advanced audience targeting making the most of your audiences by amy bishop
TRANSCRIPT
#SMX #24B @hoffman8
That One Slide
• PPC Manager 7+ years • Travel Enthusiast • Loves cat memes. Okay, any memes. • Twi?er: @Hoffman8
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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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Remarketing Goals • Keeping Consumers Engaged Throughout A Long Buying Cycle • Closing The Sale • Bringing Back Previous Buyers • ProspecKng (lookalikes) • Announcing New Products • Re-‐engaging Consumers with accessories or add-‐ons
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Remarketing Channels • Display Remarketing
• Dynamic RemarkeKng
• Remarketing Lists for Search Ads (RLSA)
• Remarketing Lists for Shopping (RPLA)
• Remarketing for Dynamic Search Ads (RDSA)
• Social Remarketing
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Display & Dynamic Remarketing • Great for providing a visual reminder • Can generate a lot of impressions • More of a push mechanism than other remarkeKng opKons
• Can be used to generate awareness
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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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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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Remarketing for Dynamic Search Ads
RDSA is great for query mining… with a safety.
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Social Remarketing
• Another Push Channel • Great for Mobile Reach • A Lot of Different Ad Formats • Also Great for ProspecKng: Social Engagement Can Help Provide Trust & Expand Reach & Lookalike Audiences
An eMarketer Study found that 66% of People Will Research a Brand AFer Hearing About it via Social Media
& 35% Will Go On to Make a Purchase. h?p://www.emarketer.com/ArKcle/Social-‐Promoters-‐Power-‐Brand-‐Engagement/1012758
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Out With the Old!
• RemarkeKng everyone that hits the home page
• Use the same ads and same landing pages for every visitor
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Build Informed Remarketing Lists
• Consider the informaKon you can garner from:
• Pages visited • Source/Medium/Campaign InformaKon
• AcKons that taken on site (events, goals, conversions) • LocaKon • Demographics
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Example Lists
• Loyalists (via email, or UI login)
• Completed a Micro-‐Conversion
• Visited a Page That Speaks to Their Needs (Product, Industry) • RemarkeKng Lists for Channels that Don’t Offer RemarkeKng
• Hyper-‐Local Lists • Layering Lists For Specificity
• Seasonal or Recurring Needs • Leads that Haven’t Closed
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Performance Lift
Not surprisingly, segmented lists tend to perform much be?er than sitewide
remarkeKng.
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Pulling Data Through the CRM
With one of our clients we have the opKon to pull utm data through the CRM. • Started by targeKng 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
informaKon in, as well • Were able to zone in on age ranges that performed best in
terms of sales close rates vs. lead generaKon
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Key Takeaway: Target as narrowly as possible without leaving money on the table.
Set Up Separate Catch-‐All
Remarketing Campaign
Exclude Segmented Audiences
Capture Remaining Site Traffic
But What About the People That Don’t Fit Into a Tightly Segmented List?
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CRO Consideration
If your catch-‐all list is significantly bigger than the culminaKon of your other lists, what more could you be doing more on-‐site to improve
segmentaKon?
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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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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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Example Remarketing:
Whitepaper Download Video Demo Free
Consultation
• 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 iniKal campaign
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Example Remarketing:
Whitepaper Download Video Demo Free
Consultation
• Add consumers who have viewed the video demo to a new list. Target them with a free consultaKon.
• Exclude the same audience from being targeted in either of the first two campaigns (whitepaper download or video demo)
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Align Messaging With Consumer Needs/Interests • Product or Category they Viewed • Seasonal PromoKon, Product, Service or Event
• New Products • Accessories to Things They’ve Purchased
• Sale or PromoKon
Customize Ads and Landing Pages Based Upon the InformaKon You’ve Used to Create Lists
The more you know the beQer you can deliver.
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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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Not Everyone is Going to Buy…. No Matter How
Many Times You Remarket Them
Li#le known fact:
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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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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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• 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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SEE YOU AT THE NEXT #SMX
THANK YOU!
CLIX Marketing 217 La Grange Rd Pewee Valley, KY 40056
Tel :502.442.2776 Fax :502.805.0643 Web: clixmarketing.com
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@clixmarketing @hoffman8 Facebook.com/clix-marketing [email protected]