Feb 2017 Agency Account Strategist Leading with an Adam...

Leading with anAudience Strategy

Adam HetheringtonAgency Account Strategist

Feb 2017

Buy festival tote for Coachella next weekend11:15pm

On the bus, read about Coachella lineup8:42am

Use flashlight app to find dropped earring11:09pm

At bus stop, listen to new music playlist 8:30am At work, book

Coachella tickets11:36amOn bus, check email

for sales this weekend5:29pm

Browse festival styles on YouTube7:15pm

Wake up and check today’s weather6:50am

At lunch, play Scrabble while waiting in line1:33pm

Use maps to get directions to Creole food truck 1:13pm150X

per day

Kleiner Perkins Caufield Byers, May 2013

Confidential and proprietary

Your goal hasn’t changed. Your goal is to find your ideal audience, and reach that audience at scale in the most cost efficient manner possible.

Reaching the right audience

Google can help you win moments that really matter...

Intent Signals Email lists

Contextual + Location Signals

Past purchasers

App converters

I-WANT-TO-BUYI-WANT-TO-DOI-WANT-TO-GO

What people care about hasn’t changed

But your customer needs are immediate

today

Build a 360˚ view of your customers with Your data + Google Intent data + Contextual signals

to win micro-moments in real time

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

...with an Audience centric strategy

FindKeep

Grow



FindKeep

Grow



CollectYour Audience Audience Signals

Find your Audience with 2 simple steps...

SEGMENT COLLECT



What do we mean by Audience Signals?

WHO THEY ARE

WHAT THEY WANT


Proprietary + ConfidentialData allows you to understand and use audience signals across the funnel


Proprietary + ConfidentialCollect Signals List all of the signals that are available to you for your client

Website Demographics Google’s Signals

CRM Previous Campaign Activity Other?


Proprietary + ConfidentialCollect Signals List all of the signals that are available to you for your campaign

Website Google Audience Signals Google

CRM Delivered Media

● Time on Site● Geo Specific● Abandoned Cart● Visit recency ● Added item to wishlist

● Fashion Forward● Auto Enthusiasts

● Keywords● Website Category● Google Maps for directions

● Engaged with Ad● Watched Video● Converted From Ad

● Purchase Date● Mailing List● Loyalty Member● Purchase frequency

Other?

Demo● Gender● Life Stage● Language

Social ● Shared Video● Liked Video


Proprietary + ConfidentialRepeated Patterns of Behavior

Log into email

Log into social network

Check back into email to share lineup changes with the group

Chat online with friend about the big game

Car safety site for electric cars

Visit blog discussingelectric cars

Revisit manufacturer site to read pricing

options

Visitssite to see options for car financing

Buy new team jersey

Check football scores on sports site

Look at statistics for

the team Read interview with favorite

player

Watch highlights of last week’s

game


Proprietary + ConfidentialClear differentiation of intent versus interest

Interest Signals focus on what you like, what your passions are and what you’re interested in

Intent Signals focus on actions you’re likely to take such as making a purchase



Segment: to get to know your best audiences

Who they are?

How often do they buy?

Where did they come from?How much do they spend?

Meaningful Segmentation

Brand

Fashion Forward

Luxury Shoppers

Female 24-35

Italian

Not visited website

In-market for women’s apparel

Searched for designer boutiques near Milan

Similar to your website convertors

Performance RetentionFrequent buyer

Spent 5+ mins on your website

Lapsed customers

Proprietary + ConfidentialProprietary + Confidential


Segmenting Data

Identify your best performing demographics

The demographics that bring more revenue to your site are Male and Female from 25 to 34 years old

- Use this demographics for new test Display or Youtube campaign - Increase bids for these demographics in all your Display campaigns to generate more revenue

Audience - Demographics - Age

Eli



FindKeep

Grow


Google has invested in audiences that span the purchase funnel

DemographicsAffinity Audiences

In-Market AudiencesSimilar Audiences (Search + Display)

Static RemarketingDynamic RemarketingRemarketing Lists for Search Ads

Influence Consideration

Drive Action

Build AwarenessBuild Awareness

(See)

Influence Consideration(Think)

Drive Action(Do)

Grow Loyalty(Care)


Interests + Intent

Demo + Device

New Customersto Target

Available Reach

Action

The Audience Insights Reports in AdwordsUsing your remarketing lists, you can determine the audience composition of your users

Proprietary + ConfidentialIn Depth Analysis

Confidential & Proprietary

Age and Gender

45-54 55-64 65+

18-24 25-34 35-44

*Based on the userlist All Visitors’


Age and Gender

45-54 55-64 65+

18-24 25-34 35-44

Males make up 60% of your audience 18-34 age group make up 38% of your audience

*Based on the userlist All Visitors’


Know Your Audience!In Market Audiences

Mens Apparel Watches Trips To Amsterdam

15% 12% 12%UK Benchmark is 1.7% UK Benchmark is 1.5% UK Benchmark is 1.5%

*Based on the userlist All Convertors’


Know Your Audience!Affinity Segments

66% 71% 84%UK Benchmark is 22% UK Benchmark is 34% UK Benchmark is 47%

Political Junkies Shutterbugs Cooking Enthusiasts


Typical VisitorMale aged 18-34

-Politics JunkiesShutterbugs

Cooking Enthusiasts

-Mens Apparel Watches

Trips to Amsterdam


London Beard Company


Google has invested in audiences that span the purchase funnel

DemographicsAffinity Audiences

In-Market AudiencesSimilar Audiences (Search + Display)

Static RemarketingDynamic RemarketingRemarketing Lists for Search Ads

Influence Consideration

Drive Action

Build AwarenessBuild Awareness

(See)

Influence Consideration(Think)

Drive Action(Do)

Grow Loyalty(Care)



FindKeep

Grow

Visitors behaviour reportYour remarketing efforts are paying off

- The level of engagement of returning users is higher: they visit more pages and last longer - The ecommerce conversion rates are higher - 67% of the transactions come from returning users

Audience - Behaviour - New vs. Returning


After visiting your site returning visitors are

81%more likely to click

on your ad

130%more likely to

convert

46%more cost efficient

WORKSHEET Guessing Game: New vs Returning Visitors


Why RLSA?All search users are NOT created equal

1 1 1 1

1 1 1 1

1 1 1 1

1 1 1 1 1 1

1 1

1 11 11 1

1 1

20 20

1 150 50 1 120 20

1 150 50

1 1100 100

Users already familiar with your site, products or brand are more likely to convert


Set an aggressive bid adjustment to get the most out of RLSA

2x +100%

Returning visitors are

more likely to convert than new site visitors

Adding a bid adjustment of

allows you to bid to value and aggressively pursue top positions for your most valuable customers

Proprietary + ConfidentialMatch bids to conversion funnel stage: Retail Example

Homepage Visitors

Product Page

Cart Abandoners

Category Pages

+100%

+120%

+160%

+200%

+??%Suggested bid modifiers

CPA

High

Low

0%

+ 900% (max)

Purchasers


Keep your Audience using Remarketing


Remarketing strategies lets you re-engage site visitors to drive ROI

Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010

of people who visit a website leave without completing the actions marketers want them to take

96% 84%GDN reach of people on a typical Remarketing list within a month

http://www.youtube.com/watch?v=wLBRiaKih6Q

What are the remarketing suite products?

Display Remarketing Remarketing List for Search Ads

Feed

Video RemarketingDynamic Remarketing

Similar Audiences


[KEEP] Key Takeaways

1 2

Analyse Returning Users on Search with

RLSA

Use bid adjustments to reflect customer value with different audience

lists based on their purchase journey

.

Static & Dynamic

Run static remarketing campaigns for upper funnel awareness/consideration goals and dynamic remarketing for personalised creatives to drive action


Thank You!

Feb 2017 Agency Account Strategist Leading with an Adam...

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