At the core of marketing success is a philosophy rooted in reaching the right people, with the right content, at the right time through the development of key audience personas. We can apply these same tactics to PPC for greater resonance, more targeted campaigns, and ultimately a better paid search experience. In this presentation, experts from Hanapin Marketing and Seer Interactive will cover their favorite tools and methods for gaining user insights, what to do with that information, and on-going persona maintenance.

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&HOSTED BY:
Reaching the Right Customer:
How To Identify & Target Your PPC Audience

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Presenters
Audrey Bloemer
– Senior Account Manager at Seer Interactive
– Hero Conf Speaker
– @AudreyBloemer
Sarah Stemen
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @runnerkik

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us
questions.

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Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.

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Agenda
● Why: The problem we are trying to solve + takeaways
● What + How: Insights to understand your audience
○ Identification (Noob)
○ Verification (More Advance/Agency)
● Taking it further
● Takeaways

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Persona Analysis
Persona Analysis - This is how you look at the data
and identify the personas or personalities of your
customers. One company may have “Last Minute -
Sally” and “Deal Hunter - Henry”.
How this impacts campaigns:
1. Marketing Channel
2. Messaging
3. Buying Habits

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WHAT + HOW:
Insights to understand your audience

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Creating Consistency
Keyword Ad Copy
Landing
Page
The foundation of every PPC campaign is to create a
consistent message across every touch point.

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Search Query Reports
Use TagCrowd.com to visualize common themes
appearing in your search queries.

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Search Query Reports
TagCrowd.com example from moving company that
offers a breadth of service and serves various locations:

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Search Query Reports
Review themes to understand consumer needs and
where there may be gaps in your PPC content & landing
pages.

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Use your understanding of the difference in needs and margins
based on each audience.
1. Create tailored campaigns, ad groups and landing pages.
1. Set goals based on the audience being targeted
– Works for “top of tunnel” vs. “bottom of funnel” terms
Search Query Reports
Family looking to move
Cross Country
Single guy looking for a
small local move
VS.

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Order History
Post Purchase Informed Campaigns
1. Retargeting
2. Customer Match
3. Analysis (Recency, Frequency, Monetary Value)
4. Product Segments

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Remarketing Lists for Search (RLSA)
Leverage the natural separation of your website to identify the
types of people that are more likely to convert
1. Create RM audiences for different
sections of your website
2. Apply these as unmodified layers on all
search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, &
make modifications
1. Create RM audiences for different
sections of your website
2. Apply these as unmodified layers on all
search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, &
make modifications

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Remarketing Lists for Search (RLSA)
Leverage the natural separation of your website to identify the
types of people that are more likely to convert
1. Create RM audiences for different
sections of your website
2. Apply these as unmodified layers on all
search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, &
make modifications
1. Create RM audiences for different
sections of your website
2. Apply these as unmodified layers on all
search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, &
make modifications

17. #thinkppc
Remarketing Lists for Search (RLSA)
Leverage the natural separation of your website to identify the
types of people that are more likely to convert
1. Create RM audiences for different
sections of your website
2. Apply these as unmodified layers on all
search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, &
make modifications
1. Create RM audiences for different
sections of your website
2. Apply these as unmodified layers on all
search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, &
make modifications

18. #thinkppc
Remarketing Lists for Search (RLSA)
Leverage the natural separation of your website to identify the
types of people that are more likely to convert
1. Create RM audiences for different
sections of your website
2. Apply these as unmodified layers on all
search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, &
make modifications
1. Create RM audiences for different
sections of your website
2. Apply these as unmodified layers on all
search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, &
make modifications

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Remarketing Lists for Search (RLSA)
Pay attention to demographic bidding options,
particularly on Bing...
1. Run an “Age & Gender”
report on Bing to see
performance for each
2. Apply learnings as bid
modifiers directly in the
engine

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Remarketing Lists for Search (RLSA)
Pay attention to demographic bidding options,
particularly on Bing...
1. Run an “Age & Gender”
report on Bing to see
performance for each
2. Apply learnings as bid
modifiers directly in the
engine

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Remarketing Lists for Search (RLSA)
Pay attention to demographic bidding options,
particularly on Bing...
1. Run an “Age & Gender”
report on Bing to see
performance for each
2. Apply learnings as bid
modifiers directly in the
engine
1. Run an “Age & Gender”
report on Bing to see
performance for each
2. Apply learnings as bid
modifiers directly in the
engine
1. Wish that Google delivers
a similar option

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Distance View
Google AdWords Distance Report For Location
Extensions: The distance report for location extensions
provides insight into where your ads with location
extensions are most effective.

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WHO:
Audience Verification

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Review Adwords Audience Insights Report to identify interests and
behaviors of our website audience
1. Go to you Shared Library in AdWords and view Insights by
Audience to see how users differ
– Homepage vs. Converters
2. Insights Available:
1. Affinity Audiences
2. In-Market Audiences
3. Demographics
4. Devices
5. Locations
Audience Insight Reports

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Audience Insights Report
Audience Insight Reports
Converters Homepage Visitors

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Audience Insights Report
Audience Insight Reports
Converters

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Applying Your Insights:
● Use insights to tailor ad copy & ad
creative
○ “White Glove Movers”; Images that speak
to young females
● Use Insights to reach new potential
customers by targeting them on the GDN
● Use insights to help generate bottom of
the funnel or assisted value content
○ Ex.) “Best Car Rentals in NY”, “5 Easy
Decorating Tips for your New Home”
○ Bonus Points: Integrate with SEO efforts!
Audience Insight Reports

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Google Analytics Pages Report - This is where you
are going to find your top content. You will learn the
number of times a page was viewed, how long, and the
bounce rate. Using the information here you can learn
about who is visiting your site.
Google Analytics - Pages Report

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GA Audience Interest Reports
Google Analytics Audience Reports - similar to
Adwords Audience Insights reports but can provide
more in-depth details:
● Helpful if not using Adwords conversion reporting, or
there are additional goals tracking in GA
● Ability to segment by additional channels
(source/medium) or metrics

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GA Audience Interest Reports
Use data to understand how audiences might vary by channel, or drill
into demographics of one specific audience.

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GA Audience Interest Reports
Use data to understand how audiences might vary by channel, or drill
into demographics of one specific audience.

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Google Analytics - Frequency
Google Analytics Frequency Report - The Google
Analytics Frequency and Recency Report (within
Audience > Behavior) is perfect for analyzing visits in
order to help you plan your marketing campaigns or gain
other beneficial insights about visits to your website.

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Taking it Further:
Competitive Insights for Audience Analysis

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Knowing who you compete against and how you stack up can help
you stand out to your target audience.
1. Free: AdWords Auction Insights
– Easy AdWords Script can help you visualize how the
competitive landscape might change overtime.
1. Paid Tools: Keyword Spy & SEMRush
–Review Ad Copy, Landing Pages, Estimated Spend
–Use info to help create your brand message
Understanding Your Competitors

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Understanding Your Competitors
B2B Water Company
Auction Insights revealed our business competitors are not necessarily our paid search competitors.
• Known business competitors had minimal presences or overlap on our “core” paid search terms
• Discovered Google was serving our ads alongside Ecomm, customer focused, companies
ADVERTISERS FOR
KEYWORD SET “A”
ADVERTISERS FOR
KEYWORD SET “B”
3.05% CVR 5.55% CVR

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Understanding Your Competitors
B2B Water Company
What we did:
● Changed our strategy for Keyword Set “A” to better quality the traffic
○ i.e. “Water Cooler for Business”
● Focused on optimizing Keyword Set “B” as our “core” terms.
○ Updated budget distribution and keyword bids
KEYWORD SET “A”
Results
CTR rates decreased, but
conversion rates increased
because users were more
qualified when clicking
through.

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Slide for strategy overview
Unified Targeting Strategy

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Putting it Into Practice:
Strategy, Results & Key Learnings

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Breaking Down Strategy To Tactics
1. Messaging
2. Retargeting
3. Timing of Campaigns
4. Keywords
5. Campaigns to Content - Scaling an account

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RLSA for E-comm Client
Hypothesis: Offering first time customers a coupon code would
increase their likelihood to purchase.
Strategy: Utilized remarketing audiences to negate previous
visitors. This allowed us to customize ad copy, offering visitors a
special promo code for first time buyers.
Putting it Into Practice
Metric Before After Wins
Cost $2,560 $1,680 -$874
Revenue $33,350 $36,235 +8.65%
ROAS 13.03 21.5 +65%

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Demographic Targeting for Tourist Client
Hypothesis: Invest less in younger demo, ads show more often to core demo.
Using Demographic data in BingAds & Google Analytics, we identified age based
trends in traffic. We confirmed 35-54 year olds were our core audience & 18-24
year olds had lowest engagement rate across all channels.
Strategy: Set a -50% bid adjustment for age range 18-24 to improve ad
engagement
Putting it Into Practice
Metric Before After Wins
CTR (Overall) 3.05% 3.88% +27.21%
CTR (35-54) 4.47% 5.66% +26.61%

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Putting it into Practice
Will this help me with
app development?
Am I advanced
enough to use
this product?

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Putting it into Practice

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Putting it into Practice

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Putting it into Practice

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Putting it into Practice

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Key Learnings
1. Name the persona
2. Think of a face behind the name
3. Wants and Needs
4. Where your product or service fits into the equation
5. Campaigns to Content - Scaling an account

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Build Audiences
Build out audiences in Adwords or Analytics now, to
start collecting data. You can use the lists to improve
campaign performance and be unique and custom in
your approach to marketing.
● Visitors who have already been to the site
● Refine based on behavior on the site
● Put items in shopping cart
● Advertise for companion products

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Always Focus on Key Learning
Use this information to drive insights...

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Did you know?
Hanapin offers full-time PPC
management services in
everything from search and
display to social and mobile!
http://www.hanapinmarketing.com/ppc-management/

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Seer Interactive Feedback: feedback@seerinteractive.com