Audiences 2023.pptx

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BrightonSEO 2023 session on Audiences that focuses on growing beyond the seed audiences and focusing on persona building. We dive into Google, Microsoft, facebook, and Amazon. We also go through an audit of ads and finish by looking at the consumer journey.

Marketing

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Audiences Used To Be A Seed Conversation
21000 Google Accounts
with at least $1 of
spend and at least 1
conversion

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Conversions
Customer
Lists
Search
Intent
Based

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Privacy First Web Morphed The Seeds
No More
Ad Click
Driven
Audiences
Yes To First
Party Data &
Closed
Systems

© 2022 Optmyzr Inc. All rights reserved.
@navahf
So If We Can’t Perfectly Seed, How Do We
Message Map?

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Agenda
● Building Personas
● Creative
● Building Trust + Earning Sales

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Building Personas

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Divide Your Customers Into At Least Three
Buckets

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Who Are Your Ideal People?

© 2022 Optmyzr Inc. All rights reserved.
@navahf
How Do They Think?

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Why Do They Need You?
Why Will They Continue To
Need You?

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Can You Access Your People
Through Native Audiences?

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Google Audiences: PMax Signals
1000~

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Google Audiences: Targeting & Excluding

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@navahf
Google Audiences: Website or Search Driven
Segments

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Microsoft Audiences
1000~

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Amazon Audiences

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Facebook Audiences
100~

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Creative

© 2022 Optmyzr Inc. All rights reserved.
@navahf
17
Hours
Spent watching video
content per week
52%
More likely to share
video content over any
other
60
Seconds
83% of marketers
suggest this length for
videos

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Translating Written Ads To Visual & Back Again

© 2022 Optmyzr Inc. All rights reserved.
@navahf

© 2022 Optmyzr Inc. All rights reserved.
@navahf
What Did The Display
vs
Text Ad Do
● Highly Topical vs
Evergreen
● Inspire Conversation
vs Explain Function
● “You” vs More
Generalized

© 2022 Optmyzr Inc. All rights reserved.
@navahf
What Did The Display
vs
Text Ad Do
● Combat “Corporate” Image
vs Professional Language
● Inspire Conversation vs
Explain Function
● Focused On The
Practitioner vs The
Company

© 2022 Optmyzr Inc. All rights reserved.
@navahf
I’m Going To
Roast…
● Both Formulaic +
Hiding Value
● What Is It + What’s
Happening?
● No Tie In

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Building Trust + Earning The Sale

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Cookie Consent Before I Browse, But After CLS

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Building In Both Upgrades And Trust

© 2022 Optmyzr Inc. All rights reserved.
@navahf
By The Time We’ve Gotten To Payment We’re Too
Excited To Leave It Behind

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Exit Pop Up Reflects This

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@navahf
We’re Going Back To Iceland!

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Our Original Budget Was $5K…We’re Spending $10K

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Takeaway #1: Know Who Your Customer Is
&
What Kind Of Messaging They’ll Respond To

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Takeaway #2: You Must Own Your Message Mapping.
Seed Audiences Aren’t Future Proof

© 2022 Optmyzr Inc. All rights reserved.
@navahf
Takeaway #3: Get Comfortable With More Than
One Ad Network

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