Wolfgang Essentials 2017 - Creating An Audience Strategy With Google Analytics
•Download as PPTX, PDF•
0 likes•559 views
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Gabriela spoke about audience strategy.
Recommended
More Related Content
What's hot
What's hot (10)
Similar to Wolfgang Essentials 2017 - Creating An Audience Strategy With Google Analytics
Similar to Wolfgang Essentials 2017 - Creating An Audience Strategy With Google Analytics (20)
More from Wolfgang Digital
More from Wolfgang Digital (20)
Recently uploaded
Recently uploaded (20)
Wolfgang Essentials 2017 - Creating An Audience Strategy With Google Analytics
- 2. Audiences List of cookies collected in Google Analytics that represents groups of users who have been to your website & you want to re-engage with
- 3. Smartest way to find your ideal audience & reach them in a cost-efficient way
- 6. Non-Converters Learn from your converters
- 7. Analyse how you converters behaved: Use Google Analytics Segments
- 8. Analyse how you converters behaved: Path Length Report
- 9. 26% 155% Cost Per Lead Conversion Rate 123% Lead Volume
- 11. Shops regularly from your website (weekly, monthly) Spends more than the average user …or maybe both?
- 12. On every transaction Every time they visited the website “Thanks For Being A Loyal Customer” €150+ €350+
- 13. ROAS 18x €350+ Audience ROAS 8x €150+ Audience Return On Ad Spend
- 14. PLACEHOLDER
Editor's Notes
- Hi everyone My name is Gabriela and for the next 4 minutes I’m going to talk about how to use Google Analytics to find your ideal audience
- I guess I will begin by defining remarketing audiences Technically speaking, they’re list of cookies we collect in Google Analytics that represents groups of users who visited your website & you want to re-engage with But I guess the real question is – what do they really mean for you as an advertiser?
- They are the smartest way available to you to find your ideal audience and reach them in a cost-efficient way
- And here’s how to do that – you’re going to use google analytics as the centre of your audience strategy to build relevant audiences you can target in search, youtube and display Think about it – this isn’t average market data, or some kind of generic case study suggesting what you should do These are your very own users giving you insights into what kind of audience strategy you should follow and how you should be targeting them And here’s how to do that – you use Google Analytics data as your bible and create highly-effective audiences that you can later retarget in search, youtube and display
- And the most common mistake advertisers make is – they setup these 2 audiences (or sometimes they will even ignore converters) and base their entire audience strategy on them But I really I want to encourage you to look deeper And to use Google Analytics because everything you need is in there! and here are a couple of examples of how you can do this
- Let’s look at your non-converters first The fact that someone visited your website it doesn’t really mean they will convert – it could just had been a once off visit, so How do you find your ideal audience here? You learn from your converters And here are a couple of tips to do this through google analytics
- Use google analytics segments In this example we created a segment for our converters, and used it to compare performance and understand how they behave different from our regular users As you will see, they spend way more time and look at way more pages on the website than the average user You might want to create an audience from users with similar behaviour that haven’t converted
- Here’s another example of how you can use Google Analytics to find your ideal audience Here we’re looking at the path length report – which tells you the number of times users interacted with your website before they converted As you’ll see, in this case, only 29% of users converted after the first interaction – which suggests they go through a research process (that can be quite long in some cases) before the request a quote You might want to create an audience from users with 2 or more sessions who haven’t converted yet This is actual data from one of our clients in the travel industry
- Cost per lead was 26% cheaper than the average in the account Conversion rate was 155% higher & lead volume was 123% higher than ALL other audiences being targeted combined!
- Let’s look at your converters = they’re already your clients – what do you do now? You find your supershoppers
- And what does a supershopper look like? It can be someone who shops frequently from your website Or someone who spends more than the average user Or maybe someone who does both
- We actually tested this on for one of our online retailers We realized by looking into analytics that there was a huge group of users who were spending more, and very frequently Setup an audience of users who spent more than 150 and more than 350 On every transaction Every time they visited the website We target these users on search and told them: thanks for being a loyal customer!
- The results were STRONG! Just to give you and idea, the average return on ad spend for this account is 100 The 150+ audience delivered a roas of 881 And for every euro our client spent on the 350+ audience, they saw 1,420 in return Not bad at all – out of all your converters, these users are you priority! and you want to make sure you always have budget for them
- Look into Google Analytics and start understanding how your users behave before & after they convert Use the learnings to setup your audiences and create a smart audience strategy Because really, when it comes to audiences, you’re only limited by your own analysis and imagination