Navah Hopkins and Amy Bishop — Increase ROI With Intelligent Message Mapping

Intelligent
Message
Mapping
Navah Hopkins and Amy Bishop

2
Agenda
• Audience Breakdown
• Building Personas
• Audience and Ad Discussion
• PPC veterans
• Audience Addicts
About Us:
Navah
Hopkins
Amy
Bishop

@Hoffman8 @navahf #SEMrush
The most important part is the people: advertising
needs to speak to our customers

Audiences Are Based On Interactions With Your
Brand Or Behaviors/Characteristics

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 Sep 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

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 Sep 2019
21000 Google
Accounts with at
least $1 of spend
and at least 1
conversions

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 Sep 2019
21000 Google
Accounts with at
least $1 of spend
and at least 1
conversions

• Have been to our site
• Have shown interest in a topic
• Have shown interest in our
products/services
• Are part of a desired demographic
Audiences can include
people who:

How Many Audience Targets Do You See?

• Remarketing
• Affinity
• In-Market
• Keyword targets

Audience Type #1: Interaction With Your Site
(Remarketing)

Cost of Video Ads on YouTube & Facebook
$0.02 per view* $0.01 per view*
*View on YouTube = 30 seconds watch time
*View on Facebook = 3-10 seconds watch time
Source: WordStream Data

Display Can Bring Users Your Branded and
Remarketing Search Campaigns are Poised to
Pick-up
$500
Monthly
Budget
168550
Monthly
Impressions
701
Monthly
Clicks
*Average monthly budget, impressions and clicks across
4000 accounts (no budget over $50 and no budget under
$1)

Audience Type #2: Searched For Or Showed
Interest In Your Services (In-Market)

● Apparel and
Accessories
● Autos & Vehicles
● Baby & Children's
Products
● Beauty Products &
Services
● Business Services
● Computers &
Peripherals
● Consumer Electronics
● Consumer Software
Available In-Market Audiences
● Dating Services
● Education
● Employment
● Financial Services
● Gifts & Occasions
● Home & Garden
● Real Estate
● Sports & Fitness
● Telecom
● Travel

● Moving
○ Moving Soon
○ Recently Moved
● College Graduation
○ Graduating Soon
○ Recently Graduated
● Marriage
○ Getting Married Soon
○ Recently Married
Available Life Events

Audience Type #3: Gave You Their Email
(Customer Match)

Audience Type #4: Displayed Interests &
Behaviors (Affinity/Custom Affinity)

Advertisers who use Similar Audiences see
+60% More Impressions*
+48% More Clicks*
+41% More Conversions*

Should the Audience Be On Target & Observe or Just
Observe?
Target & Observe
• Does messaging change based on
audience?
• Is this a targeted display/video 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

Audiences Can Also Be
Excluded: Really
Important in B2B and B2C

Audiences Can Also Be Used For Ad Customizers

A SALESPERSON WOULD GET TO
KNOW YOU BEFORE SHOWING YOU A
SINGLE CAR

Your Website Is Your Digital Salesperson
24
Educate
Guide
Convert

Personas
Apathetic April
Demographics
Hobbies
Problem Solving, Priorities, Decision Making Factors
Obtains Information From:
In an ideal world:
• Every client has personas
• The personas are detailed
• The personas are accurate
• The personas are grounded in data
• The personas are validated
Psst: Need to build personas? Check
out these free questionnaires:
B2B: http://bit.ly/2HqnSaf
B2C: http://bit.ly/2FwxmV1

Creating Audiences to Drive the Purchase Path
26
Psst: Want this worksheet?
B2B: http://bit.ly/2HqnSaf
B2C: http://bit.ly/2FwxmV1

www.CultivativeMarketing.com 27
Step Persona
Buyer
Stage
Information
Needed
Device
Usage
Action or
Resource
Tracking
1
Research: car
comparisons
Unbiased car
comparisons
Desktop
Vehicle
comparison
tool
Track Usage
2
Research: car
comparisons
Unbiased car
comparisons
Mobile Video
Video
Views
3
Consideration:
Choosing a
car
Gas mileage,
Safety ratings,
Seating info
Desktop
and
Mobile
Video or
Guide
Video or
Guide
Views
4
Consideration:
Financing &
Expenses
Financing
Options
Desktop
and
Mobile
Financing
Estimator
Track Usage
5 Decision
Dealership
Information
Mobile
Dealer
Locator /
Appt Set
Track Usage
6 Decision
Dealership
Information
Mobile Phone Call Track Usage

Examples: Leveraging Audiences in Ads

Drive Data Collection Through Media Targeting
29
Demographics
& interests
1 2
Build Audiences

Defined
demographics in
social ads
Created
audiences
Applied to search
campaigns to
qualify searchers

@Hoffman8 @navahf #SEMrush 31
New
User
Prior
Purchaser
Repeat User,
No Prior
Purchase
New vs Returning Users

“Welcome back! Have you
seen our loyalty program?”
“Hey, nice to meet you!
Check out our cool stuff!”
“Great to see you again! Here’s a
promo you might like!”
New
User
Prior
Purchas
er
Repeat User,
No Prior
Purchase

Example: Prior
Purchaser
Mapping
Reviewed client data on repeat
purchaser time frames.
Reviewed client’s email sequences
and purchaser trends.
Organized remarketing
campaigns to begin only after
emails had been sent.

Driving the Most Value

Leverage the Audiences Report (Within the Audience Report) in
Google Analytics
35

Activate the Audience Reports
36

Performance By Source Only Shows Part Of the Picture
37

Audiences Give Insight Into Long Term Performance
38

The Audience Report
Indicates Almost 15x More
Revenue For This Particular
Campaign

Wait, What?
The Acquisition Reports Show Last Touch Performance

Wait, What?
The Acquisition Reports Show Last Touch Performance
The Audience Report Shows The Long(er)
Term Performance Of Any Given
Audience – Such as Those From Top Of
Funnel Campaigns

Which Audiences Have the Highest Propensity to Drive Revenue?
42
Audience 1
Audience 10
Audience 9
Audience 8
Audience 7
Audience 6
Audience 5
Audience 4
Audience 3
Audience 2

Leveraging Audiences in Custom Views
Once Enabled,
Audiences are
Accessible for:
1. Custom Views
2. Segment Dimensions
3. Custom Reports
4. Custom Funnels
(Analytics 360)
43

How Do Repeat Visitors Engage with Content?

Identify High Value Content

Reporting on Audience Performance

Custom Dashboards
by Audience

Keep in Touch!
Amy Bishop
amy@cultivativemarketing.com
www.CultivativeMarketing.com
www.linkedin.com/amybishopmarketing

Thank you!
Stay in touch!
@navahf
linkedin.com/in/navahhopkins
Navah
Hopkins

Example Ads

Example Ad

We Need To Be Cross network But Not All Networks
Work The Same

What Makes A Great Video Ad?

• 82% of branded audiences would
rather watch a live video than a
social share.
• Average watch time is 3.5 minutes
(both platforms)
• Companies using video see 41%
more search traffic than those who
don’t.
Youtube and Facebook Live
Are Accessible and
Profitable:
Livestream.com

What Makes A Great Facebook Ad?

• Own your lists: use Display
audiences to put people on your
site, then leverage look a likes to
reclaim the custom audiences.
• If the goal isn’t sales, focus on
shares and comments!
Facebook is focused on
more impactful
connections:

Boring Ads Kill CTR

• I’m under 40
• You’re asking me if you’re the best
way to solve my problem…
• “It’s probably not a dating site”
should be headline three

If I’m Not Your Target, Don’t Show Me An Ad!

Text Ad: Which Do You Desire?
Ad A Ad B

• Engages the prospect in
personalized language.
• A call to action the user can
complete on the landing page.
• Addresses the pain points that
inspired the query
What Makes A Good Text
Ad

Navah Hopkins and Amy Bishop — Increase ROI With Intelligent Message Mapping

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