Tag Archives: Search Marketing

The vicious cycle of ROAS targets is killing your business

While many companies focus on return on ad spend (ROAS) as their primary KPI for search, columnist Andreas Reiffen believes that ROAS targets can often inhibit growth and new customer acquisition. The post The vicious cycle of ROAS targets is killing your business appeared first on Search Engine...

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Killer demand gen strategy, Part 3: Facebook advertising

If you’ve been keeping up with this series, you’ve got your audience defined and designed creative to match. You’ve constructed smart Google Display Network campaigns to get those users pouring into your funnel.

Now let’s talk some of the most powerful targeting capabilities of all.

In addition to advertising on the GDN, Facebook is a platform you must use to reach your target personas. Facebook’s audience targeting capabilities are among the most effective you can access.

You can target interests, behaviors and a variety of demographic information to get in front of your ideal audience.

Explore Facebook’s targeting options

Think about the personas you have created and begin choosing the audience targeting available within Facebook that will help engage those users. For example, let’s say you’re selling luxury home décor. One of your personas is female, between the ages of 30-40, likes home décor, and is affluent. You would then pick targeting as relevant as possible to get in front of these users.

One example would be:

Additionally, you can layer further information onto your personas – for example, some of them might like celebrity gossip. Leverage Facebook’s audience narrowing and layer it on to test how it impacts performance. See below:

Killer demand gen strategy, Part 3: Facebook advertising

In addition to leveraging Facebook’s native audience targeting capabilities, consider leveraging 3rd-party data audiences from companies like Axciom or Datalogix.

These companies can provide you with rich data that can be highly relevant to your personas – and help you develop new ones.

Take advantage of Lookalikes

Lookalike targeting is another great way to identify the right types of audiences and leverage Facebook’s thousands of data points to get in front of them.

First, look at your customer list and identify different ways you can segment those customers into groups of identifiable characteristics. For example, you can segment out your highest-LTV audiences, different categories (e.g. furniture categories, high-AOV purchasers, etc.).

Then upload these customer lists into Facebook, which will leverage its algorithm to serve your ads to audiences that mimic your seed lists in characteristics, behaviors, and traits.

A reminder: use tailored creative to these audiences. If you’re serving ads to lookalike audiences of your high-AOV purchasers, show creative with more high-end products to match their purchase behavior.

Another great way to get in front of relevant users is to leverage lookalikes as a base audience and then add in persona layers. For example, you may think about having an LAL of 5% and layering on celebrity gossip as a narrowing layer.

This makes your base audience similar in characteristics and traits to your customers, and it allows you to refine the audience to more closely match some of the personas you have built out.

Additionally, when creating your audiences, keep an eye on size. You will almost always want to leverage Facebook’s oCPM (Optimized CPM) tool, which requires an audience size of at least 400K to reach people, collect conversion data, and optimize towards users who are likely to convert.

As you know, a lead gen marketer’s work is only beginning when the leads are captured; there’s a long and winding road from lead to conversion, which will require a whole new series to address. But the above strategies should ensure that you’re working from a healthy foundation of leads.

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Killer demand gen strategy, Part 3: Facebook advertising

If you’ve been keeping up with this series, you’ve got your audience defined and designed creative to match. You’ve constructed smart Google Display Network campaigns to get those users pouring into your funnel.

Now let’s talk some of the most powerful targeting capabilities of all.

In addition to advertising on the GDN, Facebook is a platform you must use to reach your target personas. Facebook’s audience targeting capabilities are among the most effective you can access.

You can target interests, behaviors and a variety of demographic information to get in front of your ideal audience.

Explore Facebook’s targeting options

Think about the personas you have created and begin choosing the audience targeting available within Facebook that will help engage those users. For example, let’s say you’re selling luxury home décor. One of your personas is female, between the ages of 30-40, likes home décor, and is affluent. You would then pick targeting as relevant as possible to get in front of these users.

One example would be:

Additionally, you can layer further information onto your personas – for example, some of them might like celebrity gossip. Leverage Facebook’s audience narrowing and layer it on to test how it impacts performance. See below:

Killer demand gen strategy, Part 3: Facebook advertising

In addition to leveraging Facebook’s native audience targeting capabilities, consider leveraging 3rd-party data audiences from companies like Axciom or Datalogix.

These companies can provide you with rich data that can be highly relevant to your personas – and help you develop new ones.

Take advantage of Lookalikes

Lookalike targeting is another great way to identify the right types of audiences and leverage Facebook’s thousands of data points to get in front of them.

First, look at your customer list and identify different ways you can segment those customers into groups of identifiable characteristics. For example, you can segment out your highest-LTV audiences, different categories (e.g. furniture categories, high-AOV purchasers, etc.).

Then upload these customer lists into Facebook, which will leverage its algorithm to serve your ads to audiences that mimic your seed lists in characteristics, behaviors, and traits.

A reminder: use tailored creative to these audiences. If you’re serving ads to lookalike audiences of your high-AOV purchasers, show creative with more high-end products to match their purchase behavior.

Another great way to get in front of relevant users is to leverage lookalikes as a base audience and then add in persona layers. For example, you may think about having an LAL of 5% and layering on celebrity gossip as a narrowing layer.

This makes your base audience similar in characteristics and traits to your customers, and it allows you to refine the audience to more closely match some of the personas you have built out.

Additionally, when creating your audiences, keep an eye on size. You will almost always want to leverage Facebook’s oCPM (Optimized CPM) tool, which requires an audience size of at least 400K to reach people, collect conversion data, and optimize towards users who are likely to convert.

As you know, a lead gen marketer’s work is only beginning when the leads are captured; there’s a long and winding road from lead to conversion, which will require a whole new series to address. But the above strategies should ensure that you’re working from a healthy foundation of leads.

Is holiday paid search more competitive in 2017 than 2016?

Columnist Andy Taylor explores year-over-year Auction Insights data from AdWords, revealing insights into this year's holiday paid search landscape. The post Is holiday paid search more competitive in 2017 than 2016? appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Which PPC metrics matter? Lessons from half a million keywords

Columnist Jacob Baadsgaard shares insights from a study looking into how various paid search metrics correlate with return on investment (ROI). The post Which PPC metrics matter? Lessons from half a million keywords appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

The importance of targeting branded searches

Though many search marketers focus primarily on non-branded searches, columnist Thomas Stern believes it's crucial to invest in a branded search strategy. The post The importance of targeting branded searches appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Omnichannel shoppers collide with Black Friday and Cyber Monday, setting new records

Columnist Christi Olson shares consumer and search data from the recent holiday weekend -- and provides tips for how to use search to boost your omnichannel holiday marketing strategy. The post Omnichannel shoppers collide with Black Friday and Cyber Monday, setting new records appeared first on...

Please visit Search Engine Land for the full article.

PPC agencies will play these 4 roles when automation takes over

Many in the SEM world are concerned that artificial intelligence and machine learning will make their jobs obsolete -- but columnist Frederick Vallaeys believes that humans and machines working together will ultimately create the most value for clients. The post PPC agencies will play these 4...

Please visit Search Engine Land for the full article.

Four brand-building activities that lay the foundation for SEO

Columnist Brian Weiss explains why a strong brand is necessary to ensure that your SEO efforts can reach their full potential. The post Four brand-building activities that lay the foundation for SEO appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Auction Insights 3: The final script

Columnist Daniel Gilbert shares his updated Auction Insights script, which helps you keep track of what your competitors are doing. The post Auction Insights 3: The final script appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.