Advanced Audience Targeting Making The Most Of Your Audiences By Amy Bishop

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Making The Most Of Your Audiences

Advanced Audience Targeting

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That One Slide

•  PPC Manager 7+ years •  Travel Enthusiast •  Loves cat memes. Okay, any memes. •  Twi?er: @Hoffman8

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“Because Remarketing?”

What’s The Goal?

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What’s The Goal?

“Because Remarketing?”

Not a Goal!

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Successful Remarketing Is Helpful

•  What Problem Will You Solve? •  What Do You Have That They Need or Want? •  Why Should They Choose You?

The Answers To These Questions Will Help You Target Your Campaigns & Deliver Helpful Content.

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Remarketing Goals •  Keeping Consumers Engaged Throughout A Long Buying Cycle •  Closing The Sale •  Bringing Back Previous Buyers •  ProspecKng (lookalikes) •  Announcing New Products •  Re-‐engaging Consumers with accessories or add-‐ons

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Taking The Guess Work Out Of Choosing a Channel

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Remarketing Channels •  Display Remarketing

•  Dynamic RemarkeKng

•  Remarketing Lists for Search Ads (RLSA)

•  Remarketing Lists for Shopping (RPLA)

•  Remarketing for Dynamic Search Ads (RDSA)

•  Social Remarketing

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Display & Dynamic Remarketing •  Great for providing a visual reminder •  Can generate a lot of impressions •  More of a push mechanism than other remarkeKng opKons

•  Can be used to generate awareness

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Remarketing Lists for Search Ads

•  Bid up valuable lists within search campaigns •  Exclude lists from non-‐RLSA •  Typically lower CPCs & CPAs than non-‐RLSA campaigns

A Stealthy Way To Keep Yourself Top of Mind.

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Remarketing Lists for Shopping Ads

•  Similar to RLSA except for Shopping •  Can be a great way to leverage loyalist & previous purchaser lists.

•  Noted a 50% Decrease in CPA compared to the same products in the regular campaign

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Remarketing for Dynamic Search Ads

RDSA is great for query mining… with a safety.

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Social Remarketing

•  Another Push Channel •  Great for Mobile Reach •  A Lot of Different Ad Formats •  Also Great for ProspecKng: Social Engagement Can Help Provide Trust & Expand Reach & Lookalike Audiences

An eMarketer Study found that 66% of People Will Research a Brand AFer Hearing About it via Social Media

& 35% Will Go On to Make a Purchase. h?p://www.emarketer.com/ArKcle/Social-‐Promoters-‐Power-‐Brand-‐Engagement/1012758

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Segmenting Your Lists

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Your Target Market is a Pool of *Individuals*

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Out With the Old!

•  RemarkeKng everyone that hits the home page

•  Use the same ads and same landing pages for every visitor

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Build Informed Remarketing Lists

•  Consider the informaKon you can garner from:

•  Pages visited •  Source/Medium/Campaign InformaKon

•  AcKons that taken on site (events, goals, conversions) •  LocaKon •  Demographics

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Example Lists

•  Loyalists (via email, or UI login)

•  Completed a Micro-‐Conversion

•  Visited a Page That Speaks to Their Needs (Product, Industry) •  RemarkeKng Lists for Channels that Don’t Offer RemarkeKng

•  Hyper-‐Local Lists •  Layering Lists For Specificity

•  Seasonal or Recurring Needs •  Leads that Haven’t Closed

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Performance Lift

Not surprisingly, segmented lists tend to perform much be?er than sitewide

remarkeKng.

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Pulling Data Through the CRM

With one of our clients we have the opKon to pull utm data through the CRM. •  Started by targeKng segmented audiences but found that we

didn’t have visibility into which demographics actually closed •  Crossed lists with demographic data to begin to pull that

informaKon in, as well •  Were able to zone in on age ranges that performed best in

terms of sales close rates vs. lead generaKon

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Key Takeaway: Target as narrowly as possible without leaving money on the table.

Set Up Separate Catch-‐All

Remarketing Campaign

Exclude Segmented Audiences

Capture Remaining Site Traffic

But What About the People That Don’t Fit Into a Tightly Segmented List?

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CRO Consideration

If your catch-‐all list is significantly bigger than the culminaKon of your other lists, what more could you be doing more on-‐site to improve

segmentaKon?

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Your Primary Conversion is Your #1 Goal but If You Can’t Get That, Get

*Something* That Will Help You Plan Your Next Move.

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Good Experience Bad Experience

Guiding Users Down The Funnel

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Using Remarketing to Guide Consumers Down The Funnel

Build out Funnel In a Series Of Useful Micro-‐Conversions

Add Users to Lists Based Upon Micro-‐

Conversion Completion

Exclude Users Accordingly

Note: Works Best With Long Sales Cycle and High Margin Products. Must Keep An Eye on ROAS.

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Example Funnel:

Whitepaper Download Video Demo Free

Consultation

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Example Remarketing:


Consultation

•  Add consumers who have downloaded the white paper to a new audience. Target them with an ad for a video demo.

•  Exclude the same audience from being targeted in the iniKal campaign

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Example Remarketing:


Consultation

•  Add consumers who have viewed the video demo to a new list. Target them with a free consultaKon.

•  Exclude the same audience from being targeted in either of the first two campaigns (whitepaper download or video demo)

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Remarketing Ads Should Be Helpful

Said No One Ever.

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Align Messaging With Consumer Needs/Interests •  Product or Category they Viewed •  Seasonal PromoKon, Product, Service or Event

•  New Products •  Accessories to Things They’ve Purchased

•  Sale or PromoKon

Customize Ads and Landing Pages Based Upon the InformaKon You’ve Used to Create Lists

The more you know the beQer you can deliver.

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Example:

•  Client Services a Broad Range of People/Roles •  Determined That Performance is Stronger Ads Align With Role •  Build Lists Based Upon Role & Deliver Ads & Landing Pages That Align With The Lists

Client Found The CPA to Be As Much as 75% Lower When Ads & Landing Pages Were Specific To Consumers

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Sometimes Your Audiences Isn’t What It Seems

When To Make Exclusions

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Not Everyone is Going to Buy…. No Matter How

Many Times You Remarket Them

Li#le known fact:

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Build Audiences With The Sole Purpose of Exclusion

•  Built a Remarketing List Targeting Visitors of a Page •  Found that Cost per Conversion was Somewhat High but

Lead Volume Was Also High •  Excluded visitors that spent less than 5 seconds on site, in

an effort to cut spend on uninterested consumers

Noted a 50.3% decrease in CPA, from $84.61 to $42.51

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Previous Purchasers Shouldn’t Always Be Excluded!

•  Sell Add-‐Ons or Upsell •  Promote Sales •  Bring In-‐Store, When Nearby •  Promote Product Announcements/Releases •  Promote Seasonal Products or Recurring Needs

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•  Determine Your Goals & Channel(s) •  Segment Your Audiences! •  Consider Building Funnels, Especially for Long Buying Cycle •  Align Creatives & Landing Pages with Audiences •  Weed Out Irrelevant Users With Exclusions

Summary

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SEE YOU AT THE NEXT #SMX

THANK YOU!

CLIX Marketing 217 La Grange Rd Pewee Valley, KY 40056

Tel :502.442.2776 Fax :502.805.0643 Web: clixmarketing.com

37

@clixmarketing @hoffman8 Facebook.com/clix-marketing [email protected]

Advanced Audience Targeting Making The Most Of Your Audiences By Amy Bishop

Marketing

Transcript of Advanced Audience Targeting Making The Most Of Your Audiences By Amy Bishop