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Create for Someone, Not Just Anyone: Adobe's Audience Audit By Maria Corcoran

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From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: Advanced Audience Testing Strategies & Tactics. PRESENTATION: Create for Someone, Not Just Anyone: Adobe's Audience Audit - Given by Maria Corcoran, @mariacorcoran - Adobe Systems, Search Marketing Program Manager. #SMX #21C3

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Create for Someone, Not Just Anyone: Adobe's Audience Audit By Maria Corcoran

  1. 1. #SMX #21C3 @MariaCorcoran Adobe’s Audience Audit
  2. 2. #SMX #21C3 @MariaCorcoran Adobe’s Audience Audit
  3. 3. #SMX #21C3 @MariaCorcoran Evolution of Paid Search Targeting [Keyword] Keywords “Keyword + Adjective” “Keyword + Location” “Keyword + Brand/SKU/Identifier”
  4. 4. #SMX #21C3 @MariaCorcoran Segmentation 2 Optimization 4 Audit 6 LTV Expansion Automation Bidding Listen only Negative Audiences Review & Revise Incorporate LifetimeValue to scale beyond single purchase Create Audience based campaigns: Remarketing RLSA, Customer List New: Audiences Keywords Offers Bid Modifiers DSA Customized LP Audience Strategy Timeline
  5. 5. #SMX #21C3 @MariaCorcoran Why an Audience Audit? 194 audiences 17 different owners 4 methods used to execute Effectiveness STOP THE MADNESS
  6. 6. #SMX #21C3 @MariaCorcoran Management Performance Growth & Best Practices Adobe Audience Audit Checkpoints Did you know Set up
  7. 7. #SMX #21C3 @MariaCorcoran 2016 Changes § 540 days for audiences cookie - Google § Cross device – Google § Bid adjustments for audience § Customer Match for PLA - Google § Bing DMP connections
  8. 8. #SMX #21C3 @MariaCorcoran Management Performance Adobe Audience Audit Checkpoints Did you know Set up Growth & Best Practices
  9. 9. #SMX #21C3 @MariaCorcoran Where are your customers? - Behavioral
  10. 10. #SMX #21C3 @MariaCorcoran Environment Variables + IP address + Country of origin + Time zone + Device type + Operating system + Browser type + Screen resolution Temporal Variables + Time of day + Day of week + Recency + Frequency ReferrerVariables + Referring domain + Campaign ID + Affiliate + PPC + Natural search + Direct/bookmark + Social graph/login OfflineVariables + CRM + Loyalty + Call center + 3rd-party data Online Behavior Variables + Customer / Prospect + New/return visitor + Time on site + Pathing + Previous product interests + Video engagement + Searches + Previous online purchases + Previous campaign exposure + Category affinity + Display ad engagement Audience Traits
  11. 11. #SMX #21C3 @MariaCorcoran Where are your customers? – Customer Match
  12. 12. #SMX #21C3 @MariaCorcoran Where are your customers? – Similar Audiences HowSASlistsarecreated: Uservisitsyourwebsiteand is addedtoaRLSAlist YourWebsite Google.comusers: ● searching for similar queries as your site visitor onGoogle.com ● notinyourRLSAseedlist Will be automatically added to aSimilar AudienceList. Your site visitor searches on Google.com before and after beingaddedtoyourRLSAlist. SimilarAudienceforSearch ready to be added to your Keyword; Shopping orDSA campaigns. aftereffects stockphotos videoediting YourSite Visitor Google.com Users editphotos royalty freeimage makeagif Google.com Adwords
  13. 13. #SMX #21C3 @MariaCorcoran Where are your customers? – On boarded, 1st & 3rd Party Data
  14. 14. #SMX #21C3 @MariaCorcoran CampaignA Campaign B Campaign C Upper/Mid Funnel(HP/Category/Product) Lower Funnel (CartAbandoners) Converters (Customers) Campaign 2Campaign 1 Campaign 3 Recommended account set up • Core: BidOnly Scale CrossAccount Tiered BiddingStructure + • CustomizedAudience: Target &Bid Focused IndividualAcct/Campaign UniqueExperience
  15. 15. #SMX #21C3 @MariaCorcoran Creation of Campaigns SiteVisitors Cross Sell Win back Negative
  16. 16. #SMX #21C3 @MariaCorcoran Management Performance Adobe Audience Audit Checkpoints Did you know Set up Growth & Best Practices
  17. 17. #SMX #21C3 @MariaCorcoran Audience Management
  18. 18. #SMX #21C3 @MariaCorcoran Audience Management
  19. 19. #SMX #21C3 @MariaCorcoran AUDIENCE ACTIVATION 1st Party Data 2nd & 3rd Party Email Advertising Segment Search / RLSA Social / WCA Display / DCO
  20. 20. #SMX #21C3 @MariaCorcoran Audience Bidding
  21. 21. #SMX #21C3 @MariaCorcoran Management Performance Adobe Audience Audit Checkpoints Did you know Set up Growth & Best Practices
  22. 22. #SMX #21C3 @MariaCorcoran RSLA & CM Comparison to Traditional PPC 21
  23. 23. #SMX #21C3 @MariaCorcoran Keywords & Ad content testing § Keyword structure is still super important § Don’t be afraid to get even more broad with keywords on remarketing accounts § Use negatives to rule out other audiences § Test with Messaging & Custom LP 22
  24. 24. #SMX #21C3 @MariaCorcoran In Market Bing Test
  25. 25. #SMX #21C3 @MariaCorcoran Management Performance Adobe Audience Audit Checkpoints Did you know Set up Growth & Best Practices
  26. 26. #SMX #21C3 @MariaCorcoran SimilarAudiencesTips&BestPractices Startwithlower-funnelaudiences 1. Cannotgeneratesimilaraudiencesoffofcustom combinations 2. Similarlistisautomatically de-duped from RLSA(seed) list 3. Layersimilaraudiencesonto existingcampaigns- goal is forthem to betterbetterthan non-audience
  27. 27. #SMX #21C3 @MariaCorcoran CustomerMatch BestPractices UseCustomerMatchlistswitha substantialamountofusers AddyourCustomerMatchlistas‘Bid Only’ and utilize campaign-level targeting $ UtilizehigherbidsforCustomer Match than RLSA.Our bid recommendationis 1.1xRLSA. UploadCRMsegmentsthat areimportant foryourbusiness, suchas: ● Upsell/ cross-sell:helpcustomersfindcomplementary productsbasedonpreviouspurchase ● Targetpurchasersfrompast salesperiod ● Driveloyaltythroughincreasedengagementforpremium customers
  28. 28. #SMX #21C3 @MariaCorcoran Audience Marketing Pilots • Custom Audiences – Target audiences using first-party data from data management providers such as Adobe Audience Manager. • In-Market Audiences – Reach curated audiences that are more likely to convert in your category. • Similar Audiences – Target audiences that are similar to your remarketing audiences. • Offline Conversions – Track offline conversions to see the full impact of your search ads.
  29. 29. #SMX #21C3 @MariaCorcoran Audience Size, Traits and Messaging Tips to scale § Increase cookie durations from 180 days to 540 days § Similar Audiences § Ad Extensions – Consistent deployment § Expand outside of Google – Bing! § Keyword & Placement Expansions – Best Practice Create new campaigns with more generic keywords that you’d never normally target via search! – Best Practice combining dynamic search ads with a remarketing audience § CustomerMatchlistas‘Bid Only’ and utilize campaign-level targeting 28
  30. 30. #SMX #21C3 @MariaCorcoran SEE YOU AT THE NEXT #SMX! THANK YOU!

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