Focusing on the Negative: Rolling Out a Negative Audience Strategy By Michelle Morgan
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Director of Client Services at Clix Marketing
• PPC Pro for 7 Years
• Lover of bad movies
• Australian Shepherd Owner
Michelle Morgan
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§ 4 Major Reasons:
– Already Known
– Poor Engagement
– Not a Fit for Your Company
– Audience Patterns
UNWANTED TARGETS
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§ Conversion Rules:
– Users tagged with platform pixels.
§ Customer Lists:
– Uploads of your CRM database (lead or
any other lifecycle stage).
UNWANTED TARGETS
Already Known Lead
§ Why Use Both:
– Dynamic Lists
– Cookie Length
– Tracking Hiccups
– Unconventional Customers
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§ Platforms:
– Google AdWords
– Facebook
§ Examples:
– Avg Time on Site < 5 Seconds
– Careers Page Visit
– Fell Off Conversion Action
UNWANTED TARGETS
Poor Engagement
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§ If you know your
target…you probably also
know the unwanted targets
as well.
§ Important for persona
targeted campaigns.
UNWANTED TARGETS
Not a Fit - Wrong Persona
Better
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§ Create Positive Audiences
§ Create Negative Audiences
§ Review Audience Insights
§ Compare Differences
UNWANTED TARGETS
Audience Patterns
Negative Audience Target Audience
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AUDIENCE SHAPING
§ Why Does It Matter?
– Message Match
– Targeting Strategy Effectiveness
– Easier Management/Optimization
– Frequency Control
Example Time…
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AUDIENCE SHAPING
RETARGETING LOOKALIKE INDUSTRY JOBTITLES
B2B SaaS Offering Running Facebook Campaigns
Retargeting
Message
Lookalike
Message
Industry
Message
Job Title
Message
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AUDIENCE SHAPING
§ Audience Layering:
– Put Audiences in Order of Importance
– Exclude Down the Hierarchy
§ Examples of Hierarchy:
– Audience Size
– Highest Value Targets
– Most Specific Messaging
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AUDIENCE SHAPING
§ Retargeting § Industry
– Retargeting
§ Job Titles
– Retargeting
– Industry
§ Lookalike
– Retargeting
– Industry
– Job Titles
Exclusions Lists for Each Campaign