These slides were presented during the SEMrush webinar, you can watch the recording here: https://www.semrush.com/webinars/advanced-ppc-2-advanced-analyses-to-drive-remarketing-performance/
2. www.cultivativemarketing.comwww.cultivativemarketing.com
Today’s Webinar
• How to determine which audiences to build based upon your data.
• How to identify which audiences are most worthy of promotion by
understanding which have the highest propensity to convert and drive the
most value.
• How to create cohesive cross-channel strategies & measure success.
• Common pitfalls of remarketing and how to avoid them.
4. www.cultivativemarketing.comwww.cultivativemarketing.com
Taking a Customer Centric
ApproachStage Information They Need Action or Resource
Awareness/Research Car Comparisons Vehicle comparison tool
Awareness/Research Car Comparisons Video
Consideration
Gas mileage, Safety ratings,
Seating info
Video or Guide
Consideration Financing Options Financing Estimator
Preference Dealership Information Dealer Locator / Appt Set
Preference Reviews, Price Comparisons
Vehicle Ratings &
Supporting Content
Purchase Contact Information Phone Call / Directions
5. www.cultivativemarketing.comwww.cultivativemarketing.com
Taking a Customer Centric
ApproachBuyer Stage
Information They
Need
Action or
Resource
Tracking
Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage
Research: car comparisons Car Comparisons Video Video Views
Consideration: Choosing a
car
Gas mileage, Safety
ratings, Seating info
Video or Guide
Video or Guide
Views
Consideration: Financing &
Expenses
Financing Options Financing Estimator Track Usage
Preference Dealership Information
Dealer Locator / Appt
Set
Track Usage
Preference
Reviews, Price
Comparisons
Vehicle Ratings &
Supporting Content
Track Visits
Purchase Contact Information Phone Call / Directions
Track Calls /
Locates
6. www.cultivativemarketing.comwww.cultivativemarketing.com
Taking a Customer Centric
ApproachAudience Targeted Buyer Stage
Information They
Need
Action or
Resource
Tracking
Lookalikes & 3rd Party
Audiences
Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage
Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views
Video Viewers
Consideration: Choosing a
car
Gas mileage, Safety
ratings, Seating info
Video or Guide
Video or Guide
Views
Video Viewers
Consideration: Financing &
Expenses
Financing Options Financing Estimator Track Usage
Financing Estimators Preference Dealership Information
Dealer Locator / Appt
Set
Track Usage
Dealer Locators /
Appointment Setters
Preference
Reviews, Price
Comparisons
Vehicle Ratings &
Supporting Content
Track Visits
Dealer Locators /
Appointment Setters /
Vehicle Ratings Viewers
Purchase Contact Information Phone Call / Directions
Track Calls /
Locates
28. www.cultivativemarketing.com
High-Level Overview of the Performance of
All Audiences
Audience 1
Audience 2
Audience 3
Audience 4
Audience 5
Audience 6
Audience 7
Audience 8
Audience 9
Audience 10
Which of these has the highest
propensity to drive more revenue if
promoted?
30. www.cultivativemarketing.com
Leveraging Audience Reports
Once Enabled, Audiences are
Accessible for:
1. Custom Views
2. Segment Dimensions
3. Custom Reports
4. Custom Funnels (Analytics 360)
Which content pieces are most valuable
to this audience?
32. www.cultivativemarketing.com
Optimizing the Path to Purchase
Audience Targeted Buyer Stage
Information They
Need
Action or
Resource
Tracking
Lookalikes & 3rd Party
Audiences
Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage
Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views
Video Viewers
Consideration: Choosing a
car
Gas mileage, Safety
ratings, Seating info
Video or Guide
Video or Guide
Views
Video Viewers
Consideration: Financing &
Expenses
Financing Options Financing Estimator Track Usage
Financing Estimators Preference Dealership Information
Dealer Locator / Appt
Set
Track Usage
Dealer Locators /
Appointment Setters
Preference
Reviews, Price
Comparisons
Vehicle Ratings &
Supporting Content
Track Visits
Dealer Locators /
Appointment Setters /
Vehicle Ratings Viewers
Purchase Contact Information Phone Call / Directions
Track Calls /
Locates
33. www.cultivativemarketing.com
Optimizing the Path to Purchase
Audience
Targeted
Buyer Stage
Information They
Need
Action or
Resource
Tracking
Lookalikes & 3rd Party
Audiences
Research: car
comparisons
Car Comparisons
Vehicle comparison
tool
Track Usage
Comparison Tool
Users
Research: car
comparisons
Car Comparisons Video Video Views
Video Viewers
Consideration:
Choosing a car
Gas mileage, Safety
ratings, Seating info
Video or Guide
Video or Guide
Views
Video Viewers
Consideration:
Financing & Expenses
Financing Options Financing Estimator Track Usage
Financing Estimators Preference Dealership Information
Dealer Locator / Appt
Set
Track Usage
Dealer Locators /
Appointment Setters
Preference
Reviews, Price
Comparisons
Vehicle Ratings &
Supporting Content
Track Visits
Dealer Locators /
Appointment Setters /
Vehicle Ratings
Viewers
Purchase Contact Information
Phone Call /
Directions
Track Calls /
Locates
AnyChannelorCampaign
35. www.cultivativemarketing.com
Audience Shaping
Audience
Targeted
Buyer Stage
Information They
Need
Action or
Resource
Tracking
Lookalikes & 3rd Party
Audiences
Research: car
comparisons
Car Comparisons
Vehicle comparison
tool
Track Usage
Comparison Tool
Users
Research: car
comparisons
Car Comparisons Video Video Views
Video Viewers
Consideration:
Choosing a car
Gas mileage, Safety
ratings, Seating info
Video or Guide
Video or Guide
Views
Video Viewers
Consideration:
Financing & Expenses
Financing Options Financing Estimator Track Usage
Financing Estimators Preference Dealership Information
Dealer Locator / Appt
Set
Track Usage
Dealer Locators /
Appointment Setters
Preference
Reviews, Price
Comparisons
Vehicle Ratings &
Supporting Content
Track Visits
Dealer Locators /
Appointment Setters /
Vehicle Ratings
Viewers
Purchase Contact Information
Phone Call /
Directions
Track Calls /
Locates
Target
Exclude
36. www.cultivativemarketing.com
Audience Shaping
Audience
Targeted
Buyer Stage
Information They
Need
Action or
Resource
Tracking
Lookalikes & 3rd Party
Audiences
Research: car
comparisons
Car Comparisons
Vehicle comparison
tool
Track Usage
Comparison Tool
Users
Research: car
comparisons
Car Comparisons Video Video Views
Video Viewers
Consideration:
Choosing a car
Gas mileage, Safety
ratings, Seating info
Video or Guide
Video or Guide
Views
Video Viewers
Consideration:
Financing & Expenses
Financing Options Financing Estimator Track Usage
Financing Estimators Preference Dealership Information
Dealer Locator / Appt
Set
Track Usage
Dealer Locators /
Appointment Setters
Preference
Reviews, Price
Comparisons
Vehicle Ratings &
Supporting Content
Track Visits
Dealer Locators /
Appointment Setters /
Vehicle Ratings
Viewers
Purchase Contact Information
Phone Call /
Directions
Track Calls /
Locates
Target
Exclude
37. www.cultivativemarketing.com
Set Up Custom Channel Groupings
Review How Traffic Flows Across Campaign Types and Channels
As you begin to intentionally influence & sculpt these exchanges, it is really valuable to dig in on a more
granular level than the default channel groupings.
39. www.cultivativemarketing.com
Measuring Each Campaign
Multi-channel
Attribution &
Lifetime Value
3
Contribution to
subsequent stage 2
Micro Conversion
Goal Volume
1
Triangulate where issues lie.
Low micro-conversion goal?
Could be the goal, or the
campaign.
High micro conversion, low
funnel progression? Could be a
flaw with the next stage or lead
quality issue.
42. www.cultivativemarketing.comwww.cultivativemarketing.com
Common Remarketing Mistakes
Don’t Do
Target only “All Visitors”
Create multiple lists based upon different engagement metrics and
audiences to see what performs best
Just target the audiences that some
blog somewhere claimed were most
valuable.
Analyze your performance data to determine which audiences have the
greatest potential.
Blanket exclude audiences based
upon time-on-site
Remember that bounces are counted as 0s on site, so single-page landers
may have a lot of visitors with 0s session duration. Considering using scroll
data or other indicators in these cases.
Forget to connect the dots between
campaigns
Use micro-conversions and audiences to ensure you aren’t accidentally
sending people backward in the path to purchase.
Fragmenting audiences too far if
there isn’t a big enough cookie pool.
Determine the right amount of audiences based upon your traffic volume.
Treat all audiences the same
Remember where they are in the funnel and help them find the content that
they need. Also consider the difference in net new vs. repeat purchasers.
Unintentionally cannibalize other
Monitor the impact of remarketing campaigns on other campaigns.