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60 Minute Masterclass: Audience Targeting Strategies for Google Ads
This document details a webinar hosted by Kelley Schultz and Emma Franks, focusing on digital marketing strategies, including remarketing, nurturing, and driving conversions. It emphasizes the importance of personalizing customer experiences, conducting thorough audience research, and leveraging data-driven strategies. Additionally, it invites participants to engage via social media and offers a chance to win free tickets to the Hero Conf in Philadelphia.
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60 Minute Masterclass: Audience Targeting Strategies for Google Ads
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- 2. Presenters Kelley Schultz – SeniorDirector, Digital Research, Strategy & Analytics at DialogTech – @KelleyLiefer @DialogTech Emma Franks – Senior Paid Social Account Manager at Hanapin Marketing – PPC Hero Blogger – @akaEmmaLouise
- 3. Who is Hanapin? Thedigital marketing experts who create unique solutions to empower you to be the hero at your business. Hanapin also produces PPC Hero and Hero Conf
- 4. Join the Conversation Includethe hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
- 5. Free Ticket toHero Conf Philly! Tweet at us using #thinkppc and #heroconf answering the question: WHY DO YOU WANT TO GO TO HERO CONF PHILLY? Winner will be announced before the Q&A.
- 6. Live Poll Question#1 How long have you been in Digital Marketing? #thinkppc A. 0-3 years B. 4-6 years C. 7-10 years D. 10+ years
- 8. Disclaimer: For On-DemandViewers Marketing is all about creating meaningful relationships that provide value to both the brand and the consumer. The model and principles contained in this webinar are evergreen and applicable year-round, though the specific functionality of certain platforms or features may change. 14 February
- 9. Agenda 1. First Impressions 2.Remarketing & Nurturing 3. Driving Conversions 4. Retention 5. Offers and Q&A
- 10. Live Poll Question#2 What Google Ads channels do you currently use? #thinkppc A. Search only B. Display or Video only C. Display and Video D. Search + Display or Video E. Search + Display + Video
- 11. Hi, My NameIs… (First Impressions)
- 12. The Do’s andDon’ts Source: LSA, Google ★ DO Your Research Ahead of Time (Outside Sources) ★ DO Introduce Yourself First ★ DO Ask Questions and Be Genuinely Interested ★ DO Be Honest & Establish Expectations Targeting Branding & Awareness Prospecting Transparency
- 13. The Do’s andDon’ts Source: LSA, Google ● DON’T Reveal Everything You Already Know About Them ● DON’T Just Talk About You ● DON’T Try to Be Something You Aren’t ● DON’T Forget What You Learn About Them Hypothetical or Generic Copy Focus on Solutions vs. Products Qualify Your Clicks/Calls Strategic Remarketing & Nurturing
- 14. Where to Start Lookalike(Similar) Audiences - All Converters - Matched Audiences - Specific Point in the Funnel Custom Intent Audiences - Product/Service Keywords - Your Own Brand - Competitors’ Brands General / Top of Funnel Search Terms
- 15. Using Search toResearch Businesses Source: LSA, Google
- 16. Using Search toCall Businesses Source: LSA, DialogTech
- 17. Mobile Search Leadsto Calls & Revenue
- 18. Drive Calls fromSearch Call Extensions Call - Only Ads
- 19. Increase Visibility withCall Extension Bids
- 20. Don’t Forget AboutLanding Pages! Click to Call Buttons Local Offices Provide the Option
- 21. Nice to SeeYou Again (Second Date)
- 22. Remarketing / NurturingBasics Familiar Not Creepy Customized Copy Product- or Service- Specific Content “Why You?” Frequency Capping Attention to Device and Placements Keep It Casual
- 23. Remarketing / NurturingStrategies • Low-Traffic: All Non-Converting Visitors • Medium Traffic: Non-Converting Visitors by Recency • High Traffic: Non-Converting Visitors to Page X • High Traffic: Non-Converting Visitors from Source X • High Traffic: Non-Converting Visitors with Engagement X • High Traffic: Non-Converting Visitors by Time/Page Views/Scroll • High Traffic: Converting Visitors by Conversion Type
- 24. Call Conversions forAudience Targeting
- 25. Personalizing the CustomerJourney
- 26. Add Callers (fromall channels) to Google Ads
- 27. Call Conversions forRetargeting
- 28. Call Conversions forLookalikes
- 29. Apply Audiences toAppropriate Campaigns
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- 31. Customize Your Offers BuyNow Shop Here/ Explore Discount/ Promotion Learn More Request Info Sign Up/ Apply
- 32. Attribute Calls andCaller Data
- 33. Analyze the Qualityof the Call
- 34. Integrate and OptimizeCalls into All Platforms
- 35. Data Driven StrategyDrives Growth
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- 39. Pass New/Repeat Callersinto Bid Tools Pass New and Repeat callers as segments into your Ad and Bid tools so that you can add to campaigns with personalized creative.
- 40. Arm Your SalesStaff with Customer Insight Marketing Interaction Generates a Call Know who the Caller is: Customer/Prospect Route based on caller id: Customer? ● Route to Account Holder ● Know what KW drove the call ● Location of Caller
- 41. How 1st PartyData Can Fuel Digital Campaigns
- 42. Let’s Do ThisAgain Sometime… (Takeaways)
- 43. Remember… 1. Research &Clearly Define Your Target Audience 2. Remarket a Customized—Not Creepy—Experience 3. Consider the Commitment Level of Your Offers 4. Personalize Your Ongoing Relationship
- 44. Offers! A. I’d likea customized demo of the DialogTech platform. B. I’d like to receive emails keeping me updated on Hero Conf. C. I’d like both. D. No, thanks.
- 45. Free Ticket toHero Conf Philly! AND THE WINNER IS….
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- 47. Thank you forattending our webinar! #thinkppc Contact Hanapin directly: marketing@hanapinmarketing.com Contact DialogTech directly: kelley.schultz@dialogtech.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf