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Measure how our remarketing audience are performing in the funnel.
Are we driving conversions following sequences initiated at the top of the funnel?
Are our remarketing audiences covering the cost of our Awareness and Consideration stages?
Custom Audiences include:
Website Visitors, Video Viewers, Page Engagers, andApp Visitors Branded Keywords are those which include your company name or a bespoke product title.
Splitting out our audiences into Non-Custom & Non-Brand is a great way of summarizing our top-of the funnel endeavors.
Do we have enough people entering our funnel?
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Are we spending 40-80% of our budget on Non-Custom Audiences and Non-Branded Keywords?
Do we have enough link clicks to fuel our website visitors?
Non-Custom Audiences include:
Saved Audiences, Lookalike Audiences
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Frequent, lightweight touches
Frequent lightweight touches are key to keeping the client informed. We don’t want the client chasing us for information, we should always be feeding them updates to let them know they are still our priority and we are continually working on their account. (AKA, we are still doing what they are paying us to do).
See our Audience Performance Matrix for TiVo for January 2018. This looks at the speed and performance for custom and non-custom audiences as well as branded and non-branded keywords.
We are implementing our AEC re-marketing funnel really well here. Some really positive results to back up our funnel endeavours.
76% of total spend is on non-custom audiences or non-branded keywords, this is how we’d expect it to be, where the majority of our monthly ad spend is spent on converting customers from cold to warm. Once we’ve warmed them up, it only takes a small amount of ad spend (24% in this case) to serve them ads to convert.
79% of all link clicks are from non-custom/non-branded. All of these clicks are fuelling our website, remarketing audiences and keeping our conversion campaigns functioning.
As we’ve previously discussed with our AdWords analysis, we are looking to add more spend to non-branded keywords to intercept customers before they are aware of TiVo and their products.
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Key Video Tips & Examples
● Remember to keep videos relatively short! Facebook recommends videos between 20-90 seconds in length, so we recommend 1 minute as a good place to start.
● Each Why video should be unique from the rest. By creating 3 different why videos, 3 how videos, and 3 what videos a local business is able to test which type of story performs the best!
● The videos do not have to be fancy. You do not need special lights, graphics, or a set. You will just need your smartphone, and one minute of insightful content. We will take you through examples of the why, the how, and the what videos.
Converting Views into Sales - The What (Example)
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Value Ladder
The Ascension Path
