Getting Started with Audience Targeting in PPC

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Getting Started with Audience Targeting in PPC

• PPC advertisers have had two weapons in their
  arsenal search and social. Search is, by
  definition, an expression of intent users are
  telling you exactly what theyre looking for.
  When search advertisers choose the right
  keywords, they usually get great results from
  search.
• The problem with search, though, is two-fold. You
  dont know anything about the searcher aside
  from what they searched for. They could be a
  potential customer, someone looking for a job,
  or a kid doing research for a high school paper.
  Also, the search universe is finite its
  limited to people actively searching.
• Social, on the other hand, has great reach.
  People are on social media all day long, talking
  about a variety of topics. And we tell the social
  sites everything about ourselves where we work,
  what we like, whether were married with kids,
  etc. Its easy to get pinpoint audience
  targeting with social. Whats missing is the
  intent we have no idea whether our audience is
  in the market for our products and services.
• Remarketing emerged over the past few years as an
  answer to the dilemmas posed by search and
  social PPC. We already know something about the
  people who visited our website. If they came
  from social, we know a lot about them. Layering
  that audience information on top of search data
  is powerful.
• So how do you get started with audience
  targeting?
• Put remarketing codes on your website
• Most PPC platforms now have a remarketing tag.
  Install the tags for the platforms youre using
  Google remarketing is done through Google
  Analytics, although there is also a native
  Adwords code you can use.
• Bing Ads uses Universal Event Tracking, or UET.

audiences.

• Facebook and Twitter also have tags that can be
  used to create remarketing
• Start gathering data

Once the codes are installed on your site, youll
start to gather data that will be used to create
audiences. Every advertiser should create a
minimum of two audiences all website visitors
and converted visitors.
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• With remarketing, you can combine audiences to
  create a custom combination, or you can exclude
  audiences from targeting (also known as negative
  audiences). For example, you can create an
  audience of visitors who did not convert. This is
  a prime target for remarketing and is the
  simplest way to get started.
• Go advanced
• Targeting non-converting visitors can be highly
  effective if you have a simple product or offer.
  But what if youre promoting multiple products
  and services? It probably makes sense to create
  an audience for each product or landing page, or
  at least groups of products.
• Youll also want to think about your customers
  and what offers make the most sense. Here are
  some potential ways to create granular offers
• Show the user the product originally viewed, with
  a discount or time-based offer. Creating urgency
  is a great way to convince on-the-fence prospects
  to buy.
• Show the user a complimentary product or service.
  Maybe the person chose not to buy the sunglasses
  they were looking at, but they might be
  interested in a nice hat. Incidentally, this
  works for converted visitors, too its the
  online version of would you like fries with
  that?
• Show the user a content asset related to the
  product or service. For products with long or
• complicated sales cycles, users often need
  additional information. Offer that to them via
  remarketing.
• For ecommerce advertisers with large product
  catalogs, Google offers dynamic remarketing,
  which automatically creates ads based on your
  product feed. Its a great way to scale your
  remarketing efforts.
• For B2B advertisers, time-based remarketing is
  often highly effective. You can serve content to
  users tailored to their buying cycle. Lets say
  your buying cycle is 90 days long. You can
  create 3 audiences with different durations 30
  days, 45 days, and 60 days. For the 45 day
  audience, exclude the 30 day audience, so youre
  only reaching users whove been in the market
  more than 30 days. For the 60 day audience,
  exclude the 30 and 45 day audience. Each
  audience can receive content that becomes
  progressively more urgent in nature, coinciding
  with the buying cycle.
• For social PPC, custom audiences can be used in
  countless different ways. Audiences can be
  segmented based on demographic data, with content
  specific to each group. Facebook also has
  Lookalike Audiences, which algorithmically
  matches similar users to your custom audience.
  Lookalike audiences can be a great way to expand
  your reach to a relevant group.