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Audiences – How to Layer Your Data

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[/vc_raw_html][text_output]There is an increasing focus on audience led strategy in PPC, and rightly so. Improved tools from platforms such as Google, Google Analytics and Bing are giving us more information about our audience than we have ever had before. But before we look at leveraging that, let’s look at what we mean by audience.

“A target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a specific group of people within the target market at which a product or the marketing message of a product is aimed.” Kotler, 2000

There are two important elements to take from that statement.

  1. An audience isn’t just your remarketing list or the demographic. It’s a combination of things.
  2. More traditional marketing theory is becoming increasingly relevant in the digital sphere which is helping to translate what we do online to CMOs in a much smoother fashion. Don’t forget your 4Ps!

WHAT AM I RAMBLING ON ABOUT?

Although Google Analytics calls it’s remarketing lists Audiences it’s a limiting terminology. We can understand our audience in a plethora of ways.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”7499″][text_output]Where this gets really powerful is when you can start to create meaningful targeting segments by combining elements of this together. Let’s look at an example.

VALENTINES DAY

During Valentine’s Day performance changes rapidly the closer you get to the 14th. Conversion rates, traffic, cost per click etc. Throw your normal rule book out of the window and push what works.

We have a retailer we’ve been working with for some time and every year we analyse the performance of peaks through many different lenses so that we create a better strategy next year. What we found in 2015 that men on mobile devices in the final few days perform exceptionally well. So this year we made a point of pushing mobile and male modifiers instead of just the core max CPC to make sure we were exhausting as much of the opportunity as we could before we moved on to other segments.

During Valentine’s Day peak men delivered 32.6% of all non-brand orders. The impressive thing is that they came in cheaper than desktop by 4% and cheaper than tablet by 38%!

We also found that men on mobile devices were the most effective audience on seasonal terms. We’ve made a note to make sure that we look at hitting only that audience next year by pushing mobile bids and down-weighting non-male demographics.

BREAK DOWN THE STRATEGY

So, the strategy worked and the client is happy. But let’s break it down and understand why.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”7500″][text_output]We created a meaningful target segment by understanding our audience needs. Or, we targeted men who desperately needed to buy a Valentine’s Day gift because they had completely forgotten about and turned to their mobile for help.

We understand from prior data how the male demographic performed. We also knew that mobile was playing an increasingly important role in terms of the volume of conversions. Tie that together with the fact we knew men were last minute shoppers and it’s Valentine’s Day we created a meaningful target segment that delivered.

CONCLUSION

As a PPC marketer we are now in possession of the most powerful targeting armoury that has ever been put together so don’t think in silos or in isolation. Also, iterate and improve. What we can look to do next year is target this segment aggressively again, but perhaps create a campaign which targets females and sits on top of a customer match list of users who have bought from the retailer in the past 3 months and are searching for “valentine’s gift ideas” in order to capture people earlier in their research funnel.

Don’t think about just that remarketing list, or the fact that your audience is a 50+ female market. Start tying those elements together in a meaningful way and you’ll start having a meaningful impact on your bottom line![/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]