Behavioural targeting Driving new visitors to your site & enticing non-converting visitors back Carola York, Managing Director, Jellyfish Publishing

Size: px

Start display at page:

Download "Behavioural targeting Driving new visitors to your site & enticing non-converting visitors back Carola York, Managing Director, Jellyfish Publishing"

Isabel Wilkinson
5 years ago
Views:

1 Behavioural targeting Driving new visitors to your site & enticing non-converting visitors back Carola York, Managing Director, Jellyfish Publishing Jellyfish Publishing 2014

2 About Jellyfish & Jellyfish Publishing 2 Carola York, Jellyfish Publishing

3 3

Carola York Managing Director, Jellyfish Publishing Jellyfish Publishing is a standalone division within the Jellyfish Group, dedicated to serving its numerous consumer and B2B publishing clients.

4 Carola York Managing Director, Jellyfish Publishing Jellyfish Publishing is a standalone division within the Jellyfish Group, dedicated to serving its numerous consumer and B2B publishing clients. We use a range of digital marketing channels including Search, Display (GDN & RTB), Social and to generate new leads and paid subscribers and charge on a performance, Cost per Acquisition, basis. I joined Jellyfish Publishing two years ago following 25 years working for a range of publishers. As a specialist in subscription marketing, I help our publishing clients grow their print, digital and app businesses. 4

5 Increasing brand awareness & driving new visitors to your site 5 Carola York, Jellyfish Publishing

You can select particular websites to place your ads on, or select a group of sites that cover particular

6 Google Display Network (GDN) The Google Display Network lets you place text and image ads on a variety of websites and blogs - and on YouTube - to help you reach new potential prospects. You can select particular websites to place your ads on, or select a group of sites that cover particular topics. But Google also has a range of targeting tools available which can help you target users based on their online behaviour. 6

GDN: Interest categories Google s Interest categories help you show ads to specific audiences based on their online behaviour so you can target gamers, pet lovers, petrol heads, literary boffins etc.

7 GDN: Interest categories Google s Interest categories help you show ads to specific audiences based on their online behaviour so you can target gamers, pet lovers, petrol heads, literary boffins etc. You may end up reaching these audiences through your ads appearing on websites which have completely unrelated content to that your brand covers but given what Google knows about someone s online browsing history they have identified that these users fit a particular profile. Here are a few specific audiences worth investigating 7

8 Similar Audiences Google s Similar Audiences allow you to reach prospects who share the same characteristics (interests/profile/online behaviour) as the people who have already visited your website. AdWords looks at the browsing activity on its various display network sites over the last 30 days, and uses this, along with their contextual engine, to identify people with the same interests and characteristics as the people in your own site s remarketing list. So Similar Audiences can help you target look-a-like audiences. 8

GDN: In-market audiences Google s In-market Audiences targets people who are actively researching products and services, so can help you find customers who are actively considering buying a product

9 GDN: In-market audiences Google s In-market Audiences targets people who are actively researching products and services, so can help you find customers who are actively considering buying a product you cover in your editorial. For example, any magazine brand which regularly rates and review products would be a great fit for using in-market audience targeting. You can appeal to a person who is researching options for their next car - or the digital camera they want to purchase but don t know how to select the right one. 9

GDN: Affinity audiences Google s Affinity Audiences targets people based on what they have watched on YouTube, treating them like TV audiences.

10 GDN: Affinity audiences Google s Affinity Audiences targets people based on what they have watched on YouTube, treating them like TV audiences. There are over 80 different segments available, each focusing on a particular passion depicting a user s lifestyle such as golf enthusiasts, travel buffs, news junkies, fashionistas or health & fitness buffs. With all these audiences, you can run your campaign easily through AdWords and tailor your ads and your bids to each segment you choose to target. 10

11 What results should you expect? Advertising with GDN is great for brand awareness and helps you reach new potential audiences. Plus the behavioural targeting options can help reach people you know have an interest in what you have to offer. If you are looking to use it to generate direct subscriptions, it is unlikely to give you the same ROI you ll be achieving through your Search marketing. But when measuring its impact, do take into account view-through-conversions - those people who viewed your GDN image ads, didn t actually click them, but did go onto place their order via another channel whether this be direct, organic or via etc as this helps you assess the true value of your campaign. 11.

12 Some actual results Consumer Impressions served Sales from clicks Initial CPA View through conversions Overall CPA Text 643, Image 220, B2B Impressions served Sales from clicks Initial CPA View through conversions Overall CPA Text 44, Image 155,

Display Real Time Bidding (RTB) RTB allows a far wider variety of display ad inventory than is available through Google to be auctioned through a bidding system that unfolds in the milliseconds

13 Display Real Time Bidding (RTB) RTB allows a far wider variety of display ad inventory than is available through Google to be auctioned through a bidding system that unfolds in the milliseconds before a webpage loads. It can be used to buy both mobile and desktop ads. At Jellyfish, our RTB team use demand-side platforms (automated software) to help decide which ad impressions to purchase, and how much to bid on them based on a variety of factors such as the sites they appear on and the previous behaviour of the users loading them. The price of impressions is determined in real time based on what you are willing to pay, hence the name real-time bidding and the highest bidder wins. 13

14 What results should you expect? RTB advertising is great if you have available brand budget to reach out to new potential audiences. But if you are looking to use it to generate direct subscriptions, it won t generate the same ROI as Search. However, when measuring its full impact take into account post-view and assisted conversions - those people who saw or clicked on your ads, but who ended up placing their order via another channel. These are orders you might not have generated had your display advertising not started your buyers online journey. Here are some actual results: Impressions Clicks Post-Click Conversions Post-Click CPA Post-View Conversions Post-View CPA Assisted Conversions Assisted CPA 420,

15 Enticing non-converting visitors back to your site 15 Carola York, Jellyfish Publishing

Remarketing via the Google Display Network Google allows you to target people who visited your website and helps you entice them back by displaying your ads on other

16 Remarketing via the Google Display Network Google allows you to target people who visited your website and helps you entice them back by displaying your ads on other websites these people subsequently visit. You can segment your remarketing campaign based on the behaviour a person exhibited when browsing around your site. For example 16

Target by the content a visitor viewed If you either tag specific pages or use Google Analytics, you can separately target visitors based on the content pages they viewed on your site.

17 Target by the content a visitor viewed If you either tag specific pages or use Google Analytics, you can separately target visitors based on the content pages they viewed on your site. You can then design and serve specific ads to specific audiences t0 entice them back to your site. And, if you then deliver these people to a landing page which outlines related upcoming content, this might incentivise them to subscribe. But with these types of audiences, an annual subscription offer may be too much of an initial commitment to make, so test out lower price introductory offers or trials. 17

Target based on time spent on site Using Google Analytics you can target people based on the behaviour they exhibited when they were on your website.

18 Target based on time spent on site Using Google Analytics you can target people based on the behaviour they exhibited when they were on your website. For example: You can target just those visitors who spent over, say, 2 minutes on your site (i.e. they were very interested in your content) so you exclude those who bounced in and out of the site quickly. You can target people who looked at, say, 5 or more pages on your site. These people should be more interested in what you have to offer vs those who only looked at one or two pages. 18

19 Target visitors who hit your shopping basket Your hottest prospects are the people who visited your site, started the subscription sign up process, but something stopped them finalising their order. So make the most of your abandoned baskets! Split your targeting between those who only visited your site vs those who went into your payment pages. And if you have a stepped payment process, target each of the payment pages separately. 19

20 What results should you expect? General site visitors Impressions Clicks CTR Conv. CPA Conv. rate View-through Conv. All 533, % % 0 Audience Impressions Clicks CTR Conv CVR CVR View-through Conv. 2 minutes or more 284, % % 8 5 plus page views 93, % % 7 Payment funnel visitors Impressions Clicks CTR Conv. CPA Conv. rate View-through Conv. First Page 688,449 1, % % 135 Second Page 14, % % 6 Third Page 98, % %

21 Target visitors when they next search in Google Google s Remarketing Lists for Search Ads (RLSA) allows you to use different bids and keywords and serve different ads to those people who have visited your site when they next go into Google and search for something. You probably couldn t afford to bid on a very generic term such as Christmas gift subscription. But if someone had visited your site, then entered this search into Google, it s worth testing whether you can afford to bid on this using RLSA as you know they already know something about your brand, as they ve visited your website before. Some typical results: Brand Impressions Clicks CTR Sales CPA Conv. Rate Standard Search Campaign 49,320 5, % % RLSA Only % % 21

Target visitors when they next go into Facebook You can remarket to your previous site visitors via ads on facebook, targeting specific groups based on the behaviour they exhibited when browsing your

22 Target visitors when they next go into Facebook You can remarket to your previous site visitors via ads on facebook, targeting specific groups based on the behaviour they exhibited when browsing your site. For example you can: Reach out to non-converting visitors who visited certain sections or content types in your site. Target visitors who looked at your subs page but didn t subscribe with a lower priced or introductory offer. Reach visitors who bought a particular product - and cross-sell related products. 22.

23 Some recent results... Impressions Clicks Conv. CPA Conv. Rate Consumer 63, % Impressions Clicks Conv. CPA Conv. Rate B2B 131, % 23

Thank you Carola York, Jellyfish Publishing 01737 749673 carola.

24 Thank you Carola York, Jellyfish Publishing Jellyfish

What s new in digital marketing? How to improve your subscription marketing ROI in 2013

What s new in digital marketing? How to improve your subscription marketing ROI in 2013 Carola York, Managing Director, Jellyfish Publishing Specialist Media Presentation, 6 February 2013 Jellyfish Publishing