Converting leads to sales Creating an Integrated Customer Experience. Presented by Ed Truman Head of Analytics

Transcription

1 Converting leads to sales Creating an Integrated Customer Experience Presented by Ed Truman Head of Analytics

2 What does an Integrated Customer Experience Mean

3 Step 1 Identifying The Right Audience

4 Who to Target New Prospect customers who don t know us New Prospect customers who do know us but haven t taken any direct action Existing Customers that do know us

5 Which Funnel Stage do we want to influence? Marketing Channel Awareness Consideration Conversion /Decision Retention Advocacy Display Advertising PR Radio, TV, Print SEO Social Media Ads Blog and Content Review Sites PPC & Remarketing Lead Capture Ads Website Optimisation Affiliates & Marketplaces & Newsletter CRM Management Community Management Loyal Programs & Rewards

6 What is your customer journey? Awareness Consideration Decision

7 Sources for Audience Insights Google Analytics Use demographic, interests, device, top converters. Social Media Insights Use social media insights about your followers & website visitors Top Tip: Pixel your website even if you are not running campaigns this will allow you to collect valuable insight about your audience that you can use in the future. CRM DATA Upload customer addresses, postcodes and phone numbers to gain insight into their audience profile on Facebook, Twitter, Linkedin. Google AdWords and PPC Review past campaign user characteristics and use look-alike audiences to target new ones

8 Tip Pixel Everything You Can! All Pages Site Wide Specific Actions (eg Add to Cart, Download) Even if you don t need it now you may want the data in future!

9 Twitter Audience Insights Get Data for website visitors and followers: Interests & Affinity Device Gender Education Marital status Buying style Occupation Household Income Requirements: Install Pixel and create custom audience

10 Facebook Insights Reach highly specific audiences and get Detailed insights about your Facebook Page (Insights Report) and Website Audience (Analytics) Report Age & Gender Relationship Status Education Level Interest categories Job Title (analytics pixel) Location (analytics pixel) Device & Technology (analytics pixel) Requirements: Facebook Page with Installed Pixel

11 LinkedIn Pixel Insights Use the LinkedIn Insight Tag to track conversions, retarget website visitors, and unlock additional insights about members interacting with your ads. Industry Types Job Titles & Seniority Company Size Location Company Name Requirements: Install Pixel

12 Google Analytics Insights Go to Audience Section of Google Analytics to get Interest and demographic info. Segments Applied! Age & Gender Affinity Audiences In Market Interest Categories Requirements: Enable Demographic Reporting

13 Google Analytics Enable Interest and Demographic Reports You can enable Interest and Demographic Data via the admin section: STEP 1: Select the Admin tab and navigate to the account and property for which you want to enable these features. In the Property column, click Tracking Info, then click Data Collection and enable Advertising Reporting Features STEP 2: Select the Admin tab and Navigate to the Property Settings and make sure Advertising & Reporting features are turned on!

14 Identify your high converting audience in Analytics

15 Tag Your Campaigns Use UTM tags on links and ads to allow audience and campaign to be identified in Google Analytics and to allow remarketing lists to be created. Make use of all parameters =paidsocial&utm_campaign=aquisition &utm_term=new&utm_content=20%off

16 Use a URL campaign Builder Tool

17 Create An Audience in Analytics

18 Create A Campaigns Audience Enter your UTM tracking Details

19 Step 2 Targeting Your Audience

20 Types of Audience Targeting Relevant for Google, Facebook, Affinity Audiences Create audiences who are interested in things related to your business. You can use a combination of interests which are entered as keywords and URLs of website your audience may show an interest in Life Events Can be used across YouTube and Gmail to connect with users at important life milestones such as getting married or graduating university In-Market Audiences Find customers who are actively researching and in the market for your product or service Custom Intent Define and reach the ideal audience for your business as they are making a purchasing decision Remarketing Reach people who have previously visited your website

21 Target Based on Website Activity Recency Frequency Monetary Value Products Purchased Actions & Intent Shown Examples Users who abandoned items in their shopping baskets (Ecommerce) Form Abandoners (Lead Gen) Users who searched the site but did not convert Users who viewed a specific page or product Users who have converted Lapsed customers Users who came from specific traffic sources All Visitors that visited during sales period Most Marketing Pixels will fire based on URL or Event

22 Use the Power of Google Analytics for Remarketing Lists Take advantage of sophisticated remarketing list creation within Google Analytics for use with Google Ads

23 YouTube Video Ads Display A ds Overlay Ad s Remarketing with YouTube videos will allow you to: Grab your potential customer s attention and explain to them why your product is beneficial. Step outside of the 70-character limit of conventional text ads and push beyond the dull, static nature of image ads. Connect more directly with customers by explaining and demonstrating your product or service in a 30-second clip rather than a sentence or two. Targeting options on YouTube can be based on user demographics, interests, keyword searches, placements, remarketing and topics Skippable Video Ad s Bumper Ads Non Skippable Ads Sponsored Cards Reach new customers based on similar audiences and interest categories Retarget people who have engaged with Youtube videos Retarget people who have visited your website then go on Youtube Retarget Youtube viewers when they search on Google.com (RLSA) This technique is great for driving awareness via effective targeting

24 Upload Customer Data Import or integrate your contact lists Known as Linked in Matched Audiences, Google Customer Match, Twitter Tailored Audiences, Facebook Customer Lists Connect to your contact management platform(s) or upload a list of addresses, twitter handles, company, names, Phone numbers, postcodes Use to find similar and look alike Audiences High Conversion Rates CSV or CRM integration Options Check Minimum Requirements for each network match rates will vary

25 Similar Audiences Similar audiences piggy back off of the audience data gathered by your own remarketing lists Google groups together pools of users who have similar search behaviour to users within your remarketing lists within a recent time period Benefits Find and target new users similar to your existing site visitors and customers Audience lists will grow as your original remarketing list expands

26 Affinity and In-Market Audiences Via the Display Network we can target audiences to reach potential customers. There are various methods that we can use: Affinity Audiences These are TV-style audiences that are designed to help connect advertisers with their ideal customers online at scale. AdWords uses a users browsing history, time on pages visited and then associates an interest category with the users browser Custom Affinity audience are also available to determine your target audience based on specific URLs and categories on the Google Display Network. In-market audiences This is a way to connect with consumers who are actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube

27 Gmail Ads + Customer Match Gmail ads are expandable ads at the top of a users Gmail account With a click, these interactive ads expand into -sized ads that can include videos and images, and can be used to meet a variety of advertising goals Can be combined with Google customer match to drive targeted and personalized ad messaging to existing customers! Gmail Remarketing only available in new AdWords Less competition with less noise You pay when a user expands your add in Gmail.

28 Twitter Tailored Audiences Tailored audiences on Twitter allow you to reach Twitter users who have already shown an interest in your business: People who have visited your website CRM data (e.g. list of existing customer addresses, Mobile phone numbers, Twitter usernames, mailing lists) A look-a-like audience is not available within Twitter This data can be acquired from: A customer file i.e. database Website traffic from a tracking pixel App Activity Tip: To respect user privacy, the list must match more than 500 people on Twitter for it to be usable in your campaigns. To reach this minimum size requirement, most lists have several thousand or more entries

29 LinkedIn Matched Audiences Nurture interested prospects, leads, and contacts by using your data in three ways: Website Retargeting Contact Targeting ( lists) Account Targeting* All three options are available via the self serve platform Minimum 300 contacts required per campaign Insight tag may take up to 48 hours to build Example results for remarketing campaign: 30% increase in CTR 14% decrease in CPC Example results for account targeting: 32% increase in CTR 5% decrease in CPC

30 Use Google Tag Manager for Powerful Remarketing Problem: Most Marketing pixels only allow you to capture basic interactions i.e URL viewed. Go beyond this and take advantage of pixel events Benefits of GTM to manage pixels Manage all pixels in one place Fire Pixels based on specific interactions Ensures consistency across all tags Extends Remarketing capability eg Tracking based on time spent, Pages viewed / read. Member or Non Member Page Category Types Viewed Requires some GTM know how but still easier than hard coding!

31 Step 3 Targeting the Right Message

32 Achieving The Right Message at Right Time Have a plan! 98% of users won t buy first time from you Requires understanding of the customer and the buying stage they are at Relevant ads with compelling call to action Always be relevant to the audience that you'd like to reach Ad Types will enhance communication Use consistent branding throughout Same look and feel as your website

33 Create A Remarketing plan to organise audience lists + message Consider: Recency Frequency Monetary Buyer Stage Audience Profile

34 Cross Sell Hitting Users with the Right Message Checkout Recovery 1. Use copy to combat sales objections 2. Showcase products You know users are interested In 3. Create A Sense of urgency 4. Offer Discounts Codes and Coupons 5. Encourage Cart Abandoners to Complete the Check-Out Process 6. Cross Sell / Upsell other Products 7. Remind Past Buyers How Much They Love Your Brand

35 Tailoring PPC Ads Based on Audience Up Sell Example Offer Example IF Dynamic Ads Use Remarketing Lists for Search Ads to: 1. Segment past site visitors 2. Tailor Ad Messaging based on Behavior Age, Gender, Location 3. Bid differently depending on audience & keyword 4. Only show ads to those that know your brand 5. Use Dynamic functionality to update ads! The Benefits Improved click-through rates. Cheaper cpc costs due to improved quality scores Improved conversion rates. Use to bid on Broaden Keywords

36 Sequential Ads Example Sequenced storytelling serves a set of creatives sequentially to tell the brand story and lead viewers through the marketing funnel before going for the hard sell Awareness Consideration Decision

37 Sequential Ads Facebook Example Example making use of Facebook carousel ads First ad is designed for a top of a funnel brand introduction, second for mid-funnel brand consideration and third bottom of the funnel with a strong call to action

38 In Summary Plan Your Message / Know your audience & segment Make use of the vast amounts of insights available Map out desired sales journey Develop a remarketing plan as 98% of first time users wont by from you straight away Take advantage of the wide variety of ad formats and targeting available

39 Thankyou Ed Truman /edtruman

40 John Rowley Thorntons Ferrero Ross Davies Strafe Creative Samantha Hearn Aurum Holdings Ltd Tickets only 25! Available on Eventbrite & Leicesterdigital.co.uk #ecommercial18

41 Tailor Search Ads Based on Audience Target by: 1. Age & gender 2. Location 3. Behaviour eg Remarketing List

42 Hitting Users at the Right Time Ad knows which dates I ve been looking and creates a sense of urgency.

43 Tailored Ads using IF Functions in AdWords IF statements can be used for adjusting ad copy for different audiences and devices For example users who have already been to the site may benefit from seeing a different ad and call to action to those who are completely new to the business This can replace the need for running separate campaigns for the various targets

44 Tailor Ads Dynamically Using Ad Customisers Ad customisers and business data feeds allow you to deliver dynamic ads based on a users search You can adjust the ad text based on a number of variables including device used, user location and the time of day a user is searching By using the customisers you are able to deliver highly relevant and targeted ad copy to each user When you create a new text ad and use the { symbol, Google will automatically give you options for the different customisers

45 Ad Customisers - AdWords Google Business Data

46 Run Remarketing Sales Countdowns - reminding them that there s a deal that s ending soon

47 If a new customer is shown a search ad, we want them to see functional ad copy. If an existing customer is shown a search ad, we want them to see emotional ad copy.

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49 Remarketing Strategies for Search (RLSA) Tailor your paid search campaigns based on whether users have previously visited your website (or app) and which pages they viewed. Optimise bids for your existing keywords for visitors on your remarketing lists Tailor ads to users who have already been to your site Bid on keywords that you don't normally bid on, targeted only to people who have recently visited your site or who have converted on your site in the past. This can be useful for otherwise expensive keywords Target your customer database through AdWords Cheaper cpc costs due to improved quality scores RLSA campaign only? Use cheaper social advertising to increase cookie pool size?

50 Getting the lead