advanced audience targeting - smx west 2016 - amy bishop
TRANSCRIPT
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#SMX #24B @hoffman8Making The Most Of Your Audiences
Advanced Audience Targeting
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#SMX #24B @hoffman8
That One Slide
• PPC Manager 7+ years• Travel Enthusiast• Loves cat memes. Okay, any memes.• Twitter: @Hoffman8
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#SMX #24B @hoffman8
“Because Remarketing?”
What’s The Goal?
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#SMX #24B @hoffman8
What’s The Goal?
“Because Remarketing?”
Not a Goal!
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#SMX #24B @hoffman8
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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#SMX #24B @hoffman8
Remarketing Goals• Keeping Consumers Engaged Throughout A Long Buying Cycle• Closing The Sale• Bringing Back Previous Buyers• Prospecting (lookalikes)• Announcing New Products• Re-engaging Consumers with accessories or add-ons
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#SMX #24B @hoffman8Taking The Guess Work Out Of Choosing a Channel
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#SMX #24B @hoffman8
Remarketing Channels• Display Remarketing• Dynamic Remarketing• Remarketing Lists for Search Ads
(RLSA)• Remarketing Lists for Shopping (RPLA)• Remarketing for Dynamic Search Ads
(RDSA)• Social Remarketing
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#SMX #24B @hoffman8
Display & Dynamic Remarketing• Great for providing a visual reminder• Can generate a lot of impressions • More of a push mechanism than other
remarketing options• Can be used to generate awareness
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#SMX #24B @hoffman8
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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#SMX #24B @hoffman8
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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#SMX #24B @hoffman8
Remarketing for Dynamic Search Ads
RDSA is great for query mining… with a safety.
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#SMX #24B @hoffman8
Social Remarketing• Another Push Channel• Great for Mobile Reach• A Lot of Different Ad Formats• Also Great for Prospecting: Social Engagement Can Help Provide
Trust & Expand Reach & Lookalike Audiences
An eMarketer Study found that 66% of People Will Research a Brand After Hearing About it via Social Media
& 35% Will Go On to Make a Purchase.http://www.emarketer.com/Article/Social-Promoters-Power-Brand-Engagement/1012758
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#SMX #24B @hoffman8Segmenting Your Lists
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#SMX #24B @hoffman8
Your Target Market is a Pool of *Individuals*
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#SMX #24B @hoffman8
Out With the Old!• Remarketing everyone that
hits the home page• Use the same ads and same
landing pages for every visitor
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#SMX #24B @hoffman8
Build Informed Remarketing Lists• Consider the information you can garner from:
• Pages visited
• Source/Medium/Campaign Information
• Actions that taken on site (events, goals, conversions)
• Location
• Demographics
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#SMX #24B @hoffman8
Example Lists• Loyalists (via email, or UI login)
• Completed a Micro-Conversion
• Visited a Page That Speaks to Their Needs (Product, Industry)
• Remarketing Lists for Channels that Don’t Offer Remarketing
• Hyper-Local Lists
• Layering Lists For Specificity
• Seasonal or Recurring Needs
• Leads that Haven’t Closed
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#SMX #24B @hoffman8
Performance Lift
Not surprisingly, segmented lists tend to perform much better than sitewide
remarketing.
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#SMX #24B @hoffman8
Pulling Data Through the CRM
With one of our clients we have the option to pull utm data through the CRM. • Started by targeting 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
information in, as well• Were able to zone in on age ranges that performed best in
terms of sales close rates vs. lead generation
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#SMX #24B @hoffman8Key Takeaway: Target as narrowly as possible without leaving money on the table.
Set Up Separate Catch-All
Remarketing
Campaign
Exclude Segment
ed Audience
s
Capture Remainin
g Site Traffic
But What About the People That Don’t Fit Into a Tightly Segmented List?
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#SMX #24B @hoffman8
CRO Consideration
If your catch-all list is significantly bigger than the culmination of your other lists, what more could you be doing more on-site to improve
segmentation?
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#SMX #24B @hoffman8
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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#SMX #24B @hoffman8Good Experience Bad Experience
Guiding Users Down The Funnel
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#SMX #24B @hoffman8
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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#SMX #24B @hoffman8
Example Funnel:
Whitepaper
DownloadVideo Demo
Free Consultati
on
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#SMX #24B @hoffman8
Example Remarketing:
Whitepaper
DownloadVideo Demo
Free Consultati
on
• 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 initial campaign
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#SMX #24B @hoffman8
Example Remarketing:
Whitepaper
DownloadVideo Demo
Free Consultati
on
• Add consumers who have viewed the video demo to a new list. Target them with a free consultation.• Exclude the same audience from being targeted
in either of the first two campaigns (whitepaper download or video demo)
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#SMX #24B @hoffman8
Remarketing Ads Should Be Helpful
Said No One Ever.
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#SMX #24B @hoffman8
Align Messaging With Consumer Needs/Interests• Product or Category they Viewed• Seasonal Promotion, Product, Service or Event• New Products• Accessories to Things They’ve Purchased• Sale or PromotionCustomize Ads and Landing Pages Based Upon
the Information You’ve Used to Create Lists
The more you know the better you can deliver.
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#SMX #24B @hoffman8
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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#SMX #24B @hoffman8Sometimes Your Audiences Isn’t What It Seems
When To Make Exclusions
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#SMX #24B @hoffman8
Not Everyone is Going to Buy…. No Matter How Many
Times You Remarket Them
Little known fact:
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#SMX #24B @hoffman8
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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#SMX #24B @hoffman8
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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#SMX #24B @hoffman8
• 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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#SMX #24B @hoffman8SEE YOU AT THE NEXT #SMX
THANK YOU!
CLIX Marketing217 La Grange RdPewee Valley, KY 40056
Tel :502.442.2776Fax :502.805.0643Web: clixmarketing.com
37
@[email protected]/clix-marketing