you want is to focus your media spend on MORE BETTER users.
  25. 25. Thanks!

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