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We’re almost to the halfway point of 2018 – crazy, right? With the summer swoon starting to take effect in many accounts, it’s a good time to look back at the data you’ve amassed and figure out how to put it to use.
Determining where to start can be tricky given the amount of data marketers have access to, so I’m going to outline 3 areas you should focus on:
- Audience Analysis
- Funnel Analysis Using SQRs
- Ad Copy Strategy
In this post, we’ll tackle the first topic: audience analysis.
At this time most, if not all, businesses running paid search campaigns should be creating and leveraging audience lists. There are numerous variations of audiences that you can run/build. For example, visitors of the checkout page, cart abandoners – now we can even upload a customer email list of shoppers who are high-dollar spenders (i.e. cart values > $350). Having the ability to build these lists in any combination or situation that is relevant to your business gives you more control of messaging (check out Jacob’s blog on audience-customized messaging) and customer experience since we have insight into an individual’s “bucket.”
There are a handful of audience lists for ecommerce sites that I would recommend building if you haven’t already. Keep in mind you can build these just for Q4, or whatever timeframe you find fitting to your overall marketing strategy:
- Holiday Purchasers
- There are variations that we can build off this as well: Black Friday purchasers, Cyber Monday purchasers, Q4 purchasers, etc. For some retailers, holidays like Valentine’s Day, Mother’s Day, Father’s Day, etc., will make sense as well.
- One key note to remember: make sure the membership duration is at least 365 days so you can use it over a full year.
- Customer Cart Value “Silos”
- Depending on the price point of your items, the value ranges will differ, but the concept remains the same. Users who are “big basket” shoppers are more valuable during the holiday season, while smaller basket shoppers might buy more frequently throughout the year. It’s best to have these broken out so you can control spending towards these audiences to maximize ROI.
- Engaged Visitors
- Make sure to break out site visitors from the last 30 days who didn’t bounce right away, purchasers, visitors who touched other high-cost channels.
- Low-Engagement Visitors
- Create a segment for visitors who bounced within x seconds in the last 90 days and bid lower for this group than the other previous users.
- Net-New Visitors
- These are users who haven’t been to your site before – basically a segment for unknowns who will eventually move into another bucket that you have created.
While you shouldn’t limit yourself to the above audiences, they are a good place to tune up your 2018 strategy, especially since Q4 will be on us (yes, really!) sooner than you think.