harnessing the power of audience through ppc
TRANSCRIPT
@SamJaneNoble
BrightonSEO – April 2016
HARNESSING THE POWER OF AUDIENCE
Your audience is your
most important asset.
Your competitors are
unable to replicate it.
“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
QUESTION:
Do Google value our privacy?
Errrr…. Nope!
(not provided)
Source: Google
We hope that today’s move to increase the privacy and
security of your web searches is only the next step in a broader
industry effort to employ SSL encryption more widely and
effectively.”
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!
Samantha Noble
2016 is the year
of the audience.”
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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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2
1.
Cleanse
the data
Incomplete or
Fake
Competitors
Bounced
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3
2
2.
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.
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.
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.
RLSA minimum requirements are far greater
than standard remarketing.
Minimum
Audience
Membership
Duration
Remarketing Lists
for Search Ads
1,000 180 days
Standard
Remarketing
100 560 days
Start building up your lists now
even if you don’t want to
properly target them yet.
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.
Businesses already using PPC can bid higher
for visitors who did not convert first time.
Upsell to audiences who have already bought
from you to encourage additional purchases.
Brand searches are often repeat visits. Drive
them back to the relevant page on the site.
Some businesses may not focus on repeat
customers and may wish to exclude them.
You can bid on more generic keywords that
would ordinarily require a higher budget.
Tailor your ad text and landing pages to
existing customers.
Increase bids where users are of more value
to you. EG - got a quote but didn’t convert.
Test your brand campaign for new visitors only
and exclude existing ones.
Even if you don’t want to
adjust bids yet you should add
the audiences to campaigns
to see how differently they
perform.
PROMOTION ( G S P )
GMAIL SPONSORED@
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
B2C vs B2B
There are more than 900 million people
using Gmail across the globe.
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
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
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
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
Show ads designed to entice
your potential customers away
from the competition
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.
This allows you to tap into a
new but similar audience
segment.
Downloadour Guides.Completely free.
http://kooz.ai/our-whitepapers
Simply visit this link:
Don’t forget…
“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
Thanksfor listening.
@Koozai
Facebook.com/koozaiE-mail: [email protected]
www.koozai.com
Tel: 0330 353 0300