Reaching the Right Customer: How to Identify and Target Your PPC Audience

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

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

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Carrie1

Presenters Audrey BloemerSenior Account Manager at Seer InteractiveHero Conf Speaker@AudreyBloemer

Sarah StemenAccount Manager at Hanapin MarketingBlogger on PPC Hero@runnerkik

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Join the conversationInclude the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1How long have you been in PPC?#thinkppc

Less than 1 year1-3 years3-5 years5+ years

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Sarah4

Live Poll Question #2How do you manage your account(s)?#thinkppc

Im part of an in-house PPC team.I do all the marketing myself.I work for an agency.Im a consultant.

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Audrey5

AgendaWhy: The problem we are trying to solve + takeawaysWhat + How: Insights to understand your audienceIdentification (Noob)Verification (More Advance/Agency)Taking it furtherTakeaways

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Sarah6

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:

Marketing ChannelMessagingBuying Habits

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Sarah7

WHAT + HOW: Insights to understand your audience

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Sarah

Creating Consistency

Keyword

Ad Copy

Landing PageThe foundation of every PPC campaign is to create a consistent message across every touch point.

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Sarah

Search Query Reports

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

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Understanding YoSet theddd ur Audience10

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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We are a full service agency that offers moving AND packingWe have trained professionals that can move pianosWe will complete small, local moves as well as moves with just furniture.12

Use your understanding of the difference in needs and margins based on each audience.

Create tailored campaigns, ad groups and landing pages.

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 moveVS.

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Quality Scores - better CTR & landing pages

Order History

Post Purchase Informed Campaigns

RetargetingCustomer MatchAnalysis (Recency, Frequency, Monetary Value)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 convertCreate RM audiences for different sections of your website

Apply these as unmodified layers on all search campaigns as bid only

Wait a bit

Analyze performance of audiences, & make modifications

Create RM audiences for different sections of your website

Apply these as unmodified layers on all search campaigns as bid only

Wait a bit

Analyze performance of audiences, & make modifications

#thinkppc

Able to view bounce rates and page views, etc as well15

Remarketing Lists for Search (RLSA)Leverage the natural separation of your website to identify the types of people that are more likely to convertCreate RM audiences for different sections of your website

Apply these as unmodified layers on all search campaigns as bid only

Wait a bit

Analyze performance of audiences, & make modificationsCreate RM audiences for different sections of your website

Apply these as unmodified layers on all search campaigns as bid only

Wait a bit

Analyze performance of audiences, & make modifications

#thinkppc

Able to view bounce rates and page views, etc as well16

Remarketing Lists for Search (RLSA)Leverage the natural separation of your website to identify the types of people that are more likely to convertCreate RM audiences for different sections of your website

Apply these as unmodified layers on all search campaigns as bid only

Wait a bit

Analyze performance of audiences, & make modificationsCreate RM audiences for different sections of your website

Apply these as unmodified layers on all search campaigns as bid only

Wait a bit

Analyze performance of audiences, & make modifications

#thinkppc

Able to view bounce rates and page views, etc as well17

Remarketing Lists for Search (RLSA)Leverage the natural separation of your website to identify the types of people that are more likely to convertCreate RM audiences for different sections of your website

Apply these as unmodified layers on all search campaigns as bid only

Wait a bit

Analyze performance of audiences, & make modificationsCreate RM audiences for different sections of your website

Apply these as unmodified layers on all search campaigns as bid only

Wait a bit

Analyze performance of audiences, & make modifications

#thinkppc

Able to view bounce rates and page views, etc as well18

Remarketing Lists for Search (RLSA)Pay attention to demographic bidding options, particularly on Bing...Run an Age & Gender report on Bing to see performance for each

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...Run an Age & Gender report on Bing to see performance for each

Apply learnings as bid modifiers directly in the engine

#thinkppc

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Remarketing Lists for Search (RLSA)Pay attention to demographic bidding options, particularly on Bing...Run an Age & Gender report on Bing to see performance for each

Apply learnings as bid modifiers directly in the engineRun an Age & Gender report on Bing to see performance for each

Apply learnings as bid modifiers directly in the engine

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

Go to you Shared Library in AdWords and view Insights by Audience to see how users differ Homepage vs. Converters

Insights Available:Affinity AudiencesIn-Market AudiencesDemographicsDevicesLocations

Audience Insight Reports

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Audience Insights Report

Audience Insight Reports

ConvertersHomepage 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 contentEx.) Best Car Rentals in NY, 5 Easy Decorating Tips for your New HomeBonus Points: Integrate with SEO efforts!

Audience Insight Reports

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Location Targeting build out Brooklyn!

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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 ReportsGoogle 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 ReportsUse data to understand how audiences might vary by channel, or drill into demographics of one specific audience.

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GA Audience Interest ReportsUse 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.

Free: AdWords Auction Insights Easy AdWords Script can help you visualize how the competitive landscape might change overtime. Paid Tools: Keyword Spy & SEMRushReview Ad Copy, Landing Pages, Estimated SpendUse info to help create your brand message

Understanding Your Competitors

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Understanding Your CompetitorsB2B 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 termsDiscovered Google was serving our ads alongside Ecomm, customer focused, companies

ADVERTISERS FOR KEYWORD SET A

ADVERTISERS FOR KEYWORD SET B3.05% CVR5.55% CVR

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Auction insights and competitive monitoring is huge because knowing who else your audience is exposed to help help shape how you speak and interact with your audience. Your audience is ABC and you are competiting against 123 they ar really good at THIS you need to do THAT to stay competitive 35

Understanding Your CompetitorsB2B 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 bidsKEYWORD SET A ResultsCTR rates decreased, but conversion rates increased because users were more qualified when clicking through.

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Auction insights and competitive monitoring is huge because knowing who else your audience is exposed to help help shape how you speak and interact with your audience. Your audience is ABC and you are competiting against 123 they ar really good at THIS you need to do THAT to stay competitive 36

Slide for strategy overviewUnified Targeting Strategy

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Putting it Into Practice:Strategy, Results & Key Learnings

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Breaking Down Strategy To Tactics

MessagingRetargetingTiming of CampaignsKeywordsCampaigns 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 PracticeMetricBeforeAfterWinsCost$2,560$1,680-$874Revenue$33,350$36,235+8.65%ROAS13.0321.5+65%

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Add Example of special offer ad

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 PracticeMetricBeforeAfterWinsCTR (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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Audience was very analytical and needed more insights

Nonbrand campaign - Nov data vs. Feb 1-10th data43

Putting it into Practice

Updated page led to a 300% increase in quality score and lowered CPCs by 17.4%

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Audience was very analytical and needed more insights

Nonbrand campaign - Nov data vs. Feb 1-10th data44

Putting it into Practice

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Putting it into Practice

Additionally, you can use landing pages to help gain additional audience insights as seen here.

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Key Learnings

Name the personaThink of a face behind the nameWants and NeedsWhere your product or service fits into the equationCampaigns 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 siteRefine based on behavior on the sitePut items in shopping cartAdvertise 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

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