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@SamJaneNoble
RIMC – February 2016
AUDIENCE – THE SUPER
POWER OF PPC
YOUR PRIVACY
GOOGLE
VALUES
(not provided)
Audience - The Super Power of PPC
The fact that this statement is far from the truth
makes me very happy as a marketer.
Audience - The Super Power of PPC
Because I get access to
information about my
website’s audience.
And better still, I can actually
make use of this in my
marketing!
2016 is the year of the
audience, not mobile.”
Samantha Noble
1
2
3
Your Agenda.
Customer Match
Remarketing Lists for Search Ads (RLSA)
Gmail Sponsored Promotions (GSP)
AND MORE COOKIES
COOKIES, COOKIES
Update your privacy policy.
Audience - The Super Power of PPC
Enable Remarketing in
Google Analytics.
Audience - The Super Power of PPC
You can’t collect information
on your audience until you
have completed both steps.
Let’s talk about
audience.
CUSTOMER
MATCH
Target CRM lists using
email addresses directly in
Google.
Campaign performance will
only be as good as your
email list.
1
3
2
1.
Cleanse
the data
Incomplete or
Fake
Competitors
Bounced
1
3
2
2.
Segment
the data
Converted
Customers
Enquiries
Email Sign-ups
• Average order value > £300
• More than two purchases
• Month converted
• Products Purchased
Converted
Customers
• 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.
357,584 email addresses uploaded
Wordstream Case Study
50.40% were matched
Audience - The Super Power of PPC
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.
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.
You need a minimum of 1,000 people in
your RLSA audience in order to use it.
Standard remarketing lists need only 100
people in the audience in order to be
used.
The maximum lifespan of Remarketing
Lists for Search Ads is 180 days.
The maximum lifespan of standard
Remarketing Lists is 560 days.
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.
Businesses already using PPC can bid higher for
visitors who did not convert first time.
Upsell to audiences who have already bought from
you to encourage additional purchases.
Brand searches are often repeat visits. Drive them
back to the relevant page on the site.
Some businesses may not focus on repeat
customers and may wish to exclude them.
You can bid on more generic keywords that would
ordinarily require a higher budget.
Tailor your ad text and landing pages to existing
users.
Increase bids where users are of more value to you.
EG - got a quote but didn’t convert.
Test your brand campaign for new visitors only and
exclude existing ones.
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
There are more than 900 million people
using Gmail across the globe.
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
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
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
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
competition
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.
This allows you to tap into a new
but similar audience segment.
Download
our Guides.
Completely free.
http://kooz.ai/our-whitepapers
Simply visit this link:
“Audience is your
Unique Marketing
Point (UMP)”
@SamJaneNoble
Audience - The Super Power of PPC
Thanks
for listening.
@Koozai
Facebook.com/koozaiE-mail: sam.noble@koozai.com
www.koozai.com
Tel: 0330 353 0300
Download the slides: http://kooz.ai/sam-noble-rimc

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