segmenting audiences and tailoring ad campaigns by sophie newton

#SMX #25B @Brainlabs

Tactics to increase conversion rates and ROI

Segmenting Audiences and Tailoring Ad Campaigns


§ Studied math at Oxford University

§ Director at Brainlabs, the fastest growing UK digital agency

§ We do all things biddable

Hi there, I’m Sophie from Brainlabs!


What Is Retargeting?

Bid Audience Message


What Are Audiences?


How To Set Up Analytics Remarketing



RLSA – Think About Audiences, Not Keywords

§ Try RLSA on broad match modified keywords

+keyword

Value > £100 “We need you back”

Value > £50 “Come back please”

Value < £50 “Be great if you came back”


You can bid more aggressively on generic terms, as you don’t have to rely just on the search query to know about the searcher.

RLSA – Think About Audiences, Not Keywords

100%

105%

110%

115%Conversions

RLSA starts


Time


§ Look at groups of people who visited at the same time. § Compare cohorts from different days of the week, times of month, seasons, holidays etc. § Find cohorts to turn into audiences.


Mon Tue Wed Thur Fri Sat Sun

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

Time Super Bowl


Abandoned Shopping Baskets


Combine Metrics into Scorecards

100 75 0% 4%

100 -2% 6%

1 75 -43% 4%

2 -13% -11%

30 297


§ You need to be recording a User ID https://developers.google.com/analytics/devguides/collection/analyticsjs/user-id § Make a ‘Retargeting Score’ Custom Metric § Calculate the score for each user § Use Data Import to import the scores https://support.google.com/analytics/answer/6066725

Getting Scores into Analytics


§ Turn percentile bands into audiences § Adjust bids accordingly

Turn Scorecards into Audiences

0%

10%

20%

30% 40% 50% 60%

70%

80%

90%

100%

0 50 100 150 200 250 300

Prob

abili

ty

Scorecard Points

Audience remarketing bands Scorecard points range Suggested bid adjustment

Band 1 (0 - 10th percentile) 0 < B1 ≤ 54 -70% Band 2 (10th - 20th percentile) 54 < B2 ≤ 87 -48% Band 3 (20th - 30th percentile) 87 < B3 ≤ 111 -27%

Band 4 (30th - 40th percentile) 111 < B4 ≤ 131 -13%

Band 5 (40th - 50th percentile) 131 < B5 ≤ 150 -6%

Band 6 (50th - 60th percentile) 150 < B6 ≤ 169 +6%






What About The Message?


§ You need to think of the message as you think of the audience § The reason you’ve grouped people together in an audience dictates the message

Message


So how does this work in the wild?


THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016

segmenting audiences and tailoring ad campaigns by sophie newton

Marketing