Audiences are the dotted lines that have the potential to connect almost all of our digital channels.
Audiences can help improve performance within a campaign and they can also influence strategies in other campaigns, and even in other channels. By using audiences within paid search, we can strategically share the content based on the location of the prospect in the funnel and bid accordingly. We can start collecting information about their interests, demographics, and the ways they have engaged with the brand.
Today, I would like to talk to all audiences that you should use in your paid search accounts. I'll consider which audiences you should use in your pay-per-click (PPC) account plus some bonus suggestions on how you can take advantage of what you learn from other paid and organic campaigns you use.
Action, action, we want action!
Activity-based remarketing lists are proven. I like to create audiences based on different activities in the journey of the buyer. These audiences are great because they give you an idea of where your visitors are in the funnel.
You can start creating marketing funnels parallel to your sales funnel. Hearings can be based on things like:
- Visit certain pages (product pages, price pages, loyalty logins, case studies).
- Watch your YouTube videos (Just login your YouTube account!).
- Completion of a micro-conversion (download of an infographic, a white paper or an e-book).
- Visitors who spent a lot of time browsing or had a lot of page views.
Then you can set up your campaigns to guide people in the funnel. If they have already performed an action, you can be certain that you are providing them with content that will help them move on to the next stage of the buying cycle. This strategy also helps ensure that all your cross-channel campaigns are informed by the prospect's journey, regardless of the platforms with which the visitor is already or not engaged.
Correspondence of the customer
Customer correspondence is another great way to capture segmented audiences with detailed segmentation.
If you have access to an email database, you can use data points that you have in your customer relationship management (CRM) that are not accessible to search engines or Google Analytics to create segmented lists. These can also be used to parallel the sales funnel.
For example, you can do a lot of things with loyalty and purchase information, like sharing new products. It can also be used in low-funnel campaigns to target people …
[Read the full article on Search Engine Land.]
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