Download to read offline
Uploaded bySamantha Noble
Harnessing the Power of Audience through PPC
The document emphasizes the importance of audience as a unique marketing asset, offering strategies for leveraging audience data through tools like customer match and remarketing lists for search ads. It also discusses the integration of Gmail sponsored promotions to target potential customers based on their email behavior and online purchases. The author encourages businesses to segment their audience and utilize Google Analytics for effective marketing campaigns.
More Related Content
Similar to Harnessing the Power of Audience through PPC
Harnessing the Power of Audience through PPC
- 1. @SamJaneNoble BrightonSEO – April2016 HARNESSING THE POWER OF AUDIENCE
- 2. Your audience isyour most important asset.
- 3. Your competitors are unableto replicate it.
- 4. “Audience is your UniqueMarketing Point (UMP)” @SamJaneNoble
- 5. QUESTION: Do Google valueour privacy?
- 6.
- 7.
- 8. Source: Google We hopethat today’s move to increase the privacy and security of your web searches is only the next step in a broader industry effort to employ SSL encryption more widely and effectively.”
- 10. The fact thatthis statement is far from the truth makes me very happy as a marketer.
- 12. Because I getaccess to information about my website’s audience.
- 13. And better still,I can actually make use of this in my marketing!
- 14. Samantha Noble 2016 isthe year of the audience.”
- 15. 1 2 3 Your Agenda. Customer Match RemarketingLists for Search Ads (RLSA) Gmail Sponsored Promotions (GSP)
- 16. AND MORE COOKIES COOKIES,COOKIES
- 17.
- 19. Enable Remarketing in GoogleAnalytics.
- 21. You can’t collect informationon your audience until you have completed both steps.
- 22.
- 23.
- 24. Target CRM listsusing email addresses directly in Google.
- 25. Campaign performance will onlybe as good as your email list.
- 26.
- 27.
- 28. • Average ordervalue > £300 • More than two purchases • Month converted • Products Purchased Converted Customers • Began checkout process but dropped out • Enquired but not converted • Month enquiry was made Enquiries • By topic • By date • Signed up but not enquired Email Signups
- 29. You need tohave at least 1,000 matched email addresses in a list.
- 30. 357,584 email addressesuploaded Wordstream Case Study 50.40% were matched
- 32. Customer Match canbe used to target on Google Search, YouTube and Gmail.
- 33. FOR SEARCH ADS( R L S A ) REMARKETING LISTS
- 34. Show ads toyour past visitors as they do follow-up searches for what they need on Google after leaving your website.
- 35.
- 36. Result in anactual transaction or conversion. The rest need recurring visits before they convert.
- 37. Build up yourremarketing lists in Google Analytics. These are your audiences.
- 38. Audiences will beautomatically imported into Google AdWords under the Shared Library.
- 39. The Google Propertiescolumn tells you how many people are in your RLSA lists.
- 40. RLSA minimum requirementsare far greater than standard remarketing. Minimum Audience Membership Duration Remarketing Lists for Search Ads 1,000 180 days Standard Remarketing 100 560 days
- 41. Start building upyour lists now even if you don’t want to properly target them yet.
- 42. Let’s have alook at a few strategies you can try.
- 43. The following strategiesare built up using either RLSA lists or Customer Match lists.
- 44. Small businesses withlow budgets can use RLSAs to limit their AdWords costs.
- 45. Businesses already usingPPC can bid higher for visitors who did not convert first time.
- 46. Upsell to audienceswho have already bought from you to encourage additional purchases.
- 47. Brand searches areoften repeat visits. Drive them back to the relevant page on the site.
- 48. Some businesses maynot focus on repeat customers and may wish to exclude them.
- 49. You can bidon more generic keywords that would ordinarily require a higher budget.
- 50. Tailor your adtext and landing pages to existing customers.
- 51. Increase bids whereusers are of more value to you. EG - got a quote but didn’t convert.
- 52. Test your brandcampaign for new visitors only and exclude existing ones.
- 53. Even if youdon’t want to adjust bids yet you should add the audiences to campaigns to see how differently they perform.
- 54.
- 55. PROMOTION ( GS P ) GMAIL SPONSORED @
- 56. Target your audiencebased on their email behaviour and online purchases.
- 57. Collapsed ads appearat the top of your emails within the Promotions tab.
- 58. Expanded ads appearwhen you click on a collapsed ad and look like a normal email.
- 59.
- 60.
- 61. There are morethan 900 million people using Gmail across the globe.
- 62. Let’s have alook at a few strategies you can use.
- 63. Reinforce your emailmarketing message by segmenting lists by opened and unopened. Opened – Show ad trying to entice them into the purchase funnel Unopened – Show ad including the same message as your email campaign
- 64. Target people whohave enquired about your product but not converted. Create an email list of people who have enquired but not converted yet Entice them back in to convert with a special offer
- 65. Upsell to existingcustomers to entice them to purchase related products. Create email list of specific product purchases Show ads with related products that they are likely to buy
- 66. Target your ‘non-converters’when they are reading emails from a competitor. Build an email list of all people who have enquired but not purchased Add competitor domains as keyword targets in your Gmail campaigns and upload the email list Show ads designed to entice your potential customers away from the competition
- 67.
- 68.
- 69. For every audiencelist you create, Google will build a ‘Similar Audience’ for you to target.
- 70. Similar Audiences arecreated when remarketing lists have at least 500 cookies with enough similarity in terms of characteristics and interests.
- 71. This allows youto tap into a new but similar audience segment.
- 72.
- 73.
- 74. “Audience is your UniqueMarketing Point (UMP)” @SamJaneNoble
- 75.