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Focusing on the Negative: Rolling Out a Negative Audience Strategy By Michelle Morgan

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Advanced Audience Targeting. PRESENTATION: Focusing on the Negative: Rolling Out a Negative Audience Strategy - Given by Michelle Morgan, @michellemsem - Clix Marketing, Director of Client Services. #SMX #31B

Publié dans : Marketing
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Focusing on the Negative: Rolling Out a Negative Audience Strategy By Michelle Morgan

  1. 1. #SMX #31B @michellemsem Rolling Out a Negative Audience Strategy FOCUSING ON THE NEGATIVE
  2. 2. #SMX #31B @michellemsem Rolling Out a Negative Audience Strategy FOCUSING ON THE NEGATIVE
  3. 3. #SMX #31B @michellemsem Director of Client Services at Clix Marketing • PPC Pro for 7 Years • Lover of bad movies • Australian Shepherd Owner Michelle Morgan
  4. 4. #SMX #31B @michellemsem Why We Use Negative Audiences Unwanted Target Audience Shaping
  5. 5. #SMX #31B @michellemsem Why We Use Negative Audiences Unwanted Target
  6. 6. #SMX #31B @michellemsem § 4 Major Reasons: – Already Known – Poor Engagement – Not a Fit for Your Company – Audience Patterns UNWANTED TARGETS
  7. 7. #SMX #31B @michellemsem § Conversion Rules: – Users tagged with platform pixels. § Customer Lists: – Uploads of your CRM database (lead or any other lifecycle stage). UNWANTED TARGETS Already Known Lead § Why Use Both: – Dynamic Lists – Cookie Length – Tracking Hiccups – Unconventional Customers
  8. 8. #SMX #31B @michellemsem § Platforms: – Google AdWords – Facebook § Examples: – Avg Time on Site < 5 Seconds – Careers Page Visit – Fell Off Conversion Action UNWANTED TARGETS Poor Engagement
  9. 9. #SMX #31B @michellemsem § If you know your target…you probably also know the unwanted targets as well. § Important for persona targeted campaigns. UNWANTED TARGETS Not a Fit - Wrong Persona Better
  10. 10. #SMX #31B @michellemsem § Platforms: – Google AdWords – Facebook – LinkedIn UNWANTED TARGETS Audience Patterns
  11. 11. #SMX #31B @michellemsem § Create Positive Audiences § Create Negative Audiences § Review Audience Insights § Compare Differences UNWANTED TARGETS Audience Patterns Negative Audience Target Audience
  12. 12. #SMX #31B @michellemsem Why We Use Negative Audiences Audience Shaping
  13. 13. #SMX #31B @michellemsem AUDIENCE SHAPING § Why Does It Matter? – Message Match – Targeting Strategy Effectiveness – Easier Management/Optimization – Frequency Control Example Time…
  14. 14. #SMX #31B @michellemsem AUDIENCE SHAPING RETARGETING LOOKALIKE INDUSTRY JOBTITLES B2B SaaS Offering Running Facebook Campaigns Retargeting Message Lookalike Message Industry Message Job Title Message
  15. 15. #SMX #31B @michellemsem AUDIENCE SHAPING RETARGETING LOOKALIKE INDUSTRY JOBTITLES Retargeting Message Lookalike Message Industry Message Job Title Message
  16. 16. #SMX #31B @michellemsem AUDIENCE SHAPING RETARGETING LOOKALIKE JOBTITLES INDUSTRY Retargeting Message Lookalike Message Industry Message Job Title Message
  17. 17. #SMX #31B @michellemsem AUDIENCE SHAPING § Audience Layering: – Put Audiences in Order of Importance – Exclude Down the Hierarchy § Examples of Hierarchy: – Audience Size – Highest Value Targets – Most Specific Messaging
  18. 18. #SMX #31B @michellemsem AUDIENCE SHAPING RETARGETING INDUSTRY JOBTITLES LOOKALIKE LOWEST PRIORITYHIGHEST PRIORITY
  19. 19. #SMX #31B @michellemsem AUDIENCE SHAPING RETARGETING INDUSTRY JOBTITLES LOOKALIKE
  20. 20. #SMX #31B @michellemsem AUDIENCE SHAPING RETARGETING INDUSTRY JOBTITLES LOOKALIKE Retargeting Message Lookalike Message Industry Message Job Title Message
  21. 21. #SMX #31B @michellemsem AUDIENCE SHAPING § Retargeting § Industry – Retargeting § Job Titles – Retargeting – Industry § Lookalike – Retargeting – Industry – Job Titles Exclusions Lists for Each Campaign
  22. 22. #SMX #31B @michellemsem LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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