For brands to create and convert demand, they must first engage consumers with awareness strategies. Once consumers become aware, brands should then leverage ads personalized to how the consumer has already interacted with the brand—helping consumers down the path-to-purchase. There are several ways brands can utilize customer data integration to create more personalized and relevant experiences.
RLSA (REMARKETING LISTS for SEARCH ADS) CAMPAIGNS
RLSA comes in two different forms: Traditional and Customer Match. With Traditional RLSA, brands can target consumers who have recently visited their site, enabling brands to optimize and personalize content to match the consumers’ needs. RLSA Customer Match allows brands to not only target consumers who have previously expressed interest, but also upload these consumers’ email addresses to a database, which is then matched to signed-in users on Google. Brands can build out Paid Search campaigns to reach a specific audience, aligning with intent. Leveraging this first-party, customer data fuels relevancy in search ads.
The implementations of RLSA Customer Match typically generate smaller volume than RLSA Traditional, but with a higher efficiency. With a larger audience reach, customization and tailored content (e.g. paid search bids, copy, landing pages, etc.), RLSA Customer Match can increase performance. For one Performics client, we tested Standard Search, RLSA Traditional and RLSA Customer Match against one another and found that RLSA Customer Match, due to relevancy, generated the best results: 54% higher click-through rates (CTRs) and a 62% increase in conversion rates.
FACEBOOK CUSTOM AUDIENCES
Facebook offers a feature, Custom Audiences, which allows brands to target customers they already know, including customers that frequently visit their websites or use their mobile apps. Beyond customizing based on location, interest and demographics, Custom Audiences gives brands the power to align ads to consumers who’ve already engaged with their product/service. Because these consumers have visited the brand’s site/mobile app, they’ve expressed a clear interest and are more likely to convert via a targeted ad.
Brands can also decipher what consumers actually want—rather than what they think they want—by utilizing consumer data from previous website visits. For one client, we utilized DMP data to better reach returning customers. After segmenting consumer traits, we ran data against statistical models and used the output to predict product recommendations for each individual consumer. We customized bids, ad copy, landing pages and product selection—all before the consumer even knew which product they actually wanted. Through this strategy, our client achieved a 2X revenue increase in two months with an 8% decrease in time-to-conversion.
Leveraging data to tailor search and social experiences increases relevancy, which not only leads to more conversions, but lower costs.
To learn how to better leverage customer data integration in your Performance Marketing campaigns, contact your Performics account team today.