Search as a marketing channel is more driven by customer initiative than other channels. So SEM strategy is usually focused on figuring out the best keywords to bid on so that customers are drawn to your site. Controlling the audience targeting of these campaigns might seem like a lesser concern.
However, if you can ensure that your search ads are served to the most relevant audience, you can increase your reach, drive more sales, increase revenue and improve performance. And the best way to do that is to use your first-party customer data as your guide.
Google has a feature for creating retargeting audiences from your website data (RLSA – remarketing lists for search ads). And Velocidi easily integrates with your Google campaigns as well.
You can keep your keyword strategy the same. By increasing your bids to the audiences you know are relevant, you gain a significant advantage over your competitors. You’ll be able to drive more conversions and attract more customers to your site.
Let’s cover a few of the applications for first-party data in your search campaigns.
Looking for numbers?
2.5X higher conversion rate. 264% higher ROAS. 12.4% more revenue. Read the results from Figleaves applying these strategies to their search campaigns.
Remarketing to recent website visitors
Remarketing to website visitors is a great way to ensure that you stay on customers’ radar as they continue to browse your competitors. Leaving an easy pathway for customers to return to you will ease friction in the buyer journey and ultimately boost conversions.
There are many creative ways you can segment your audience. Google has tools for segmenting by standard behaviors like adding to cart. Velocidi has automatic audiences capturing high buyer intent, frequent buyers, and high spenders. You can use them to extend your reach, increase sales, drive revenue and improve the performance of your search campaigns.
Another nifty option you have with Velocidi is re-engagement segments. These are automatic segments of customers who are due for a repeat purchase soon or recently past due.
Similar Audiences based on your first-party segments
Google’s Similar Audiences feature targets customers who are similar to those in a given list. We always recommend Similar Audiences based on your Velocidi high-intent and high-spenders segments. A Similar Audience based on product interaction also works great when you have a product or product type driving the lion’s share of your business.
Experiment with keywords
While you’re experimenting with different ways to segment your first-party data and where your optimal bid thresholds are, you might also find opportunities to experiment with keywords. Retargeting audiences aim to bring customers back for a second or third visit after they’ve already found you. So you might find that your cheaper branded keywords are enough to get them back.
But don't just take our word for it
Figleaves, an online retailer, achieved 264% higher ROAS by applying first-party audiences to their SEM.