Audience Targeting
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This document discusses audience targeting and how it can be leveraged in pay-per-click campaigns. It provides examples of how to use remarketing lists, customer match, and dynamic search ads with audience targeting to improve conversions and increase revenue. Specifically, it shows how to create different audience segments from website data and CRM lists, then modify bids, keywords, and ads for each segment to better engage customers throughout their journey. While simple implementations can take less than an hour, fully utilizing audience targeting for large companies with many products and customer types requires significant ongoing management.
Audience Targeting
- 1. Audience Targeting Brad Geddes Co-Founder, Adalysis Logo Here
- 4. Consumers Spend More Time with Information than Ever Before
- 6. One Sites Growing Trend 0.00% 100.00% 200.00% 300.00% 400.00% 500.00% 600.00% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% 1 2 3 4 5 6 7 8 9 10 11 12+ Percentage growth in touchpoints Percentage of conversions by touchpoint Customer Touch Points (online) Before Conversion Jan 1, 2011 - Jul 28, 2011 Jan 1, 2016 - Jul 28, 2016 % Change @bgTheory
- 7. What This Means to PPC Practitioners New visitors: •Lowest CPC •Bring in as many mostly qualified (but maybe not fully) as possible to get them in the funnel •Watch their site behavior to segment them into audiences Previous visitors •Treat them differently than new users •These visitors understand you brand and value prop so can self-select to return or not •Higher CPCs for this group since they know what they are getting into How do you treat previous users differently than new ones? @bgTheory
- 9. Remarketing Bring back visitors via display networks. RLSA: Remarketing Lists for Search Ads (AdWords & Bing) Display Remarketing Remarketing is serving ads to users based upon website behavior @bgTheory
- 10. Google Internal Data (One Week in Spring 2016): RLSA Bring back visitors via search networks. Vertical Impression Share Click Share Conversion Share Cost Share CPA Difference (non-adjusted) Automotive 5.2% 7.3% 15.6% 7.5% -44% Business & industrial 4.1% 6.3% 14.9% 6.6% -48% Classifieds & Local 5.9% 7.8% 16% 7.9% -43% Financial Services 3.8% 5.3% 9.7% 5.4% -38% Media & Entertainment 5.1% 7.1% 15.2% 7.0% -47% Retail 5.7% 7.8% 19.1% 8.4% -50% Travel 6.2% 8.3% 20.2% 9.2% -46% @bgTheory
- 11. The Longer the Customer Journey: The More You Need Remarketing Source: Nielsen & Google
- 13. Customer Match Bring back users via email across GDN or Search. Customer Match is ‘like’ remarketing but for your CRM/Email Data @bgTheory
- 14. Who Should Use Customer Match? Loyalty users Non-engaged users Seasonal customers Users in one product grouping Discount shoppers High volume, low returns Low volume, high returns Trade shows Demos Why did you collect their email & what’s in your CRM? @bgTheory Consider your segmentation carefully
- 15. Customer Match vs Remarketing Remarketing • Recency • Online data • Must tag website Customer Match • Re-engagement • Offline data • CRM data • Can be ‘Tagless’ Remarketing • No website codes @bgTheory
- 16. DSA: Dynamic Search Ads DSAs leverage organic crawl technology to automatically create keywords & semi- automate ad creation. @bgTheory
- 17. What You Can Do with Audiences @bgTheory
- 18. Bid Modifiers (Examples for One Site) 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% Never visited site Visited Site Before Visited Category page Visited Product page Added items to cart Abandoned Checkout Previous Customer @bgTheory
- 19. Modifiers Can be Negative -150% -100% -50% 0% 50% 100% 150% 200% Never visited site Visited Site Before Signed up for free trial Paying Customers SAAS Bid Modifiers @bgTheory
- 20. “Reporting Mode” – No Adjustments More stats without more money @bgTheory
- 21. Change The Ads (same keywords) @bgTheory
- 22. Ads Can Mirror the Sales Funnel What’s the next step? Clicks to website Download whitepaper Views product demo Sales call / trial Becomes member@bgTheory
- 23. IF/Default Ads with Audiences Automatically change the ads based upon the audience. @bgTheory
- 24. Expanding Keywords Do You Have Keywords that are: • Too general • Too expensive • Only work for certain users • Are mostly B2C & you’re B2B Notice: No Ads!
- 25. Audience Members are Pre-Qualified: Try Audience + new keywords Audience + broad (yes broad) match @bgTheory
- 26. DSAs with Audience Targeting DSA Advantages •Good for increased coverage • Not knowing all keywords • Capturing the long tail or low volume words • To enhance the visibility of content marketing • Keyword research • Ensuring your ads are relevant: • Getting started fast • Expanding into new markets DSA + Audience •Expanded keywords for a specified audience. @bgTheory
- 27. Putting the Options Together @bgTheory
- 29. Holiday 2 Use the Data @bgTheory
- 30. Holiday 3 Use YoY Data @bgTheory
- 31. How Simple It Can Be Small ecommerce site Create 3 audience lists (GA): • All users • All buyers > $500 • All buyers < $500 • 5 minutes Export & upload CRM data • 2 buyer lists (B2B & B2C) • 10 minutes Create display remarketing campaign • Use product feed (dynamic ads) • 1 minute Create dynamic image & text ads for display • 15 minutes Create DSA campaign • 2 targets (All, categories) • 3 minutes Add all lists to all ad groups • Target & Bid: DSA & Display remarketing • Bid only: search • 10 minutes (editor) @bgTheory
- 32. 44 Minutes Not too much work RLSA •3 audiences •Bid modifiers •All: Small •B2C buyers: Medium •B2B: Large Customer Match: •2 Audiences (buyers only) •Bid modifiers: •B2C: Small •B2B: Large Expanded keywords: •DSA + Audiences •Bids: •All: Small •B2C buyers: Medium •B2B: High Display Remarketing: •Dynamic Image & Text ads •Bids: •All: Low •B2C buyers: Medium •B2B: High @bgTheory
- 33. Results Month over month for 44 minutes of work… RLSA: • 12% increase in conversions • 9% increase in revenue Customer match: • 4% increase in conversions • 11% increase in revenue Display remarketing: • 9% increase in conversions • 6% increase in revenue @bgTheory
- 34. How Complex This Can Be Large SAAS company with 10+ cloud based products Blog • Readers • Sharers All site visitors • SMB • Enterprise Whitepaper downloads: • SMB • Enterprise Customers in free trial • SMB • Enterprise Current customers per product < 60 days Current customers per product > 60 days Current employees TV commercial lists • RLSA based upon flight data Many more… @bgTheory
- 35. Current employees: • Negative list Blog readers: • Content marketing (RLSA + DSA) Site visitors types (excluding customers & conversions) • Bid modifiers • Modifiers change by SMB vs Enterprise vs Product Type Whitepaper downloads: • New keywords • Broader keywords • Ads focused on getting user to start trial Free Trial: • Get users to use trial • High bid modifiers on generic & competitor terms • Showcase features via sitelinks & callout extensions Customers < 60 Days: • Showcase help files, lesser known features, etc • Sitelinks & callouts used to showcase features Customers > 60 Days: • For same products: “login” & explicit product based words are negative lists • For alternate products they sell: Ads focused on upsells and multiple product discounts • For alternate product they don’t sell; ads focus on getting help, support, and not losing the customer. How the Segments Are Used
- 36. It Takes a Lot to Manage This Much: Be Prepared or Start Simple
- 37. Key Takeaways Audience targeting is no longer just for display & social • RLSA • Customer match • Display Remarketing Audiences target types: • Change bids • Change keywords • Change ads (Including IF/Default ads) • Only serve ads to audience members • Great when combined with DSAs What you can do with audiences: • But a large potential for revenue increases Audiences make up a small % of your traffic