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Negative Audiences & Audience Shaping - SMX Advanced
The document discusses using negative audiences in digital marketing campaigns. It provides four examples of unwanted target audiences: already known leads, poor website engagement, wrong persona, and unwanted audience patterns. Negative audiences can be used to shape target audiences by focusing messaging and optimizing targeting strategies. Audience shaping involves layering audiences in a hierarchy and excluding lower priority audiences from higher priority campaigns.
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Negative Audiences & Audience Shaping - SMX Advanced
- 1. #SMX #XXA @michellemsem RollingOut a Negative Audience Strategy FOCUSING ON THE NEGATIVE
- 2. #SMX #XXA @michellemsem Directorof Client Services at Clix Marketing • PPC Pro for 7 Years • Lover of bad movies • Ripley’s mom Michelle Morgan
- 3. #SMX #XXA @michellemsem WhyWe Use Negative Audiences Unwanted Target Audience Shaping
- 4. #SMX #XXA @michellemsem WhyWe Use Negative Audiences Unwanted Target
- 5. #SMX #XXA @michellemsem UNWANTEDTARGETS 1. Already Known Lead Why Use Both: – Dynamic Lists – Cookie Length – Tracking Hiccups – Unconventional Customers Conversion Pixels Customer Uploads
- 6. #SMX #XXA @michellemsem Platforms: – Google AdWords – Facebook Examples: – Avg Time on Site < 5 Seconds – Careers Page Visit – Fell Off Conversion Action UNWANTED TARGETS 2. Poor Engagement
- 7. #SMX #XXA @michellemsem If you know your target…you probably also know the unwanted targets as well. Important for persona targeted campaigns. UNWANTED TARGETS 3. Not a Fit - Wrong Persona Better
- 8. #SMX #XXA @michellemsem Platforms: – Google AdWords – Facebook – LinkedIn UNWANTED TARGETS 4. Audience Patterns
- 9. #SMX #XXA @michellemsem 1.Create Positive Audiences 2. Create Negative Audiences 3. Review Audience Insights 4. Compare Differences UNWANTED TARGETS Audience Insights Analysis Non-Purchasers Purchasers
- 10. #SMX #XXA @michellemsem WhyWe Use Negative Audiences Audience Shaping
- 11. #SMX #XXA @michellemsem AUDIENCESHAPING Why Does It Matter? – Message Match – Targeting Strategy Effectiveness – Easier Management/Optimization – Frequency Control Example Time…
- 12. #SMX #XXA @michellemsem AUDIENCESHAPING CUSTOMERS PRICING PAGE WHITEPAPER DOWNLOAD LOOKALIKE B2B SaaS Offering Running Facebook Campaigns Referral Program Competitive Pricing Request Demo Brand Message
- 13. #SMX #XXA @michellemsem AUDIENCESHAPING CUSTOMERS PRICING PAGE WHITEPAPER LOOKALIKE Referral Program Competitive Pricing Request Demo Brand Message
- 14. #SMX #XXA @michellemsem AUDIENCESHAPING CUSTOMERS PRICING PAGE WHITEPAPER LOOKALIKE Referral Program Request Demo Competitive Pricing Brand Message
- 15. #SMX #XXA @michellemsem AUDIENCESHAPING Audience Layering: – Put Audiences in Order of Importance – Exclude Down the Hierarchy Examples of Hierarchy: – Audience Size – Highest Value Targets – Most Specific Messaging – Sales Funnel Position – Audience Targeting Strategy
- 16. #SMX #XXA @michellemsem AUDIENCESHAPING CUSTOMERS WHITEPAPER PRICING PAGE LOOKALIKE LOWEST PRIORITYHIGHEST PRIORITY
- 17. #SMX #XXA @michellemsem AUDIENCESHAPING CUSTOMERS WHITEPAPER PRICING PAGE LOOKALIKE
- 18. #SMX #XXA @michellemsem AUDIENCESHAPING CUSTOMERS WHITEPAPER PRICING PAGE LOOKALIKE Referral Program Request Demo Competitive Pricing Brand Message
- 19. #SMX #XXA @michellemsem AUDIENCESHAPING Customers Whitepaper – Customers Pricing Page – Customers – Whitepaper Lookalike – Customers – Whitepaper – Pricing Page Exclusions Lists for Each Campaign
- 20. #SMX #XXA @michellemsem LEARNMORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX