Remarketing, Audiences & More

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Remarketing, Audiences & More.” The following is the transcribed Streamcap from the live chat:

Q1: At this point, is there a reason why remarketing and audience targeting WOULDN’T be a part of your PPC strategy? Why?

  • Only reason I can think of is having very small audience sizes that you can’t serve ads to. – Andrew Bethel (@AndrewPPC)
  • Niche client campaign where traffic is mixed between general audience and their customers. Even “Leads” are general and not specifically client customers. – James Svoboda (@Realicity)
  • Only one I can think of is budget. – Michael Fleming (@SEMFlem)
  • There may be a reason out there to not do remarketing, but I haven’t come across it yet. – Kirk Williams (@PPCKirk)
  • Certain clients are restricted by industry or by paranoia of google. – Gil Hong (@Gil__Hong)
  • If you sell sensitive products or services…but then again Google may not show your ads anyway. – Matt Umbro
  • I’ve found that lawyer clients can be tricky for Remarketing campaigns. – JD Prater (@jdprater)
  • Only if I ever decide to move into adult advertising. – Roxana Hassel (@RoxanaHassel)
  • Hard to find a good reason. Maybe lack of resources to create good image ads? – Joe Martinez (@MilwaukeePPC)
  • If I’ve tried it and it doesn’t work for that account. – Steve Cameron (@adventcom)
  • The upside isn’t as strong when you’re *Only* on Non-Brand, but I can’t think of a reason why I wouldn’t. – Leo Sussan (@lsussan)
  • We see certain audiences that don’t work so well, but those that work well give us no reason to stop. All about testing. – Sam Gordon (@SamGordonPPC)
  • Not enough audience or sensitive topic. – Theresa Zook (@I_Marketer)
  • I can think of two. 1. Discrete products (one time purchases). 2. Not profitable. – Travis Phipps (@phipps)
  • Always do it! We occasionally run into code issues w/ certain sites–can delay things at times. – Amanda Sides (@amanda_sides)
  • Now that Analytics allows you to edit name & duration of lists there isn’t much reason not to build. – Tyler Purcell (@tylerpurcell)
  • Everything is going so well that you can’t possibly handle more business. – John Budzynski (@Budzynski)

Q2: At what point in account management do you begin remarketing? Why?

  • As soon as you have a large enough audience list to show ads to. – Andrew Bethel
  • Almost immediately, I’ll layer Bid-Only audiences on everything. – Leo Sussan
  • As soon as the lists allow – in most cases – for some it may be more seasonal. – Steve Cameron
  • Build lists right away, even if no plans to launch remarketing anytime soon. – James Svoboda
  • ASAP. Because remarketing works most of the time. – Roxana Hassel
  • As soon as the strategy and campaign are in place…it’s on! – Joe Martinez
  • List building should be immediate. You can even collect some pseudo RLSA data for your text campaigns while you’re at it. – Gil Hong
  • When audience, budget, & client strategy permit! – Theresa Zook
  • With ecomm clients I start dynamic remarketing, RDSA, and shopping cart abandoment remarketing right away. – Matt Umbro
  • I start to look at remarketing right off the bat when I set up a campaign. No reason to not start testing audiences immediately. – Sam Gordon
  • Launch when you understand the client and their audience. Don’t rush it too soon. Also, don’t launch is you suck at Remarketing. – James Svoboda
  • As soon as you have identified a strategy to recapture that audience. Strategy & testing is key here. – JD Prater
  • With a new PPC account, 1st step is to verify remarketing tagging is added. Collect information now. Then, decide later on plan. – John Ellis (@JohnWEllis)
  • Starting setting up lists and applying RLSA lists to existing campaigns immediately. Then review later to optimize. – Amanda Brown (@AmandaBrown_SEM)
  • I’ll start creating audiences right away for various categories & products, even if don’t start immediately. – Matt Umbro
  • If budget allows I always recommend adding in remarketing strat. from get-go. Can’t hurt to test –> analyze –> make reccos. – Katy Pit (@katypit)
  • And I set a main list to the max 540 days just so I’ve got everyone somewhere. – Steve Cameron
  • Do you have the client install the dynamic remarketing code? Or do they already have it in place? – JD Prater
    • If it isn’t already in place I ask them to implement. – Matt Umbro
  • The other thing RLSA is useful for, is detecting tagging issues. If tag falls off, lists decrease in size, and you can date it. – Leo Sussan
  • Begin remarketing immediately. If nothing else, start building the list. – Travis Phipps
  • I look at top pages in Analytics as the source for my RLSA audiences since I know they will grow faster. – Matt Umbro
  • Right away. To clients: “Tell me why you DON’T want to immediately serve to highly-targeted, pre-screened prospects.” – Matt Vaillancourt (@SEM_PPC_MattV)
  • Immediately. Get code up & lists set up before conversations. Then as soon as creative is ready we launch. Usually hardly ever a reason to hold off. (other than budget/client priorities) – Amanda Sides
  • As soon as we can get the client to approve the strategy and ad designs. – John Budzynski
  • Remarketing can start right away since it encompasses all site traffic. I usually get it rolling within the first 2 months. – Michael Knight (@MichaelAKnight)

Q3: Specifically in Google, how do you decide which audiences to create?

  • Besides the obvious (cart abandonment/etc) look at site navigation & analytics to identify main categories/pages/products. – Kirk Williams
  • Depends on client but common are completes/incompletes, bounces and higher engagement. The time windows. – Steve Cameron
  • Prioritize by greatest lost/cross/upsell opportunity then start segmenting duration of the list. – Gil Hong
  • First check with client to see what’s most important to them. Then check GA for highest performing pages. Joe Martinez
  • Start with “All Visitors”, at least for small clients with low traffic. segment out from there if we need to. – John Budzynski
  • I use cohorts & custom segments in GA (assuming there’s enough data.) – JD Prater
  • #1 Conversions: sales & leads. #2 Engagements: Add-to-carts, social interactions, subscribers. #3 Everyone else. – James Svoboda
  • GA to determine which audiences will likely perform best. Combine with cart abandon/etc at different member duration. – Sam Gordon
  • Identify main categories/pages/products, but also pages with both low traffic + high CVRs. – Katy Pit
  • Start with all visitors, then depending on if the client has recurring customers either remarket to converting or noncovnerting. – Amanda Brown
  • Intuition/logic/experience. There’s no “one size fits all”. – Steve Gibson
  • a) “LP X visitors” minus “LP X’s Thank You pg visitors” b) “Prod/service X page(s) visitors” minus “Any PPC TY page visitors”. – Matt Vaillancourt
  • Volume is big factor on remarketing audience builds. Segmenting is only theory w/ low volume. Every slice is a smaller piece of pie. – John Ellis
  • Obv will vary but leads that didn’t also convert, cart abandoners & customers from past seasons are favorites. – Amanda Side
  • All visitors, 1 for each conversion & then break down categories. If you name them consistantly it doesn’t hurt to have alot. – Tyler Purcell

Q4: What is the most important advice you can share regarding Facebook audience targeting? Why?

  • Get as much information from the client as possible, Facebooks targeting is pretty good and you can get REALLY specific. – Lawrence Jones (@HomeOfJones)
  • Start thinking Demographics with Facebook. You can use it to identify your customers and target them by uniqueness. – James Svoboda
    • Yes, can advertise to who they are, not just what they do. – Kirk Williams
    • Yes – if a segment like the Beatles (for example) gives opportunity for specific ad copy with a great hook. – Steve Cameron
  • Segmentation. – Steve Cameron
  • Look-a-like audiences, laser beam targeting (think employees of companies, etc), & so much more. Lots of fun. – Travis Phipps
  • Test the different targeting methods – interests vs job titles vs fans of a specific page, etc. to find the best ROI. – Michael Fleming
  • Test multiple audiences, ad copy and images to see what sticks and resonates with your audience. – JD Prater
  • The more you know about the audience, the more narrowed and precise your audience can be, which leads to better results. – Michael Knight
  • Keep user intent in mind with your audience creation. Is the ad relevant to the audience or just white noise? – Gil Hong
  • Remember your targeting a person, not keywords. – JD Prater
  • Like anything, it might not work well. Leave emotion at the door. (some ppl get emotionally attached to Facebook). – Matt Vaillancourt
  • Think target persona. Mom over 35? What groups would she belong to, what would she post about? – Amanda Sides
  • Start from research. Test. Use more of what works. – Roxana Hassel
  • I think about Facebook like direct mail mailing lists. – Steve Gibson
  • Also break up campaigns by how you want the data. Location? Age? Facebook reporting has a long way to go, make it work for you. – Amanda Sides
  • Be ultra specific in messaging. I tend to look at ads that reference items pertinent to me, ie: Pats winning the Super Bowl! – Matt Umbro
  • Start with your most valuable audiences…so much scale there to target them…know they will perform best. Work from there. – Dave Schwartz
  • Add date/time details when applicable. Makes add super relevant/timely (i.e. sale start/ end dates, “in 2 hours”). – Katy Pit

Q5: What is your stance on the notion that audience targeting is the future of paid search? Why?

  • Makes total sense. There is more and more data being voluntarily given up every day in the name of convenience. – Sam Gordon
  • If it is going be as good as Facebook demo targeting with Adwords backend usability then please come quickly. – Kirk Williams
  • It’s a part of the future of paid search, but keywords have current intent behind them that you just can’t replace. – James Svoboda
  • Just like with targeting ads for devices, showing the right audience the right ad will no doubt increase conversions. – Azeem Ahmad (@AzeemPPC)
  • Audience targeting continues to become more important and PPC pros will need to adapt, but keywords will always be relevant. – Mattt Umbro
  • For now, keywords still provide a greater indicator for search intent. Although audience + keywords are awesome! – Gil Hong
  • I think its coming. It will make us get more specific and understand our audiences better. – Matthew Lloyd (@MaLloyd20)
  • Thats what we’re supposed to be trying to do with the display network, surely… focussing on an audience through targeting. – Steve Cameron
  • The question is, what better identifies a prospect: what they’ve done in the past, or what they’re searching for now? – Steve Gibson
  • Audience/behavioral targeting will continue to grow, but it will always be imperative to collaborate that info w/ topics/KWsh. – Michael Knight
  • Not sure its the future but it should be a part of everyones strategy since the same query shouldn’t have the same value. – Dave Schwartz (@davesch7)
  • Extremely powerful, targeting the right person at the right time = better results. – Jonathan Ng (@ThankYouJon)
  • Also, RLSA is the 1st block in building that bridge. – James Svoboda
  • It’s coming. I think its a matter of how “good” the demo data will be. Everyone’s logged into FB, not everyone’s logged into G. – Amanda Brown
  • There will always be a place for kws but nice to have options when search intent isn’t obvious. The combination is a win win. – Amanda Sides
  • Obviously not forgetting keywords, which for me will always retain high relevancy. – Azeem Ahmad
  • Audience targeting will def be a part of search layered onto KWDs. Engage the audience with custom messaging + bidding strat. – Christi Olson (@ChristiJOlson)
    • I see why Shopping doesn’t need you to target keywords, but it’s a cluster without them. – James Svoboda
  • It’s part of the future but not THE future. PLA-format rolling out to non-ecom is THE future, methinks. Big $$$ for engines. – Matt Vaillancourt
    • Eventually I think Google will be its own marketplace, but that’s a topic for another day. – Matt Umbro
  • Personalization is the future of marketing if we all accept we have no privacy rights. – Bryant Garvin (@BryantGarvin)
  • If you were renting a mailing list, would you pay more for a demographic list, or list of people who were hot leads? – Steve Gibson
  • So many of us in PPC focus on the conversion, and forget about building brands and helping educate people about our products. By doing broader interest based marketing, or demographic marketing & focusing on educating we can remarket people through funnel. – Bryant Garvin

Q6: What are you personally doing to test audience targeting in your campaigns (if you are at all)?

  • Honestly, I just let the various audiences run, and then I change bid mod. % up or down. I don’t get too crazy. – Sam Gordon
  • Pitching for new, audience-specific banners. Current banners are rather general & meh. – Matt Vaillancourt
  • I love this question– it’s part of my SMX West pres. 🙂 Audiences + PPC are like an onion, it’s all about layers. Layer your audiences with custom messaging + custom bidding. Use Audiences to target broader keywords (up the funnel). – Christi Olson
  • FB: What combinations of targeting & messaging work best for different ages? AdWords: test bid modifiers when you can. – Amanda Sides

PPCChat Sponsored by

CallRail is a call tracking platform that brings enterprise-level call analytics to businesses and agencies. CallRail makes it easy to track which marketing sources and keywords make your phone ring. We provide call tracking, recording, and analytics for PPC, SEO, web, and offline marketing campaigns. With CallRail, you can create tracking phone numbers instantly, get reports in real time, and increase your advertising ROI by learning which campaigns and keywords deliver valuable phone leads.

Call Rail

Resources

More PPC Chats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

Participants

Check out the PPC Chat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Amanda Brown (@AmandaBrown_SEM)
• Amanda Sides (@amanda_sides)
• Andrew Bethel (@AndrewPPC)
• Azeem Ahmad (@AzeemPPC)
• Bryant Garvin (@BryantGarvin)
• Christi Olson (@ChristiJOlson)
• Dave Schwartz (@davesch7)
• Gil Hong (@Gil__Hong)
• JD Prater (@jdprater)
• Joe Martinez (@MilwaukeePPC)
• John Budzynski (@Budzynski)
• John Ellis (@JohnWEllis)
• Jonathan Ng (@ThankYouJon)
• Katy Pit (@katypit)
• Kirk Williams (@PPCKirk)
• Lawrence Jones (@HomeOfJones)
• Leo Sussan (@lsussan)
• Matt Vaillancourt (@SEM_PPC_MattV)
• Matthew Lloyd (@MaLloyd20)
• Michael Fleming (@SEMFlem)
• Michael Knight (@MichaelAKnight)
• Roxana Hassel (@RoxanaHassel)
• Sam Gordon (@SamGordonPPC)
• Steve Cameron (@adventcom)
• Theresa Zook (@I_Marketer)
• Travis Phipps (@phipps)
• Tyler Purcell (@tylerpurcell)
 

Remarket-king of Streamcaps

This is a guest post by Paul Kragthorpe; works at WebRanking in Minneapolis, Minnesota.
Connect with Paul @PaulKragthorpe, and Google Plus.

Be Sociable, Share!

Tags: , , ,

Leave a Reply

Your email address will not be published. Required fields are marked *

Sponsored By

Recent Tweets



I am speaking at SMX East
PPCChat.co was rated one of the Best PPC Blogs by Boost CTR