audience - the super power of ppc
TRANSCRIPT
@SamJaneNoble
RIMC – February 2016
AUDIENCE – THE SUPER POWER OF PPC
YOUR PRIVACY
GOOGLE VALUES
(not provided)
The fact that this statement is far from the truth makes me very happy as a marketer.
Because I get access to information about
my website’s audience.
And better still, I can actually make use of
this in my marketing!
2016 is the year of the audience, not
mobile.”Samantha Noble
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Your Agenda.
Customer Match
Remarketing Lists for Search Ads (RLSA)
Gmail Sponsored Promotions (GSP)
AND MORE COOKIESCOOKIES, COOKIES
Update your privacy policy.
Enable Remarketing in Google Analytics.
You can’t collect information on your audience until you
have completed both steps.
Let’s talk about audience.
CUSTOMERMATCH
Target CRM lists using email
addresses directly in Google.
Campaign performance will
only be as good as your email list.
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Cleanse the data
Incomplete or Fake
Competitors
Bounced
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Segment the data
Converted Customers
Enquiries
Email Sign-ups
•Average order value > £300•More than two purchases•Month converted•Products Purchased
Converted Customers
•Began checkout process but dropped out•Enquired but not converted•Month enquiry was made
Enquiries
•By topic•By date•Signed up but not enquired
Email Signups
You need to have at least 1,000 matched email addresses in a list.
1,000Emails
357,584 email addresses uploaded
Wordstream Case Study
50.40% were matched
Customer Match can be used to target on Google Search, YouTube and Gmail.
FOR SEARCH ADS ( R L S A )
REMARKETING LISTS
Show ads to your past visitors as they do follow-up searches for what they
need on Google after leaving your website.
Awareness
Consideration
Preference
Buy
Result in an actual transaction or conversion. The rest need
recurring visits before they convert.
2-4%of site visits
Build up your remarketing lists in Google Analytics. These are your audiences.
Audiences will be automatically imported into Google AdWords under the Shared Library.
The Google Properties column tells you how many people are in your RLSA lists.
You need a minimum of 1,000 people in your RLSA audience in
order to use it.
1,000people
Standard remarketing lists need only 100 people in the audience in
order to be used.
100people
The maximum lifespan of Remarketing Lists for Search Ads
is 180 days.
180days
The maximum lifespan of standard Remarketing Lists is 560
days.
560days
Let’s have a look at a few strategies you
can try.
The following strategies are built up using either RLSA lists or Customer
Match lists.
Small businesses with low budgets can use RLSAs to limit their AdWords costs.
RLSA List
Businesses already using PPC can bid higher for visitors who did not convert first time.
RLSA List
Upsell to audiences who have already bought from you to encourage additional purchases.
Customer Match
Brand searches are often repeat visits. Drive them back to the relevant page on the site.
RLSA List
Some businesses may not focus on repeat customers and may wish to exclude them.
Customer Match
You can bid on more generic keywords that would ordinarily require a higher budget.
RLSA List
Tailor your ad text and landing pages to existing users.
Customer Match
Increase bids where users are of more value to you. EG - got a quote but didn’t convert.
RLSA List
Test your brand campaign for new visitors only and exclude existing ones.
RLSA List
Even if you don’t want to adjust bids yet you
should add the audiences to campaigns to see how differently they perform.
http://kooz.ai/wordstream-rlsa Making the most of RLSA
PROMOTION ( G S P )GMAIL SPONSORED
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Target your audience based on their email behaviour and online
purchases.
Collapsed ads appear at the top of your emails within the Promotions tab.
Expanded ads appear when you click on a collapsed ad and look like a normal email.
B2C vs B2B
There are more than 900 million people using Gmail across the
globe.
900mGmail users
Let’s have a look at a few strategies you
can use.
Reinforce your email marketing message by segmenting lists by opened and unopened.
Opened – Show ad trying to entice them
into the purchase funnel
Unopened – Show ad including the same
message as your email campaign
Customer Match
Target people who have enquired about your product but not converted.
Create an email list of people who have enquired but not
converted yet
Entice them back in to convert with a special offer
Customer Match
Upsell to existing customers to entice them to purchase related products.
Create email list of specific product purchases
Show ads with related products that they are likely
to buy
Customer Match
Target your ‘non-converters’ when they are reading emails from a competitor.
Build an email list of all people who have enquired but
not purchased
Add competitor domains as keyword targets in your Gmail
campaigns and upload the email list
Customer Match
Show ads designed to entice your potential customers
away from the competition
http://kooz.ai/gmail-ads-guide Get started with Gmail ads
You should remember this.
For every audience list you create, Google will build a ‘Similar Audience’ for you to target.
Similar Audiences are created when remarketing lists have at least 500 cookies with enough
similarity in terms of characteristics and interests.
500Cookies
This allows you to tap into a new but similar
audience segment.
Downloadour Guides.Completely free.
http://kooz.ai/our-whitepapersSimply visit this link:
“Audience is your Unique
Marketing Point (UMP)”@SamJaneNoble
Thanksfor listening.
@Koozai
Facebook.com/koozaiE-mail: [email protected]
www.koozai.com
Tel: 0330 353 0300
Download the slides: http://kooz.ai/sam-noble-rimc