From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: Advanced Audience Testing Strategies & Tactics. PRESENTATION: Create for Someone, Not Just Anyone: Adobe's Audience Audit - Given by Maria Corcoran, @mariacorcoran - Adobe Systems, Search Marketing Program Manager. #SMX #21C3
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2016 Changes
§ 540 days for audiences cookie - Google
§ Cross device – Google
§ Bid adjustments for audience
§ Customer Match for PLA - Google
§ Bing DMP connections
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Environment
Variables
+ IP address
+ Country of origin
+ Time zone
+ Device type
+ Operating system
+ Browser type
+ Screen resolution
Temporal
Variables
+ Time of day
+ Day of week
+ Recency
+ Frequency
ReferrerVariables
+ Referring domain
+ Campaign ID
+ Affiliate
+ PPC
+ Natural search
+ Direct/bookmark
+ Social graph/login
OfflineVariables
+ CRM
+ Loyalty
+ Call center
+ 3rd-party data
Online Behavior
Variables
+ Customer / Prospect
+ New/return visitor
+ Time on site
+ Pathing
+ Previous product interests
+ Video engagement
+ Searches
+ Previous online purchases
+ Previous campaign
exposure
+ Category affinity
+ Display ad engagement
Audience Traits
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Where are your customers? – Similar
Audiences
HowSASlistsarecreated:
Uservisitsyourwebsiteand is
addedtoaRLSAlist
YourWebsite
Google.comusers:
● searching for similar
queries as your site
visitor onGoogle.com
● notinyourRLSAseedlist Will be
automatically added to aSimilar
AudienceList.
Your site visitor searches on
Google.com before and after
beingaddedtoyourRLSAlist.
SimilarAudienceforSearch
ready to be added to your
Keyword; Shopping orDSA
campaigns.
aftereffects
stockphotos
videoediting
YourSite
Visitor
Google.com
Users editphotos
royalty freeimage
makeagif
Google.com
Adwords
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Keywords & Ad content testing
§ Keyword structure is still super important
§ Don’t be afraid to get even more broad with keywords
on remarketing accounts
§ Use negatives to rule out other audiences
§ Test with Messaging & Custom LP
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Audience Marketing Pilots
• Custom Audiences – Target audiences using
first-party data from data management
providers such as Adobe Audience Manager.
• In-Market Audiences – Reach curated
audiences that are more likely to convert in
your category.
• Similar Audiences – Target audiences that
are similar to your remarketing audiences.
• Offline Conversions – Track offline
conversions to see the full impact of your
search ads.
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Audience Size, Traits and Messaging
Tips to scale
§ Increase cookie durations from 180 days to 540 days
§ Similar Audiences
§ Ad Extensions
– Consistent deployment
§ Expand outside of Google
– Bing!
§ Keyword & Placement Expansions
– Best Practice Create new campaigns with more generic keywords that you’d never normally target via search!
– Best Practice combining dynamic search ads with a remarketing audience
§ CustomerMatchlistas‘Bid Only’ and utilize campaign-level targeting
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