Mark Irvine's slides from the dmsso17 workshop day

1. The People of Search-
Advanced Audience and Demographic
Targeting on the Google SERP
Mark Irvine
Sr Data Scientist
20th October, 2017

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Follow Along with your Accounts

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• Researches industry trends in PPC
• Voted the 5th Most Influential PPC
Expert of 2017
• 5+ Years of PPC Experience
Meet Mark Irvine
Mark Irvine
Senior Data Scientist,
WordStream
@MarkIrvine89

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Newly Married!

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It’s not hard to find SOMEONE,
but finding your perfect someone can be
hard

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Finding Someone Special
2007 - We meet

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Finding Your Ideal Match
My Middle School Crush: My Partner:
Lesson:
We don’t always know what we’re looking for right away!

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ReThink Your Key Audiences
Source: ThinkWithGoogle

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Rethink Your Key AudiencesReThink Your Key Audiences

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Rethink Your Key Audiences
Use Google Analytics to identify key
demographics for your campaigns!
Men over 50% more
likely to convert!
Men also spent 4x as much
per transaction!
ReThink Your Key Audiences

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Demographic Targeting
NEW on Google
Search!
Demographic targeting is available on:

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On the Search Network, you can chose to target, exclude, or bid
differently based on the demographics of people searching for
your keywords!
Gender Age
NEW!
Parental
Status
NEW!
Household
Income
Demographic Targeting

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Intro to Paid SearchPlastic
Surgeon
Advertiser
Keyword:
“Breast Enlargement”
Solution: Exclude Men

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Intro to Paid SearchFlorist
Advertiser
Keyword:
“Same day Flower Delivery”
Solution: Bid more for Men

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Intro to Paid SearchFinancial
Planning
Keyword:
“Retirement Planning”
Solution: Target
exclusively ages 45+

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Personalize your Ads for your Audience

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Personalize your Ads for your Audience
Ad shown only to men: Ad shown only to women:
CTR: 7.31%
CVR: 1.82%
CTR: 11.59%
CVR: 4.35%
CTR: 9.25%
CVR: 3.80%
Improved CTR 60%!
Improved CVR 140%!!
Improved CTR 30%!
Improved CVR 110%!!

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Staying Together
2010 - Dating 2014 – Move In 2015 – Engaged

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Searchers need LESS
time to convert
Searchers need MORE time
to convert
Give Them Time

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Use your Google Analytics Time Lag Report to determine how
long users wait before they buy.
Make sure you’re reaching
these audiences long
enough to capture 95% of
these conversions!
Give Them Time

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Use your Google Analytics Path Length to determine many
times someone visits your site before converting!
Give Them Time

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Remarketing

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More than 2x more
likely to convert
after seeing your
ad 6 times!
Ad Exposure Increases Conversion Rate

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Actions speak louder than
Words.

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Actions speak louder than
Keywords.

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Past actions are the best indicator of future actions.
On the Search Network, you can chose to target, exclude, or bid
differently based on how they’ve previously behaved on your
site.
Remarketing Lists for Search Ads
• Has never been to
my site before.
Southampton Hotels
• Was visiting my
site last night
• Previously booked
a room a last
month

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Demographic Targeting
Returning Visitors are
about twice as likely
to click on your ad.
Past buyers are about 5
times as likely
to click on your ad!

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Returning Visitors are
about 25% more likely
to convert.
Past buyers are up to
5 times more likely
to convert.

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Reuse your email marketing lists for customer match audiences!
Remarketing Lists for Search Ads

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Reuse your email marketing
lists for customer match
audiences!
Customer Match boasts some
of the best conversion rates
in the industry!
Remarketing Lists for Search Ads

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Similar Audiences for Search
You can use your existing
audiences to generate
similar audiences – people
who have similar search
and browsing behaviors as
your website visitors, but
haven’t yet been to your
site!

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Similar Audiences for Search
Similar audiences have
roughly 7 times the reach
of your remarketing
audiences with similar CTR
and conversion rates!

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In Market Audiences
• Since 2013, advertisers could
target their ads to users who
were “In-Market” for a select
493 products or services on
the Display Network.

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In-Market Audience Targeting is Expanding to Search Campaigns

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In Market Audiences on Search
Macbook Pro 13 InchMacbook Pro 13 Inch
New Laptops
Macbook models
Macbook vs Macbook Pro
Macbook Pro Specs
Macbook Prices
User’s Past Search
& Browsing History c
In Market for new laptop

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In Market Audiences on Search
Use Google Analytics to identify key In-Market audiences
for your campaigns:

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However, not everyone is worth paying to get back to your site.
You may want to exclude current customers or people it
wouldn’t make sense to convert again.
Excluding Audiences
• Has never been to
my site before.
Paid Search Jobs
• Was visiting my site last
night, but didn’t convert
• Previously converted or
current customer

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Finding the Right Place to Ask

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The Google Display Network is the largest display network in the
world, reaching 91% of the UK Internet Population daily across 3+
Million websites & apps!
Google Display Network

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Couple relevant audiences with relevant content to boost engagement!
Finding the Perfect Place

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Your top referral placements will also be your
top ad placements!
View Referral Traffic to come up with ideas for:
•Managed Placements
•Topic Targets
•Contextual Targets
Finding the Perfect Place

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On the search network, you use negative keywords to prevent your ads
to show alongside bad searches.
Bad or irrelevant search terms
On the display network, you may want to exclude placements to
prevent your ads to show alongside bad content.
Hateful
content?
Fake /
Misleading
News?
Death or
Tragedy?
Excluding Website Placements

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Get off the
Apps!
“Nearly half (47%) of all in-app ad clicks were found to be accidental.”
Source: Pontiflex
Placement Type Average CTR Average CVR
Mobile Web 0.38% 2.04%
Mobile App 0.72% 0.49%

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Better Together

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Your Campaigns Work Better Together

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Advertising outside Google
drives more Google Search

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Targeting On Search:
Expanded Targeting
on Display:
Expanded Targeting
on Social:
Age
Income
Gender
Parental Status
Remarketing
Audiences
Interests & Affinities
In-Market Audiences
Job & Career School &
Education
Love &
Relationship
Life Events
Get More Targeting Cross-Network

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Perfecting Your Audience Targeting Cross-Network
High Intent
Searchers on
Google
Sophisticated
Audience Targeting
on Display & Social
Search Display & Social
Winning
Combination!
Perfecting your Audience Targeting Cross-Network

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Create audience lists from your social campaigns and target them
in your search campaigns to improve your PPC targeting!
Targeting your Social Audiences in Search Campaigns

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Targeting Your Social
Audiences in Search
Mens Wedding Rings
Inexpensively target users
based on their relationship
status or upcoming wedding
Target these users
differently when
they later search!
Targeting your Social Audiences in Search Campaigns

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Recap

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Target your ads and keywords for different demographics.
Don’t rely on your instincts - trust data to see which
demographics are best for your campaigns!

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Use remarketing audiences to improve your campaign
targeting. More engaged users on your site are more likely to
later convert.

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Find the best content for your ads to appear alongside.
Don’t be afraid to prevent your ads from showing
alongside dodgy content.

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All of your campaigns work best
together. Leverage the same
advanced targeting in your
display and social campaigns in
your search campaigns!

56. © Copyright 2017 WordStream, Inc. All rights reserved.
Thank you! Mark Irvine, Senior Data Scientist
mirvine@wordstream.com
@MarkIrvine89