Download - Audience - The Super Power of PPC
![Page 1: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/1.jpg)
@SamJaneNoble
RIMC – February 2016
AUDIENCE – THE SUPER POWER OF PPC
![Page 2: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/2.jpg)
YOUR PRIVACY
GOOGLE VALUES
![Page 3: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/3.jpg)
(not provided)
![Page 4: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/4.jpg)
![Page 5: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/5.jpg)
The fact that this statement is far from the truth makes me very happy as a marketer.
![Page 6: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/6.jpg)
![Page 7: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/7.jpg)
Because I get access to information about
my website’s audience.
![Page 8: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/8.jpg)
And better still, I can actually make use of
this in my marketing!
![Page 9: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/9.jpg)
2016 is the year of the audience, not
mobile.”Samantha Noble
![Page 10: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/10.jpg)
1
2
3
Your Agenda.
Customer Match
Remarketing Lists for Search Ads (RLSA)
Gmail Sponsored Promotions (GSP)
![Page 11: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/11.jpg)
AND MORE COOKIESCOOKIES, COOKIES
![Page 12: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/12.jpg)
Update your privacy policy.
![Page 13: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/13.jpg)
![Page 14: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/14.jpg)
Enable Remarketing in Google Analytics.
![Page 15: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/15.jpg)
![Page 16: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/16.jpg)
You can’t collect information on your audience until you
have completed both steps.
![Page 17: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/17.jpg)
Let’s talk about audience.
![Page 18: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/18.jpg)
CUSTOMERMATCH
![Page 19: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/19.jpg)
Target CRM lists using email
addresses directly in Google.
![Page 20: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/20.jpg)
Campaign performance will
only be as good as your email list.
![Page 21: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/21.jpg)
1
3
2
1.
Cleanse the data
Incomplete or Fake
Competitors
Bounced
![Page 22: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/22.jpg)
1
3
2
2.
Segment the data
Converted Customers
Enquiries
Email Sign-ups
![Page 23: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/23.jpg)
•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
![Page 24: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/24.jpg)
You need to have at least 1,000 matched email addresses in a list.
1,000Emails
![Page 25: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/25.jpg)
357,584 email addresses uploaded
Wordstream Case Study
50.40% were matched
![Page 26: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/26.jpg)
![Page 27: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/27.jpg)
Customer Match can be used to target on Google Search, YouTube and Gmail.
![Page 28: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/28.jpg)
FOR SEARCH ADS ( R L S A )
REMARKETING LISTS
![Page 29: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/29.jpg)
Show ads to your past visitors as they do follow-up searches for what they
need on Google after leaving your website.
![Page 30: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/30.jpg)
Awareness
Consideration
Preference
Buy
![Page 31: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/31.jpg)
Result in an actual transaction or conversion. The rest need
recurring visits before they convert.
2-4%of site visits
![Page 32: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/32.jpg)
Build up your remarketing lists in Google Analytics. These are your audiences.
![Page 33: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/33.jpg)
Audiences will be automatically imported into Google AdWords under the Shared Library.
![Page 34: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/34.jpg)
The Google Properties column tells you how many people are in your RLSA lists.
![Page 35: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/35.jpg)
You need a minimum of 1,000 people in your RLSA audience in
order to use it.
1,000people
![Page 36: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/36.jpg)
Standard remarketing lists need only 100 people in the audience in
order to be used.
100people
![Page 37: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/37.jpg)
The maximum lifespan of Remarketing Lists for Search Ads
is 180 days.
180days
![Page 38: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/38.jpg)
The maximum lifespan of standard Remarketing Lists is 560
days.
560days
![Page 39: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/39.jpg)
Let’s have a look at a few strategies you
can try.
![Page 40: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/40.jpg)
The following strategies are built up using either RLSA lists or Customer
Match lists.
![Page 41: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/41.jpg)
Small businesses with low budgets can use RLSAs to limit their AdWords costs.
RLSA List
![Page 42: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/42.jpg)
Businesses already using PPC can bid higher for visitors who did not convert first time.
RLSA List
![Page 43: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/43.jpg)
Upsell to audiences who have already bought from you to encourage additional purchases.
Customer Match
![Page 44: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/44.jpg)
Brand searches are often repeat visits. Drive them back to the relevant page on the site.
RLSA List
![Page 45: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/45.jpg)
Some businesses may not focus on repeat customers and may wish to exclude them.
Customer Match
![Page 46: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/46.jpg)
You can bid on more generic keywords that would ordinarily require a higher budget.
RLSA List
![Page 47: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/47.jpg)
Tailor your ad text and landing pages to existing users.
Customer Match
![Page 48: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/48.jpg)
Increase bids where users are of more value to you. EG - got a quote but didn’t convert.
RLSA List
![Page 49: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/49.jpg)
Test your brand campaign for new visitors only and exclude existing ones.
RLSA List
![Page 50: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/50.jpg)
Even if you don’t want to adjust bids yet you
should add the audiences to campaigns to see how differently they perform.
![Page 51: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/51.jpg)
http://kooz.ai/wordstream-rlsa Making the most of RLSA
![Page 52: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/52.jpg)
PROMOTION ( G S P )GMAIL SPONSORED
@
![Page 53: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/53.jpg)
Target your audience based on their email behaviour and online
purchases.
![Page 54: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/54.jpg)
Collapsed ads appear at the top of your emails within the Promotions tab.
![Page 55: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/55.jpg)
Expanded ads appear when you click on a collapsed ad and look like a normal email.
![Page 56: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/56.jpg)
B2C vs B2B
![Page 57: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/57.jpg)
There are more than 900 million people using Gmail across the
globe.
900mGmail users
![Page 58: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/58.jpg)
Let’s have a look at a few strategies you
can use.
![Page 59: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/59.jpg)
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
![Page 60: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/60.jpg)
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
![Page 61: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/61.jpg)
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
![Page 62: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/62.jpg)
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
Customer Match
Show ads designed to entice your potential customers
away from the competition
![Page 63: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/63.jpg)
http://kooz.ai/gmail-ads-guide Get started with Gmail ads
![Page 64: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/64.jpg)
You should remember this.
![Page 65: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/65.jpg)
For every audience list you create, Google will build a ‘Similar Audience’ for you to target.
![Page 66: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/66.jpg)
Similar Audiences are created when remarketing lists have at least 500 cookies with enough
similarity in terms of characteristics and interests.
500Cookies
![Page 67: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/67.jpg)
This allows you to tap into a new but similar
audience segment.
![Page 68: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/68.jpg)
Downloadour Guides.Completely free.
http://kooz.ai/our-whitepapersSimply visit this link:
![Page 69: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/69.jpg)
“Audience is your Unique
Marketing Point (UMP)”@SamJaneNoble
![Page 70: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/70.jpg)
![Page 71: Audience - The Super Power of PPC](https://reader031.vdocuments.us/reader031/viewer/2022022413/58ef1ba21a28ab92498b459f/html5/thumbnails/71.jpg)
Thanksfor listening.
@Koozai
Facebook.com/koozaiE-mail: [email protected]
www.koozai.com
Tel: 0330 353 0300
Download the slides: http://kooz.ai/sam-noble-rimc