audience and google rlsa overview from agenda21

24
© agenda21 2014 Paid Search Gets Personal agenda21 Joe Roman

Upload: agenda21

Post on 20-Jan-2015

427 views

Category:

Marketing


3 download

DESCRIPTION

From the "Paid Search Gets Personal" briefing by agenda21 in April 2014. Remarketing Lists for Search Ads (RLSA) case studies and advice on how to implement RLSA from agenda21 Digital at www.agenda21digital.com or call 020 7036 7000

TRANSCRIPT

Page 1: Audience and Google RLSA Overview from agenda21

© agenda21 2014

Paid Search Gets Personalagenda21

Joe Roman

Page 2: Audience and Google RLSA Overview from agenda21

© 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…

Page 3: Audience and Google RLSA Overview from agenda21

© agenda21 2014

What “audience” means to agenda21 &why we believe it’s valuable?

Page 4: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

What “audience” means to agenda21

Page 5: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

What “audience” means to agenda21

Page 6: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

What “audience” means to agenda21

Page 7: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

What “audience” means to agenda21

Page 8: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

Why is “audience” valuable?

Efficiency Relevancy

Page 9: Audience and Google RLSA Overview from agenda21

© agenda21 2014

How can we use “audience” now?

Page 10: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

Behavioural signals v. Audience signals

Behavioural

Audience

LocationLanguageTimeDevice

Keywords

Audience lists (RLSA)

Page 11: Audience and Google RLSA Overview from agenda21

© 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

Page 12: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

RLSA

Efficiency = Bid Only Relevancy = Target & Bid

Bid Bid

Page 13: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

3 broad segments…

Audience Diagram

Page 14: Audience and Google RLSA Overview from agenda21

© agenda21 2014

“Audience” is improving performance today...

Page 15: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

Jurys Inn – Bid Only

Page 16: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

Plan UK – Bid Only

Page 17: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

Engagement Based Bid Modification Example

Homepage

Category Page

Product Page

Basket Checkout

10%

20%

30%

40%

50%

Page 18: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

Totaljobs – Target & Bid

Page 19: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

Other tests we are currently running

Page 20: Audience and Google RLSA Overview from agenda21

© agenda21 2014

Where do we think “audience” is going?

Page 21: Audience and Google RLSA Overview from agenda21

© agenda21 2014 – www.agenda21digital.com

Google Analytics Audience Data

Proactive

Reactive

Page 22: Audience and Google RLSA Overview from agenda21

© agenda21 2014

Google Analytics Audience Data can be revealing

4 times more likely to convert than…

2.5 times more likely to convert than…

Page 23: Audience and Google RLSA Overview from agenda21

© agenda21 2014

5 things you should do on Monday morning…

Page 24: Audience and Google RLSA Overview from agenda21

© 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