the day google adwords changed forever - friends of search
TRANSCRIPT
Meet the Wolfgang
Bono
Enda met Wolfgang
Problem 1: Leaky Bucket
Paths to Conversion
Problem 2 : Generic KeyWord Conundrum
Generic KeyWord Conundrum
You say Tomato…
Pizza?
Adjust Bids
Spend More Money
Tag Pages
Full Funnel Remarketing
Integrating Social Targeting
Targeting on Social
Targeting People
5 Ways to use RLSAs
Website visitors
Facebook traffic
Repeat customers
Past purchasers
Website Visitors
Generic KeyWord Conundrum
Facebook Visitors
Facebook Conversion Rate
• 74% less than Search
Wolfgang Analysis
Facebook Audience
Analytics Audience
Audience in AdWords Search
Facebook Visitors – Case Study
Facebook Results
Past Purchasers & Repeat Customers
Adobe Study – Revenue per Visit
Adobe Study – Conversion Rate
Segment in GA with Customers
X 2
This is NOT New vs Returning
2 Year Cookie for Users & Sessions!
The Value of the Repeat Customer
Past Purchasers – Case Study
• Campaign for past-purchasers
• Campaign for non-purchasers
• One campaign for customers, one for acquisition
Use our Audience List
http://www.wolfgangdigital.com/privacy/amsterdam-remarketing-audiences
Use our Audience List
1. Budget Control
2. Control Ad Message
Control KPIs
X 5
September 27th
“Audiences Are Valuable Brand Assets”
Control Targeting
Asset
EMAIL LISTS
Google joins the party
Customer Match - Wolfgang Hack
Custom Audiences - Hack
Custom Audiences - Hack
Swish!
Our clients searching for a digital marketing agency?
7 Key Takeaways
1. Collect Audiences within Google Analytics2. Leverage targeting on social to build granular lists of your
target persona 3. If your budget is restricted, do not lose impression share
across your customer base4. Set different KPIs for retention and acquisition and
optimise accordingly5. Turn Facebook into a conversion machine via RLSA & GA
audiences6. Use Customer Match to segment and target your
customers on Search7. Download our audience builder!
….thank you