Leading with an Audience Strategy Adam Hetherington Agency Account Strategist Feb 2017
Leading with anAudience Strategy
Adam HetheringtonAgency Account Strategist
Feb 2017
Buy festival tote for Coachella next weekend11:15pm
On the bus, read about Coachella lineup8:42am
Use flashlight app to find dropped earring11:09pm
At bus stop, listen to new music playlist 8:30am At work, book
Coachella tickets11:36amOn bus, check email
for sales this weekend5:29pm
Browse festival styles on YouTube7:15pm
Wake up and check today’s weather6:50am
At lunch, play Scrabble while waiting in line1:33pm
Use maps to get directions to Creole food truck 1:13pm150X
per day
Kleiner Perkins Caufield Byers, May 2013
Confidential and proprietary
Your goal hasn’t changed. Your goal is to find your ideal audience, and reach that audience at scale in the most cost efficient manner possible.
Reaching the right audience
Google can help you win moments that really matter...
Intent Signals Email lists
Contextual + Location Signals
Past purchasers
App converters
I-WANT-TO-BUYI-WANT-TO-DOI-WANT-TO-GO
What people care about hasn’t changed
But your customer needs are immediate
today
Build a 360˚ view of your customers with Your data + Google Intent data + Contextual signals
to win micro-moments in real time
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Proprietary + Confidential
...with an Audience centric strategy
FindKeep
Grow
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Proprietary + Confidential
FindKeep
Grow
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Proprietary + Confidential
CollectYour Audience Audience Signals
Find your Audience with 2 simple steps...
SEGMENT COLLECT
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Proprietary + Confidential
What do we mean by Audience Signals?
WHO THEY ARE
WHAT THEY WANT
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Proprietary + ConfidentialData allows you to understand and use audience signals across the funnel
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Proprietary + ConfidentialCollect Signals List all of the signals that are available to you for your client
Website Demographics Google’s Signals
CRM Previous Campaign Activity Other?
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Proprietary + ConfidentialCollect Signals List all of the signals that are available to you for your campaign
Website Google Audience Signals Google
CRM Delivered Media
● Time on Site● Geo Specific● Abandoned Cart● Visit recency ● Added item to wishlist
● Fashion Forward● Auto Enthusiasts
● Keywords● Website Category● Google Maps for directions
● Engaged with Ad● Watched Video● Converted From Ad
● Purchase Date● Mailing List● Loyalty Member● Purchase frequency
Other?
Demo● Gender● Life Stage● Language
Social ● Shared Video● Liked Video
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Proprietary + ConfidentialRepeated Patterns of Behavior
Log into email
Log into social network
Check back into email to share lineup changes with the group
Chat online with friend about the big game
Car safety site for electric cars
Visit blog discussingelectric cars
Revisit manufacturer site to read pricing
options
Visitssite to see options for car financing
Buy new team jersey
Check football scores on sports site
Look at statistics for
the team Read interview with favorite
player
Watch highlights of last week’s
game
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Proprietary + ConfidentialClear differentiation of intent versus interest
Interest Signals focus on what you like, what your passions are and what you’re interested in
Intent Signals focus on actions you’re likely to take such as making a purchase
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Proprietary + Confidential
Segment: to get to know your best audiences
Who they are?
How often do they buy?
Where did they come from?How much do they spend?
Meaningful Segmentation
Brand
Fashion Forward
Luxury Shoppers
Female 24-35
Italian
Not visited website
In-market for women’s apparel
Searched for designer boutiques near Milan
Similar to your website convertors
Performance RetentionFrequent buyer
Spent 5+ mins on your website
Lapsed customers
Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
Segmenting Data
Identify your best performing demographics
The demographics that bring more revenue to your site are Male and Female from 25 to 34 years old
- Use this demographics for new test Display or Youtube campaign - Increase bids for these demographics in all your Display campaigns to generate more revenue
Audience - Demographics - Age
Eli
Proprietary + Confidential
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FindKeep
Grow
Proprietary + Confidential
Google has invested in audiences that span the purchase funnel
DemographicsAffinity Audiences
In-Market AudiencesSimilar Audiences (Search + Display)
Static RemarketingDynamic RemarketingRemarketing Lists for Search Ads
Influence Consideration
Drive Action
Build AwarenessBuild Awareness
(See)
Influence Consideration(Think)
Drive Action(Do)
Grow Loyalty(Care)
Proprietary + Confidential
Interests + Intent
Demo + Device
New Customersto Target
Available Reach
Action
The Audience Insights Reports in AdwordsUsing your remarketing lists, you can determine the audience composition of your users
Proprietary + ConfidentialIn Depth Analysis
Confidential & Proprietary
Age and Gender
45-54 55-64 65+
18-24 25-34 35-44
*Based on the userlist All Visitors’
Confidential & Proprietary
Age and Gender
45-54 55-64 65+
18-24 25-34 35-44
Males make up 60% of your audience 18-34 age group make up 38% of your audience
*Based on the userlist All Visitors’
Confidential & Proprietary
Know Your Audience!In Market Audiences
Mens Apparel Watches Trips To Amsterdam
15% 12% 12%UK Benchmark is 1.7% UK Benchmark is 1.5% UK Benchmark is 1.5%
*Based on the userlist All Convertors’
Confidential & Proprietary
Know Your Audience!Affinity Segments
66% 71% 84%UK Benchmark is 22% UK Benchmark is 34% UK Benchmark is 47%
Political Junkies Shutterbugs Cooking Enthusiasts
*Based on the userlist All Convertors’
Typical VisitorMale aged 18-34
-Politics JunkiesShutterbugs
Cooking Enthusiasts
-Mens Apparel Watches
Trips to Amsterdam
*Based on the userlist All Convertors’
London Beard Company
Proprietary + Confidential
Google has invested in audiences that span the purchase funnel
DemographicsAffinity Audiences
In-Market AudiencesSimilar Audiences (Search + Display)
Static RemarketingDynamic RemarketingRemarketing Lists for Search Ads
Influence Consideration
Drive Action
Build AwarenessBuild Awareness
(See)
Influence Consideration(Think)
Drive Action(Do)
Grow Loyalty(Care)
Proprietary + Confidential
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FindKeep
Grow
Visitors behaviour reportYour remarketing efforts are paying off
- The level of engagement of returning users is higher: they visit more pages and last longer - The ecommerce conversion rates are higher - 67% of the transactions come from returning users
Audience - Behaviour - New vs. Returning
Proprietary + Confidential
After visiting your site returning visitors are
81%more likely to click
on your ad
130%more likely to
convert
46%more cost efficient
WORKSHEET Guessing Game: New vs Returning Visitors
Proprietary + Confidential
Why RLSA?All search users are NOT created equal
1 1 1 1
1 1 1 1
1 1 1 1
1 1 1 1 1 1
1 1
1 11 11 1
1 1
20 20
1 150 50 1 120 20
1 150 50
1 1100 100
Users already familiar with your site, products or brand are more likely to convert
Proprietary + Confidential
Set an aggressive bid adjustment to get the most out of RLSA
2x +100%
Returning visitors are
more likely to convert than new site visitors
Adding a bid adjustment of
allows you to bid to value and aggressively pursue top positions for your most valuable customers
Proprietary + ConfidentialMatch bids to conversion funnel stage: Retail Example
Homepage Visitors
Product Page
Cart Abandoners
Category Pages
+100%
+120%
+160%
+200%
+??%Suggested bid modifiers
CPA
High
Low
0%
+ 900% (max)
Purchasers
Proprietary + Confidential
Keep your Audience using Remarketing
Proprietary + Confidential
Remarketing strategies lets you re-engage site visitors to drive ROI
Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
of people who visit a website leave without completing the actions marketers want them to take
96% 84%GDN reach of people on a typical Remarketing list within a month
What are the remarketing suite products?
Display Remarketing Remarketing List for Search Ads
Feed
Video RemarketingDynamic Remarketing
Similar Audiences
Proprietary + Confidential
[KEEP] Key Takeaways
1 2
Analyse Returning Users on Search with
RLSA
Use bid adjustments to reflect customer value with different audience
lists based on their purchase journey
.
Static & Dynamic
Run static remarketing campaigns for upper funnel awareness/consideration goals and dynamic remarketing for personalised creatives to drive action
Proprietary + Confidential
Thank You!