Pubcon Audience Section: Who Are My Most Profitable People
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PubCon Pro audience section which goes into audience mechanics, performance data, and crafting personas in search and social advertising.
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Pubcon Audience Section: Who Are My Most Profitable People
- 1. 1 1@navahf @pubcon #PubCon PUBCON PPC Day: PUTTING THE PRO IN PROFIT
- 2. 2 2@navahf @pubcon #PubCon Who Are My Most Valuable People? Personas & Segmentation, Native vs. Custom Audiences, GDPR/CPPA Compliance
- 4. Who Are Your People
- 5. 5 5@navahf @pubcon #PubCon You Will Never Be Everything To Everyone
- 6. 6 6@navahf @pubcon #PubCon Understanding Who Are Your Most Profitable People Will Help You Focus Your Creative Choices
- 7. 7 7@navahf @pubcon #PubCon Building Personas For Your Brand Requires: Buying Power Buying Motivation Buying Frequency
- 8. 8 8@navahf @pubcon #PubCon • Has the authority to execute • Has the funds to be a customer • Has the charisma/authority to be a brand ambassador on your behalf Defining Power
- 9. 9 9@navahf @pubcon #PubCon Targeting A Boss May Be a Waste If They Delegate Execution To A Trusted Team Member
- 10. 10 10@navahf @pubcon #PubCon • Has needs that coincide with sales cycle/core product offering. • Has external/internal pressures inciting them to act. • Has an affinity for how brands act Defining Motivation
- 11. 11 11@navahf @pubcon #PubCon Channeling A Decision Maker’s Insecurities & FOMO: 60% Make A Purchase Based On FOMO Within 24 Hours (trustpulse.com)
- 12. 12 12@navahf @pubcon #PubCon 37% Of All Global Consumers Fit Into The “Aspirational” Buyer Persona. Social media Is How You Reach Them. (GlobalWebIndex.com)
- 13. 13 13@navahf @pubcon #PubCon Conscious Consumers Spend $300 Billion Per Year (Up 10% YOY) & Are Proud Of Their Impact 73% Of Millennials Say They’re Willing To Pay More If They Can Get Behind The Ethics. (EcoWatch.com)
- 14. 14 14@navahf @pubcon #PubCon • Can be cultivated into a recurring customer or is profitable enough on a single engagement • The need applies to many and/or it endures Defining Frequency
- 15. 15 15@navahf @pubcon #PubCon Are You Prepared To Relinquish Your Customers’ Desire? 70% of consumers look up brands on Instagram before making a purchase(AdEspresso)
- 16. 16 16@navahf @pubcon #PubCon Even Google Knows To Own Their SERP
- 17. 17 17@navahf @pubcon #PubCon Speaking Of Branded: Should You Bid On Your Brand?
- 18. 18 18@navahf @pubcon #PubCon • Branded terms can steal budget, letting them live in their own campaign & being a negative everywhere else, prevents budget sabotage/false positives and negatives. • Branded campaigns are predisposed to positive metrics, and can lift the overall equity of your search account. • Cheaper CPC & can perfectly own the messaging & landing page. YES! Here’s Why:
- 19. 19 19@navahf @pubcon #PubCon What About Competitors?
- 20. 20 20@navahf @pubcon #PubCon Plus, You Can Block Organic Users Who You Were Getting Anyway!
- 21. 21 21@navahf @pubcon #PubCon What About Competitor Campaigns?
- 22. 22 22@navahf @pubcon #PubCon Signs Of Opportunity ✔Auction Insights tab in Google Ads shows advertisers whom we’d consider competitors overlapping with us
- 23. 23 23@navahf @pubcon #PubCon • Keep “worse” metrics confined to the campaign/budget they’re designed for. • Perfectly align messaging with point of differentiation YES! Here’s Why:
- 24. 24 24@navahf @pubcon #PubCon Audiences: Intent & Interaction
- 25. 25 25@navahf @pubcon #PubCon Audiences Are Based On Interactions With Your Brand Or Behaviors/Characteristics
- 26. 26 26@navahf @pubcon #PubCon Average CPA Tells Us We Need To Prequalify Traffic With Previous Behavior $0.00 $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 $160.00 $180.00 CPA CPA Averages Q4 2019 Similar Audience Custom Affinity Custom Intent In-Market Website Visitors Customer List No Audience 21000 Google Accounts with at least $1 of spend and at least 1 conversions
- 27. 27 27@navahf @pubcon #PubCon Prospects Are More Likely To Engage If You Honor Their Past 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% CTR CTR Q4 2019 Similar Audience Custom Affinity Custom Intent In-Market Website Visitors Customer List No Audience 21000 Google Accounts with at least $1 of spend and at least 1 conversions
- 28. 28 28@navahf @pubcon #PubCon Conversion Rates Favor In-Market: Let Your Competitors Pay For Want So Prospects Are Who You Need 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Conversion Rate Conversion Rate Q4 2019 Similar Audience Custom Affinity Custom Intent In-Market Website Visitors Customer List No Audience 21000 Google Accounts with at least $1 of spend and at least 1 conversions
- 29. 29 29@navahf @pubcon #PubCon Audience Type #1: INTERACTION With Your Site (Remarketing)
- 30. 30 30@navahf @pubcon #PubCon Audience Type #2: Gave You Their Email (Customer Match)
- 31. 31 31@navahf @pubcon #PubCon Audience Type #3: Searched For Or Showed Interest In Your Services (In-Market)
- 32. 32 32@navahf @pubcon #PubCon Audience Type #4: Displayed Interests & Behaviors (Affinity/Custom Affinity)
- 33. 33 33@navahf @pubcon #PubCon Audience Type #5: Segment of Your Traffic From Analytics (Cross-Platform Wins)
- 34. 34 34@navahf @pubcon #PubCon Advertisers who use Similar Audiences see +60% More Impressions* +48% More Clicks* +41% More Conversions*
- 35. 35 35@navahf @pubcon #PubCon Should the Audience Be On Target & Observe or Just Observe? Target & Observe • Does messaging change based on audience? • Is this a targeted display campaign? • Is this a remarketing search campaign? Observe • Is the list under 1000 people? • Do you favor the audience, but are open to all? • Do you need data to prove out the audience is worth targeting
- 36. 36 36@navahf @pubcon #PubCon Audiences Can Also Be Excluded: Really Important in B2B and B2C
- 37. 37 37@navahf @pubcon #PubCon Audiences Can Also Be Used For Ad Customizers
- 38. 38 38@navahf @pubcon #PubCon Remarketing: Who Can Use It & How To Make It Work For You
- 39. 39 39@navahf @pubcon #PubCon I’m A Big Believer In Shedding The Confines of Network Monogamy.
- 40. 40 40@navahf @pubcon #PubCon Leveraging Other Paid (& Organic) Channels Creates Unique Audiences & Provides Access To Prospects That Might Be Cost Prohibitive On Search
- 41. 41 41@navahf @pubcon #PubCon To Execute: Either Use Traditional Remarketing Based on Website Visits Or Analytics Segments
- 42. 42 42@navahf @pubcon #PubCon In-Market Affinity & Custom Audiences
- 43. 43 43@navahf @pubcon #PubCon In-Market Is My Absolute Favorite Audience: Prequalify Prospects For Your Spend Based On Past Behavior
- 44. 44 44@navahf @pubcon #PubCon How Long You Remain Part Of An IN-MARKET Audience Is Entirely Dependent On The Industry.
- 45. 45 45@navahf @pubcon #PubCon Affinity Audiences Help Speak To Hobbies
- 46. 46 46@navahf @pubcon #PubCon Thank you! Navah Hopkins – Hennessey Digital