Inquire the #SMXperts series — Innovative audience targeting

The “ Ask an #SMXpert” series proceeds the question-and-answer (Q& A) section held during sessions at  Search Marketing Expo   (SMX) West 2018.

Today’ s Q& The is from the Sophisticated Audience Targeting & Management Techniques session with Jillian Nagle and Ben Wood plus introduction from moderator Brad Geddes .

Brad Geddes

The rise of audience concentrating on is the biggest change in compensated search over the last 10 years. You can easily make audiences based on a plethora of characteristics after which adjust bids, ads and articles for each audience type.

With so many options possible for creating viewers and customizing your marketing for every, it’ s imperative in today’ s competitive world that you have strong strategies in place to take advantage of these types of marketing capabilities.

On this session, we looked at creative methods to create audiences, how to prevent your customers through going to the competition and ways of using search and social together to make sure you are reaching your potential.

Ben Wood took all of us through remarketing lists for lookup ads (RLSA) and Facebook market tips to then set the phase for combining AdWords and Fb audiences together to leverage viewers across the networks.

Jill Nagle thinks there are times when myths regarding audience targeting prevent companies by using the correct tactics throughout the funnel. The girl showed some common myths regarding audience targeting and then debunked these their own studies on how to ensure you are utilizing the features correctly throughout the user’ s lifecycle.

Jillian Nagle

Question: If using RLSA intended for competitors, how do you maintain Quality Ratings when your competitors’ names are also top quality or trademarked and you cannot make use of them in ads?

Jillian:   For me personally, I wouldn’ t focus on Quality  Score. No matter what, you’ re the relevant ad on that phrase. The importance needs to be shifted to “ how can I play on a small subset of volume where I am prepared to invest the high costs that come with conquesting? ”

Query: Have you run into any clients which have expressed concern over message vividness due to the fact that cookie-based, customer romantic relationship management (CRM) and other audiences may and often will overlap?

Jillian: This is where audience negation and customized combination lists are so important! I usually say that we need to evaluate audiences such as we would assess keywords . We use key word negatives to ensure the proper keyword umschlüsselung; you need to use audience negatives to ensure correct audience structure. A sound structure is possible by making custom combination lists that will negate the wider audiences from the more niche ones.

For example , if you have messaging you want to provide to those who have purchased in the past, earlier consumers need to be negated from all other viewers. That way, they’ re not obtaining messaging or treatment that is much better for someone less familiar with your own brand.

Question:   Do you have any kind of tips for working with audiences for low-traffic sites/accounts?

Jillian: Yes! There are three tips:

Initial, with your own data, start very high degree! Maybe you only have a return visitor technique, maybe you only have an existing customer technique. That’ s fine! Segmentation must be meaningful, so only set out a technique that fits your scale.

2nd, with small accounts, there is usually not enough scale to make use of RLSA listings. In this case, I recommend exploring Google information, such as demographics and in-market viewers, to identify valuables audiences before these people even visit your site.

And last, some of your greatest wins will come from expanding quantity via audiences! If you have a valuable target audience, scale the account by actively playing on larger, more competitive conditions on more select audiences.

For example , while I was focusing on a small business banking account, I also ran straight into issues with scale. Rather than only actively playing on business non-brand terms, all of us expanded to consumer terms such as “ open bank account” simply by only targeting audiences or ZIPs that we knew had a higher tendency to capture business owners. This permitted us to play in a competitive, high-volume space with low cost per actions (CPA).

Ben Wooden

Question: In case using RLSA for competitors, how can you maintain Quality Scores when your competitors’ names are also branded or branded and you cannot use them in advertisements?

Bill:   Quality Scores will not be great when bidding upon exact match competitor brand conditions, however , if you combine competitor manufacturers with related keywords and include associated keywords in your ad, there’ ersus a way to boost quality score and minimize cost per click (CPC). Most of our customers increase bids more for rival + related term combinations instead of just competitor brand names.

Question: Does Fb include in audience targeting the job game titles, for example , of people who have selected the particular “ only me” privacy establishing?

Bill:   This information isn’ big t visible to the general public but could be used by advertisers, as it’ s anonymized. Individuals can, nevertheless , prevent themselves from seeing these types of ads by amending their advertising configurations.

Query:   What are the differences with Fb Lookalike Audiences versus Google’ t similar audiences?

Ben:   Fb Lookalike Audiences are essentially the exact same principle as Google similar market in [that] they’ re an expanded set of customers based on shared characteristics of an current audience.

The key variations between Google similar audiences plus Facebook Lookalike s are the detail every network [has] on the user base. We have seen greater results using Facebook lookalike audiences, most probably due to the amount of detailed demographic plus interest data Facebook has on their own users versus what Google provides.

Issue: Do you have any tips for working with viewers for low-traffic sites/accounts?

Ben: Start with broader audience retargeting strategies such as previous site/page visitors plus build from there. A lot of the more advanced strategies explained in the session rely on aquiring a high-traffic site.

Question: What tools would you use to update audience modifiers when you see the performance? Do you do this within AdWords, or are there other equipment to map out where you need to modify?

Ben: We brand all campaigns using bid modifiers and filter and order content in AdWords based on performance. In case a bid modifier is working nicely, we often ramp it up for a couple of several weeks to see if we can further enhance, and vice versa. This is a guide process for us at the moment.

Question:   How is this particular audience-building through cookies going to have the General Data Protection Regulation (GDPR)?

Bill:   Google and Fb have already been the subject of lawsuits from Austrian privacy activist Max  Schrems. Have updated their policies and have questioned users to agree to their brand new terms and conditions over the past few months.

I’ d be surprised when the lawsuit was successful, but something I would encourage advertisers to be cautious about is the use of Google customer go with and Facebook custom audiences when they don’ t have a record showing how they obtained the customer data to begin with, as this would be in breach associated with GDPR rules .


Want to learn more in-depth specialized SEO tactics? Join us the following month at our  SMX Advanced conference  in Seattle , where top industry experts will talk about their tips, tactics and technique around these topics and more:


About The Author

Debra Mastaler is Features Publisher at Search Engine Land. She is a good internationally recognized authority on backlink and is an OMCP Certified Backlink Trainer. Based in Washington DC, Debra is also a columnist for Internet search engine Land, has written for or even been featured in numerous tech journals and is active on the search marketing meeting circuit as a speaker and coach. Debra serves as a judge for that Landy Awards and is the Leader of Alliance-Link. com. Connect with Debra on Twitter and LinkedIn in which to stay touch.

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