Audience Targeting: Strategy, Optimization, Expansion
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Michelle Morgan presented on audience targeting best practices. She discussed building target audiences through positive and negative targeting, gaining insights from analysis tools, and structuring campaigns around audience types. She emphasized shaping audiences by layering them in a priority order and excluding down the hierarchy. Cross-channel targeting was also covered, leveraging audiences across platforms like search, display, and social media based on their strengths.
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Audience Targeting: Strategy, Optimization, Expansion
- 1. Audience Targeting Michelle Morgan Director of Client Services Strategy, Optimization, and Expansion @michellemsem
- 2. AGENDA • Building Audiences • Gaining Insights • Campaign Structure • Cross Channel
- 3. Building Audiences Michelle Morgan Director of Client Services @michellemsem
- 4. Target Exclude Expand Insights BUILDING TARGET AUDIENCES
- 5. Target Exclude Expand Insights BUILDING TARGET AUDIENCES
- 6. Who Should You Target? BUILDING TARGET AUDIENCES
- 7. @michellemsem IT’S NOT ALWAYS ACCURATE • And for a number of reasons. • Some data is based on user provided information. • Some is based on FB’s algorithm making decisions. • But let’s see why neither of these is fool proof… DON’T TAKE TARGETING FOR GRANTED
- 8. @michellemsem USER GIVEN DATA • Crossdressing shop. • All clients are male, but we had to target women on Facebook. • Why? • Users made a second profile to fit their alter-ego or the truer expression of who they are. DON’T TAKE TARGETING FOR GRANTED
- 9. @michellemsem ALGO BASED DATA • Client wants to target users with only a certain company size. • We target those in the right range and exclude those in the wrong range…because thoroughness. • Switched targeting on June 1. DON’T TAKE TARGETING FOR GRANTED
- 12. @michellemsem IF ALL ELSE FAILS…
- 14. @michellemsem • All visitors. • Interested user. • Potential buyer. • Lead. PAGE ENGAGEMENT
- 17. @michellemsem • Ex: 1:19 video: • 3 seconds • 10 seconds • 25%: 19.75 seconds • 50%: 39.5 seconds • 75%: 59.75 seconds • 95%: 75 seconds • In the video, it takes 26 sec before the business is revealed. • Anyone with less than 50% still might not know what we do. VIDEO ENGAGEMENT
- 20. 90 Days 60 Days 30 Days Create 3 Audiences: RETARGETING LIST TIMING
- 21. @michellemsem 90 Days • Soft CTA 60 Days • Medium CTA 30 Days • Firm CTA 90 Days 60 Days 30 Days MATCHING CALL TO ACTION
- 22. What is Important to Your Business? • What actions are desired on your site? • What are your conversion actions? • How long would someone need to stay on your site to understand your product? • Are there pages that indicate a greater chance of purchase? • Are there multiple stages to your purchase cycle? • How long is your sales cycle? • What constitutes a large purchase? • Do you have repeat customers or only one time buyers? • Do you need to target people within certain timing windows? • How engaged is an average customer on your site? • Who are your target personas? PROMPTS FOR RETARGETING LISTS
- 23. Target Exclude Expand Insights WHY BUILD AUDIENCES
- 24. Cookies & Uploads Why Both? • Dynamic Lists • Tracking Hiccups • Cookie Length • Cross Device Exclusions • Unconventional Customers KNOWN LEAD
- 25. If you know your target, you likely know your unwanted target. Good Better WRONG PERSONA
- 28. Not All Audiences Should Target Desirables • What actions are undesirable on your site? • Who are your visitors that have converted? • How short of a visit is too short? • Are there pages that indicate a lower propensity to purchase? • What constitutes a small purchase? • Did this person return the product? • How long until you determine someone is no longer interested? • What constitutes a poor visit to your site? • Who are your people outside of your target personas? PROMPTS FOR EXCLUSIONS
- 29. Some Brief Examples COVER BOTH SIDES
- 30. Target Exclude Expand Insights WHY BUILD AUDIENCES
- 32. Meaningful Lists Are Even More Important for Lookalikes Lookalike Algorithm Patterned List No Patterns Strong Modeling GOOD DATA IN, GOOD DATA OUT
- 33. FINE A HAPPY MEDIUM 10k - 50k
- 34. Target Exclude Expand Insights WHY BUILD AUDIENCES
- 35. DEMOGRAPHIC TOOLS Platforms: • Google AdWords • Facebook • LinkedIn AUDIENCE ANALYSIS
- 37. Insights Gained from Tools @michellemsem
- 38. AUDIENCE ANALYSIS 1. Create Positive Audiences 2. Create Negative Audiences 3. Review Audience Insights 4. Compare Differences Luxury Travel AUDIENCE PATTERNS
- 41. PURCHASERS PAGE VISITORS AUDIENCE PATTERNS
- 43. AUDIENCE PATTERNS ENDLESS POSSIBILITIES • Converting vs Non-Converting • High ROI vs Low ROI • Single vs Multiple Products Purchased • One Time Buyer vs Repeat Customers • Free Trial Users vs Paying Customers • Enterprise vs SMB Solutions • Monthly Subscribers vs Annual Plans
- 45. Topics In-Market Custom Intent + Keywords Similar Audience + Keywords ONE TARGETING TYPE PER CAMPAIGN
- 46. Topics Topic 1 Topic 2 Topic 3 In-Market In-Market 1 In-Market 2 Custom Intent + Keywords Custom Intent 1 + KW Custom Intent 2 + KW Custom Intent 3 + KW Custom Intent 4 + KW Similar Audience + Keywords Similar to Converters + KW Similar to High ROI + KW Similar to Pricing Page + KW ONE TARGET PER AD GROUP
- 47. WHY IS STRUCTURE IMPORTANT? • Performance monitoring. • Targeting option success. • Targets within each type. • Optimize for individual performance. • Creating smart user flows.
- 48. CREATING A FUNNEL LEVERAGING OTHER AUDIENCES • Utilize each interaction to move a user to the next stage. • Start with smaller interactions and move your way down. First Touch Second Touch Conversion Touch
- 49. CREATING A FUNNEL STAGE AUDIENCE CALL TO ACTION Awareness Lookalike Brand Video View Interest Video Views > 50% Informational Whitepaper Consideration Whitepaper Downloads Assessment Request Action Assessment Completions Purchase
- 50. CREATING A FUNNEL CREATE 3 AUDIENCES:
- 51. CREATING A FUNNEL • When we’re finished, the user flows through each call to action from one audience to another. • Each time, they move themselves closer to conversion. Lookalike Video Views Download Assessment
- 52. VIDEO VIEWS WHITEPAPER ASSESSMENT DUPLICATING EFFORTS • In our funnel, each of the conversion actions leads to a point. • Let’s assume these are nesting audiences. CREATING A FUNNEL
- 53. Assessments Whitepaper Downloads Video Views Ad Set 2Ad Set 1 Ad Set 3 CREATING A FUNNEL
- 54. VIDEO VIEWS WHITEPAPER ASSESSMENT Exclude most specific audience from less: CREATING A FUNNEL
- 55. ASSESSMENT WHITEPAPER VIDEO VIEWS ASSESSMENT WHITEPAPER ASSESSMENT CREATING A FUNNEL
- 56. Whitepaper, no Assessment Video View, no WP /Assessment CREATING A FUNNEL Ad Set 2Ad Set 1 Ad Set 3
- 57. Benefits? Optimize each separately: • Ad Messaging • Bids • Placements • Call to Action • And everything else CREATING A FUNNEL
- 58. @michellemsem COOKIE WINDOWS 90 Days • Exclude 60 Days • 61-90 60 Days • Exclude 30 Days • 31-60 30 Days • No Exclusions • 1-30 90 Days 60 Days 30 Days
- 59. MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE Marathons Fun Runs Member Program Brand Message AUDIENCE SHAPING
- 60. MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE Marathons Fun Runs Member Program Brand Message AUDIENCE SHAPING
- 61. MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE Marathons Member Program Fun Runs Brand Message AUDIENCE SHAPING
- 62. @michellemsem DUPLICATING EFFORTS • Users could be in multiple audiences at once. • How can we find out? AUDIENCE OVERLAP
- 63. @michellemsem AUDIENCE MANAGER • Create saved audiences of all the groups you’d like to target then take a look at them with the Audience Overlap tool. AUDIENCE OVERLAP
- 64. @michellemsem
- 65. Audience Layering: • Put Audiences in Order of Importance • Exclude Down the Hierarchy Examples: • Audience Size • Highest Value Targets • Specific Ad Messaging • Sales Funnel Position • Audience Targeting Strategy AUDIENCE SHAPING
- 66. MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE LOWEST PRIORITYHIGHEST PRIORITY AUDIENCE SHAPING
- 67. MARATHONERS FUN RUNS Only Exclude Down the Hierarchy AUDIENCE SHAPING
- 68. Excluding Up AND Down Leaves Out the Middle Not Targeted AUDIENCE SHAPING
- 70. AUDIENCE SHAPING Exclusions Lists for Each Campaign MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE Marathoners Marathoners Marathoners Fun Runs Fun Runs Page Likes
- 71. AUDIENCE SHAPING MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE Marathons Fun Runs Member Program Brand Message
- 72. AUDIENCE SHAPING Why Does It Matter? • Message Match • Targeting Strategy Effectiveness • Easier Management/Optimization • Frequency Control
- 75. @michellemsem CHANNEL STRENGTHS Let’s put these to use.
- 76. FORTUNE 500 Targeting Fortune 500 folks in Facebook.
- 77. @michellemsem ONE DEGREE OF SEPARATION
- 78. @michellemsem DECISION MAKERS IN SEARCH
- 79. @michellemsem DECISION MAKERS IN SEARCH • RLSA. • Ad Customizers or IF Statements to better tailor copy. • Create Dynamic Search Ads campaigns for these users as RDSA.
- 80. @michellemsem HOW DO CEOS SEARCH?
- 81. @michellemsem HOW DO CEOS SEARCH?
- 82. @michellemsem FORTUNE 500…IN DISPLAY • Combine target personas with contextual targeting to know when the right person is reading the right kind of content. • Target people on the Fortune 500 list…while they’re looking at the Fortune 500 list.
- 83. @michellemsem
- 85. @michellemsem • 18-24 Year Olds: • Facebook: 3% • Google: 15% LOST IN TRANSLATION
- 86. @michellemsem NEW TARGETING • Identify new targeting options based on high affinity for certain targets. • Images to the right are for active, non- brand searchers on Google with Facebook data. • Request access to the Summit Estates and Established Elite lifestyle audiences. • Test layering in pages like The Points Guy and Travelzoo into other audience targets.
- 87. TAKEAWAYS • Mindset shift: think about exclusions, expansion, & insights during audience build stage. • Patter Recognition exercise using insights tools. • Campaign structure can have a large impact on success and optimization. • Audience Shaping. • Leverage audiences across channels to maximize insights and reach.
- 88. MICHELLE MORGAN Director of Client Services PPC Since 2010 Whovian Golfer Tea > Coffee Ripley’s Mom
- 89. THANK YOU! Michelle Morgan Director of Client Services @michellemsem