@SamJaneNoble

BrightonSEO – April 2016

HARNESSING THE POWER OF AUDIENCE

Your audience is your most important asset.

Your competitors are unable to replicate it.

“Audience is your Unique

Marketing Point (UMP)”@SamJaneNoble

QUESTION:Do Google value our privacy?

Errrr…. Nope!

(not provided)

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.”

The fact that this statement is far from the truth makes me very happy as a marketer.

Because I get access to information about

my website’s audience.

And better still, I can actually make use of

this in my marketing!

Samantha Noble

2016 is the year

of the audience.”

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Your Agenda.

Customer Match

Remarketing Lists for Search Ads (RLSA)

Gmail Sponsored Promotions (GSP)

AND MORE COOKIESCOOKIES, COOKIES

Update your privacy policy.

Enable Remarketing in Google Analytics.

You can’t collect information on your audience until you

have completed both steps.

Let’s talk about audience.

CUSTOMERMATCH

Target CRM lists using email

addresses directly in Google.

Campaign performance will

only be as good as your email list.

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Cleanse the data

Incomplete or Fake

Competitors

Bounced

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Segment the data

Converted Customers

Enquiries

Email Sign-ups

• Average order value > £300• More than two purchases• Month converted• Products Purchased

Converted Customer

s

• 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

You need to have at least 1,000 matched email addresses in a list.

1,000Emails

357,584 email addresses uploaded

Wordstream Case Study

50.40% were matched

Customer Match can be used to target on Google Search, YouTube and Gmail.

FOR SEARCH ADS ( R L S A )

REMARKETING LISTS

Show ads to your past visitors as they do follow-up searches for what they

need on Google after leaving your website.

Awareness

Consideration

Preference

Buy

Result in an actual transaction or conversion. The rest need

recurring visits before they convert.

2-4%of site visits

Build up your remarketing lists in Google Analytics. These are your audiences.

Audiences will be automatically imported into Google AdWords under the Shared Library.

The Google Properties column tells you how many people are in your RLSA lists.

RLSA minimum requirements are far greater than standard remarketing.

Minimum Audience

Membership Duration

Remarketing Lists for Search

Ads

1,000 180 days

Standard Remarketing

100 560 days

Start building up your lists now even if you don’t

want to properly target them yet.

Let’s have a look at a few strategies you

can try.

The following strategies are built up using either RLSA lists or Customer

Match lists.

Small businesses with low budgets can use RLSAs to limit their AdWords costs.

RLSA List

Businesses already using PPC can bid higher for visitors who did not convert first time.

RLSA List

Upsell to audiences who have already bought from you to encourage additional purchases.

Customer Match

Brand searches are often repeat visits. Drive them back to the relevant page on the site.

RLSA List

Some businesses may not focus on repeat customers and may wish to exclude them.

Customer Match

You can bid on more generic keywords that would ordinarily require a higher budget.

RLSA List

Tailor your ad text and landing pages to existing customers.

Customer Match

Increase bids where users are of more value to you. EG - got a quote but didn’t convert.

RLSA List

Test your brand campaign for new visitors only and exclude existing ones.

RLSA List

Even if you don’t want to adjust bids yet you

should add the audiences to campaigns to see how differently they perform.

http://kooz.ai/wordstream-rlsa Making the most of RLSA

PROMOTION ( G S P )GMAIL SPONSORED

@

Target your audience based on their email behaviour and online

purchases.

Collapsed ads appear at the top of your emails within the Promotions tab.

Expanded ads appear when you click on a collapsed ad and look like a normal email.

B2C vs B2B

B2C vs B2B

There are more than 900 million people using Gmail across the

globe.

900mGmail users

Let’s have a look at a few strategies you

can use.

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

Customer Match

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

Customer Match

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

Customer Match

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 competitionCustomer Match

http://kooz.ai/gmail-ads-guide Get started with Gmail ads

You should remember this.

For every audience list you create, Google will build a ‘Similar Audience’ for you to target.

Similar Audiences are created when remarketing lists have at least 500 cookies with enough

similarity in terms of characteristics and interests.

500Cookies

This allows you to tap into a new but similar

audience segment.

Downloadour Guides.Completely free.

http://kooz.ai/our-whitepapersSimply visit this link:

Don’t forget…

“Audience is your Unique

Marketing Point (UMP)”@SamJaneNoble

Thanksfor listening.

@Koozai

Facebook.com/koozaiE-mail: sam.noble@koozai.com

www.koozai.com

Tel: 0330 353 0300