Ever obtain an electronic mail with a damaged merge area within the topic line?
“Hey {!FIRSTNAME}, I completed goofed.”
It’s the final word personalization fail.
The marketer makes an attempt to attraction to the prospect with a contact of personalization however by accident reveals the key to his magic trick. It’s jarring to say the least…
The identical goes for neglecting to personalize your pay-per-click campaigns.
If you happen to’re not cautious, your generic PPC adverts might be creating jarring experiences for prospects. And a poor expertise = a poor conversion fee.
The excellent news is that personalizing your PPC campaigns is simpler than it’s ever been, because of a slew of lately launched AdWords options. And in our newest webinar, Larry Kim of WordStream shared 5 of his favourite PPC personalization techniques — magic methods that gained’t make you pull your hare out.
Watch the full webinar here, or learn on for a sneak preview of the tip Larry referred to as “essentially the most fascinating AdWords function within the final 10 years.”
A Buyer Match made in heaven
As Larry defined within the webinar, we’re dwelling within the golden period of personalised PPC advertising. For the primary time within the historical past of promoting, you’ll be able to goal adverts based mostly on id.
What is that this witchcraft, you ask?
Slightly AdWords function referred to as Customer Match, which helps you to add a listing of buyer electronic mail addresses that you just seize from out of your electronic mail automation platform Then, when prospects are signed into Google Search, YouTube or Gmail (which in response to Larry is about 50% of the time), you’ll be able to serve them up an advert that pertains to the listing they had been in.
Have a listing of prospects who you opted into a proposal for a PPC e-book?
Add that listing into AdWords and serve them up an advert a couple of associated providing, already realizing that they’re into studying about PPC.
The magic of identity-based focusing on
Buyer Match works so effectively since you’re not blanket messaging strangers — you’re focusing on people who find themselves already accustomed to your model.
However Larry defined that the true magic occurs if you couple Buyer Match with extra superior electronic mail advertising segmentation.
Most entrepreneurs already use electronic mail advertising to achieve out to particular lists of people that correspond with totally different phases of their advertising funnel: leads, recurring prospects, latest purchasers, expired warranties…
Larry recommended taking those self same electronic mail segmentations and importing them into Google Adwords as separate audiences.
From there, he defined, you’ll be able to leverage present segmentations and provides by sending complementary, hyper-targeted paid ads.
The result’s normally fairly unbelievable. Try this instance from certainly one of Larry’s prospects, the place they had been utilizing totally different focusing on mechanisms for the identical key phrases:
The Buyer Match marketing campaign (“E-mail” within the first column) is producing a $9.43 ROI — considerably increased ROI than some other of the focusing on mechanisms.
And it’s not solely concerning the return on advert spend. Larry has discovered that Buyer Match can lead to conversion charges triple that of a generically focused marketing campaign:
Not too shabby, proper?
…So what’s the catch?
Considering this appears too good to be true? Nicely yeah, there is a catch.
Larry defined that your conversion quantity goes to be low — you are cherry-picking your leads, in any case.
So to be clear, Larry isn’t advocating that you just shut off your main drivers of conversion quantity in favor of any such cherry-picking. However he is recommending that you just experiment with capturing these uncommon and exquisite clicks.
And if you happen to thirst for extra…
Take it a step additional with Comparable Audiences
Google has this different actually snazzy function referred to as Similar Audiences which may also help you develop your attain by leveraging the success of Buyer Match.
In a nutshell, Google seems to be on the conduct, demographics and search patterns of your Buyer Match audiences and finds comparable folks so that you can attain out to. It’s a simple approach to go after a bigger viewers of individuals with out having to say goodbye to these candy CPCs and conversion charges.
Go forth and personalize
Buyer Match is basically solely the tip of the iceberg in relation to personalizing your PPC campaigns.
There’s a lot extra you could be doing to make your prospects really feel such as you get the place they’re coming from and that you just’ve obtained a custom-tailored answer for his or her issues.
…In reality, Buyer Audiences had been certainly one of 5 suggestions that Larry shared on the webinar.
If you wish to get actual up-close-and-personal with prospects, you’ll need to hear the remainder of what Larry needed to say on the webinar. You possibly can watch the recording right here:
(Psst. For a tutorial on utilizing Buyer Match in your PPC Campaigns check out the AdWords support article here.)