Reaching the Right Customer: How to Identify and Target Your PPC Audience
-
Upload
hanapin-marketing -
Category
Marketing
-
view
804 -
download
1
Transcript of Reaching the Right Customer: How to Identify and Target Your PPC Audience
#thinkppc&HOSTED BY:
Reaching the Right Customer: How To Identify & Target Your PPC Audience
#thinkppc
Presenters
Audrey Bloemer– Senior Account Manager at Seer Interactive– Hero Conf Speaker
– @AudreyBloemer
Sarah Stemen– Account Manager at Hanapin Marketing– Blogger on PPC Hero
– @runnerkik
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
Live Poll Question #2
How do you manage your account(s)?#thinkppc
a) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.
#thinkppc
Agenda
● Why: The problem we are trying to solve + takeaways
● What + How: Insights to understand your audience
○ Identification (Noob)
○ Verification (More Advance/Agency)
● Taking it further● Takeaways
#thinkppc
Persona Analysis
Persona Analysis - This is how you look at the data and identify the personas or personalities of your customers. One company may have “Last Minute - Sally” and “Deal Hunter - Henry”.
How this impacts campaigns:
1. Marketing Channel2. Messaging3. Buying Habits
#thinkppc
WHAT + HOW: Insights to understand your audience
#thinkppc
Creating Consistency
Keyword Ad Copy Landing Page
The foundation of every PPC campaign is to create a consistent message across every touch point.
#thinkppc
Search Query Reports
Use TagCrowd.com to visualize common themes appearing in your search queries.
#thinkppc
Search Query Reports
TagCrowd.com example from moving company that offers a breadth of service and serves various locations:
#thinkppc
Search Query Reports
Review themes to understand consumer needs and where there may be gaps in your PPC content & landing pages.
#thinkppc
Use your understanding of the difference in needs and margins based on each audience.
1. Create tailored campaigns, ad groups and landing pages.
2. Set goals based on the audience being targeted– Works for “top of tunnel” vs. “bottom of funnel” terms
Search Query Reports
Family looking to move Cross Country
Single guy looking for a small local move
VS.
#thinkppc
Order History
Post Purchase Informed Campaigns
1. Retargeting2. Customer Match3. Analysis (Recency, Frequency, Monetary Value)4. Product Segments
#thinkppc
Remarketing Lists for Search (RLSA)Leverage the natural separation of your website to identify the types of people that are more likely to convert
1. Create RM audiences for different sections of your website
2. Apply these as unmodified layers on all search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, & make modifications
1. Create RM audiences for different sections of your website
2. Apply these as unmodified layers on all search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, & make modifications
#thinkppc
Remarketing Lists for Search (RLSA)Leverage the natural separation of your website to identify the types of people that are more likely to convert
1. Create RM audiences for different sections of your website
2. Apply these as unmodified layers on all search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, & make modifications
1. Create RM audiences for different sections of your website
2. Apply these as unmodified layers on all search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, & make modifications
#thinkppc
Remarketing Lists for Search (RLSA)Leverage the natural separation of your website to identify the types of people that are more likely to convert
1. Create RM audiences for different sections of your website
2. Apply these as unmodified layers on all search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, & make modifications
1. Create RM audiences for different sections of your website
2. Apply these as unmodified layers on all search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, & make modifications
#thinkppc
Remarketing Lists for Search (RLSA)Leverage the natural separation of your website to identify the types of people that are more likely to convert
1. Create RM audiences for different sections of your website
2. Apply these as unmodified layers on all search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, & make modifications
1. Create RM audiences for different sections of your website
2. Apply these as unmodified layers on all search campaigns as “bid only”
3. Wait a bit
4. Analyze performance of audiences, & make modifications
#thinkppc
Remarketing Lists for Search (RLSA)Pay attention to demographic bidding options, particularly on Bing...
1. Run an “Age & Gender” report on Bing to see performance for each
2. Apply learnings as bid modifiers directly in the engine
#thinkppc
Remarketing Lists for Search (RLSA)Pay attention to demographic bidding options, particularly on Bing...
1. Run an “Age & Gender” report on Bing to see performance for each
2. Apply learnings as bid modifiers directly in the engine
#thinkppc
Remarketing Lists for Search (RLSA)Pay attention to demographic bidding options, particularly on Bing...
1. Run an “Age & Gender” report on Bing to see performance for each
2. Apply learnings as bid modifiers directly in the engine
1. Run an “Age & Gender” report on Bing to see performance for each
2. Apply learnings as bid modifiers directly in the engine
3. Wish that Google delivers a similar option
#thinkppc
Distance View
Google AdWords Distance Report For Location Extensions: The distance report for location extensions provides insight into where your ads with location extensions are most effective.
#thinkppc
WHO: Audience Verification
#thinkppc
Review Adwords Audience Insights Report to identify interests and behaviors of our website audience
1. Go to you Shared Library in AdWords and view Insights by Audience to see how users differ– Homepage vs. Converters
2. Insights Available:1. Affinity Audiences2. In-Market Audiences3. Demographics4. Devices5. Locations
Audience Insight Reports
#thinkppc
Audience Insights Report
Audience Insight Reports
Converters Homepage Visitors
#thinkppc
Audience Insights Report
Audience Insight Reports
Converters
#thinkppc
Applying Your Insights:
● Use insights to tailor ad copy & ad creative
○ “White Glove Movers”; Images that speak to young females
● Use Insights to reach new potential customers by targeting them on the GDN
● Use insights to help generate bottom of the funnel or assisted value content
○ Ex.) “Best Car Rentals in NY”, “5 Easy Decorating Tips for your New Home”
○ Bonus Points: Integrate with SEO efforts!
Audience Insight Reports
#thinkppc
Google Analytics Pages Report - This is where you are going to find your top content. You will learn the number of times a page was viewed, how long, and the bounce rate. Using the information here you can learn about who is visiting your site.
Google Analytics - Pages Report
#thinkppc
GA Audience Interest Reports
Google Analytics Audience Reports - similar to Adwords Audience Insights reports but can provide more in-depth details:
● Helpful if not using Adwords conversion reporting, or there are additional goals tracking in GA
● Ability to segment by additional channels (source/medium) or metrics
#thinkppc
GA Audience Interest ReportsUse data to understand how audiences might vary by channel, or drill into demographics of one specific audience.
#thinkppc
GA Audience Interest ReportsUse data to understand how audiences might vary by channel, or drill into demographics of one specific audience.
#thinkppc
Google Analytics - Frequency
Google Analytics Frequency Report - The Google Analytics Frequency and Recency Report (within Audience > Behavior) is perfect for analyzing visits in order to help you plan your marketing campaigns or gain other beneficial insights about visits to your website.
#thinkppc
Taking it Further:Competitive Insights for Audience Analysis
#thinkppc
Knowing who you compete against and how you stack up can help you stand out to your target audience.
1. Free: AdWords Auction Insights– Easy AdWords Script can help you visualize how the competitive landscape might change overtime.
2. Paid Tools: Keyword Spy & SEMRush
–Review Ad Copy, Landing Pages, Estimated Spend–Use info to help create your brand message
Understanding Your Competitors
#thinkppc
Understanding Your CompetitorsB2B Water Company
Auction Insights revealed our business competitors are not necessarily our paid search competitors.
• Known business competitors had minimal presences or overlap on our “core” paid search terms• Discovered Google was serving our ads alongside Ecomm, customer focused, companies
ADVERTISERS FOR KEYWORD SET “A”
ADVERTISERS FOR KEYWORD SET “B”
3.05% CVR 5.55% CVR
#thinkppc
Understanding Your CompetitorsB2B Water Company
What we did: ● Changed our strategy for Keyword Set “A” to better quality the traffic
○ i.e. “Water Cooler for Business” ● Focused on optimizing Keyword Set “B” as our “core” terms.
○ Updated budget distribution and keyword bids
KEYWORD SET “A” Results
CTR rates decreased, but conversion rates increased because users were more
qualified when clicking through.
#thinkppc
Slide for strategy overview
Unified Targeting Strategy
#thinkppc
Putting it Into Practice:Strategy, Results & Key Learnings
#thinkppc
Breaking Down Strategy To Tactics
1. Messaging2. Retargeting3. Timing of Campaigns4. Keywords5. Campaigns to Content - Scaling an account
#thinkppc
RLSA for E-comm Client
Hypothesis: Offering first time customers a coupon code would increase their likelihood to purchase.
Strategy: Utilized remarketing audiences to negate previous visitors. This allowed us to customize ad copy, offering visitors a special promo code for first time buyers.
Putting it Into Practice
Metric Before After Wins
Cost $2,560 $1,680 -$874
Revenue $33,350 $36,235 +8.65%
ROAS 13.03 21.5 +65%
#thinkppc
Demographic Targeting for Tourist Client
Hypothesis: Invest less in younger demo, ads show more often to core demo.
Using Demographic data in BingAds & Google Analytics, we identified age based trends in traffic. We confirmed 35-54 year olds were our core audience & 18-24 year olds had lowest engagement rate across all channels.
Strategy: Set a -50% bid adjustment for age range 18-24 to improve ad engagement
Putting it Into Practice
Metric Before After Wins
CTR (Overall) 3.05% 3.88% +27.21%
CTR (35-54) 4.47% 5.66% +26.61%
#thinkppc
Putting it into Practice
Will this help me with app development?
Am I advanced enough to use this product?
#thinkppc
Putting it into Practice
#thinkppc
Putting it into Practice
Updated page led to a 300% increase in
quality score and lowered CPCs by 17.4%
#thinkppc
Putting it into Practice
#thinkppc
Putting it into Practice
Additionally, you can use landing pages to
help gain additional audience insights as
seen here.
#thinkppc
Key Learnings
1. Name the persona2. Think of a face behind the name3. Wants and Needs4. Where your product or service fits into the equation5. Campaigns to Content - Scaling an account
#thinkppc
Build Audiences
Build out audiences in Adwords or Analytics now, to start collecting data. You can use the lists to improve campaign performance and be unique and custom in your approach to marketing.
● Visitors who have already been to the site● Refine based on behavior on the site● Put items in shopping cart● Advertise for companion products
#thinkppc
Always Focus on Key Learning
Use this information to drive insights...
#thinkppc
Did you know?Hanapin offers full-time PPC
management services in everything from search and display to social and mobile!
http://www.hanapinmarketing.com/ppc-management/
#thinkppc
Live Q&A Time!
#thinkppc
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
Seer Interactive Feedback: [email protected]