Reaching the Right Customer: How to Identify and Target Your PPC Audience

transcript

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Reaching the Right Customer: How To Identify & Target Your PPC Audience

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Presenters

Audrey Bloemer– Senior Account Manager at Seer Interactive– Hero Conf Speaker

– @AudreyBloemer

Sarah Stemen– Account Manager at Hanapin Marketing– Blogger on PPC Hero

– @runnerkik

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.

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Agenda

● Why: The problem we are trying to solve + takeaways

● What + How: Insights to understand your audience

○ Identification (Noob)

○ Verification (More Advance/Agency)

● Taking it further● Takeaways

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Persona Analysis

Persona Analysis - This is how you look at the data and identify the personas or personalities of your customers. One company may have “Last Minute - Sally” and “Deal Hunter - Henry”.

How this impacts campaigns:

1. Marketing Channel2. Messaging3. Buying Habits

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WHAT + HOW: Insights to understand your audience

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Creating Consistency

Keyword Ad Copy Landing Page

The foundation of every PPC campaign is to create a consistent message across every touch point.

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Search Query Reports

Use TagCrowd.com to visualize common themes appearing in your search queries.

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TagCrowd.com example from moving company that offers a breadth of service and serves various locations:

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Review themes to understand consumer needs and where there may be gaps in your PPC content & landing pages.

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Use your understanding of the difference in needs and margins based on each audience.

1. Create tailored campaigns, ad groups and landing pages.

2. Set goals based on the audience being targeted– Works for “top of tunnel” vs. “bottom of funnel” terms

Family looking to move Cross Country

Single guy looking for a small local move

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Order History

Post Purchase Informed Campaigns

1. Retargeting2. Customer Match3. Analysis (Recency, Frequency, Monetary Value)4. Product Segments

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Remarketing Lists for Search (RLSA)Leverage the natural separation of your website to identify the types of people that are more likely to convert

1. Create RM audiences for different sections of your website

2. Apply these as unmodified layers on all search campaigns as “bid only”

3. Wait a bit

4. Analyze performance of audiences, & make modifications

3. Wait a bit

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3. Wait a bit

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3. Wait a bit

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3. Wait a bit

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Remarketing Lists for Search (RLSA)Pay attention to demographic bidding options, particularly on Bing...

1. Run an “Age & Gender” report on Bing to see performance for each

2. Apply learnings as bid modifiers directly in the engine

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3. Wish that Google delivers a similar option

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Distance View

Google AdWords Distance Report For Location Extensions: The distance report for location extensions provides insight into where your ads with location extensions are most effective.

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WHO: Audience Verification

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Review Adwords Audience Insights Report to identify interests and behaviors of our website audience

1. Go to you Shared Library in AdWords and view Insights by Audience to see how users differ– Homepage vs. Converters

2. Insights Available:1. Affinity Audiences2. In-Market Audiences3. Demographics4. Devices5. Locations

Audience Insight Reports

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Audience Insights Report

Converters Homepage Visitors

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Audience Insights Report

Converters

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Applying Your Insights:

● Use insights to tailor ad copy & ad creative

○ “White Glove Movers”; Images that speak to young females

● Use Insights to reach new potential customers by targeting them on the GDN

● Use insights to help generate bottom of the funnel or assisted value content

○ Ex.) “Best Car Rentals in NY”, “5 Easy Decorating Tips for your New Home”

○ Bonus Points: Integrate with SEO efforts!

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Google Analytics Pages Report - This is where you are going to find your top content. You will learn the number of times a page was viewed, how long, and the bounce rate. Using the information here you can learn about who is visiting your site.

Google Analytics - Pages Report

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GA Audience Interest Reports

Google Analytics Audience Reports - similar to Adwords Audience Insights reports but can provide more in-depth details:

● Helpful if not using Adwords conversion reporting, or there are additional goals tracking in GA

● Ability to segment by additional channels (source/medium) or metrics

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GA Audience Interest ReportsUse data to understand how audiences might vary by channel, or drill into demographics of one specific audience.

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GA Audience Interest ReportsUse data to understand how audiences might vary by channel, or drill into demographics of one specific audience.

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Google Analytics - Frequency

Google Analytics Frequency Report - The Google Analytics Frequency and Recency Report (within Audience > Behavior) is perfect for analyzing visits in order to help you plan your marketing campaigns or gain other beneficial insights about visits to your website.

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Taking it Further:Competitive Insights for Audience Analysis

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Knowing who you compete against and how you stack up can help you stand out to your target audience.

1. Free: AdWords Auction Insights– Easy AdWords Script can help you visualize how the competitive landscape might change overtime.

2. Paid Tools: Keyword Spy & SEMRush

–Review Ad Copy, Landing Pages, Estimated Spend–Use info to help create your brand message

Understanding Your Competitors

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Understanding Your CompetitorsB2B Water Company

Auction Insights revealed our business competitors are not necessarily our paid search competitors.

• Known business competitors had minimal presences or overlap on our “core” paid search terms• Discovered Google was serving our ads alongside Ecomm, customer focused, companies

ADVERTISERS FOR KEYWORD SET “A”

ADVERTISERS FOR KEYWORD SET “B”

3.05% CVR 5.55% CVR

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Understanding Your CompetitorsB2B Water Company

What we did: ● Changed our strategy for Keyword Set “A” to better quality the traffic

○ i.e. “Water Cooler for Business” ● Focused on optimizing Keyword Set “B” as our “core” terms.

○ Updated budget distribution and keyword bids

KEYWORD SET “A” Results

CTR rates decreased, but conversion rates increased because users were more

qualified when clicking through.

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Slide for strategy overview

Unified Targeting Strategy

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Putting it Into Practice:Strategy, Results & Key Learnings

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Breaking Down Strategy To Tactics

1. Messaging2. Retargeting3. Timing of Campaigns4. Keywords5. Campaigns to Content - Scaling an account

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RLSA for E-comm Client

Hypothesis: Offering first time customers a coupon code would increase their likelihood to purchase.

Strategy: Utilized remarketing audiences to negate previous visitors. This allowed us to customize ad copy, offering visitors a special promo code for first time buyers.

Putting it Into Practice

Metric Before After Wins

Cost $2,560 $1,680 -$874

Revenue $33,350 $36,235 +8.65%

ROAS 13.03 21.5 +65%

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Demographic Targeting for Tourist Client

Hypothesis: Invest less in younger demo, ads show more often to core demo.

Using Demographic data in BingAds & Google Analytics, we identified age based trends in traffic. We confirmed 35-54 year olds were our core audience & 18-24 year olds had lowest engagement rate across all channels.

Strategy: Set a -50% bid adjustment for age range 18-24 to improve ad engagement

Putting it Into Practice

Metric Before After Wins

CTR (Overall) 3.05% 3.88% +27.21%

CTR (35-54) 4.47% 5.66% +26.61%

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Putting it into Practice

Will this help me with app development?

Am I advanced enough to use this product?

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Updated page led to a 300% increase in

quality score and lowered CPCs by 17.4%

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Additionally, you can use landing pages to

help gain additional audience insights as

seen here.

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Key Learnings

1. Name the persona2. Think of a face behind the name3. Wants and Needs4. Where your product or service fits into the equation5. Campaigns to Content - Scaling an account

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Build Audiences

Build out audiences in Adwords or Analytics now, to start collecting data. You can use the lists to improve campaign performance and be unique and custom in your approach to marketing.

● Visitors who have already been to the site● Refine based on behavior on the site● Put items in shopping cart● Advertise for companion products

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Always Focus on Key Learning

Use this information to drive insights...

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Did you know?Hanapin offers full-time PPC

management services in everything from search and display to social and mobile!

http://www.hanapinmarketing.com/ppc-management/

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Seer Interactive Feedback: feedback@seerinteractive.com