Audience - The Superpower of PPC
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In this presentation from RIMC in February 2016, I look at various ways of using audience targeting in your Google AdWords campaigns. From RLSAs and Customer Match to Gmail Ads, there are strategies for everyone!
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Audience - The Superpower of PPC
- 1. @SamJaneNoble RIMC – February 2016 AUDIENCE – THE SUPER POWER OF PPC
- 5. The fact that this statement is far from the truth makes me very happy as a marketer.
- 7. Because I get access to information about my website’s audience.
- 8. And better still, I can actually make use of this in my marketing!
- 9. 2016 is the year of the audience, not mobile.” Samantha Noble
- 10. 1 2 3 Your Agenda. Customer Match Remarketing Lists for Search Ads (RLSA) Gmail Sponsored Promotions (GSP)
- 11. AND MORE COOKIES COOKIES, COOKIES
- 12. Update your privacy policy.
- 14. Enable Remarketing in Google Analytics.
- 16. You can’t collect information on your audience until you have completed both steps.
- 18. CUSTOMER MATCH
- 19. Target CRM lists using email addresses directly in Google.
- 20. Campaign performance will only be as good as your email list.
- 23. • 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
- 24. You need to have at least 1,000 matched email addresses in a list.
- 25. 357,584 email addresses uploaded Wordstream Case Study 50.40% were matched
- 27. Customer Match can be used to target on Google Search, YouTube and Gmail.
- 28. FOR SEARCH ADS ( R L S A ) REMARKETING LISTS
- 29. Show ads to your past visitors as they do follow-up searches for what they need on Google after leaving your website.
- 31. Result in an actual transaction or conversion. The rest need recurring visits before they convert.
- 32. Build up your remarketing lists in Google Analytics. These are your audiences.
- 33. Audiences will be automatically imported into Google AdWords under the Shared Library.
- 34. The Google Properties column tells you how many people are in your RLSA lists.
- 35. RLSA minimum requirements are far greater than standard remarketing. Minimum Audience Membership Duration Remarketing for Search Ads 1,000 180 days Standard Remarketing 100 560 days
- 36. Start building up your lists now even if you don’t want to properly target them yet.
- 37. Let’s have a look at a few strategies you can try.
- 38. The following strategies are built up using either RLSA lists or Customer Match lists.
- 39. Businesses with low budgets can limit costs by only showing ads to their existing audience.
- 40. Businesses already using PPC can bid higher for visitors who did not convert first time.
- 41. Upsell to audiences who have already bought from you to encourage additional purchases.
- 42. Brand searches are often repeat visits. Drive them back to the relevant page on the site.
- 43. Some businesses may not focus on repeat customers and may wish to exclude them.
- 44. You can bid on more generic keywords that would ordinarily require a higher budget.
- 45. Tailor your ad text and landing pages based on existing users history on your site.
- 46. Increase bids where users are of more value to you. EG - got a quote but didn’t convert.
- 47. Test your brand campaign for new visitors only and exclude existing ones.
- 48. Even if you don’t want to adjust bids yet you should add the audiences to campaigns to see how differently they perform.
- 49. http://kooz.ai/wordstream-rlsa Making the most of RLSA
- 50. PROMOTION ( G S P ) GMAIL SPONSORED @
- 51. Target your audience based on their email behaviour and online purchases.
- 52. Collapsed ads appear at the top of your emails within the Promotions tab.
- 53. Expanded ads appear when you click on a collapsed ad and look like a normal email.
- 54. B2C vs B2B
- 55. There are more than 900 million people using Gmail across the globe.
- 56. Let’s have a look at a few strategies you can use.
- 57. 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
- 58. 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
- 59. 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
- 60. 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
- 61. http://kooz.ai/gmail-ads-guide Get started with Gmail ads
- 62. For every audience list you create, Google will build a ‘Similar Audience’ for you to target.
- 63. Similar Audiences are created when remarketing lists have at least 500 cookies with enough similarity in terms of characteristics and interests.
- 64. This allows you to tap into a new but similar audience segment.
- 65. Download our Guides. Completely free. http://kooz.ai/our-whitepapers Simply visit this link:
- 67. “Audience is your Unique Marketing Point (UMP)” @SamJaneNoble
- 68. Thank you! sam.noble@koozai.com www.koozai.com 0330 353 0300 Download the slides: http://kooz.ai/sam-noble-rimc @SamJaneNoble
Editor's Notes
- Not a purchased image
- http://www.wordstream.com/blog/ws/2015/10/05/adwords-customer-match
- Not a purchased image
- http://expandedramblings.com/index.php/gmail-statistics/
- http://expandedramblings.com/index.php/gmail-statistics/