Getting the Most out of Your Audiences for Sequential and Remarketing Campaigns
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The document provides an extensive guide on creating and leveraging audiences for sequential and remarketing campaigns across various platforms, including paid search, display, and social media. It covers techniques for audience segmentation, customization, and strategies for targeting specific demographics, as well as insights on advanced audience strategies like audience amplification and retention. Additionally, it includes case studies and best practices for utilizing video campaigns effectively in driving engagement and conversions.
Getting the Most out of Your Audiences for Sequential and Remarketing Campaigns
- 1. May2020 Getting the most out of your audiences for sequential and remarketing campaigns Ann Stanley (Founder & Managing Director)
- 2. A bit about me
- 3. Contents 1. Fundamentals of creating audiences • Paid search and display • Paid social • Creating your own audiences and remarketing strategies 2. Advanced Audience strategies • Audience Niches • Audience Amplification • Audience Reduction • Audience Retention and Renewal • Audience Filtration (within Channel and Cross-channel) • Audience Priming and Cross-channel Strategies 3. Use of video campaigns 4. Case study 5. Insights
- 6. Creating audiences for search and display Automatically generated User-based (interest, behavior & demographic) Web or App visitors (based on pixel and/or Analytics) Uploaded lists Similar Audiences (or Lookalike audiences) Other channels & Linked properties e.g. YouTube Audiences automatically created by platform e.g. all visitors, converters or purchasers Audiences based on user data or actions on other sites. Can be data added by user or inferred – see next slide Combinations of tagged web-pages, Product pages visited (for dynamic remarketing) or Google Analytics lists (combinations of metrics & dimensions) Customer match/Custom audiences - based on uploaded lists (restrictions apply) Traffic from other channels (identified via UTM codes or vanity URL, or liked properties like YouTube viewers Audiences who are “similar to” those in specific audiences e.g. uploaded list of clients, or converters based on web visits to a thank you page (Microsoft Ads are gradually introducing this)
- 7. User-based audiences Demographic Targeting for age, gender, parental status & income. (and other life events) Affinity Audiences People who have shown an affinity for your product or service in their internet behavior In-market audience People who are already actively shopping or searching for a product or service Remarketing Visitors who have been active on your site (based on combinations of tagged pages) or from your uploaded lists (Customer Match) Custom-Intent Define your own display audience from keywords, URLs and apps related to relevant products and services
- 8. Business and Industry targeting Chemicals Industry Agrochemicals Cleaning Agents Coatings & Adhesives Dyes & Pigments Plastics & Polymers Construction & Maintenance Building Materials & Supplies Civil Engineering Construction Consulting & Contracting Urban & Regional Planning Energy & Utilities Electricity Nuclear Energy Oil & Gas Renewable & Alternative Energy Waste Management Water Supply & Treatment Hospitality Industry Event Planning Food Service Industrial Materials & Equipment Fluid Handling Generators Heavy Machinery Industrial Handling & Processing Equipment Industrial Measurement & Control Equipment Work Safety Protective Gear Manufacturing Factory Automation Metals & Mining Precious Metals Pharmaceuticals & Biotech Pharmaceuticals & Biotech Printing & Publishing Document & Printing Services Advertising & Marketing Brand Management Marketing Promotional Products & Corporate Gifts Public Relations Sales Telemarketing Aerospace & Defence Defence Industry Space Technology Agriculture & Forestry Agricultural Equipment Aquaculture Crops & Seed Farms & Ranches Food Production Forestry Horticulture Livestock Business Finance Commercial Lending Investment Banking Risk Management Venture Capital Business Operations Business Plans & Presentations Human Resources Management Business Services Consulting Corporate Events E-commerce Services Fire & Security Services Knowledge Management Office Services Outsourcing Physical Asset Management Quality Control & Tracking Signage Writing & Editing Services Professional & Trade Associations Professional & Trade Associations Retail Trade Retail Equipment & Technology Shipping & Logistics Aviation Industry Commercial Distribution Freight Transport Import & Export Maritime Transport Moving & Relocation Packaging Parking Post & Package Delivery Rail Freight Self Storage Urban Public Transport Warehousing Small Business Business Formation Home Office MLM & Business Opportunities Textiles & Nonwovens Textiles & Nonwovens
- 9. Paid social
- 10. Traditional view of which social platforms should be used for different business outcomes Sector Objective Facebook Instagram Twitter LinkedIn Business to Consumer (B2C) Communicate with existing fans Organic or Paid Organic or Paid Organic or Paid n/a Awareness and visibility to new users Paid Paid Paid Generate leads or sales Paid Paid n/a Business to Business (B2B) Communicate with existing fans Organic or Paid n/a? Organic or Paid Organic or Paid Awareness and visibility to new users Paid Paid Paid Generate leads or sales Paid n/a Paid
- 11. Choosing the right platform(s) When thinking about what platform you are going to use, there are a few initial questions to think about; 1. Who do you want to target? 2. Should this be work or lifestyle focused? 3. What is the response/action we want to the campaign? 4. Which platforms can you afford? Targeting Attribute Age ✅ ✅ ✅ ✅ ✅ ✅ Gender ✅ ✅ ✅ ✅ ✅ ✅ Relationship status ✅ ✅ ✅ Household income ✅ ✅ Location ✅ ✅ ✅ ✅ ✅ ✅ Language ✅ ✅ ✅ ✅ ✅ ✅ Job Title ✅ ✅ ✅ Seniority ✅ Education ✅ ✅ ✅ ✅ Place of work ✅ ✅ ✅ Professional skills ✅ Company size ✅ Interests ✅ ✅ ✅ ✅ ✅ ✅ Interests in brands ✅ ✅ ✅ ✅ Behaviours ✅ ✅ ✅ ✅ Device behaviour ✅ ✅ ✅ ✅ ✅ Keywords ✅ ✅ ✅ Life Stage ✅ ✅
- 12. Targeting on LinkedIn Job Experience • Job function • Job seniority • Job title • Skills • Years of experience Education • Degrees • Fields of study • Member schools Demographics • Age • Gender • Location Company • Company name • Company size • Company industry • Company connections • Company followers • Company staff growth (new) Interests • Member interests • Member groups • Members traits (new)
- 13. Targeting on Facebook Demographic Facebook has a variety of demographic information such as age, location, relationship status and job title etc. Behavioral Facebook also allows us to target based on people’s behavioral traits including things like propensity for online shopping. Interest We can also target people based on online behavior and what users have engaged with or expressed interest in previously.
- 14. Targeting on Twitter Demographic Demographics, such as age, gender, and location and device usage information Audience Features Behaviours, including business habits, lifestyle choices & travel. Follower lookalikes, such as fans of other Twitter users Conversation topics, Keywords Movies and TV shows
- 15. Targeting on Pinterest Demographic Demographics, such as age, gender, and location and device usage information Audience Interests Interests such as home décor, fashion, travel, weddings etc. all of which then have sub interests to allow you get more niche and targeted to find exactly what you want Key Words Exact match, broad match and phrase match keywords can all be used as well as negative phrase and negative exact to take out any specifically unwanted keywords
- 16. Targeting on Snapchat Demographic Snapchat has the basic targeting of age, gender and location as well as some advanced demographics from Experian and Datalogix Lifestyle Predefined lifestyle-related targeting, for example: Coffee Lovers Movie Fans Beer Drinkers Connections Connection-related targeting, for example: iOS Android Connection Type (Wi-Fi Cell) Carrier
- 17. Creating your own audiences and remarketing strategies
- 18. Methods to create your own audience In addition to creating a new audiences, you can also create your own audience, using one of the following techniques: • Previous visitors to your website, tagged using a platform specific tag or pixel. This is part of a remarketing or retargeting strategy • Uploaded contact details, using email address, other personal data, (such as address and phone number), or account/company details; via a CSV file – called customer match in Google • Activity on the platform – based on behaviour, which is often used for sequential advertising (not yet available on LinkedIn) • Once an audience is created, the platforms offer the ability to create a Lookalike audience of similar users
- 19. Website retargeting People visit your website from all different traffic sources Google Ads, Email, Direct, Social Media etc. By having our tracking on the website we can track their behaviour and make remarketing audience lists based on things such as non converters, what pages they visit, what searches they make etc. Now we know more about their online behaviour on your website we can serve them more tailored ad experiences. For example ads that feature the specific venues they have previously viewed. We can also create more exclusion lists to make sure we are excluding people who have already converted.
- 20. Dynamic product remarketing User visits your website and browses various products and might even add them to basket but leaves without making a purchase The pixel or tag captures all these product views or basket abandonments and a data layer on the page captures all of the product details This user is now available to retarget in the different channels like Facebook, Instagram and Google using your product catalogue The user will feature the specific products that the user was previously looking at or considering purchasing
- 21. Your own audiences by platform Targeting Facebook Instagram Messenger Twitter LinkedIn Google Ads Microsoft Ads Businesses Yes Some times Yes Yes Yes Yes Yes Consumers Yes Yes Yes Yes No Yes Yes Retargeting – website pixel Custom audiences Tailored audiences Matched audiences Remarketing in display or search ads Remarketing in display or search ads Retargeting – uploaded lists Customer match (limitations apply) Custom match via DMP integration Lookalike audiences Lookalike audiences Expand reach with Similar users “Enable Audience Expansion” Similar audiences Similar audiences (still rolling out) Minimum audience size 20 100 300 1000 (RLSA) 300
- 22. Useful audiences for lead generation Audiences based on: • Converters – uploaded customers or visitors to thank you pages • Non-converters (started for but did not complete) • New vs returning users • Page views – including category or product/service page views, triggered by • at url or subdirectory level • on-page level (using on-page mark-up) • Time and past behaviours • Website engagement metrics
- 23. Audiences based on: • Converters – uploaded customers or visitors to thank you pages • Non-converters or cart abandoners • New vs returning users • Page views – including category or product page views, triggered by • at url or subdirectory level • on-page level (using on-page mark-up) • Sales value over specific periods • Time and past behaviours • Website engagement metrics • Showcase ads views (Google ads) Useful audiences for ecommerce marketing
- 24. • Audiences based on content views: • Blogs • Product guides • On-site video views • Downloads of other content • Use Analytics events tracking to set up audiences based on: • Scroll tracking • Watching videos • Download assets/guides Audiences based on events and content views
- 26. LinkedIn linkedin.com/in/annstanley/ Twitter @AnnStanley Audiences Niches Techniques to find individuals with very specific job titles, interests and skills
- 27. Finding niche audiences in LinkedIn • Finding niche B2B audience can be done very effectively within LinkedIn • Combine job titles with skills or experience to take a very broad title and find someone with with a specific skill set • Or use specific company sizes with job titles or skills to find people doing specific jobs in companies that are a similar sizes to your clients • Both of these could be layered with industry for you to be able to target specific industries with bespoke creative messaging in your ads • You can also use negative audiences to exclude your existing clients or unwanted industries
- 28. LinkedIn linkedin.com/in/annstanley/ Twitter @AnnStanley anicca.co.uk Identifying B2B audiences and niche audiences Niche B2B audiences Use of very specific user-characteristics (skills, years experience, seniority, group membership and interests); in combination with industry and company details to find highly relevant users. Plus use of lots of negatives – e.g. existing client companies and irrelevant industries General B2B audiences Facebook can target by location, job title, demographics, industries and interests LinkedIn targeting including location, plus more options on job title, company size and sector
- 29. Example audiences in Facebook and LinkedIn • Audience in Facebook is based on Industry and job title and results in an audience of 27k • Targeting in LinkedIn uses industries, users’ skills and company size, and results in an audience of 320k • LinkedIn profiles are more likely to be up to date and reflect roles within a job Facebook audience LinkedIn audience
- 30. LinkedIn linkedin.com/in/annstanley/ Twitter @AnnStanley Audience Amplification Use of "next-generation" Lookalikes and Similar audiences to create a larger target audience from a smaller seed list
- 31. Audience amplification (advanced Lookalikes) • This is the creation of Lookalikes or Similar audiences, which are available across most ad platforms • However you can go beyond Lookalikes for just website visitor or converters (based on visits to the thank you page) • Facebook allows you to make much more specific Lookalike groups • Create your audiences using: • Value of purchases • Conversion frequency • Time spent on site • % of video watched • Groups of specific web pages • Then create Lookalikes of these audiences that have carried out the more specific actions you want
- 32. LinkedIn linkedin.com/in/annstanley/ Twitter @AnnStanley Audience Reduction Use of negative audiences to focus budget on a more targeted group
- 33. Including new customers and excluding existing or known audiences Include Exclude We identify social media users based on a variety of suitable demographic, behavioural or interest attributes available in the platform At the same time we also exclude matched existing customer databases of email addresses and also people who are already visiting your website. You can also exclude company names. What we are then left with is a prospecting audience of new customers that we can drive to the website and hopefully we aren’t using our prospecting ad budget to speak to existing customers.
- 34. Audience reduction • You can reduce the audience, so you don’t waste money prospecting to people you already know • For example, if someone has converted in the last 14 days, are they likely to convert again? If not build a list and exclude previous purchasers • If you have 1,000’s of customers that you can reach by email or other channels, then do not use your paid ads to reach existing clients? If not build a list and exclude them • If you want to keep your prospecting campaigns purely focused on new visitors, then your remarketing should be in a separate campaign (or even channel). You should build a list of all site visitors and exclude them • You can also use the data gathered from your campaign to exclude the poorest performing segments
- 35. Using data from your LinkedIn campaign to improve targeting
- 36. Audience Retention & Renewal For targeting utilities, insurance and other businesses with a fixed contract
- 37. Retention and renewal strategies e.g. at the end of a contract • Ideal for utilities, insurance and other businesses with a fixed contract • Approximately 1-month prior to renewal, the contact details of these users should be loaded into the platforms as a custom or matched audience • This will allow current customers to see ads reminding them of the benefits of renewing rather than defecting to a competitor • Minimum audience size is 300 in LinkedIn, so you will need approx. 1000 customer records to get a match • Minimum audience is <100 in Facebook – the cost per landing page view will also be 10-30% of the cost of LinkedIn
- 38. LinkedIn linkedin.com/in/annstanley/ Twitter @AnnStanley Audience Filtration (within channel and cross-channel) Use of two-step campaigns to find the most engaged and interested individuals
- 39. Audience filtration • If your audience is very broad and generic, then you will want some mechanism of gauging the most relevant prospects from that audience • To do this, we can serve a relatively broad campaign (i.e. a broadcast and awareness piece), using campaigns with an awareness or video views as your objective • We can then make audiences from those, that show engagement such as: • % of video watched audiences • Previously engaged with ads or content • We then use these audiences in our traffic and conversion campaigns; as we know they potentially have a higher propensity to act, based on their positive engagement with other content
- 40. Using 2-step campaign – Engagement / video campaigns followed by Conversion campaigns Visit website to download content – tagged with multiple pixels from other channels Watch video or engage with content on the platform Completes form on Lead generation ads Complete sale or form on the site, or other action e.g. call or drive user to store Step 1 - Engagement or Video Campaign Step 2 - Conversion Campaign
- 41. LinkedIn linkedin.com/in/annstanley/ Twitter @AnnStanley Audience Priming Using cheaper or broadcast channels to drive users to your site, so you can retarget them when they are ready to buy
- 42. Audience priming using paid social or display advertising as the source (aka “Honeypots”) • This could be used if your key search terms have a lot of competition and are very expensive (and you know that you might not convert people on the first visit) • Drive traffic to (Honeypot) content on your site, from low-cost channels, such as Facebook, Instagram, Pinterest, display ads • Use this traffic and content views to build RLSA lists for Google Ads • This way, users come in from potentially cheaper sources, allowing them to do their learning/evaluation on your site more cost effectively • Then when they are back in market to buy, they are likely to use platforms such as search; so, you can bid knowing that they have already had some interaction with your brand Identify channels that have cheaper CPC’s to drive cost effective volume of traffic to you site. Create retargeting/remarketing lists to target in other more expensive but higher converting channels Build your lists based on specific content or product pages or actions to segment your retargeting audiences
- 43. Cross-channel remarketing strategies • Audiences in search ads based on video views on YouTube • Use of cross-channel remarketing e.g. target audience from Facebook traffic ads, then use RLSA with Analytics audiences, based on utm codes • Audiences based on vanity pages (with specific url) used in offline marketing e.g. radio, TV or out-of-home ads • Facebook custom audience based on an uploaded lists; have less restrictions e.g. you only requires name and address, and a minimum audience of 30: • Use existing customers lists from other channels e.g. Amazon • Use clients that are about to renew their contract (for retention strategies) • Use for lapsed or dormant customers (for win-back strategies)
- 44. Anicca’s Integrated (Multi-phased) Approach AwarenessAwareness ConsiderationConsideration ConversionConversion Digital TV would drive searches which could direct to either product landing pages or content pages depending on search via paid ads or organic search results. Other awareness channels such as display, YouTube and paid social can direct users into product category or product landing pages. PR, organic social and email can all be traffic drivers for new blog content and articles to drive readership and engagement with brand content. Content Pages Product Pages We can use the traffic from these pages to create audience pools that we can retarget with more direct response focused ads designed to encourage lead generation, redemption of offers and promotions.
- 45. Use of video campaigns
- 46. Video View Campaigns on LinkedIn, Facebook & YouTube LinkedIn • Allows very granular targeting for B2B audiences • Cost per views at <10p, cost per completed view <40p (depends on proportion that watched the video) • Can be combined with web clicks/traffic ads or lead generation (forms) Facebook • Can pay on a Thruplay (more than 15 seconds or completion) – typically <5p • Cost per completed view 40p to £1 • You can create a new audience based on different percentage viewed, which can then be used for a sequential conversion campaigns YouTube (TrueView In-stream ads) • TrueView play before or during another video from a YouTube partner. After five seconds they can keep watching or skip it • You pay when a viewer watches for at least 30 seconds or to the end of the video (whichever is shorter) or clicks on a card or other elements of your in-stream creative (cost per view <5p) - however CPC will be high • Can be linked with other Google Ads campaigns for remarketing purposes
- 47. LinkedIn Video Views UK £20/day @<15p per view
- 48. LinkedIn – example results for B2B Video View campaigns Software (Mar-May 20) Data Services (May 18 - Apr 19) Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 1 Campaign 2 Campaign 3 Impressions 3881 7031 3987 5281 19845 19536 8023 Reach 3432 5067 3541 3926 n/a n/a n/a Clicks 19 31 38 41 79 39 25 Click Through Rate 0.5% 0.4% 1.0% 0.8% 0.40% 0.20% 0.31% Average CPM £25.86 £10.25 £19.83 £13.16 £12.05 £12.80 £17.45 Average CPC £5.28 £2.33 £2.08 £1.69 £3.03 £6.41 £5.60 Video Plays 2309 3643 2148 2579 12025 10561 4662 Video Views 1579 2329 1620 1495 4812 3390 1767 Video View Rate 40.7% 33.1% 40.6% 28.3% 24.25% 17.35% 22.02% Cost per view £0.06 £0.03 £0.05 £0.05 £0.05 £0.07 £0.08 Video Views at 25% 457 557 458 360 230 361 163 Video Views at 50% 277 323 259 193 136 206 97 Video Views at 75% 190 186 162 129 99 145 70 Video Completions 145 118 117 78 90 111 61 Video Completion Rate 9.2% 5.1% 7.2% 5.2% 1.87% 3.27% 3.45% Cost per video completion £0.40 £0.14 £0.18 £0.20 £2.66 £2.25 £2.30
- 49. Facebook - example Video Views campaign (industrial safety products) Sept – Dec 2019 Campaign 1 Campaign 2 Campaign 3 Impressions 13416 88738 126536 Reach 5601 21614 41512 Link clicks 13 105 203 CTR 0.1% 0.1% 0.2% Video plays 12529 70577 120538 ThruPlays 797 5181 9097 Cost per ThruPlay (GBP) £0.04 £0.04 £0.04 Video plays at 25% 251 1137 2980 Video plays at 50% 126 433 1440 Video plays at 75% 99 259 1033 Video plays at 95% 85 215 879 Video plays at 100% 78 200 816 Cost per 100% view £0.45 £1.05 £0.43
- 50. Case study
- 52. Overview of ad platforms and ad objectives in the test Ad Objective & Campaign Facebook Instagram Messenger Twitter LinkedIn Quora Landing Page views Job Titles, Interests Job Titles, Interests Not targeted Clicks Job Titles, Interests Not targeted Job Titles, Interests Interests Topics Conversions Paused Job Titles, Interests Males Paused Job title and skills Lookalike (based on converters) Automatic Placement Lead generation Job Titles, Interests Automatic Placement N/A Job title and skills N/A Lookalike (based on converters) Automatic Placement Message ads N/A Job title and skills N/A Spotlight ads Job title and skills
- 53. Results by platform and ad objectives (Conversions x Cost per Conversion) Landing Page views Facebook Instagram Messenger Twitter LinkedIn Quora Landing Page views 0 x £19.36 0 x £4.65 Clicks 4 x £6.49 0 x £0 2 x £11.04 1 x £12.24 Conversions Job title & interests 3 x £10.18 92 x £2.83 0 x £0.27 1 x £50.50 Lookalike 11 x £2.92 16 x £3.25 0 x £0.06 Lead generation Job title & interests 12 x £3.92 4 x £3.66 2 x £41.16 Lookalike 9 x £3.24 1 x £7.21 Message ads 4 x £17.50 Spotlight ads 1 x £41.10
- 54. A10 Facebook/Instagram campaigns (March 2019 to May 2020) £0.00 £1.00 £2.00 £3.00 £4.00 £5.00 £6.00 £7.00 0 10 20 30 40 50 60 A10 Downloads Cost per action type A10 converter • Cost per download varies significantly from day to day (avg = £2.80) • Cost per download is £2.20 since 1st April, and £2.93 for the 12 months before • Instagram generated the most conversions (745) at a cost of £2.73 • Males generated the most conversion (771) at £2.66
- 55. Key takeaways
- 56. • Facebook can be used to target B2B audiences, but also test Instagram • LinkedIn offers more granular targeting options for finding your niche B2B audiences (around individuals and the companies they work for) – e.g. try using “skills” instead of job description • If you have a limited budget focus on using “lead generation ads” or “conversion ads” • Find new customers through niche audience identification, audience amplification and filtration • Use sequential or remarketing campaigns – the first campaign to identify interested or engaged audiences, followed by a conversion campaign • Sequence cross-channel campaigns to prime your audiences and focus paid search campaigns on most interested individuals • Use Video View ads to create lower cost awareness campaigns - followed by remarketing to audiences based on % of video viewed (available in Facebook or YouTube/Google Ads) Key takeaways
- 57. Further resources and freebies
- 59. Next Webinar (Friday 5th June 9:00) – Digital Marketing Tasks You Can Do In Your Pyjamas • Ann Stanley, founder and MD of Anicca, will present our first seminar in June • Ann Stanley will be providing some great tips on marketing your business while your stuck working from home; including advice on maintaining (or even increasing) your marketing activities even when you don't have a marketing budget to spend. • Topics include: • Reasons to maintain or increase your marketing • Communicating with customers as circumstances change • Activities you can do if you have no marketing budget but time on your hands • What activities you should invest in if you have marketing budget? • Other activities that you can do now https://anicca.co.uk/webinars-videos/
- 60. Thank you Ann Stanley ann@anicca.co.uk +44 7930384443