Data Drilldown - Using in-market Segments to Enhance Your Remarketing Audiences
how do you marketing fans And welcome back in the previous lecture, we spoke about affinity categories and how google uses those to identify the long term stable interest, passions, likes and affiliations of your website visitors in this lecture, we're gonna talk about a second popular way of modifying remarketing audiences using your historic data and those are in market segments. In market segments is basically how they sound. They focus on short term attributes of your website visitors attributes that are less stable. They are more prone to change from time to time and they're focusing on commercial intent. They're focusing on the likelihood of a potential website visitor to be interested in buying a certain product service. So in market segments seeks to answer what products and or services is a given website visitor likely to be in the market for Right now in market segment data is identified through Google's enormous, enormous database of browsing behavior on your mobile devices,...
on your tablet, on your desktop, your search, query patterns on google search and many other third party data sources examples of in market segments include employment travel and hotels, financial services, consumer electronics, real estate software and literally hundreds if not thousands more. Let's take a look in google analytics now in a couple different accounts to see how we find and identify in market segments. A lot of this is going to be very similar to what we covered in the very previous lecture. So I'm not going to go into it in as much depth just so we keep things moving along at a nice pace over here. So here we are back in our agencies google analytics account and instead of going under interest to affinity categories, we want to click on in market segments and this is the report that's going to show us the actual in market segments that google identifies our website visitors to be in. So once again you want to keep in mind that everything to the left of conversions is more generic data about our website visitors were not interested in targeting huge amounts of people based on some of this generic data. We wanna specifically know who are are high value audience, who are are high value potential customers and what in market segments are they likely to be in. But before we go any further, one more thing I wanted to quickly point out is that affinity categories are meant are built for the greatest reach. They're not meant as much to drive actual sales because they're so broad because people could be part of so many different affinity categories based on data that google collects over time. They're really meant to expand the amount of awareness and traffic of bringing into your site and you shouldn't really expect affinity categories to help you convert more visitors to the bottom of the funnel, you should expect affinity categories to be used in conjunction with your remarketing audiences to bring in higher quality traffic at scale. While in market segments are built more for direct response, they are less stable, which means they're more specific to a person's commercial intent in any given short amount of time and what that specific amount of time is is is unknown. Um That's not information we really have access to specifically but because we're targeting commercial intent, they're using actual search queries what people are looking for, what products people are browsing. Um and it changes more frequently you could expect in market segments to bring in better traffic that's more likely to convert lower in your funnel. And most of you are probably going to want to start off with using in market segments over affinity categories. That's my recommendation. Use in market segments first and only once you feel you kind of tapped out the resources that in market segments have to offer. Then I'd recommend exploring some options and some experiments with affinity categories. So back in google analytics we see our list of in market segments on the left hand side over here and once again we want to focus on our form submissions or whatever goals you're gonna be tracking for this case. It's form submissions. So we see that the Once if we if we start by form completions, business services, business technology, web services, web design and development has 120 for uh conversions and right away just comparing it to affinity categories that had technophiles and TV lovers and movie lovers for all these different clients. Um you see right away that in market segments seem to be more accurate. That's definitely a in market segment that relates to our business. We are a digital agency. So business services that fits business technology, that fits web services, that fits web design and development even that fits. So you're really kind of hitting the mark a little bit more accurately with um in market segments. So we're looking at form submissions. We can look at form submission, goal completion rate and once again the in market segments that have the highest forms mission conversion rates changed drastically to a bunch of these different um Believe it or not, auto and vehicle categories. Uh so on and so forth. But you also want to make sure that you're looking at a good enough amount of actual forms mission. So we're showing, you know, 1.2%, of the total forms missions over here. This might not be the most accurate in market segment. Um so I would recommend filtering by the total number of gold conversions and also kind of matching it up with higher than average form submission rates and those are the audience segments, The in market segments that you kind of want to target jumping back here into this e commerce clients of ours that deals with jewelry. Let's take a look at their in market segments as opposed to their affinity categories. So here we can see a different list of in market segments for this client. And you're starting to see that there's less overlap in the in market segments, audience dimensions as opposed to what we were seeing with affinity categories. So travel, hotels and accommodations, apparel and accessories, apparel and accessories, accessories, jewelry and watches, fine jewelry. We're starting to see more accurate in market segments for this company. And we could also once again match it up with total transactions for e commerce and revenue. You could use this tab to filter out different goals to filter through different goals you have set up in your account. Whatever goals you have set up in your account will be available in the conversions. Dropdown menu over here we're looking at the e commerce section which is going to show us these three key e commerce metrics like transactions revenue and e commerce conversion rate. Um so say for example for this client um I wanted to take a look at a power and accessories. It has a lot of sessions. It looks like it will have a good reach and we see a significant amount of revenue. Um $1.3 million dollars of revenue with a large number of transactions and a um average or the around the average of our e commerce conversion rate. But I want to see aged groups. Once again, I'll click on the power and accessories and we'll see our age group sorted out, let's say we sort this by revenue And we see that people between the ages of 25 and 34 Are buying the most amount of jewelry from us, 25 to 34 and 55 to 64. Those are our top two categories. So say for example, we wanted to target that audience, which was a powerful and accessories And 55-64. Let's take one more quick look at a another client of ours will go into there interests and in market segments category, and we're gonna be filtering out not e commerce, but let's say we have our list of goals will go to us, sales completed, and we see that we have 100 and goal completions um, in the past month, and we're looking at an in market segments of employment, travel, hotel accommodations, financial services, investment services, so on and so forth. Um, let's say I see that revenue is really high for financial services, investment services, that, that in market segment. So if I wanted to create a re marketing audience or modify a remarketing audience, I would remember this in market segment. If I wanted to go and take a look at age, I might see once again, 25-34, um, or actually, 35-44 brings in the highest amount of revenue. So I want to do um, the the in market segment of travel hotels and accommodations, or rather financial services, investment services. I could do both. That's actually a good idea. Let's say I wanted to do both of these, The travel in the financial services. So I go over to my admin section. Again, I would go into my audiences section. Let's say I wanted to modify my all facebook visitors, remarketing audiences. So I would click into that audience itself. I would go over and edit the audience and instead of under demographics choosing an in market segment because now I can only do one. I'm gonna want to go over to you guessed conditions and I'm gonna be filtering sessions that include just start typing in market and make sure you type an in dash market. If you do in space market, you'll get nothing. So you want to do in dash market segment exactly matches. And we had the first one was financial services, investment services. And then we could, or in a market segment Exactly matches. And we could do travel, hotels and accommodations. Um, and then we can apply. So we have that new condition that the in market segment has to include either of these two in market segments. The source contains Facebook and I might want to edit that and say the demographic targeting is you know 35-44 and apply. Yes. We will be limiting our cookies, we will be now modifying this audience, but that's the whole point. We're drilling into our data. We have a rich profile on our users whether it's in market segments, which is a better place to start or affinity categories, which is a good place to go if you want additional reach but not to use those as standalone audiences. You don't want to create necessarily one audience that's targeting and in market category in market segment or an affinity audience because then you're I'm not saying that that's a bad idea in general but that's not re marketing. If you had an Adwords campaign targeting an in market category, you're not necessarily targeting previous website visitors were talking about targeting previous website visitors. That's the whole purpose of this entire lecture. So yes, there is a place and a time for display campaigns that will bring in new traffic that will prospect using unmarked categories and affinity audiences. And you could use what you learned here absolutely to run those campaigns. But what we're talking about here is using the rich data profile that google has given us on our website visitors namely using in market segments and affinity categories to further modify these remarketing audiences to further hone in on the data that we're collecting and how we want to target these Adwords campaigns. Once we actually set them up inside adwords and we re market to our previous website visitors. So in this specific example we're targeting people who came in through facebook but also are part of it in market segments. So I am still only re marketing to people who have been to my site before. But now I'm even narrowing that down a little bit further. So that's the kind of concept behind in market segments. Once again, just to reiterate in market segments is much much better for accuracy. Bottom of the final commercial intent. People interested in a specific service or buying certain types of products. There's commercial intent. They are supposedly or google's assuming that they're in the market for something. Affinity categories is your personality, think about its broader your your interests, your affiliations, your political views, things that are less likely to change your attitudes, your beliefs, your in market categories. You're in market segments are what's your whim? What have you been looking for recently? What do you want to buy today? What have you been buying this month? So it's much more likely to bring in people who are interested in a specific thing as opposed to affinity categories are people who are more likely to be interested in a certain thing or a certain set of things. So I do hope that these past two lectures where we spoke about affinity categories and in market segments, kind of open your eyes to a new medium. A new vista. A new dimension inside your remarketing campaigns. I do hope that you use these um two techniques effectively by looking back on your historic data by taking a look at how google identifies your website, visitors and you'll be all the better of every marketer of an advertiser because of it. So thanks for bearing with me through this one, and I look forward to talking to you very soon in the very next lecture.