Samantha Noble's BrightonSEO talk in April 2016 that looks at ways you can harness the power of audience in your pay per click marketing. The slides include strategies for Customer Match, Remarketing Lists for Search (RLSA) and Gmail Sponsored Promotions (GSPs)
8. 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.”
10. The fact that this statement is far from the truth
makes me very happy as a marketer.
12. Because I get access to
information about my
website’s audience.
28. • 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
29. You need to have at least 1,000 matched
email addresses in a list.
40. RLSA minimum requirements are far greater than
standard remarketing.
Minimum Audience
Audience
Membership
Duration
Remarketing Lists
for Search Ads
1,000 180 days
Standard
Remarketing
100 560 days
41. Start building up your lists now
even if you don’t want to properly
target them yet.
42. Let’s have a look at a few
strategies you can try.
61. There are more than 900 million people
using Gmail across the globe.
62. Let’s have a look at a few
strategies you can use.
63. 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
64. 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
65. 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
66. 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