Targeting Users at All Stages of the Buyer Funnel - Pubcon Vegas 2018
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Learn how to build more meaningful retargeting lists, leverage them to create lookalikes, the build a campaign structure that nurtures users from awareness to customer across all of your advertising channels.
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Targeting Users at All Stages of the Buyer Funnel - Pubcon Vegas 2018
- 1. Audience Targeting Michelle Morgan Director of Client Services Leveraging Each Stage of the Buyer Funnel @michellemsem
- 2. TARGETING USERS IN THE FUNNEL Lead Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Opportunity Customer @michellemsem Homepage Category Page Product Page Add to Cart Cart Visit Billing Info Shipping Info Customer
- 3. AGENDA • Targeting Top of Funnel Users • Creating Audiences Down the Funnel • Campaign Structure & Audience Shaping • Cross Channel Considerations @michellemsem
- 4. Building Audiences Michelle Morgan Director of Client Services @michellemsem
- 5. Who Should You Target? BUILDING TARGET AUDIENCES @michellemsem
- 6. #pubcon @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
- 7. #pubcon @michellemsem USER GIVEN DATA • Crossdressing shop. • All clients are male, but we target women on Facebook. • Why? • Users made a second profile to fit their alter-ego/real self. DON’T TAKE TARGETING FOR GRANTED
- 8. #pubcon @michellemsem ALGO BASED DATA • Client wants to target users with larger 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
- 9. #pubcon @michellemsem LOOK INWARD FOR NEW AUDIENCES
- 10. TARGETING USERS IN THE FUNNEL Lead Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Opportunity Customer @michellemsem Homepage Category Page Product Page Add to Cart Cart Visit Billing Info Shipping Info Customer
- 11. #pubcon @michellemsem BASIC URL RULES
- 15. #pubcon @michellemsem • All visitors. • Interested user. • Potential buyer. • Lead. PAGE ENGAGEMENT
- 19. #pubcon @michellemsem CUSTOMER LIST SEGMENTATION
- 21. Meaningful Lists Are Even More Important for Lookalikes Lookalike Algorithm Patterned List No Patterns Strong Modeling GOOD DATA IN, GOOD DATA OUT @michellemsem
- 22. #pubcon @michellemsem • Company Size • Returning vs One Time • Service Used • Product Category • Job Title • Industry • Geography • Sale vs Regular Price CUSTOMER LIST SEGMENTATION
- 23. FIND A HAPPY MEDIUM 10k - 50k @michellemsem 500 - 50k
- 24. DEMOGRAPHIC TOOLS Platforms: • Google Ads • Facebook • LinkedIn AUDIENCE ANALYSIS @michellemsem
- 25. AUDIENCE ANALYSIS 1. Create Positive Audiences 2. Create Negative Audiences 3. Review Audience Insights 4. Compare Differences AUDIENCE PATTERNS @michellemsem
- 28. 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 @michellemsem
- 29. Campaign Structure Michelle Morgan Director of Client Services @michellemsem
- 30. CREATING A FUNNEL LEVERAGING 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 @michellemsem
- 31. CREATING A FUNNEL STAGE AUDIENCE CALL TO ACTION Awareness Lookalike Brand Video View Interest Video Views > 50% Informational Whitepaper Consideration Whitepaper Downloads Demo Request Action Demo Requested N/A @michellemsem
- 32. 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 Demo @michellemsem
- 33. LOOKALIKE VIDEO VIEWS WHITEPAPER DEMO DUPLICATING EFFORTS • Each of the conversion actions leads to a point. • For this funnel, these are nesting audiences. CREATING A FUNNEL @michellemsem
- 34. Demos Whitepaper Downloads Video Views Ad Set 2 Ad Set 1 Ad Set 4 CREATING A FUNNEL @michellemsem Lookalike Ad Set 3
- 35. LOOKALIKE VIDEO VIEWS WHITEPAPER DEMO Exclude most specific audience from less: CREATING A FUNNEL @michellemsem
- 36. DEMO WHITEPAPER VIDEO VIEWS LOOKALIKE DEMO WHITEPAPER VIDEO VIEWS DEMO WHITEPAPER DEMO CREATING A FUNNEL @michellemsem
- 37. Demos Whitepaper, No Demo Video Views, No WP or Demo Ad Set 2 Ad Set 1 Ad Set 4 CREATING A FUNNEL @michellemsem Lookalike Alone Ad Set 3
- 38. MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE Marathons Fun Runs Member Program Brand Message AUDIENCE SHAPING @michellemsem
- 39. MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE Marathons Member Program Fun Runs Brand Message AUDIENCE SHAPING @michellemsem
- 40. #pubcon @michellemsem AUDIENCE MANAGER AUDIENCE OVERLAP
- 41. AUDIENCE SHAPING @michellemsem LOOKALIKE PAGE LIKES FUN RUNS MARATHONERS LOOKALIKE PAGE LIKES FUN RUNS MARATHONERS
- 42. 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 @michellemsem
- 43. Cross-Channel Audiences Michelle Morgan Director of Client Services @michellemsem
- 44. TARGETING USERS IN THE FUNNEL LinkedIn Google Direct Facebook @michellemsem Facebook Facebook Facebook Facebook
- 48. FORTUNE 500 Targeting Fortune 500 folks in Facebook. @michellemsem
- 49. #pubcon @michellemsem ONE DEGREE OF SEPARATION
- 50. #pubcon @michellemsem HOW DO CEOS SEARCH?
- 51. #pubcon @michellemsem DECISION MAKERS IN SEARCH
- 52. #pubcon @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.
- 54. TAKEAWAYS • Start by understanding the different stages of your buyer funnel and creating audiences for each. • Create more meaningful segmentation in lists to lend to better Lookalike and Similar Audiences. • Patter Recognition exercise using insights tools. • Campaign structure and Audience Shaping are key to funnel building and can have a large impact on success and optimization. • Leverage audiences across channels to maximize performance and insights. @michellemsem
- 55. MICHELLE MORGAN Director of Client Services PPC Since 2010 Whovian Golfer Tea > Coffee Ripley’s Mom @michellemsem
- 56. Thank You! Michelle Morgan Director of Client Services @michellemsem