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#SMX #24B @hoffman8
Making The Most Of Your Audiences
Advanced
Audience
Targeting
#SMX #24B @hoffman8
That One Slide
•  PPC	
  Manager	
  7+	
  years	
  
•  Travel	
  Enthusiast	
  
•  Loves	
  cat	
  mem...
#SMX #24B @hoffman8
“Because Remarketing?”
What’s The Goal?
#SMX #24B @hoffman8
What’s The Goal?
“Because Remarketing?”
Not a
Goal!
#SMX #24B @hoffman8
Successful Remarketing Is Helpful
•  What	
  Problem	
  Will	
  You	
  Solve?	
  
•  What	
  Do	
  You...
#SMX #24B @hoffman8
Remarketing Goals
•  Keeping	
  Consumers	
  Engaged	
  Throughout	
  A	
  Long	
  Buying	
  Cycle	
  ...
#SMX #24B @hoffman8
Taking The Guess Work Out Of Choosing a Channel
#SMX #24B @hoffman8
Remarketing Channels
•  Display	
  Remarketing	
  
•  Dynamic	
  RemarkeKng	
  
•  Remarketing	
  List...
#SMX #24B @hoffman8
Display & Dynamic
Remarketing
•  Great	
  for	
  providing	
  a	
  visual	
  reminder	
  
•  Can	
  ge...
#SMX #24B @hoffman8
Remarketing Lists for Search Ads
•  Bid	
  up	
  valuable	
  lists	
  within	
  search	
  campaigns	
 ...
#SMX #24B @hoffman8
Remarketing Lists for Shopping Ads
•  Similar	
  to	
  RLSA	
  except	
  for	
  Shopping	
  
•  Can	
 ...
#SMX #24B @hoffman8
Remarketing for Dynamic Search
Ads
RDSA	
  is	
  great	
  for	
  query	
  mining…	
  with	
  a	
  safe...
#SMX #24B @hoffman8
Social Remarketing
•  Another	
  Push	
  Channel	
  
•  Great	
  for	
  Mobile	
  Reach	
  
•  A	
  Lo...
#SMX #24B @hoffman8
Segmenting Your Lists
#SMX #24B @hoffman8
Your Target Market is a Pool of
*Individuals*
#SMX #24B @hoffman8
Out With the Old!
•  RemarkeKng	
  everyone	
  that	
  
hits	
  the	
  home	
  page	
  
•  Use	
  the	...
#SMX #24B @hoffman8
Build Informed Remarketing Lists
•  Consider	
  the	
  informaKon	
  you	
  can	
  garner	
  from:	
  ...
#SMX #24B @hoffman8
Example Lists
•  Loyalists	
  (via	
  email,	
  or	
  UI	
  login)	
  
•  Completed	
  a	
  Micro-­‐Co...
#SMX #24B @hoffman8
Performance Lift
Not	
  surprisingly,	
  segmented	
  lists	
  tend	
  to	
  perform	
  much	
  be?er	...
#SMX #24B @hoffman8
Pulling Data Through the CRM
With	
  one	
  of	
  our	
  clients	
  we	
  have	
  the	
  opKon	
  to	
...
#SMX #24B @hoffman8
Key Takeaway: Target as narrowly as possible without leaving money on the table.
Set	
  Up	
  
Separat...
#SMX #24B @hoffman8
CRO Consideration
If	
  your	
  catch-­‐all	
  list	
  is	
  significantly	
  bigger	
  than	
  
the	
 ...
#SMX #24B @hoffman8
Your Primary Conversion is Your #1 Goal
but If You Can’t Get That, Get
*Something* That Will Help You ...
#SMX #24B @hoffman8
Good Experience Bad Experience
Guiding Users Down The Funnel
#SMX #24B @hoffman8
Using Remarketing to Guide
Consumers Down The Funnel
Build	
  out	
  Funnel	
  In	
  
a	
  Series	
  O...
#SMX #24B @hoffman8
Example Funnel:
Whitepaper	
  
Download	
  
Video	
  Demo	
  
Free	
  
Consultation	
  
#SMX #24B @hoffman8
Example Remarketing:
Whitepaper	
  
Download	
  
Video	
  Demo	
  
Free	
  
Consultation	
  
•  Add	
 ...
#SMX #24B @hoffman8
Example Remarketing:
Whitepaper	
  
Download	
  
Video	
  Demo	
  
Free	
  
Consultation	
  
•  Add	
 ...
#SMX #24B @hoffman8
Remarketing Ads Should Be Helpful
Said	
  No	
  One	
  Ever.	
  
#SMX #24B @hoffman8
Align Messaging With
Consumer Needs/Interests
•  Product	
  or	
  Category	
  they	
  Viewed	
  
•  Se...
#SMX #24B @hoffman8
Example:
•  Client	
  Services	
  a	
  Broad	
  Range	
  of	
  People/Roles	
  
•  Determined	
  That	...
#SMX #24B @hoffman8
Sometimes Your Audiences Isn’t What It Seems
When To Make Exclusions
#SMX #24B @hoffman8
Not Everyone is Going to
Buy…. No Matter How
Many Times You
Remarket Them
Li#le	
  known	
  fact:	
  
#SMX #24B @hoffman8
Build Audiences With The Sole Purpose of
Exclusion
•  Built	
  a	
  Remarketing	
  List	
  Targeting	
...
#SMX #24B @hoffman8
Previous Purchasers Shouldn’t
Always Be Excluded!
•  Sell	
  Add-­‐Ons	
  or	
  Upsell	
  
•  Promote	...
#SMX #24B @hoffman8
•  Determine	
  Your	
  Goals	
  &	
  Channel(s)	
  
•  Segment	
  Your	
  Audiences!	
  
•  Consider	...
#SMX #24B @hoffman8
SEE YOU AT THE NEXT #SMX
THANK YOU!
CLIX Marketing
217	
  La	
  Grange	
  Rd	
  
Pewee	
  Valley,	
  K...
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Advanced Audience Targeting Making The Most Of Your Audiences By Amy Bishop

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Advanced Audience Targeting. PRESENTATION: Advanced Audience Targeting Making The Most Of Your Audiences - Given by Amy Bishop, @hoffman8 - Clix Marketing, Director: Audits, Outbound, Training. #SMX #24B

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Advanced Audience Targeting Making The Most Of Your Audiences By Amy Bishop

  1. 1. #SMX #24B @hoffman8 Making The Most Of Your Audiences Advanced Audience Targeting
  2. 2. #SMX #24B @hoffman8 That One Slide •  PPC  Manager  7+  years   •  Travel  Enthusiast   •  Loves  cat  memes.  Okay,  any  memes.   •  Twi?er:  @Hoffman8  
  3. 3. #SMX #24B @hoffman8 “Because Remarketing?” What’s The Goal?
  4. 4. #SMX #24B @hoffman8 What’s The Goal? “Because Remarketing?” Not a Goal!
  5. 5. #SMX #24B @hoffman8 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.  
  6. 6. #SMX #24B @hoffman8 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    
  7. 7. #SMX #24B @hoffman8 Taking The Guess Work Out Of Choosing a Channel
  8. 8. #SMX #24B @hoffman8 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  
  9. 9. #SMX #24B @hoffman8 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  
  10. 10. #SMX #24B @hoffman8 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.  
  11. 11. #SMX #24B @hoffman8 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  
  12. 12. #SMX #24B @hoffman8 Remarketing for Dynamic Search Ads RDSA  is  great  for  query  mining…  with  a  safety.  
  13. 13. #SMX #24B @hoffman8 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  
  14. 14. #SMX #24B @hoffman8 Segmenting Your Lists
  15. 15. #SMX #24B @hoffman8 Your Target Market is a Pool of *Individuals*
  16. 16. #SMX #24B @hoffman8 Out With the Old! •  RemarkeKng  everyone  that   hits  the  home  page   •  Use  the  same  ads  and  same   landing  pages  for  every  visitor  
  17. 17. #SMX #24B @hoffman8 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  
  18. 18. #SMX #24B @hoffman8 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  
  19. 19. #SMX #24B @hoffman8 Performance Lift Not  surprisingly,  segmented  lists  tend  to  perform  much  be?er  than  sitewide   remarkeKng.  
  20. 20. #SMX #24B @hoffman8 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  
  21. 21. #SMX #24B @hoffman8 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?
  22. 22. #SMX #24B @hoffman8 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?  
  23. 23. #SMX #24B @hoffman8 Your Primary Conversion is Your #1 Goal but If You Can’t Get That, Get *Something* That Will Help You Plan Your Next Move.
  24. 24. #SMX #24B @hoffman8 Good Experience Bad Experience Guiding Users Down The Funnel
  25. 25. #SMX #24B @hoffman8 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.  
  26. 26. #SMX #24B @hoffman8 Example Funnel: Whitepaper   Download   Video  Demo   Free   Consultation  
  27. 27. #SMX #24B @hoffman8 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    
  28. 28. #SMX #24B @hoffman8 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)    
  29. 29. #SMX #24B @hoffman8 Remarketing Ads Should Be Helpful Said  No  One  Ever.  
  30. 30. #SMX #24B @hoffman8 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.      
  31. 31. #SMX #24B @hoffman8 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  
  32. 32. #SMX #24B @hoffman8 Sometimes Your Audiences Isn’t What It Seems When To Make Exclusions
  33. 33. #SMX #24B @hoffman8 Not Everyone is Going to Buy…. No Matter How Many Times You Remarket Them Li#le  known  fact:  
  34. 34. #SMX #24B @hoffman8 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  
  35. 35. #SMX #24B @hoffman8 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  
  36. 36. #SMX #24B @hoffman8 •  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  
  37. 37. #SMX #24B @hoffman8 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 37 @clixmarketing @hoffman8 Facebook.com/clix-marketingamy@clixmarketing.com

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