By Charlie Cummins – bbmm.ie
The Google Breakfast Briefing today was a follow up to the last session, as it looked at Advanced Audience Advertising. The presentation provided some ideas and direction on how to use the wealth of Google audience data to deliver better efficiency and targeting for your Google online advertising campaigns.
A number of intriguing statistics were highlighted to demonstrate the importance of using audience data/segments properly to focus your online advertising:
- More than 1 billion people turn to Google every day to find answers to their search queries
- This covers more than 2 million publisher websites and over 650k apps
- 96% of users leave a website without converting
- 70% of users abandon shopping carts without purchasing
- 49% of users typically visit 2 to 4 websites before buying.
With so much activity going on, it is essential that advertisers develop a cohesive strategy to effectively focus on their audience from within this vast array of people. And it is a vast array: while users may be grouped into similar age brackets, they are by no means all the same! Their use of the internet will be vastly different – the Barcelona FC football fans will have a totally online pattern than say someone planning a wedding versus someone booking a flight.
The core elements of using audience data in a strategic manner was summed up as consisting of three core areas:
Collect:
Website owners need to collect as much data as possible from all areas of their website to provide a comprehensive database of visitors and customers and which areas of your website interest them. It is important therefore that all pages on a website be tagged to track activity to generate quality data collection
Segments:
Using the customer knowledge gleaned from your website’s traffic, how do you best segment the wider spectrum of internet users to match or complement your own customers? Do you chase your existing customers, or desire to add new ones. Do you want to chase new users who exhibit similar search interest patterns to that of your existing users? Or perhaps you should be targeting users who have purchased a set value of goods.
Engagement:
Having decided which segment to target as being the most worthwhile, your ad needs to engage them with a meaningful message that appeals to their expressed areas of interest. Re-target them with a related and relevant message.
