discover your audience insights through paid media
TRANSCRIPT
@SamJaneNoble
Search Elite – May 2017
DISCOVERING AUDIENCE INSIGHTS FROM PAID MEDIA.
Do you remember what marketing used
to be like?
Before we had all the data we have
available today?
Trying to find the right audience was like a
needle in a haystack.
The beauty of marketing in 2017 is what
we can uncover about our audience
And most businesses are only scratching
the surface!
Let’s change that today.
Let’s talk about UMP.
UMP?
UNIQUE MARKETING POINT
Your data is your UMP.
Your audience is your UMP.
1-2%Avg. Conv Rate
What happens to the other 98% of traffic!!
Brands have big annual marketing
budgets…
And have a goal of driving visitors to
their websites.
They are happy to increase volume BUT
maintain their conversion rate.
Why?
We should be working harder to…
Increase sales volume…
AND…
Increase conversion rate!
Very few make use of the audience
data that they have available to them.
This is where you can win.
If you understand who your audience
are…
…and what makes them tick…
…your marketing campaigns will have
greater success.
Understanding your customers is the key.
It should be the foundation of your
Inbound Marketing strategy.
You need to use your audience data to
your advantage.
UMP
YOUR AUDIENCEHOW TO UNCOVER
These platforms give you so much data for
your audiences; use them!
Get the pixel added to
every page of your website.
Even if you don’t want to
advertise on the platform!
Make sure you update your privacy policy to
tell visitors you are using cookies.
1 2 3Your website
audienceYour actual
customer baseAudiences
similar to yours
Once we have the pixels in place, what should
we look at?
INS IGHTS AVAILABLE .LET ’S LOOK AT THE
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Age and Gender
Device
Affinity Categories
In-Market Segments
Location
This insight is available for
all website traffic regardless
of channel.
Before you can collect any demographic data
you need to enable it. It will not backdate.
Matching Age and Gender can show you the
demographic makeup of customers.
Affinity Categories show you the type of
content your visitors browse across the web.
We can also understand what our visitors are
in-market for based on historic purchase data.
We have learnt that the highest revenue
generating audience across the site looks like:
Age:35 - 44
Gender:Male
Affinity: Travel Buff
Affinity:Movie Lover
In-Market:Travel
In-Market:Employment
In-Market:Accommodation
In-Market:Hotels
Location:London
For every segment you
create, you can see all this
data for that specific list.
Create segments for anything you think would
help you understand your audience better.
• All website visitors
• Converting customers
• Site segmentation by product or service
• Highly engaged visitors (more than 2m on site)
• Bouncing visitors and/or Non-converters
• Top referral sources
• Channels
• Basket abandoners
How does the data differ by channel? This is
the same data but for Paid vs Facebook.
Age: 35 - 44
Gender:
Male
Affinity: Home Décor
Affinity:Movie Lovers
In-Market:Travel
In-Market:Autos & Vehicles
In-Market:Accommodation
In-Market:Hotels
Age:35 - 44
Gender:Male
Affinity:Travel Buffs
Affinity:TV Lovers
In-Market:Travel
In-Market:Home & Garden
In-Market:Air Travel
In-Market:Home Furnishing
Paid Traffic Facebook Traffic
Use UTM Tracking to tag all campaigns and
build lists to see the audience breakdown.
• Social campaigns
• Bing Ads
• Content Marketing
• PR
• Advertising
• Etc
https://ga-dev-tools.appspot.com/campaign-url-builder/
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Age and Gender
Parental Status
Affinity Categories
In-Market Segments
Location
This insight is available for all
AdWords clicks & converters
but also gives more insight
into lists from Google
Analytics.
We can understand the age and gender
differences for AdWords clicks vs converters.
We can understand at a more granular what
audiences are currently in-market for.
We can see what type of content they like to
browse in more detail.
Extra demographic insight such as Parental
Status & Device becomes available to us.
Using the same list from Google Analytics, we
have additional data on the audience.
Age:35 - 44
Gender:Males
Affinity:Home Decor
Affinity:DIY
In-Market:
Vans/Mini Vans
In-Market: Flooring Services
In-Market: Plumbing
In-Market:
Flooring
Parental Status:Not Parents
Device:Mobile
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Device
Frequency
Age and Gender
Income & Ownership*
Size & Market Value*
Spending Methods*
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Job Title
Lifestyle
Country/City
Page Likes
Purchase Behaviour*
Relationship & Education
If a website visitor has a
Facebook profile, Facebook
give you the insight they
have on that visitor.
We can see the standard demographic
information such as Age and Gender (18yrs +).
Sectors where the audience are likely to work
based on their self-reported data is given.
Personal insights such as Relationship Status
and Education Level are shown.
The Devices the audience typically use to
access Facebook is available to us.
Facebook will also share the types of content
the audience like to browse.
Alongside any common trends in the
Facebook pages that they like.
Understanding the lifestyle our audiences live
can be really useful insights.
Location information including Country, City
and also Language is available.
If you are based in the US, Facebook will also
give you the following Purchase insights.
And also insights into actual Households that
are tied to the audience segment.
Collating all this together, we can get a real
picture of the audience we are targeting.
Age: 25 - 34
Gender: Male
Device:Android Mobile
Education: University
Page Like:Tip Hero
TV Show:Game of
Thrones
Food & Drink: Skittles & Monster
Energy
Movie: Fast & Furious
Marital Status: Married
Job: Management
Apps: Angry Birds &
Characters:Scooby-Doo &
Patrick Star
Location:UK
Page Like: Pirates of
Caribbean
Food: Pizza
Musician: Celine Dion
Facebook also allow us to
create Custom Audiences
to segment lists by set
criteria.
Create Custom Audience Lists to see the
different demographic breakdown for each.
• All website visitors
• Site segmentation by product or service
• People who haven’t visited your website in a certain amount of
time
• Your Page Likes
• Interacted with your content on Facebook
• Converting visitors
AUDIENCEYOUR CUSTOMER
We have seen all the
insights we have available
to us.
The most exciting bit is you
can see ALL this data for
your customer base!
These platforms allow you to upload your CRM
database of prospects and/or customers.
Get your lists uploaded!
1,000Matched emails
You will need at least 1,000 matched email
addresses in the platform for this to work.
360k+ email addresses uploaded to Google,
Facebook & Twitter for Customer Match.
Source: Wordstream
A few ideas for you…
Your customer database of people who have
purchased from you in the past.
Taking all the data from your email newsletter
sign-ups in order to target more of the same.
Wifi sign-in data for each restaurant can be
used to understand customers per location.
Export your Linkedin contacts and upload to
uncover similar traits and demographics.
Retail outlets asking for email addresses for
receipts can work out who shops with them.
You ‘may’ not be able to target
these people due to permissions
but you can use it to understand
them more.
AUDIENCESSIMILAR / LOOKALIKE
For every list you build or upload,
you can create ‘Similar’
audiences to find new customers!
These platforms take your audience lists and
build new ones with similar demographics.
Actalike Audiences
Lookalike Audiences
Similar Audiences
It allows you to tap into a new market that has
not previously been exposed to your brand.
AUDIENCE PERSONASCREATING
Personas help to create better customer
experiences in a structured way.
56%Of companies
Created higher quality leads from their website
through using personas in their marketing.
Source: ITSMA
Personas are a fictional, generalised representation
of your typical customer, based on your data.
There are loads of freely
available persona templates
you can use.
http://kooz.ai/hubspot-persona-template
HubSpot’s Persona Docs
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Name and Image – photographic impression.
Goals & Ambitions - concrete business & personal goals.
Demographics - age, gender, place, marital status, job.
Pain - frustrations, concerns, barriers, challenges.
Media & Device - most used sources or devices.
Biography - narrative of daily life including likes & interests.
Help your teams visualise the
different targets by
associating them with a
fictional character.
MAKE PERSONAS FUN!
MULT I -CHANNELSAPPLYING INSIGHT TO
Now that we have all this
data and we have created
our personas, how can we
use this across channels?
What can we find out?
Bing
TV Advert: Understanding what programmes
are watched could dictate channels to target.
Gaming: The visitor base likes Xbox so we
could consider advertising on the platform.
Digital PR: Target sites for partnerships that
have an affinity with our audience.
Reader
Offers
Offline PR: Our audience are fans of the
National Geographic site. Target it offline.
Content Marketing: The audience are typically
female and love cooking so play on this.
Radio: The largest visitor group live in Reading,
UK so partner with the local radio show.
SEO: We know the bulk of the traffic is from
mobile devices so focus on mobile SEO first.
Email: You may look at partnering with a
relevant email list with an affinity to your data.
Direct Mail: This could be targeted to
households with females in the Reading area.
And of course; you should use
all the insights gathered within
your Paid Media campaign
targeting!
REMEMBER YOUR UMP!
GET THE PIXELS ADDED NOW!
Thanksfor listening.
@Koozai
Facebook.com/koozaiE-mail: [email protected]
www.koozai.com
Tel: 0330 353 0300