3Q/Google Client Summit FinTech Case Study – Audience Segmentation May 3rd, 2016

2 A Harte Hanks Company

Who Are We?

Molly McCarty - Sr. Social Account Manager - Been in Digital Marketing (specifically

Social) for over 4 years - Avid runner - Enjoys long hikes in Tahoe and Point

Reyes

Diego Rovira - VP of Client Services - Been in Digital Marketing for over 8

years - Avid soccer fan - Enjoys long walks on the beach

3 A Harte Hanks Company

Who’s The Case Study On?

We can’t tell you who but we can tell you a couple things about them: • They are a major player in the financial services

vertical

• Invest millions in paid media

• Run Search, Social, Mobile, and Display

• Have been working with 3Q for over 3 years

• True strategic partner

2015 Challenges

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Increase Conversions While Maintaining CPA

CPA

Conversions

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How Do We Improve LTV and ROI? • Segmented audiences by LTV to make smarter decisions for targeting, bidding, and

budgeting.

• Began to evaluate performance based on ROI instead of CPA.

• Most of our optimization tactics were great at driving conversions but did not improve LTV – and in some cases negatively impacted ROI.

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New Approach On How We Optimize Campaigns

• CPA = $20 • LTV = $30

Audience A 50% ROI

100% ROI • CPA = $50 • LTV = $100

Audience B

Findings

9 A Harte Hanks Company

Behavioral Only

•Initially, we were running behavioral-only targets •Low CPAs and high CTR •Large audience that regularly updates itself (does not fatigue)

Finding The Best Audiences

Broad Seed Audiences

•Lookalikes created off of large groups of users •Large cuts of audiences •Higher CPAs and low LTVs compared to behavioral targeting

Precise Seed

Audiences

•Tested smaller seed audiences created off of high-LTV users: •By vertical, channel, product, etc.

•Saw slightly higher CPAs than behavioral targeting – but much higher LTVs

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Highest LTV Audiences Are Created Off Of 1st Party Data

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Mobile Spend Increased As We Optimized For Lowest CPAs

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Desktop Has A 60% Higher LTV Than Mobile

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Don’t Rule Out Mobile Just Yet

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LTVs Change Month Over Month For All Audiences

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Audience C

Audience B

Audience A

Remarketing

Target Audience C - Exclude Audience B, Audience A & Remarketing

Target Audience B - Exclude Audience A & Remarketing

Target Audience A - Exclude Remarketing

Exclusions Allow Us To Accurately Measure LTV

Results

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We Increased ROI For The Client by 20% in 2015

Next Steps

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Key Takeaways

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Apply Your Audience Strategy to Google, YouTube & Gmail

>1 billion monthly users

Billions of monthly searches

900 million monthly active

users

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Google’s Customer Match

3qdigital.com

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Thank You!