audience and google rlsa overview from agenda21
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© agenda21 2014
Paid Search Gets Personalagenda21
Joe Roman
© agenda21 2014 – www.agenda21digital.com
Overview
▸ What “audience” means to agenda21 & why we believe it’s valuable?
▸ How can we use “audience” now?
▸ “Audience” is improving performance today...
▸ Where do we think “audience” is going?
▸ 5 things you should do on Monday morning…
© agenda21 2014
What “audience” means to agenda21 &why we believe it’s valuable?
© agenda21 2014 – www.agenda21digital.com
What “audience” means to agenda21
© agenda21 2014 – www.agenda21digital.com
What “audience” means to agenda21
© agenda21 2014 – www.agenda21digital.com
What “audience” means to agenda21
© agenda21 2014 – www.agenda21digital.com
What “audience” means to agenda21
© agenda21 2014 – www.agenda21digital.com
Why is “audience” valuable?
Efficiency Relevancy
© agenda21 2014
How can we use “audience” now?
© agenda21 2014 – www.agenda21digital.com
Behavioural signals v. Audience signals
Behavioural
Audience
LocationLanguageTimeDevice
Keywords
Audience lists (RLSA)
© agenda21 2014 – www.agenda21digital.com
RLSA
▸ RLSA or Remarketing Lists for Search Ads
▸ Create audience lists based on site visitorsand where they have navigated to
▸ For example – visitors that have reached the basket page BUT haven’t converted
▸ One simple tag
▸ New users do not have to have reached your sitevia paid search
© agenda21 2014 – www.agenda21digital.com
RLSA
Efficiency = Bid Only Relevancy = Target & Bid
Bid Bid
© agenda21 2014 – www.agenda21digital.com
3 broad segments…
Audience Diagram
© agenda21 2014
“Audience” is improving performance today...
© agenda21 2014 – www.agenda21digital.com
Jurys Inn – Bid Only
© agenda21 2014 – www.agenda21digital.com
Plan UK – Bid Only
© agenda21 2014 – www.agenda21digital.com
Engagement Based Bid Modification Example
Homepage
Category Page
Product Page
Basket Checkout
10%
20%
30%
40%
50%
© agenda21 2014 – www.agenda21digital.com
Totaljobs – Target & Bid
© agenda21 2014 – www.agenda21digital.com
Other tests we are currently running
© agenda21 2014
Where do we think “audience” is going?
© agenda21 2014 – www.agenda21digital.com
Google Analytics Audience Data
Proactive
Reactive
© agenda21 2014
Google Analytics Audience Data can be revealing
4 times more likely to convert than…
2.5 times more likely to convert than…
© agenda21 2014
5 things you should do on Monday morning…
© agenda21 2014 – www.agenda21digital.com
5 things you should do right now…
1. Set up Google Adwords universal remarketing tag
2. Google Tag Manager
3. Segmenting your audience data
4. Assess your goals – what’s important for you?
5. Set up Google Analytics demographic & interest data
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