Here’s a short clip of Marcus ranting to Rhys about the wasted spend that comes with not utilising audiences correctly.
Too often ads are being shown to everyone searching for a brands core term, regardless of who they are.
This is not personalised and PPC can be a lot smarter!
Using audience lists to segment out users who are simply looking to login to their account is a very simple thing that can have a big impact in two ways:
- Exclude these people altogether. They are already a customer and the cost of a click is not worthwhile.
- Give these people a tailored message that acknowledges they are already a customer or informs them about a new feature. This will remind them why they already pay for your product. Please note I am not trying to call out any brand in particular.
These videos are not scripted and the examples used are just some that came to mind at the time.