Delaying potential audience list before targeting
Recently I got a very advanced request from a well experienced marketer.
Their site offers freemium service, therefore most of their customers use their services free and a small percentage pay for the premium services.
They are willing to place a very high bid in order to convert free customers into premium.
Customers that viewed the premium plan page yet didn’t upgrade, are the most likely customers to get targeted, we will of course exclude them once they become premium as explained in the article Advanced remarketing lists Excluding Audiences.
Marketers are willing to place a very high bid on these users, for a second engagement with the premium plan page.
But what about the organic second engagement customers, those who intuitively return to the premium plan page and are still debating rather to upgrade or not.
Do these customers need to get the same targeting treatment the former customers get? probably not.
So this is the deal:
Customers that viewed the premium plan page, though 7 days later, didn’t return to the page are segmented as group A – the former customer mentioned above.
customers that viewed the premium plan page and within the next 7 days they viewed the page again, are segmented as group B – the latter customer mentioned above.
How do we differentiate between these two groups
We first need to build a Destination goal containing the “PremiumPlan” page:
Figure A: Building a goal for users that viewed the premium plan page
Then we will build 2 segments:
1. Users that visited the page:
page contains “PremiumPlan”
Duration = 30 days
Figure B: Once a user visited the page he will remain in the targeted group for the next 30 days.
2. Users that returned to the page
Goal completion >= 2
Lookback window = 7
Duration = 1
Figure C: User that returns to the “PremiumPlan” in a different session within 7 days he will join this audience list for 1 additional day.
In AdWords we’ll build an audience group that includes segment 1 and excludes segment 2
Let’s see how does this work:
A customer visited the “PremiumPlan” page on the 1st of the month, returned on the 3rd and on the 15th (See figure D).
On the 1st of the month he is defined in group A
The 2nd – he is still in group A
After he visits the page on the 3rd of the month he is excluded from group A for 1 day
The next day he still applies to the second segment because he completed the goal more than once in the last 7 days
And so for the 5th, the 6th, the 7th and the 8th day of the month, he joins segment 2.
On the 9th day the second segment won’t apply in relationship to him, yet because on the 8th day he did and the duration is 1 day so also on the 9th day he will be excluded.
From the 10th day and on he will remain in group A until the 15th + 30 days, unless he places an order (or visits again within 7 days).
Figure D: The groups in which the customer mentioned above will be in