Scale, Meet Performance | The Powerful Interplay of Social, Display & Search

Scale, Meet Performance The Powerful Interplay of Social, Display & Search

Sana Ansari, General Manager, 3Q Accelerate

2A Harte Hanks Company @3QAccelerate


4A Harte Hanks Company

Smart Segmentation of Our Customer Base

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Seed Lists for Lookalike Audiences

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Tailoring Creative & MessagingSeparate ad sets allow us to truly tailor messaging and creative.

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Highly Relevant Landing PagesSeparate ad sets allow us send audiences to the most relevant landing pages.

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Nested Lookalike StrategyBy using the nesting strategy, we can remove any overlap to fully understand the performance and value of different types of users - and bid accordingly.

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Leveraging Segments with Audience Insights

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Develop Personas

• Core ages: 25 – 34• Gender: Females• Household income: $75-$100K• Interested in: Camping, Cycling• Purchase behavior: sports & outdoors

High LTV

• Core ages: 25 – 34• Gender: Females• Household income: $50-$75K• Interested in: running, yoga• Purchase Behavior: food & drink

Low LTV

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Topics, Interests & Demographics

High LTV

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Display Select KeywordsDSK is NOT standard Keyword Contextual Targeting; DSK leverages your keyword selection to match your ads to sites when your customers are most likely to convert.

Selective Contextual Targeting

Matches your ads to contextually relevant sites at the precise moment of user engagement

Efficient Performance

Only matches ads if there is a high likelihood of conversion based on customer purchase intent, keyword selection, and predictive models

Launch on top 10-15 keywords

• affordable gym clothes• cute yoga pants for women• trendy athletic wear• fashionable gym wear

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Custom Affinity Audiences

Take advantage of custom affinity audience targeting by placing ads in websites of competitors or those that your core customers tend to visit.

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Reach Your Target AudiencePulling the right levers in GDN and leveraging lookalike targeting in Facebook are among the most effective ways to get in front of your core audiences.

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Capture Users with Paid SearchTo capitalize on the intent and brand awareness generated from our Facebook and GDN efforts, we take advantage of paid search.

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Alpha-Beta Campaign Structure

BETA(query mining)Broad or +BMM

ALPHA(query sculpting)

[Exact]

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RemarketingLeverage remarketing to bring high-intent audiences back onto your site to convert. Audience lists should be set up by the level of a visitor’s interaction.

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Sequential RemarketingSegment by time for greater control over sequential messaging and to maintain fresh creative for audiences.

Week 1 Week 2 Week 3

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Remarketing – Video EngagementProspect with video ads to educate the user about your product/offering. Then remarket to users based on how they have viewed your video.

Remarket to video views and completions

CPCs can often be cheaper then prospecting with static/carousel ads!

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Remarketing for Search AdsLeverage RLSA to stay on top of high-intent audiences and pull them back to your site to convert.

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Re-engage Facebook Custom Audiences

Once you have converted your user, don’t forget that in many industries, this customer can turn into a constant stream of revenue.

Utilize your 1st-party data to market and re-engage these users onto your site.

Ad refresh is crucial here.

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Re-engage Google Customer Match

Leverage 1st-party data on Google to target existing customers on GSP and RLSA.

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Questions?

Marketing

Scale, Meet Performance | The Powerful Interplay of Social, Display & Search