Find out how to leverage audiences best. Determine your goals, segment your audiences, determine your channels, align your landing page and ads, and exclude audiences.

1. #SMX #24B @hoffman8
Making The Most Of Your Audiences
Advanced
Audience
Targeting

2. #SMX #24B @hoffman8
That One Slide
• PPC Manager 7+ years
• Travel Enthusiast
• Loves cat memes. Okay, any memes.
• Twitter: @Hoffman8

3. #SMX #24B @hoffman8
“Because Remarketing?”
What’s The Goal?

4. #SMX #24B @hoffman8
What’s The Goal?
“Because Remarketing?”
Not a Goal!

5. #SMX #24B @hoffman8
Successful Remarketing Is Helpful
• What Problem Will You Solve?
• What Do You Have That They Need or Want?
• Why Should They Choose You?
The Answers To These Questions Will Help You Target Your
Campaigns & Deliver Helpful Content.

6. #SMX #24B @hoffman8
Remarketing Goals
• Keeping Consumers Engaged Throughout A Long Buying Cycle
• Closing The Sale
• Bringing Back Previous Buyers
• Prospecting (lookalikes)
• Announcing New Products
• Re-engaging Consumers with accessories or add-ons

7. #SMX #24B @hoffman8
Taking The Guess Work Out Of Choosing a Channel

8. #SMX #24B @hoffman8
Remarketing Channels
• Display Remarketing
• Dynamic Remarketing
• Remarketing Lists for Search Ads (RLSA)
• Remarketing Lists for Shopping (RPLA)
• Remarketing for Dynamic Search Ads (RDSA)
• Social Remarketing

9. #SMX #24B @hoffman8
Display & Dynamic
Remarketing
• Great for providing a visual reminder
• Can generate a lot of impressions
• More of a push mechanism than other
remarketing options
• Can be used to generate awareness

10. #SMX #24B @hoffman8
Remarketing Lists for Search
Ads
• Bid up valuable lists within search campaigns
• Exclude lists from non-RLSA
• Typically lower CPCs & CPAs than non-RLSA campaigns
A Stealthy Way To Keep Yourself Top of Mind.

11. #SMX #24B @hoffman8
Remarketing Lists for Shopping Ads
• Similar to RLSA except for Shopping
• Can be a great way to leverage loyalist & previous purchaser
lists.
• Noted a 50% Decrease in CPA compared to the same
products in the regular campaign

12. #SMX #24B @hoffman8
Remarketing for Dynamic Search
Ads
RDSA is great for query mining… with a safety.

13. #SMX #24B @hoffman8
Social Remarketing
• Another Push Channel
• Great for Mobile Reach
• A Lot of Different Ad Formats
• Also Great for Prospecting: Social Engagement Can Help Provide
Trust & Expand Reach & Lookalike Audiences
An eMarketer Study found that 66% of People Will
Research a Brand After Hearing About it via Social Media
& 35% Will Go On to Make a Purchase.
http://www.emarketer.com/Article/Social-Promoters-Power-Brand-Engagement/1012758

14. #SMX #24B @hoffman8
Segmenting Your Lists

15. #SMX #24B @hoffman8
Your Target Market is a Pool of
*Individuals*

16. #SMX #24B @hoffman8
Out With the Old!
• Remarketing everyone that
hits the home page
• Use the same ads and same
landing pages for every visitor

17. #SMX #24B @hoffman8
Build Informed Remarketing Lists
• Consider the information you can garner from:
• Pages visited
• Source/Medium/Campaign Information
• Actions that taken on site (events, goals, conversions)
• Location
• Demographics

18. #SMX #24B @hoffman8
Example Lists
• Loyalists (via email, or UI login)
• Completed a Micro-Conversion
• Visited a Page That Speaks to Their Needs (Product, Industry)
• Remarketing Lists for Channels that Don’t Offer Remarketing
• Hyper-Local Lists
• Layering Lists For Specificity
• Seasonal or Recurring Needs
• Leads that Haven’t Closed

19. #SMX #24B @hoffman8
Performance Lift
Not surprisingly, segmented lists tend to perform much better than sitewide
remarketing.

20. #SMX #24B @hoffman8
Pulling Data Through the CRM
With one of our clients we have the option to pull utm data
through the CRM.
• Started by targeting segmented audiences but found that we
didn’t have visibility into which demographics actually closed
• Crossed lists with demographic data to begin to pull that
information in, as well
• Were able to zone in on age ranges that performed best in
terms of sales close rates vs. lead generation

21. #SMX #24B @hoffman8
Key Takeaway: Target as narrowly as possible without leaving money on the table.
Set Up
Separate
Catch-All
Remarketing
Campaign
Exclude
Segmented
Audiences
Capture
Remaining
SiteTraffic
But What About the People That Don’t Fit Into a
Tightly Segmented List?

22. #SMX #24B @hoffman8
CRO Consideration
If your catch-all list is significantly bigger than
the culmination of your other lists, what more
could you be doing more on-site to improve
segmentation?

23. #SMX #24B @hoffman8
Your Primary Conversion is Your #1 Goal
but If You Can’t Get That, Get
*Something* That Will Help You Plan Your
Next Move.

24. #SMX #24B @hoffman8
Good Experience Bad Experience
Guiding Users Down The Funnel

25. #SMX #24B @hoffman8
Using Remarketing to Guide
Consumers Down The Funnel
Build out Funnel In
a Series Of Useful
Micro-Conversions
Add Users to Lists
Based Upon Micro-
Conversion
Completion
Exclude Users
Accordingly
Note: Works Best With Long Sales Cycle and High Margin
Products. Must Keep An Eye on ROAS.

26. #SMX #24B @hoffman8
Example Funnel:
Whitepaper
Download
Video Demo
Free
Consultation

27. #SMX #24B @hoffman8
Example Remarketing:
Whitepaper
Download
Video Demo
Free
Consultation
• Add consumers who have downloaded the white paper to a new audience. Target
them with an ad for a video demo.
• Exclude the same audience from being targeted in the initial campaign

28. #SMX #24B @hoffman8
Example Remarketing:
Whitepaper
Download
Video Demo
Free
Consultation
• Add consumers who have viewed the video demo to a new list. Target them with a
free consultation.
• Exclude the same audience from being targeted in either of the first two campaigns
(whitepaper download or video demo)

29. #SMX #24B @hoffman8
Remarketing Ads Should Be Helpful
Said No One Ever.

30. #SMX #24B @hoffman8
Align Messaging With
Consumer Needs/Interests
• Product or Category they Viewed
• Seasonal Promotion, Product, Service or Event
• New Products
• Accessories to Things They’ve Purchased
• Sale or Promotion
Customize Ads and Landing Pages Based Upon the Information You’ve Used to
Create Lists
The more you know the better you can deliver.

31. #SMX #24B @hoffman8
Example:
• Client Services a Broad Range of People/Roles
• Determined That Performance is Stronger Ads Align With Role
• Build Lists Based Upon Role & Deliver Ads & Landing Pages That Align
With The Lists
Client Found The CPA to Be As Much as 75% Lower When Ads & Landing
Pages Were Specific To Consumers

32. #SMX #24B @hoffman8
Sometimes Your Audiences Isn’t What It Seems
When To Make Exclusions

33. #SMX #24B @hoffman8
Not Everyone is Going to
Buy…. No Matter How
Many Times You
Remarket Them
Little known fact:

34. #SMX #24B @hoffman8
Build Audiences With The Sole Purpose of
Exclusion
• BuiltaRemarketingListTargetingVisitorsofaPage
• FoundthatCostperConversionwasSomewhatHighbut
LeadVolumeWasAlsoHigh
• Excludedvisitorsthatspentlessthan5secondsonsite,
inanefforttocutspendonuninterestedconsumers
Noteda50.3%decreaseinCPA,from$84.61to$42.51

35. #SMX #24B @hoffman8
Previous Purchasers Shouldn’t
Always Be Excluded!
• Sell Add-Ons or Upsell
• Promote Sales
• Bring In-Store, When Nearby
• Promote Product Announcements/Releases
• Promote Seasonal Products or Recurring Needs

36. #SMX #24B @hoffman8
• Determine Your Goals & Channel(s)
• Segment Your Audiences!
• Consider Building Funnels, Especially for Long Buying Cycle
• Align Creatives & Landing Pages with Audiences
• Weed Out Irrelevant Users With Exclusions
Summary

37. #SMX #24B @hoffman8
SEE YOU AT THE NEXT #SMX
THANK YOU!
CLIX Marketing
217 La Grange Rd
Pewee Valley, KY 40056
Tel :502.442.2776
Fax :502.805.0643
Web: clixmarketing.com
36
@clixmarketing
@hoffman8
Facebook.com/clix-marketingamy@clixmarketing.com