And what if we personalized our messages and media placement as a function of the Internet user’s maturity in the purchasing pathway? A utopian idea only 5 years ago, but today quite real and of the utmost importance to gain in performance, brand image and coherence.
We are still accustomed to seeing numerous advertisers re-hitting their prospects or customers on different media channels with a non-personal message, or yet again displaying a banner with a product already purchased by the Internet user.
Below you’ll find a status update that highlights possibilities for crafting messages and creations within different Google and Facebook formats while aiming for gains in performance and brand image thanks to the notion of “audiences”.
You have several possibilities available for crafting your Search, Display, Youtube or even Gmail ads based on your known audience with Google Adwords:
Google Analytics > Administration > Property> Audience Definition > Audiences
Tip: don’t hesitate to import an automatic audience list from the gallery (“import from the gallery”) which will save you considerable time.
Example: Boost your bids on prospects who have made more than 3 visits to your site.
Add a promotional code by adapting your message in your ad / creation for visitors who have already made 3 visits to your site within the last 7 days without making a purchase.
1st possibility: Page visitor
Here you define a specific rule based on a url to create the pull cookie for your Internet audience.
Don’t forget to adjust your cookie’s length of validity based on average time between the first click and conversion.
2nd possibility: Customer e-mail addresses (Customer Match)
This function allows you to add a list of e-mail addresses culled from your customer data base (CRM).
Example: segment your data as a function of your top customers, buyers of such or such a product category, etc., in order to once again adapt your advertising creation and messages.
3rd possibility: Youtube Users
Here, it’s a matter of creating an audience based on your Youtube videos. It is also possible to create an audience from your prospect/customers who watched your instream advertising on Youtube.
Example: script your Youtube brand campaigns by proposing a new viedo when the Internet visitor has already seen the 1st one. (example of Use-Case: user 1 has seen your paid video on the launch of a new mower > in t2, suggest a tutorial on this mower > in t3 (if s/he has still not made a purchase) offer a promotional code)
4th possibility: Mobile app users
Here it’s a matter of creating an audience of Internet users who visited your mobile app in order to remarket them in Google formats (Youtube, Search Engine, Gmail, etc.)
You can design audience lists in the same manner as Google Adwords in Westerners’ favorite social network.
Concerning audiences created by way of a “customer file” (customer match), “web site traffic”, “app activity” and “interactions”, the installation and use are identical to Google Adwords (see above).
This is the latest Facebook solution in terms of audience. It allows you to measure transactions that took place in stores and within other offline channels (eg., reservations or orders placed by phone).
It is now possible for you to push advertising to an individual who really came through your store.
Example: present the new T-shirt collection with a promotional code to a prospect who came through your store!
Before you implement these audience lists and, above all before you use them, you must imperatively place your Adwords, Facebook, and Google Analytics tags or pixels.
Once you have created your audiences from your web site (cookie) or your email data base, Facebook and Google allow you to create twin audiences also known as Look-Alikes. This enables you to target prospects who are similar to your original audiences. More specifically, you can, for example, create a look-alike audience based on your top customers email audience in order to advertise to a very precise target that is likely in line with your products/services.
In this brief article, we voluntarily chose not to address the creation of audiences on other levers (RTB, E-mail, etc.) which use for example, DMP/CMP logic.
Google & Facebook enable you to launch your first audience tests quickly enough but in a mixed levers approach, it is noted that you should constantly work with your audience to offer them a format/message along the entire purchasing pathway that’s adapted at each step!
Don’t hesitate to contact us if you need or want further information or support on any of these different points!