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Reaching the Right People – Audiences in 20155 min read

5 min read

Welcome to the second part of this 4 part blog series on paid search tactics for 2015. If you haven’t already, check out part one on ad extensions here.

This post looks at audiences and how we can use a multitude of PPC strategies to reach specific people. Whoever you’re trying to reach there will be a way to segment, target, de-target and retarget.

Audience – DFSA and RLSA

We all love a good acronym and whilst at first, they might seem confusing, the potential of these tools shouldn’t be missed. RLSA (Remarketing Lists for Search Ads), the hot topic over the last 2 years, has undergone some development and the DFSA (Demographics for Search Ads) beta in AdWords has been running for a few months.

This new product means that businesses are given the opportunity to laser target their core customer base.

Having the ability to adjust your bidding in standard search to a user based on their age and gender was a big leap forward. Combining this with other targeting options such as RLSA, device and location targeting meant even greater options for targeting a narrower group of users.

For some advertisers, this targeting feature is worth its weight in gold and could be utilized to great effect across a range of verticals from retail to educational institutions or finance clients, especially if you consider splitting your campaigns out to target specific demographic groups with different ad copy.

The demographic data Google uses is based on actual Google account holder info and inferred data based on user behaviour, meaning that it is accurate enough to be confident. When reporting on the data within AdWords you’ll see that a considerable proportion of your traffic will have come from an ‘unknown’ demographic group.

Despite this, results have been incredible and we have experienced CPA reductions by up to 50% for clients from early experiences.

Custom Affinity Audiences

Google posted on their blog back in October about this and if you’ve not experimented yet make sure you do in early 2015!

“Over the past 2 years, we’ve launched affinity and in-market audiences, two new ways to help advertisers reach people across the Google Display Network who are most likely to be receptive to their messages. For example, if you’re marketing a new car for 2015, affinity audiences make it possible to reach auto enthusiasts, while in-market audiences lets you find people who are actively shopping for a car.”

Custom affinity audiences give you the flexibility to reach exactly the audience you’re looking for, because you decide who to reach. By factoring in consumers’ most recent passions and on-going interests, your message always reaches the right people.

Custom affinity audiences works across the Google Display Network, which, according to ComScore, reaches 94% of the web in the United States on a monthly basis, and 89% of global Internet users.

Like affinity audiences, custom affinity audiences work best with existing features and formats like Engagement Ads and viewable impressions, and can be measured using Brand Lift reportingRLSA is not so new, but still the hero of the search space – Google often quote average CPA savings of 42% – 56% across finance, retail and travel verticals – the approach for the New Year for every PPC expert out there is to revisit your strategy and see what opportunities there are for refinement.

Cross Device Remarketing using Advertiser CRM-ID retargeting

This new Google beta product allows advertisers to target users in their CRM databases across desktop and mobile devices. Advertisers can add users to existing remarketing lists or create new lists when we are able to detect that the user has multiple devices showing Google ads.

This detection is based on using an advertiser’s own signed-in user information across their properties (e.g. Desktop site, mobile site, mobile app). This ID is then linked to an advertising cookie on the Google network, which allows the advertiser to remarket to these customers regardless of which device they are using.

3 quick further RLSA strategies to examine:

  • RLSA – YouTube Viewers. Leveraging YouTube data allows for much more connected optimisation approach across all activity
  • RLSA – Engagement metrics. Using all data available on-site (e.g gender and age) will allow the savvy marketer to build robust lists. Opening up wider remarketing strategies.
  • RLSA – De-targeting. We can continue de-targeting existing members for terms such as ‘delivery update’ In addition, it’s worth considering the potential for the evolution of brand strategies including pushing certain messaging to recently signed up or previous purchasers.

A beta to talk to Google about is the GA audience RLSA beta, ask your account manager for more info.

Gmail Sponsored Promotions (GSPs)

GSPs provide a mixed response amongst the search teams at Croud, quoting a recent conversation with an AccountGmail Manager “GSPs are proper sneaky cool shit” – we have seen on average a 9% uplift in conversions for advertisers using this activity so clearly it can be incredible for businesses that get on this bandwagon.

Moral thoughts aside, I can’t believe this product isn’t more commonly used – Gmail Sponsored Promotions provide a new way to connect to Gmail users, through innovative targeting and a high-impact ad format.

Gmail Sponsored Promotions allow you to target actual users and not cookies, using sophisticated targeting signals.

In reality, keyword and contextual targeting are key principles but also targeting users that are getting emailed by your competitors – if this is new to you give it some thought on how to maximize the potential for your brand! If you’re not focusing on who your audience is you will waste a lot of time and money reaching people who would never be interested in your ad, by implementing the above your campaigns will be more efficient in driving the right traffic to your site.Tomorrow we will be giving you the third installment of this post which focuses on shopping campaigns.

Tomorrow we will be giving you the third installment of this post which focuses on shopping campaigns.