fintech case study – audience segmentation · fintech case study – audience segmentation may...
TRANSCRIPT
3Q/Google Client Summit FinTech Case Study – Audience Segmentation May 3rd, 2016
2 A Harte Hanks Company
Who Are We?
Molly McCarty - Sr. Social Account Manager - Been in Digital Marketing (specifically
Social) for over 4 years - Avid runner - Enjoys long hikes in Tahoe and Point
Reyes
Diego Rovira - VP of Client Services - Been in Digital Marketing for over 8
years - Avid soccer fan - Enjoys long walks on the beach
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Who’s The Case Study On?
We can’t tell you who but we can tell you a couple things about them: • They are a major player in the financial services
vertical
• Invest millions in paid media
• Run Search, Social, Mobile, and Display
• Have been working with 3Q for over 3 years
• True strategic partner
2015 Challenges
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Increase Conversions While Maintaining CPA
CPA
Conversions
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How Do We Improve LTV and ROI? • Segmented audiences by LTV to make smarter decisions for targeting, bidding, and
budgeting.
• Began to evaluate performance based on ROI instead of CPA.
• Most of our optimization tactics were great at driving conversions but did not improve LTV – and in some cases negatively impacted ROI.
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New Approach On How We Optimize Campaigns
• CPA = $20 • LTV = $30
Audience A 50% ROI
100% ROI • CPA = $50 • LTV = $100
Audience B
Findings
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Behavioral Only
•Initially, we were running behavioral-only targets •Low CPAs and high CTR •Large audience that regularly updates itself (does not fatigue)
Finding The Best Audiences
Broad Seed Audiences
•Lookalikes created off of large groups of users •Large cuts of audiences •Higher CPAs and low LTVs compared to behavioral targeting
Precise Seed
Audiences
•Tested smaller seed audiences created off of high-LTV users: •By vertical, channel, product, etc.
•Saw slightly higher CPAs than behavioral targeting – but much higher LTVs
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Highest LTV Audiences Are Created Off Of 1st Party Data
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Mobile Spend Increased As We Optimized For Lowest CPAs
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Desktop Has A 60% Higher LTV Than Mobile
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Don’t Rule Out Mobile Just Yet
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LTVs Change Month Over Month For All Audiences
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Audience C
Audience B
Audience A
Remarketing
Target Audience C - Exclude Audience B, Audience A & Remarketing
Target Audience B - Exclude Audience A & Remarketing
Target Audience A - Exclude Remarketing
Exclusions Allow Us To Accurately Measure LTV
Results
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We Increased ROI For The Client by 20% in 2015
Next Steps
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Key Takeaways
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Apply Your Audience Strategy to Google, YouTube & Gmail
>1 billion monthly users
Billions of monthly searches
900 million monthly active
users
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Google’s Customer Match
3qdigital.com
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Thank You!