#SMX #24B @hoffman8Making The Most Of Your Audiences

Advanced Audience Targeting

#SMX #24B @hoffman8

That One Slide

• PPC Manager 7+ years• Travel Enthusiast• Loves cat memes. Okay, any memes.• Twitter: @Hoffman8

#SMX #24B @hoffman8

“Because Remarketing?”

What’s The Goal?

#SMX #24B @hoffman8

What’s The Goal?

“Because Remarketing?”

Not a Goal!

#SMX #24B @hoffman8

Successful Remarketing Is Helpful

• What Problem Will You Solve?• What Do You Have That They Need or Want?• Why Should They Choose You?

The Answers To These Questions Will Help You Target Your Campaigns & Deliver Helpful Content.

#SMX #24B @hoffman8

Remarketing Goals• Keeping Consumers Engaged Throughout A Long Buying Cycle• Closing The Sale• Bringing Back Previous Buyers• Prospecting (lookalikes)• Announcing New Products• Re-engaging Consumers with accessories or add-ons

#SMX #24B @hoffman8Taking The Guess Work Out Of Choosing a Channel

#SMX #24B @hoffman8

Remarketing Channels• Display Remarketing• Dynamic Remarketing• Remarketing Lists for Search Ads

(RLSA)• Remarketing Lists for Shopping (RPLA)• Remarketing for Dynamic Search Ads

(RDSA)• Social Remarketing

#SMX #24B @hoffman8

Display & Dynamic Remarketing• Great for providing a visual reminder• Can generate a lot of impressions • More of a push mechanism than other

remarketing options• Can be used to generate awareness

#SMX #24B @hoffman8

Remarketing Lists for Search Ads

• Bid up valuable lists within search campaigns• Exclude lists from non-RLSA• Typically lower CPCs & CPAs than non-RLSA campaigns

A Stealthy Way To Keep Yourself Top of Mind.

#SMX #24B @hoffman8

Remarketing Lists for Shopping Ads

• Similar to RLSA except for Shopping• Can be a great way to leverage loyalist & previous purchaser

lists.• Noted a 50% Decrease in CPA compared to the same

products in the regular campaign

#SMX #24B @hoffman8

Remarketing for Dynamic Search Ads

RDSA is great for query mining… with a safety.

#SMX #24B @hoffman8

Social Remarketing• Another Push Channel• Great for Mobile Reach• A Lot of Different Ad Formats• Also Great for Prospecting: Social Engagement Can Help Provide

Trust & Expand Reach & Lookalike Audiences

An eMarketer Study found that 66% of People Will Research a Brand After Hearing About it via Social Media

& 35% Will Go On to Make a Purchase.http://www.emarketer.com/Article/Social-Promoters-Power-Brand-Engagement/1012758

#SMX #24B @hoffman8Segmenting Your Lists

#SMX #24B @hoffman8

Your Target Market is a Pool of *Individuals*

#SMX #24B @hoffman8

Out With the Old!• Remarketing everyone that

hits the home page• Use the same ads and same

landing pages for every visitor

#SMX #24B @hoffman8

Build Informed Remarketing Lists• Consider the information you can garner from:

• Pages visited

• Source/Medium/Campaign Information

• Actions that taken on site (events, goals, conversions)

• Location

• Demographics

#SMX #24B @hoffman8

Example Lists• Loyalists (via email, or UI login)

• Completed a Micro-Conversion

• Visited a Page That Speaks to Their Needs (Product, Industry)

• Remarketing Lists for Channels that Don’t Offer Remarketing

• Hyper-Local Lists

• Layering Lists For Specificity

• Seasonal or Recurring Needs

• Leads that Haven’t Closed

#SMX #24B @hoffman8

Performance Lift

Not surprisingly, segmented lists tend to perform much better than sitewide

remarketing.

#SMX #24B @hoffman8

Pulling Data Through the CRM

With one of our clients we have the option to pull utm data through the CRM. • Started by targeting segmented audiences but found that we

didn’t have visibility into which demographics actually closed• Crossed lists with demographic data to begin to pull that

information in, as well• Were able to zone in on age ranges that performed best in

terms of sales close rates vs. lead generation

#SMX #24B @hoffman8Key Takeaway: Target as narrowly as possible without leaving money on the table.

Set Up Separate Catch-All

Remarketing

Campaign

Exclude Segment

ed Audience

s

Capture Remainin

g Site Traffic

But What About the People That Don’t Fit Into a Tightly Segmented List?

#SMX #24B @hoffman8

CRO Consideration

If your catch-all list is significantly bigger than the culmination of your other lists, what more could you be doing more on-site to improve

segmentation?

#SMX #24B @hoffman8

Your Primary Conversion is Your #1 Goal but If You Can’t Get That, Get

*Something* That Will Help You Plan Your Next Move.

#SMX #24B @hoffman8Good Experience Bad Experience

Guiding Users Down The Funnel

#SMX #24B @hoffman8

Using Remarketing to Guide Consumers Down The Funnel

Build out Funnel In a Series Of

Useful Micro-Conversions

Add Users to Lists Based Upon Micro-Conversion Completion

Exclude Users Accordingly

Note: Works Best With Long Sales Cycle and High Margin Products. Must Keep An Eye on ROAS.

#SMX #24B @hoffman8

Example Funnel:

Whitepaper

DownloadVideo Demo

Free Consultati

on

#SMX #24B @hoffman8

Example Remarketing:

Whitepaper

DownloadVideo Demo

Free Consultati

on

• Add consumers who have downloaded the white paper to a new audience. Target them with an ad for a video demo. • Exclude the same audience from being targeted

in the initial campaign

#SMX #24B @hoffman8

Example Remarketing:

Whitepaper

DownloadVideo Demo

Free Consultati

on

• Add consumers who have viewed the video demo to a new list. Target them with a free consultation.• Exclude the same audience from being targeted

in either of the first two campaigns (whitepaper download or video demo)

#SMX #24B @hoffman8

Remarketing Ads Should Be Helpful

Said No One Ever.

#SMX #24B @hoffman8

Align Messaging With Consumer Needs/Interests• Product or Category they Viewed• Seasonal Promotion, Product, Service or Event• New Products• Accessories to Things They’ve Purchased• Sale or PromotionCustomize Ads and Landing Pages Based Upon

the Information You’ve Used to Create Lists

The more you know the better you can deliver.

#SMX #24B @hoffman8

Example:• Client Services a Broad Range of People/Roles• Determined That Performance is Stronger Ads Align With Role• Build Lists Based Upon Role & Deliver Ads & Landing Pages That Align With

The Lists

Client Found The CPA to Be As Much as 75% Lower When Ads & Landing Pages Were Specific To Consumers

#SMX #24B @hoffman8Sometimes Your Audiences Isn’t What It Seems

When To Make Exclusions

#SMX #24B @hoffman8

Not Everyone is Going to Buy…. No Matter How Many

Times You Remarket Them

Little known fact:

#SMX #24B @hoffman8

Build Audiences With The Sole Purpose of Exclusion

• Built a Remarketing List Targeting Visitors of a Page• Found that Cost per Conversion was Somewhat High but

Lead Volume Was Also High• Excluded visitors that spent less than 5 seconds on site,

in an effort to cut spend on uninterested consumers

Noted a 50.3% decrease in CPA, from $84.61 to $42.51

#SMX #24B @hoffman8

Previous Purchasers Shouldn’t Always Be Excluded! • Sell Add-Ons or Upsell• Promote Sales• Bring In-Store, When Nearby• Promote Product Announcements/Releases• Promote Seasonal Products or Recurring Needs

#SMX #24B @hoffman8

• Determine Your Goals & Channel(s)• Segment Your Audiences!• Consider Building Funnels, Especially for Long Buying Cycle • Align Creatives & Landing Pages with Audiences• Weed Out Irrelevant Users With Exclusions

Summary

#SMX #24B @hoffman8SEE YOU AT THE NEXT #SMX

THANK YOU!

CLIX Marketing217 La Grange RdPewee Valley, KY 40056

Tel :502.442.2776Fax :502.805.0643Web: clixmarketing.com

37

@clixmarketing@hoffman8Facebook.com/clix-marketing

amy@clixmarketing.com