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1
1@navahf @pubcon #PubCon
PUBCON PPC Day:
PUTTING THE PRO IN PROFIT
2
2@navahf @pubcon #PubCon
Who Are My Most Valuable People?
Personas & Segmentation, Native vs. Custom Audiences, GDPR/CPPA Compliance
3
3@navahf @pubcon #PubCon
Who Are Your People
5
5@navahf @pubcon #PubCon
You Will Never Be Everything To Everyone
6
6@navahf @pubcon #PubCon
Understanding Who Are Your Most Profitable People
Will Help You Focus Your Creative Choices
7
7@navahf @pubcon #PubCon
Building Personas For Your Brand Requires:
Buying Power Buying Motivation Buying Frequency
8
8@navahf @pubcon #PubCon
• Has the authority to execute
• Has the funds to be a customer
• Has the charisma/authority to be a
brand ambassador on your behalf
Defining Power
9
9@navahf @pubcon #PubCon
Targeting A Boss May Be a
Waste If They Delegate
Execution To A Trusted Team
Member
10
10@navahf @pubcon #PubCon
• Has needs that coincide with sales
cycle/core product offering.
• Has external/internal pressures
inciting them to act.
• Has an affinity for how brands act
Defining Motivation
11
11@navahf @pubcon #PubCon
Channeling A Decision
Maker’s Insecurities &
FOMO: 60% Make A
Purchase Based On FOMO
Within 24 Hours
(trustpulse.com)
12
12@navahf @pubcon #PubCon
37% Of All Global Consumers Fit Into The
“Aspirational” Buyer Persona. Social media Is How
You Reach Them. (GlobalWebIndex.com)
13
13@navahf @pubcon #PubCon
Conscious Consumers Spend $300
Billion Per Year (Up 10% YOY) & Are
Proud Of Their Impact
73% Of
Millennials Say
They’re Willing
To Pay More If
They Can Get
Behind The
Ethics.
(EcoWatch.com)
14
14@navahf @pubcon #PubCon
• Can be cultivated into a recurring
customer or is profitable enough
on a single engagement
• The need applies to many and/or it
endures
Defining Frequency
15
15@navahf @pubcon #PubCon
Are You Prepared To Relinquish Your Customers’
Desire?
70% of consumers look up brands
on Instagram before making a
purchase(AdEspresso)
16
16@navahf @pubcon #PubCon
Even
Google
Knows To
Own Their
SERP
17
17@navahf @pubcon #PubCon
Speaking Of Branded: Should You Bid On Your Brand?
18
18@navahf @pubcon #PubCon
• Branded terms can steal budget, letting
them live in their own campaign &
being a negative everywhere else,
prevents budget sabotage/false
positives and negatives.
• Branded campaigns are predisposed to
positive metrics, and can lift the
overall equity of your search account.
• Cheaper CPC & can perfectly own the
messaging & landing page.
YES! Here’s Why:
19
19@navahf @pubcon #PubCon
What About Competitors?
20
20@navahf @pubcon #PubCon
Plus, You Can Block Organic Users Who You Were
Getting Anyway!
21
21@navahf @pubcon #PubCon
What About Competitor Campaigns?
22
22@navahf @pubcon #PubCon
Signs Of Opportunity
✔Auction Insights tab in Google Ads shows advertisers whom
we’d consider competitors overlapping with us
23
23@navahf @pubcon #PubCon
• Keep “worse” metrics confined
to the campaign/budget they’re
designed for.
• Perfectly align messaging with
point of differentiation
YES! Here’s Why:
24
24@navahf @pubcon #PubCon
Audiences:
Intent & Interaction
25
25@navahf @pubcon #PubCon
Audiences Are Based On
Interactions With Your Brand
Or
Behaviors/Characteristics
26
26@navahf @pubcon #PubCon
Average CPA Tells Us We Need To Prequalify Traffic
With Previous Behavior
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$160.00
$180.00
CPA
CPA Averages Q4 2019
Similar Audience Custom Affinity Custom Intent In-Market
Website Visitors Customer List No Audience
21000 Google
Accounts with at
least $1 of spend
and at least 1
conversions
27
27@navahf @pubcon #PubCon
Prospects Are More Likely To Engage If You Honor
Their Past
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
CTR
CTR Q4 2019
Similar Audience Custom Affinity Custom Intent In-Market
Website Visitors Customer List No Audience
21000 Google
Accounts with at
least $1 of spend
and at least 1
conversions
28
28@navahf @pubcon #PubCon
Conversion Rates Favor In-Market: Let Your
Competitors Pay For Want So Prospects Are Who You
Need
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Conversion Rate
Conversion Rate Q4 2019
Similar Audience Custom Affinity Custom Intent In-Market
Website Visitors Customer List No Audience
21000 Google
Accounts with at
least $1 of spend
and at least 1
conversions
29
29@navahf @pubcon #PubCon
Audience Type #1:
INTERACTION With Your Site (Remarketing)
30
30@navahf @pubcon #PubCon
Audience Type #2: Gave You Their Email (Customer
Match)
31
31@navahf @pubcon #PubCon
Audience Type #3:
Searched For Or Showed Interest
In Your Services (In-Market)
32
32@navahf @pubcon #PubCon
Audience Type #4:
Displayed Interests & Behaviors
(Affinity/Custom Affinity)
33
33@navahf @pubcon #PubCon
Audience Type #5: Segment of Your Traffic From
Analytics (Cross-Platform Wins)
34
34@navahf @pubcon #PubCon
Advertisers who use Similar Audiences see
+60% More Impressions*
+48% More Clicks*
+41% More Conversions*
35
35@navahf @pubcon #PubCon
Should the Audience Be On Target & Observe or Just
Observe?
Target & Observe
• Does messaging change based on
audience?
• Is this a targeted display campaign?
• Is this a remarketing search campaign?
Observe
• Is the list under 1000 people?
• Do you favor the audience, but are open to
all?
• Do you need data to prove out the
audience is worth targeting
36
36@navahf @pubcon #PubCon
Audiences Can Also Be
Excluded: Really Important
in B2B and B2C
37
37@navahf @pubcon #PubCon
Audiences Can Also Be Used For Ad Customizers
38
38@navahf @pubcon #PubCon
Remarketing: Who Can Use It
&
How To Make It Work For You
39
39@navahf @pubcon #PubCon
I’m A Big Believer In Shedding The Confines of
Network Monogamy.
40
40@navahf @pubcon #PubCon
Leveraging Other
Paid (& Organic)
Channels Creates
Unique Audiences
& Provides Access
To Prospects That
Might Be Cost
Prohibitive On
Search
41
41@navahf @pubcon #PubCon
To Execute: Either Use Traditional Remarketing Based
on Website Visits Or Analytics Segments
42
42@navahf @pubcon #PubCon
In-Market Affinity
&
Custom Audiences
43
43@navahf @pubcon #PubCon
In-Market Is My Absolute Favorite Audience:
Prequalify Prospects For Your Spend
Based On Past Behavior
44
44@navahf @pubcon #PubCon
How Long You Remain Part Of An IN-MARKET
Audience Is Entirely Dependent On The Industry.
45
45@navahf @pubcon #PubCon
Affinity Audiences Help Speak To Hobbies
46
46@navahf @pubcon #PubCon
Thank you!
Navah Hopkins – Hennessey Digital

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