Sometimes it's who you exclude from your audiences that makes all the difference.

1. #SMX #XXA @michellemsem
Rolling Out a Negative Audience Strategy
FOCUSING ON
THE NEGATIVE

2. #SMX #XXA @michellemsem
Director of Client Services at Clix Marketing
• PPC Pro for 7 Years
• Lover of bad movies
• Ripley’s mom
Michelle Morgan

3. #SMX #XXA @michellemsem
Why We Use Negative Audiences
Unwanted
Target
Audience
Shaping

4. #SMX #XXA @michellemsem
Why We Use Negative Audiences
Unwanted
Target

5. #SMX #XXA @michellemsem
UNWANTED TARGETS
1. Already Known Lead
 Why Use Both:
– Dynamic Lists
– Cookie Length
– Tracking Hiccups
– Unconventional Customers
Conversion Pixels Customer Uploads

6. #SMX #XXA @michellemsem
 Platforms:
– Google AdWords
– Facebook
 Examples:
– Avg Time on Site < 5 Seconds
– Careers Page Visit
– Fell Off Conversion Action
UNWANTED TARGETS
2. Poor Engagement

7. #SMX #XXA @michellemsem
 If you know your
target…you probably also
know the unwanted targets
as well.
 Important for persona
targeted campaigns.
UNWANTED TARGETS
3. Not a Fit - Wrong Persona
Better

8. #SMX #XXA @michellemsem
 Platforms:
– Google AdWords
– Facebook
– LinkedIn
UNWANTED TARGETS
4. Audience Patterns

9. #SMX #XXA @michellemsem
1. Create Positive Audiences
2. Create Negative Audiences
3. Review Audience Insights
4. Compare Differences
UNWANTED TARGETS
Audience Insights Analysis
Non-Purchasers Purchasers

10. #SMX #XXA @michellemsem
Why We Use Negative Audiences
Audience
Shaping

11. #SMX #XXA @michellemsem
AUDIENCE SHAPING
 Why Does It Matter?
– Message Match
– Targeting Strategy Effectiveness
– Easier Management/Optimization
– Frequency Control
Example Time…

12. #SMX #XXA @michellemsem
AUDIENCE SHAPING
CUSTOMERS PRICING PAGE
WHITEPAPER
DOWNLOAD
LOOKALIKE
B2B SaaS Offering Running Facebook Campaigns
Referral
Program
Competitive
Pricing
Request
Demo
Brand
Message

13. #SMX #XXA @michellemsem
AUDIENCE SHAPING
CUSTOMERS
PRICING
PAGE
WHITEPAPER LOOKALIKE
Referral
Program
Competitive
Pricing
Request
Demo
Brand
Message

14. #SMX #XXA @michellemsem
AUDIENCE SHAPING
CUSTOMERS
PRICING
PAGE
WHITEPAPER
LOOKALIKE
Referral
Program
Request
Demo
Competitive
Pricing
Brand
Message

15. #SMX #XXA @michellemsem
AUDIENCE SHAPING
 Audience Layering:
– Put Audiences in Order of Importance
– Exclude Down the Hierarchy
 Examples of Hierarchy:
– Audience Size
– Highest Value Targets
– Most Specific Messaging
– Sales Funnel Position
– Audience Targeting Strategy

16. #SMX #XXA @michellemsem
AUDIENCE SHAPING
CUSTOMERS WHITEPAPER PRICING PAGE LOOKALIKE
LOWEST PRIORITYHIGHEST PRIORITY

17. #SMX #XXA @michellemsem
AUDIENCE SHAPING
CUSTOMERS WHITEPAPER
PRICING
PAGE
LOOKALIKE

18. #SMX #XXA @michellemsem
AUDIENCE SHAPING
CUSTOMERS WHITEPAPER PRICING PAGE LOOKALIKE
Referral
Program
Request
Demo
Competitive
Pricing
Brand
Message

19. #SMX #XXA @michellemsem
AUDIENCE SHAPING
 Customers  Whitepaper
– Customers
 Pricing Page
– Customers
– Whitepaper
 Lookalike
– Customers
– Whitepaper
– Pricing Page
Exclusions Lists for Each Campaign

20. #SMX #XXA @michellemsem
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX